Semrush+2023年及以后的行业洞察：电子商务的未来就是现在-53页-WN6.pdf

THE FUTURE OF ECOMMERCE IS NOWIndustry Insights for 2023&Beyond群内每日免费分享5份+最新资料 群内每日免费分享5份+最新资料 300T网盘资源+4040万份行业报告为您的创业、职场、商业、投资、亲子、网赚、艺术、健身、心理、个人成长 全面赋能！添加微信，备注“入群”立刻免费领取 立刻免费领取 200套知识地图+最新研报收钱文案、增长黑客、产品运营、品牌企划、营销战略、办公软件、会计财务、广告设计、摄影修图、视频剪辑、直播带货、电商运营、投资理财、汽车房产、餐饮烹饪、职场经验、演讲口才、风水命理、心理思维、恋爱情趣、美妆护肤、健身瘦身、格斗搏击、漫画手绘、声乐训练、自媒体打造、效率软件工具、游戏影音扫码先加好友，以备不时之需扫码先加好友，以备不时之需行业报告/思维导图/电子书/资讯情报行业报告/思维导图/电子书/资讯情报致终身学习者社群致终身学习者社群关注公众号获取更多资料关注公众号获取更多资料IntroductionSince the start of the COVID-19 pandemic,trends in ecommerce have continued evolving.In 2020,the industry witnessed a massive boom as consumers searched online for everything from entertainment to groceries.But as lockdown measures eased and vaccination rollouts continued through 2021 and 2022,growth in ecommerce continued,though at a slightly slower pace.In 2023,the ecommerce industry faces a new set of opportunities and challenges.While interest rates continue fluctuating and the possibility of a widespread global recession remains,2023 has also brought some exciting technological advancements that are shaping the industry in surprising ways.While the future looks hopeful,many questions remain:How is the ecommerce industry responding to economic uncertainty?How can ecommerce businesses stay competitive in an increasingly crowded landscape?In this report,we seek to answer these questions and more using ecommerce industry traffic data from Semrush Open.Trends and Semrush.Trends,and Amazon-focused data from Semrushs Keyword Wizard for Amazon tool.The data primarily spans from March 2022 to March 2023.While we touch on most regions across the globe,the report specifically focuses on global data generally and U.S.data specifically.In assessing the ecommerce industry in depth and highlighting some overarching ecommerce trends that will likely stick for the long haul,we hope to help you shape a smarter,insight-driven digital marketing strategy for your ecommerce business in years to come.02The Future of Ecommerce Is NowTable ofContents02 Introduction 04 Global Ecommerce Growth Dynamics 07 Ecommerce Industry Traffic Share by Country09 The Ecommerce Industry Market Landscape 10 The Top Global Ecommerce Players12 The Top U.S.Ecommerce Players14 Ad Spending for Top U.S.Ecommerce Players15 Top Ecommerce Players by Region17 Ecommerce Market Position Dynamics18 The U.S.Ecommerce Competitive Landscape20 Apps Data21 The Top 10 Ecommerc Mobile Apps Worldwide24 Ecommerce Shoppers User Behavior 25 Ecommerce Industry Traffic Trends by Device (Global)26 Ecommerce Industry Traffic Trends Global28 Ecommerce Industry Traffic Trends U.S.29 Social Media29 The rise of TikTok32 Artificial Intelligence,Augmented Reality and the Future of Ecommerce 35 Most Wanted Products and Calls-to-action 36 Ecommerce Industry Top Products37 Top Emotional Triggers Featured in Leading E-Tailers Ads40 The Giant on the Market:Analyzing A for Insights 41 Average Funnels42“Special Occasions”Funnels44 Top Trending Products on A in 2022-2023 by Month45 Top Products on A in 2022-202348 Insight-driven Recommendations for Shaping Your Future Ecommerce Marketing StrategyThe Future of Ecommerce Is NowGlobal Ecommerce Growth Dynamics25 B20 B15 B10 B5 B0Jan19Jan20Jan21Jan22March23Source:Semrush.TrendsMobile traffic1.000 B750 B500 B250 B0May21Jul21Sep21Nov21Jan22Global Ecommerce Growth DynamicsEcommerce Industry Traffic TrendGlobal 2019-2023Over the past decade,the ecommerce industry has experienced a meteoric rise.Whether you look at revenue or web traffic,the results are clear:shoppers are turning to the internet at an increasing rate to make purchases of all shapes and sizes.While COVID undoubtedly added momentum to ecommerce growth,expansion of the industry has continued even as the intensity of the response to the global pandemic has decreased.A top massive gains seen in 2020 and 2021,year-over-year traffic trends showed a steady 2.5%increase in 2022While traffic slowed down from previous years in 2022,the three-year average growth remained at an impressive 18%05The Future of Ecommerce Is NowLooking to 2023,we see positive signs for continued growth.After a dip in traffic during the summer months of 2022,traffic rates made a full recovery by the start of 2023.By the end of Q1 of 2023,traffic was up 8%in the ecommerce industry Traffic highs in March of 2023 were higher than all of 2022 and nearing all-time industry highs seen in December of 2021Looking at seasonal trends,2023 could be another record breaking year for the industry,especially when the year-end shopping season is taken into accountSource:Semrush.TrendsMobile traffic1.000 B750 B500 B250 B0May21Jul21Sep21Nov21Jan22Ecommerce Market GrowthGlobal 2022As the Market Size graph shows,the SAM for the ecommerce industry grew by 100M between April and December of 2022,which reflects the massive growth the industry sees around the holiday season.Overall,trends in the ecommerce industry traffic suggest a continued upward trajectory,even as