2024年电商市场趋势和洞察报告（英）.pdf

1 FEEDVISORA Report Based on a Survey of 1,000+U.S.Brands and Private Labels 2024 EditionThe Brand Perspective:Trends and Insights into 2024s E-Commerce Landscape2 FEEDVISORThe Brand Perspective:Trends and Insights into 2024s E-Commerce LandscapeThe first half of 2024 has shown remarkable resilience as e-commerce growth has risen steadily 7%year-over-year,totaling$331.6 billion in just the first four months.Consumer discretionary spending,particularly in electronics and apparel,has driven the growth,along with an increase in online grocery shopping.Yet,consumer sentiment is still weary,as 7 in 10 Americans remain concerned about the cost of everyday essentials,indicating a slower pace of consumer sentiment advancement compared to the rate of inflation.Regardless of indicators such as lower unemployment,robust GDP growth,and commendable retail sales figures,financial uncertainties continue to cast a palpable shadow on the minds of U.S.consumers.Amidst escalating competition and the proliferation of e-marketplaces,brands grapple with expanding their customer base and navigating consumer budget constraints.The intricate nature of commerce and advertising operations undeniably looms over their forecasts for profitability and revenue expansion.Nevertheless,brands exhibit resilience and maintain a hopeful outlook in the face of these trials 60%of surveyed brands express optimism as they venture further into 2024.Dani NadelPresident and Chief Operating Officer,FeedvisorIn its sixth annual rendition,“The Brand Perspective:Trends and InsightsInto 2024s E-Commerce Landscape”delves into the intricate dynamics of over 1,000 U.S.businesses spanning from direct-to-consumer businesses to Fortune 1000 brands and unravels their distinctive relationships with Amazon and other e-marketplaces.“This comprehensive report presents a thorough exploration of their strategies for multichannel diversification,nuanced social media commerce tactics,advertising and media strategies,and an insightful analysis of how inflation impacts their operations.Moreover,it not only illuminates their present strategies for navigating e-marketplace but also provides a glimpse into their perspectives on the future landscape of the industry.Irrespective of whether you operate as a brand,a retailer,a private label seller,or any other entity,this report provides strategies and opportunities that can be harnessed to adeptly navigate todays disruptive ecosystem.We hope our insights prove invaluable in your endeavors to connect with new audiences,assert control over your marketplace presence,and ultimately propel your market share and profits to new heights.3 FEEDVISORTHE STATE OF E-COMMERCETHE ONLINE CHANNELS BRANDS FOCUS ON FOR GROWTHTHE STATE OF RETAIL MEDIA ADVERTISINGHOW BRANDS FARED DURING THE FESTIVE FRENZY AND WHAT IT MEANS FOR HOLIDAY 2024RAPIDLY EVOLVING E-COMMERCE AREAS TO WATCHADAPT OR BE LEFT BEHIND:THE YEAR OF INNOVATION IS HEREKEY FINDINGS 41422 36414748Table of ContentsThis survey was commissioned by Feedvisor and conducted by Zogby Analytics,a nationally and internationally respected opinion research firm,on behalf of Feedvisor.It was distributed online from January 2024 to March 2024,among a national sample of 1,000+retail business decision-makers.Results from the full survey are based on a confidence interval of 95%and have a margin of error of plus or minus 3.1 percentage points.All numbers have been rounded to the nearest percent.4 FEEDVISORThe State of E-Commerce5 FEEDVISORThe State of E-CommerceE-Commerce Growth Remains ResilientAgainst the backdrop of supply chain disruptions,geopolitical hurdles,and persistent inflation,the e-commerce industry is gradually stabilizing,due in part to the persistent willingness of consumers to spend.Yet,even as these challenges ease,the pace of e-commerce growth remains restrained.The first quarter of 2024 witnessed a modest uptick in e-commerce sales growth at 8.6%,indicating a cautious yet hopeful trajectory for the industrys recovery.1More encouragingly,Adobe expects the first half of 2024 to drive over$500 billion in online spending,representing 6.8%YoY growth.2 1 US Census Bureau 20242 Adobe Analytics 2024“The growth is not attributed to inflation but to net new demand,with some categories like electronics,apparel,and grocery,faring much better than others.Almost half(49%)of brands recognize e-commerce as a key area of opportunity,underscoring its intrinsic value in the midst of a sluggish economy.Although e-commerce growth has slowed compared to what brands are accustomed to,the industry continues to advance steadily.US Retail Ecommerce Sales,2018-2024billions,%change,and%of total retail salesNote:includes product or services ordered using the internet,regardless of the method of payment of fulfillment;excludes travel and event tickets,payments such as bill pay,taxes or money transfers,food services and drinking place sales,gambling and other vice goods sales Source:eMarketer,Oct 