2024年电子商务行业报告（英）.pdf

STATE OF THE ECOMMERCE INDUSTRYInsights from both marketers and consumers 020310TABLE OF CONTENTS24Executive summaryA rising tide for the ecommerce industry:Positive trends across key growth driversThe influence gap:weighing marketing priorities vs.consumer demandKey takeways26About this studyDespite lingering fears of a recession and financial uneasiness due to inflation,new research reveals ecommerce giants are forecasting robust growthand many consumers wont be slowing down their spending anytime soon.Defying global economic headwinds,two recent global surveysone of over 1,400 ecommerce retail executives and marketers at businesses with over$30 million in revenue,and another of over 800 consumersreveal the future is bright for leading ecommerce brands.But ecommerce success is not guaranteed.Though large brands are reporting promising performance,marketers must successfully capture shoppers attention and engage them in an increasingly crowded digital landscape where consumer behavior has shifted over recent years.EXECUTIVE SUMMARY02EXECTIVE SUMMARYA RISING TIDE FOR THE ECOMMERCE INDUSTRY:POSITIVE TRENDS ACROSS KEY GROWTH DRIVERSWhile driving revenue is the bottom-line goal for most brands,understanding other market factors such as pricing,profits,margins,costs,discounting,and hiring plans all contribute to the bigger picture of how the ecommerce sector is faring.03A RISING TIDE FOR THE ECOMMERCE INDUSTRYConsumer&Retailer YOY forcasted spending and revenue changeKlaviyo 2024 state of ecommerce consumer survey Q11:Please indicate how your spending for x products will change from last year to this year.(n808)Company survey Q14:Please indicate by what degree you think your companys annual revenue will change from last year to this year.(n1402)Our findings indicate positive trends across these key growth drivers.But even though shoppers arent pausing their purchases,comparing ecommerce marketer sentiment to consumer spending plans suggests that marketers may be feeling overly ambitious.The bottom line is a high barWhen asked about their spending habits,over a third of consumers are forecasting greater YoY spending across ecommerce categorieswhich helps explain why 89%of ecommerce retailers expect their revenue to increase.But most consumers(nearly half)expect their spend to stay the same YoYsignaling a gap between marketers growth expectations and consumers actual plans.My spending/our revenue is likely to increase significantly41%10%ConsumerRetailerConsumerRetailerMy spending/our revenue is likely to increase slightlyMy spending/our revenue is likely to stay the sameConsumerRetailerConsumerRetailerMy spending/our revenue is likely to decrease slightlyMy spending/our revenue is likely to decrease significantlyConsumerRetailer48%26%8%46%2%13%1%4%04A RISING TIDE FOR THE ECOMMERCE INDUSTRY 0541%48%8%2%1%TotalHome&garden51%41%6%1%53%36%8%3%1%Apparel&accessories35%53%8%3%1%Health&beautyFood&beverage27%59%11%2%Likely to increase significantlyLikely to increase slightlyLikely to stay the sameLikely to decrease slightly Likely to decrease significantlyKlaviyo 2024 state of ecommerce company survey Q14:Please indicate by what degree you think your companys annual revenue will change from last year to this year.(n770)NAAPACEMEATotalIncrease significantly47%44%31%41%Increase slightly45%42%56%48%Stay the same 6%12%9%8%Decrease slightly 2%2%4%2%Decrease significantly 0%1%1%1%Klaviyo 2024 state of ecommerce company survey Q14:Please indicate by what degree you think your companys annual revenue will change from last year to this year.(n770)Ecommerce company revenue YoY forecasted change by regionEcommerce company 2024 revenue YoY forecasted change by verticalRegionally,ecommerce companies in North America are the most bullish on their revenue growth prospects by year end,with nearly half expecting their revenue to grow significantly.APAC follows at 44%and EMEA at 31%.In EMEA,more companies expect their revenue to grow slightly.By ecommerce vertical,home&garden and apparel&accessories retailers forecast the most significant YoY revenue increases.A RISING TIDE FOR THE ECOMMERCE INDUSTRY06Klaviyo 2024 state of ecommerce consumer survey Q11:Please indicate how your spending for x products will change from last year to this year.