Table of Contents
Executive Summary
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- Overview
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- Figure 1: How often consumers shop online compared to last year, November 2019
- Emerging Impacts of 2020: The blend of online and offline worlds
- Market Size and Forecast
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- Figure 2: Total US sales and fan chart forecast of eCommerce Market, at current prices, 2014-24
- Four elements critical to the success of ecommerce
- Element One: Seamless Shopping
- Element Two: Convenience
- Element Three: Personalization
- Element Four: Emerging Technology
- Driving future purchases
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- Figure 3: Driving future purchases, November, 2019
- What it means
The Market – What You Need to Know
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- The ecommerce market sees expansion for years to come
- New tech, new shopping habits
- Shopping anytime from anywhere
Market Size and Forecast
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- eCommerce sees rapid growth
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- Figure 4: Total US sales and fan chart forecast of eCommerce Market, at current prices, 2014-24
- Figure 5: Total US retail ecommerce sales and forecast, at current prices, 2014-24
Market Factors
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- Emerging Technology
- Internet Accessibility
- Analyst Perspective
Industry Influences
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- Amazon being Amazon
- DTC challenges the typical retail model
Emerging Impacts of 2020
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- New delivery methods could help smaller business even out the playing field
- The blending of online and offline worlds
The Consumer – What You Need to Know
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- Seamlessness is the name of the game
- Convenience at (no) price
- eCommerce must get personal
The eCommerce Shopper Profile
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- eCommerce grows steadily
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- Figure 6: How often consumers shop online compared to last year, November 2019
- As younger consumers gain more spending power, they’re buying more goods online
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- Figure 7: Online shopping frequency compared to last year, by age, November 2019
- Consumers leverage online and offline activities along their shopping journey
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- Figure 8: Where consumers buy goods, November 2019
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- Figure 9: Where consumers buy goods, November 2019
Element One: Seamless Shopping
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- Attitudes toward shopping online
- Easy to find products, not so easy to trust the unknown
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- Figure 10: Attitudes toward purchasing online, November 2019
- One bad interaction leaves a bad taste in consumers’ mouths
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- Figure 11: Attitudes toward purchasing online by online shopping frequency, November 2019
Element Two: Convenience
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- Most & least important factors when shopping online
- Consumers want convenience without the price tag
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- Figure 12: Most important factors, any rank, November 2019
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- Figure 13: Most important factors, by rank, November 2019
- Consumers want to feel secure in their purchase
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- Figure 14: Most important factors, by online shopping frequency, November 2019
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- Figure 15: Allbirds storytelling
- Figure 16: Nike storytelling
Delivery Attitudes and Considerations
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- Convenience matters from start to finish
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- Figure 17: Attitudes toward delivery and shipping, November 2019
- Parents look for an ecommerce partner
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- Figure 18: Attitudes toward delivery and shipping, by parents vs non-parents, November 2019
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- Figure 19: Primary.com
Element Three: Personalization
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- Attitudes toward Personalization
- Personalization helps consumers sift through the noise
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- Figure 20: Attitudes toward online personalization, November 2019
- Personalization increases consumer reach
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- Figure 21: TURF Analysis – Attitudes toward online personalization, November 2019
- Recommend products that keep consumers in the loop
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- Figure 22: Attitudes toward online personalization, by online shopping frequency, November 2019
Attitudes toward Promotional Activities
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- Promotions can provide consumers personalized content
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- Figure 23: Attitudes towards promotional activities, by age, November 2019
Element Four: Emerging Tech
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- Impact of Mobile
- Mobile is the cornerstone for delivering tech-based brand experiences
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- Figure 24: Snapchat and Adidas partnership
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- Figure 25: Mobile Activity, November 2019
- Smartphones allow all consumers to connect to ecommerce
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- Figure 26: Mobile activity, by HHI, November 2019
Attitudes toward Big Tech
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- Overall, Big Tech resonates positively with consumers
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- Figure 27: Attitudes toward Big Tech, November 2019
- Generations view Big Tech through different lenses
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- Figure 28: Attitudes toward Big Tech, by generation, November 2019
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- Figure 29: Amazon Four Star Store
Future Behaviors and Considerations
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- eCommerce needs to continue to push boundaries on the basics
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- Figure 30: Driving future purchases, November, 2019
- Free shipping is the key to consumers’ hearts
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- Figure 31: TURF Analysis – Driving future purchases, November 2019
- Less-frequent shoppers have not seen the benefits of ecommerce
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- Figure 32: Driving future purchases, by online shopping frequency
- Everyday I’m shopping online
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- Figure 33: Future expectations, November 2019
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- Figure 34: Imperfect Foods Delivery Window
- Everyday products will help reach more consumers
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- Figure 35: TURF Analysis – Future expectations, November 2019
- Younger Millennials look forward to the future of ecommerce
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- Figure 36: Future expectations, by generation, November 2019
- Don’t ignore the less-frequent shoppers
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- Figure 37: Future expectations, by online shopping frequency, November 2019
Appendix – Data Sources and Abbreviations
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- Data sources
- Fan chart forecast
- Consumer survey data
- Abbreviations and terms
- Abbreviations
Appendix – The Market
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- Figure 38: Total US retail ecommerce sales and forecast, at current prices, 2014-24
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