the pandemic continues to fade into the background of consumers lives.While we may not see the steep upticks in traffic witnessed in 2020 and 2021,2023 is poised to show continued growth,with the potential to bring industry traffic to new all time highs.Total AddressableMarket(TAM)ServiceableAvailable Market(SAM)Market SizeApril 20227B1.2BDecember 20227B1.3B06The Future of Ecommerce Is NowUnited StatesGermanyUnited KingdomFranceIndiaBrazilJapanItalySpainNetherlandsCountryTraffic Share202250.22%4.14%4.12%3.15%3.05%2.75%2.08%1.98%1.97%1.58%United StatesIndiaGermanyUnited KingdomBrazilFranceTurkeyJapanPhilippinesSpainCountryTraffic Share202331.21%8.43%5.22%4.98%3.58%3.42%3.06%2.54%2.45%2.21%Source:Semrush.TrendsMobile traffic1.000 B750 B500 B250 B0May21Jul21Sep21Nov21Jan22Ecommerce Industry Traffic Share by Country Ecommerce Industry Traffic Share by Country2022-2023Between 2022 and 2023,the ecommerce industry witnessed some significant shifts in traffic share by country.The U.S.maintained its position as the leader across both years with a wide lead on the other countries listed.Looking at growth in the industrys digital advertising spending in the U.S.provides a clear view of the breadth and growth of the industry in the U.S.Since 2019,ad spending has more than tripled,going from 12.5B in 2019 to an estimated 38.4B by 2024.Between 2022 and 2023,however,the U.S.has seen a significant drop in traffic share while other countries have witnessed strong gains.Comparing traffic stats between 2022 and 2023 reveals some significant shifts.07The Future of Ecommerce Is NowGet customized ecommercemarket dataTRY NOWOverall,global ecommerce traffic shares are seeing major shifts in 2023.The US,which has historically held the top spot,experienced significant losses,along with several European countries that have traditionally captured a large share of the market.In 2023,the countries making the biggest moves are located in Asian markets.With economies in India and The Philippines continuing to show resilience and growth in the face of global economic uncertainty,they represent a tremendous opportunity for the ecommerce industry in 2023 and beyond.Over the last year,the U.S.saw a 19%decrease in traffic share year-over-year,dropping from 50%in 2022 to 31%in 2023.India experienced a significant increase in web traffic from 3.05%in 2022 to 8.43%in 2023,making it the second-highest country for web traffic in 2023.This upward movement knocked Germany into spot number 3 on the list.The Philippines made the top 10 list for web traffic to ecommerce domains in 2023,capturing 2.45%of the global traffic share.The Philippines represents one of the fastest growing ecommerce markets across the globe.Spain,the Netherlands,and Italy saw traffic shares decrease in 2023.All three European countries lost their spots on the top 10 list.08The Future of Ecommerce Is NowThe Ecommerce Industry Market LandscapeThrough the pandemic,an increasing consumer focus on ecommerce was a major boon for companies prepared to meet their needs.In 2020,the companies that saw the most revenue growthwhich included the likes of Amazon and Ebaywitnessed profits soar into the double digits across the board.With so much money on the table,many brick-and-mortar companies turned their attention to digital markets.For example,brands like Walmart and Target stepped up their ecommerce game and saw massive growth.But as the playing field has become more crowded,competition has grown,leading to a fierce competitive playing field as we move into 2023.The Top Global Ecommerce PlayersIn the global ecommerce market,the dominance of US-based businesses is still evident,with ,,and among the top players.However,the industry is constantly evolving as smaller players emerge as serious competitors.By analyzing the traffic data for 2022 and 2023,we can identify some significant trends shaping the global ecommerce landscape.10The Future of Ecommerce Is NowWhile two of the three top domains in terms of traffic were U.S and the largest year-over-year growth was seen by China-based with a huge 44%increase.The leaders in terms of traffic growth were both based in Asian markets.India-based e-tailer saw a significant 90%increase in traffic.The winner,however,was .ph,which saw growth near 200%driven by the Philippine market.A dominated the list,winning spots in the US,German,and UK markets,though growth was not equal across the board.While German and UK markets saw growth of 16%and 20%,respectively,year-over-year growth in the U.S.was less than 1%.For 2023,all of the companies in the top 10 saw positive growth,with 80%showing double-or triple-digit increases.This appears to be a major shift toward growth after slim gains in 2022.D.phAverage MonthlyValues 20232.84 B845 M748.1 M699.9 M496 M490.1 M389.9M382.7M291.9 M287.1 MYoY Change (2022-2021)4.75%9.22%5.74%-17.30%12.20%5.63%3.34%-8.33%3.08%-18.04%YoY Change(2023-2022)0.94%43.87%35.82%15.93%9.93%16.22%20.22%16.52%89.86%197.87%Source:Semrush.TrendsMobile