202013.6%9.9%14.6%11.0%32.4%14.4%15.0%6.1%16.3%13.0%17.7%12.6%19.2%12.3%Retail ecommerce sales%of total retail sales%change6 FEEDVISORTHE STATE OF E-COMMERCEInflations Subdued Impact on E-CommerceInflations impact on e-commerce appears subdued,but its effects ripple through consumer behavior and purchasing patterns.As prices soar,eroding purchasing power,consumers face heightened costs for everyday necessities,particularly impacting low-income households.To cope,consumers are trading down,with 79%adopting cost-saving measures like purchasing different quantities or pack sizes,opting for lower-priced retailers,or switching to budget-friendly brands.1 And while they are finding ways to cope,their purchasing frequency has remained unchanged.Consumers now seek out value and online channels to make their purchases.While inflation has eased,consumer vigilance remains high,with price considerations significantly influencing purchasing decisions.Research reveals that two-thirds of consumers express concern,leading to active measures such as seeking discounts(79%)and reducing spending(77%).2 With this in mind,brands need to evaluate their digital shelf and ensure their products are readily available.1 McKinsey 2024 2 Retail DiveMore than half of surveyed brands(60%)are optimistic about the second half of 2024,while 53%of companies are concerned about recession or economic impact“Despite consumer precautions,brands have largely succeeded in adapting to the current inflationary environment.A survey of businesses indicates that less than half(44%)experienced a dramatic change in their e-commerce sales due to inflation.Among those reporting significant changes,over half(56%)reported an increase in e-commerce sales.Similar trends were observed for overall company revenue,though slightly less pronounced than for e-commerce sales.More than half(53%)reported no dramatic change,and among those experiencing a notable shift,51%reported an increase in overall revenue.Have You Seen a Dramatic Change in Your Companys Overall Revenue This Year Due to Inflation?44%4%52%YESNOT SURENO7 FEEDVISORTHE STATE OF E-COMMERCEThe Vital Role of Pricing Fueled by TechnologyWith inflation remaining a top concern,both consumers and brands prioritize pricing strategies based on differing needsconsumers want to save money,and brands want to protect profit margins.As 44%of consumers are now motivated by deals and discounts,pricing strategies are more important than ever for a healthy bottom line.1 Unfortunately,the old way of manually setting pricessolely on the basis of costs,is no longer sustainable.The paradigm has shifted towards a more nuanced understanding of how pricing impacts the consumers perception of value and,thus,their willingness to make a purchase.Manually accounting for these elements is fraught with mistakes-In any manual process,no matter how many times its been done,a person averages 10 mistakes per 100 steps,costing a brand valuable time and lost sales.2Leveraging AI technology allows brands and private labels to dynamically price by gathering data on market conditions,inventory health,competitor pricing,promotions,and consumer preferences while automatically adjusting those prices,so human intervention is not needed.Our survey revealed that 27%of brands now use technology to handle their pricing,a significant increase from 18%in 2023.“This enables brands and private labels to automatically set prices that resonate with consumers while preserving or expanding their margins.It also helps with:Managing Inventory EfficientlyKeep an optimal inventory turnover rate by reducing the risk of stockouts and overstocking.Improving Customer SatisfactionUsing dynamic pricing can help businesses avoid price spikes during peak seasons,fostering customer loyalty and fairness,and resulting in repeat business.Minimizing FeesDynamically adjusted prices help avoid additional charges associated with inventory thresholds,ensuring optimal profitability and cost-efficiency.Pricing technology streamlines multichannel pricing,addressing a significant pain point for brands and retailers.By integrating data from various channels,platforms,and marketplaces,pricing technology ensures consistency and accuracy across all sales channels.This capability enables brands to maintain price parity,optimize profitability,and enhance the customer experience seamlessly across their entire ecosystem.As online retail continues to surge,comprising an anticipated 20%of all retail purchases in 2024,dynamic pricing emerges as a critical component of successful pricing strategies.In an era marked by multichannel selling,the ability to dynamically adjust prices becomes paramount for brands seeking to maintain competitiveness and preserve brand integrity.By leveraging innovative pricing technology,businesses can not only optimize margins but also adapt to evolving consumer behaviors and intensifying competition,ensuring sustained success in todays rapidly evolving marketplace.1 Feedvisor