2024年电商市场趋势和洞察报告(英).pdf
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1、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
2、 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
3、 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 continu
4、e 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 ov
5、er 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
6、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-marketpla
7、ces.“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 prese
8、nt 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 ha
9、rnessed 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
10、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
11、 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 sur
12、vey 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 ch
13、ain 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 mode
14、st 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 g
15、rowth 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
16、 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 fulfillm
17、ent;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 sale
18、s%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,p
19、articularly 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
20、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,l
21、eading 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 o
22、f 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 sale
23、s 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 experi
24、encing 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,bo
25、th 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,t
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