traffic1.000 B750 B500 B250 B0May21Jul21Sep21Nov21Jan22Top 10 Ecommerce Industry PlayersGlobal 2022-202311The Future of Ecommerce Is NowWhen looking at individual players on a global scale,similar trends emerge.While U.S.and European brands saw growth,the list leaders in terms of traffic growth were focused on Asian markets.Overall,the strong increases among the top players suggest 2023 could turn out to be a much better year than 2022 for the industry.The Top U.S.Ecommerce Players Although many of the top U.S.ecommerce players also appear on the global list,their year-over-year growth rates have been less impressive.This trend mirrors the overall decline in U.S.ecommerce traffic,which has dropped by 19%from 2022 to 2023.While the data showed only the slightest of increases in traffic so far in 2023,some potential winners and losers have begun to emerge.DAverage MonthlyValues 20231.92 B712.38 M478.02 M238.6 M153.92 M137.43 M136.17 M104.99 M89.28 M77.74 MYoY Change (2022-2021)5.88%6.37%-17.57%6.47%-13.66%-17.90%-16.62%-17.25%29.56%-16.61%YoY Change(2023-2022)-8.75%39.09%12.91%-10.34%-10.23%-9.92%-18.06%-2.98%33.10%-15.43%Source:Semrush.TrendsMobile traffic1.000 B750 B500 B250 B0May21Jul21Sep21Nov21Jan22Top 10 Ecommerce Industry PlayersU.S.2022-202312The Future of Ecommerce Is NowGrow your market sharewith Semrush ecommerce apps TRY NOWA,with almost 2B total traffic in the US,declined by 9%in 2023,while saw nearly 40%in gains.Ws ecommerce strategy has shown success,as both companies had similar growth rates in 2022.A has seen year-over-year gains of 33%so far in 2023,marking the brand as one of the leaders in the US.Though monthly traffic remains well below that of list leaders,continued growth at the rate could boost the brand toward the top of the list in years to come.T(-18%),(-10%),and (-15%),all saw double-digit declines in 2022 and 2023.These brick-and-mortar brands may be losing traction as the world stabilizes after COVID.The U.S.ecommerce market has seen a decrease in traffic,impacting the growth rates of top and appear to have a strong footing for 2023,while brick-and-mortar focused businesses such as ,,and have struggled.This highlights the challenge of increased competition from brands focusing on ecommerce.13The Future of Ecommerce Is NowDEstimated Ad Spending,U.S.May 2022-March 2023$1.7 B$414.6 M$112.5 M$88.5 M$166.3 M$33.3 M$603.9 M$17.2 M$322 K$41.3 MSource:AdClarity Advertising IntelligenceMobile traffic1.000 B750 B500 B250 B0May21Jul21Sep21Nov21Jan22Ad Spending for Top U.S.Ecommerce Players Estimated Ad Spending Among Top Ecommerce PlayersU.S.2022-2023When considering the top 10 players in terms of ad spending in 2022-2023,the list looks slightly different.In total,the industry leaders spent 3.5B in advertising,with a massive range of spends anywhere from 41.3M to 1.7B.Looking at the individual players with Data from Semrushs AdClarity App,some interesting metrics appear.14The Future of Ecommerce Is NowA is the dominant player with an estimated ad spend of$1.7B,which is more than four times the second-ranked website,.A spent the least at only$322K for the year,which is more than 5000 times lower than the ad spend of .Their progress in terms of traffic growth,however,has been astounding.E,which takes the third spot in terms of traffic,spent less than ($166M)and ($604M),showing that ad spend does not beat brand recognition when it comes to traffic.As may be expected, led the list with a huge ad spend to match their massive traffic.But looking beyond the behemoth,some other insights emerge.Primarily,the data also suggests that brand recognition and other factors may play a more important role than ad spend alone in driving traffic,as evidenced by s lower ad spend compared to and ,despite being ranked higher in terms of traffic.15The Future of Ecommerce Is NowA is a dominant player in the e-commerce market across multiple regions,including North America,Europe,and Asia.Regional players are also gaining significant traffic counts in their respective markets,such as in MEA and .br in LATAM.The trend in regions with smaller and developing economies suggests that regional players still hold significant sway in their respective markets,and may see its overall market share decline in these regions as they continue to grow.The top e-commerce websites in each region tend to have significantly higher traffic counts compared to their closest competitors.While it isnt true across the board,this trend suggests theres a significant benefit to holding the top spot.Top Ecommerce Players by Region The traffic data from March 2023 to the top domains within each region indicates some interesting trends both within specific regions and across regions.North ADomainBy traffic in March 20232,075,585,761928,669,986519,317,106E472,629,786355,241,344285,725,993DomainBy traffic in March 2023DomainBy traffic in March 2023LATAM(Latin America).br170,959,307170,420,873155,308,916APAC(Asia-Pacific)563,108,373345,974,595321,858,954DomainBy traffic