Proprietary Data 20232 Unquork3 E-Marketer 202420%of retail purchases are expected to take place online in 202438 FEEDVISORTHE STATE OF E-COMMERCEWhat Are the Top 3 Channels Your Brand Is Selling On?The Evolution of Sales ChannelsIn 2024,brands find themselves at a pivotal juncture,ripe with opportunities for rejuvenation and growth.Despite the trials and tribulations of the preceding year,a silver lining emergesnew sales avenues.The paradigm of sales channels is shifting dramatically.Once monopolized by traditional marketplaces,todays consumers embrace a diverse array of platforms,from social media to niche websites.This steady revolution underscores a pivotal transition,emphasizing adaptability and innovation as brands navigate the dynamic demands of the marketplace.What Are the Top 3 Channels Your Brand Is Selling On?FacebookEtsy4.9.WalmartShopify2.7.My own websiteeBay3.8.AmazonGoogle Shopping1.6.InstagramAliExpress5.10.The Playing Field Changes But Major Marketplaces Remain The Biggest PlayersMajor marketplaces still reign supreme however,traditional social channels are becoming more prevalent sales avenues.When surveyed about their top three choices for marketplaces,a significant majority of brands named Amazon and Walmart among their preferred platforms.Stay ahead of the curve with dynamic pricing.Learn more: FEEDVISORTHE STATE OF E-COMMERCEBut while major marketplaces continue to dominate as the top sales destinations for brands,brands are relying on owned channels like Facebook,Instagram and their own website as primary sales channels as well.This shift reflects a broader trend among brands to do more with less,perhaps still influenced by the turbulence of inflation experienced in recent years.With brands seeking to be more conservative,social media channels have become even more appealing compared to major marketplaces.Access to extensive and active audiences,along with the introduction of cost-effective shopping features like Facebook or Instagram Shopsempowering small businesses to sell directly within the platform have made social platforms potent yet economical tools for brands seeking to maximize their returns.Walmart continues to be Amazons main competitor,consistently trailing behind.Amazons colossal success,rooted in its early entry into e-commerce,sets a formidable benchmark that few marketplaces can match.However,Walmart should still be thought of as a force to be reckoned with.Walmarts steady growth,particularly driven by its dominance in online grocery,has surpassed Amazons own growth over the past five years.Moreover,Walmarts recent decision to open up advertising opportunities to brands could unlock significantly more revenue in the future,positioning it as a strong contender for years to come.“Amazon vs.Walmart vs.US E-Commerce GrowthUS E-Commerce SalesAmazon North America RevenueWalmart US E-Commerce SalesSource:Amazon Earnings,Walmart Earnings,The Census Bureau10 FEEDVISORTHE STATE OF E-COMMERCEAll Channels-Both Digital and Social-See Consistent GrowthWhat Channels Is Your Brand Selling On?2023202420%30%Instagram8%7%AliExpress20%35%Walmart18%26%TikTok11%12%Etsy8%11%Streaming Services62%43%Amazon33%21%My own brick-and-mortar store6%8%Other retailers13%16%InstacartAmong a burgeoning e-marketplace landscape,Amazon maintains its dominance as the unrivaled e-commerce giant with 62%of brands now selling here,up from 43%last year.Besides its vast audience,cutting-edge technologies,and marketplace dominance,Amazons popularity can also be attributed to its capacity to generate substantial revenue.A significant number of surveyed brands have reported a dramatic improvement in their companys overall revenue estimated to come from Amazon compared to last year,particularly noteworthy among brands primarily selling:Movies&TV/Streaming(63%in 2024 vs.20%in 2023)Cell Phones&Accessories(44%in 2024 vs.10%in 2023)Sports&Outdoors(33%in 2024 vs.9%in 2023)Tools&Home Improvement(32%in 2024 vs.14%in 2023)Walmart also saw considerable growth,increasing 15 percentage points this year in popularity.The retailer has demonstrated considerable progress,recently surpassing the$100 billion mark in e-commerce sales by the end of 2023.1 Chief Financial Officer John Rainey attributes this success to the continued growth in store-fulfilled pickup and delivery during Q4.In fact,over the last two years,sales from store-fulfilled delivery have nearly tripled,reflecting the impactful evolution of Walmarts multichannel strategy.Across all marketplaces,whether theyre digital platforms such as Facebook and Instagram or sales channels like Amazon or Target,a consistent trend has emerged:an uptick in brands interest in utilizing these channels.This further underscores the evolving landscape as brands diversify their sales channel mix.1 Digital Commerce 36011 FEEDVISORTHE STATE OF E-COMMERCEAll Channels-Both Digital and Social-See Consistent Growth(cont.)Facebook and Instagram have also seen an uptick in popularity.In fact,eMarketer