(Apparel&accessories n720,Food&beverage n775,Health&beauty n682,Home&garden n587)Consumer 2024 spending YoY forecasted change by verticalWhile about a third of consumers plan to increase their spend in those categories,as well as in health&beauty,the largest proportion of consumers(50%)expect to increase their YoY spend on food&beverage productsrevealing a greater need for essentials than discretionary purchases.Home&garden20%43%20%9%24%47%14%6%Apparel&accessories9%23%53%12%3%Health&beautyFood&beverage13%37%40%8%Likely to increase significantlyLikely to increase slightlyLikely to stay the sameLikely to decrease slightlyLikely to decrease significantly6%10%2%A RISING TIDE FOR THE ECOMMERCE INDUSTRY 07Total Apparel&FootwearFood&BeverageHealth&BeautyHome&GardenGenerated higher profits67%67%63%66%72%Generated the same profits28%27%32%29%24%Generated lower profits 5%6%5%4%5%Generated higher margins64%63%59%66%70%Generated the same margins31%32%37%29%26%Generated lower margins 5%5%5%5%4%Raised prices57%56%56%56%63%Kept prices the same36%39%40%31%32%Lowered prices 7%5%5%13%5%Experienced higher costs/COGs54%61%55%45%51%Experienced the same level of costs/COGs37%31%41%41%38%Experienced lower costs/COGs 9%8%4%14%11%Increased discounting59%62%53%61%59%Discounted at the same rate36%32%41%36%36%Decreased discounting 5%6%5%3%5%Klaviyo 2024 state of ecommerce company survey Q35,Q34,Q31,Q33,Q32:Over the last 12 months,your organization has.(n770)But while 57%of companies have raised prices,marketers are clearly well aware of consumers sensitivity to inflation and unavoidable price hikes across categories:59%of large ecommerce companies are offering more discounts,sales,and promotions throughout the year to assuage reluctance to buy.While marketers in the DTC ecommerce space historically avoided deep and frequent discounting to avoid a negative impact on their bottom line,this data signifies a shift in how economic factors have Netting out:increased costs and discounts arent making a dent in profits and marginsEvidently,the teams behind large brands are combatting higher incurred costs with healthy profits and margins,likely due to their ability to balance strategic price hikes with doubling down on discounts.Just over half of ecommerce companies(54%)experienced higher costs than last year,while 67%of ecommerce companies across categories generated higher profits and 64%generated higher margins.A RISING TIDE FOR THE ECOMMERCE INDUSTRY2024 performance indicators for ecommerce companiesWill growInternal Marketing staffExternal Marketing staff Will stay the sameInternal Marketing staffExternal Marketing staff Will decreaseInternal Marketing staffExternal Marketing staff required them to reconsider their discounting strategies in order to incentivize todays shoppers.And,theyre doing so smartlyas evidenced by the fact increased discounting hasnt impacted marketers ability to generate healthy profits or margins.Becoming the next Nike:hiring trends indicate brand is top priority for large retailerIn addition to positive trends across needle-moving metrics,retailers are equally bullish on hiring marketing staff,with 81%of businesses planning to increase internal hiressignaling a continued investment in resourcing marketing teams 08A RISING TIDE FOR THE ECOMMERCE INDUSTRYKlaviyo 2024 state of ecommerce company survey:Q18 and Q20:Over the next 12 months,which best reflects your internal marketing full-time staff hiring plans/external marketing staff hiring plans?(n1402)12 month internal&external marketing staff hiring plans83%81%14%15%3%3%09Brand manager35%Content marketer/strategist32%Conversion rate optimization specialist32%Data analyst31%CRM marketer29%Digital marketing manager29%Community manager29%Affiliate marketing manager26%Email/SMS marketing specialist25%Engagement marketer23%Market research analyst22%12-month internal role hiring plansMarketing operations specialist22%Growth marketing manager20%Copywriter18%Performance marketer17%Media planner/buyer15%Product marketing manager14%PPC(pay-per-click)manager12%Retention marketing manager8%SEO specialist7%Social media manager7%Large ecommerce retailers are planning to hire for numerous internal roles spanning the marketing funnel,with a slight emphasis on hiring brand-focused roleslike brand managers,content marketers,digital marketing managers,and community managersabove performance-based roles such as conversion rate optimization specialists,performance marketers,and growth marketing managers.This suggests that in the highly competitive landscape of ecommerce,large retailers are increasingly recognizing the critical role of brand in driving long-term successand prioritizing brand-building efforts in the quest to become household names.But whether theyre new hires or seasoned veterans,marketers will only succeed in retaining customers and acquiring new ones by understanding why people buy,what they buy,where they buy,how to most-effectively reach them,and what engagement tactics to use.Company survey Q19:What full-time marketing roles are you most likely to hire in the next 12 months?Select all that apply.(n1402)A RISING TIDE FOR THE ECOMMERCE INDUSTRY 10THE INFLUENCE GAP:WEIGHING MARKETING PRIORITIES VS.CONSUMER DEMANDAccording to the survey,acquiring new customers(50%)and driving repeat purchases with existing customers(43%)are the top two objectives for ecommerce marketers globally.THE INFLUENCE GAP 11These are also the top priorities for ecommerce companies across EMEA and North America,while APAC companies report a more even split and are also focused on increasing average transaction size(40%)and activating dormant customers(40%).To achieve these goals,marketers must be strategic in deciding not only which channels and tactics to invest in,but how they choose to compete across multiple channels.And fortunately,marketers dont have to guess where to invest their time and money.They just have to identify the gaps between marketing activity and consumer influenceand pay attention to the opportunities that arise.Top marketing priorities for ecommerce companies in 2024 by regionKlaviyo 2024 state of ecommerce company survey Q21:Please stack rank your marketing priorities based on the list below by dragging your No.1 priority to the first position,your No.2 priority to the second position,etc.(n770)Acquiring new customers47%46%APACEMEANATotal54%50%Driving repeat purchases with existing customers44%39%APACEMEANATotal44%43%APACEMEANATotal38%40%37%38%Increasing average transaction price/cart valueDriving customer engagement(e.g.,email opens,ad clicks,posting reviews)37%36%APACEMEANATotal35%36%Activating dormant customers33%40%APACEMEANATotal30%34%THE INFLUENCE GAPACCORDING TO SHOPPERS,PRICE(78%)AND QUALITY(77%)ARE TOP OF MIND WHEN IT COMES TO FACTORS THAT INFLUENCE THEIR PURCHASES.IN OTHER WORDS,ITS ALL ABOUT VALUE.Klaviyo 2024 State of ecommerce Consumer Survey Q14:Please select the five most important factors you consider when selecting from which company youll buy a product/service.(n808)The price is right:value drives wallet shareWhen consumers are deciding which company to buy from,price mattersa lot.Its also the factor most likely to be influenced by external forces but plenty of factors that influence consumer purchase decisions are well within the control of ecommerce brands.Most consumers arent willing to sacrifice product quality for a good deal,for exampleshoppers want to feel confident that if theyre opening their wallets,itll be worth the price tag.Brand reputation,too,ranked third(41%)in terms of importancesuggesting that marketing teams hiring priorities are well-aligned to consumers tendency to allocate their budgets to trusted brands.Similarly,the next highest-ranking consumer selection criteria,such as customer service,return/warranty policies,and loyalty programs,tend to correlate with providing an excellent customer experience.Top consumer ecommerce selection criteria78%77%41%38%38%36%32%32%26%14%13%13%12%8%6%4%3%PriceQualityBrand reputationReviews/customer testimonialsCustomer serviceReturn/warranty policyLoyalty programsSelectionProximity to youWebsite experiencePhysical location atmosphereSustainable products/packagingPayment plans (e.g.,buy now,pay later)Business valuesCustomizationCelebrity/influencer endorsementsFamily/woman/minority-owned businessTHE INFLUENCE GAP 13Top company revenue and consumer purchase channelsKlaviyo 2024 state of ecommerce company survey Q12:Which of the following best describes how your organization currently derives its revenue?Please select all that apply.-Selected choice(n1402);Consumer survey Q10:Where do you purchase the following products?Please select all that apply.(n808)Ensuring a frictionless and seamless shopping experience will be critical for large brands in this highly competitive space.Additionally,rewarding customers for loyaltysuch as placing repeat purchases or participating in community-based actions like leaving reviewsshould not fall off the radar for brands figuring out how to prioritize their marketing effortsWindow shopping wins hearts:omnichannel is the way forward for brandsAcross the ecommerce industry,brands owned and operated physical stores rank significantly ahead of other options as the location where consumers are most likely to purchase(66%).Third-party physical stores(such as Walmart)rank second in popularity among consumers,with third-party ecommerce sites(such as Amazon)and owned and operated ecommerce sites following close behind.66%69%ecommerce site42%37%50%65%20%33%9%66%46%5%6%3rd party ecommerce sites/marketplacePhysical retail store3rd party physical retail storeSocial commercePop-up storeWholesalersN/AConsumer purchase channelCompany RevenueTHE INFLUENCE GAP 14Compare this to the channel where brands report driving the most revenuetheir owned and operated ecommerce website(69%).Next,retailers most commonly derive revenue from third-party ecommerce sites and owned and operated physical stores.Third-party physical stores are a distant fourth.This data makes one fact clear:while many retailers have been focusing heavily on their ecommerce presence,todays consumers value in-person experiences.They want to feel,touch,see,and take home their purchases instantaneouslyunderscoring the critical importance of an omnichannel approach that integrates both online and offline shopping channels.THE INFLUENCE GAP 15Company marketing activities Consumer purchase influenceInfluence gapEmail marketing36%59%23%Paid social marketing/ads34%55%21%Influencer marketing34%33%-1%Paid/organic search31%78%47%Broadcast advertising(e.g.,television,radio)31%58%27%Event marketing29%56%27%Print advertising(e.g.,newspaper