全球电子商务行业市场前景及投资研究报告-培训课件外文版2024.5AI拼多多淘宝temu亚马逊

DIGITAL

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TRENDSE-commerceworldwideCHAPTER

01OverviewTotalretaile-commercerevenueworldwidein2022,byregion(inbillionU.S.dollars)Globalretaile-commercerevenue2022,byregionRevenueinbillionU.S.dollars600

800

1,00002004001,2001,4001,6001,800AsiaAmericas1,698.39984.39Europe566.78Australia&OceaniaAfrica40.5832.494Description:Asialeadstherankingofbiggeste-commercemarketsworldwide.ThetotalrevenueofonlineretailinAsiancountriesaddeduptonearly1.7trillionU.S.dollarsin2022.Thiswasapproximately700millionU.S.dollarshigherthanthee-commercerevenuereachedintheAmericas.Australia,Oceania,andAfricaachievedfarlowere-commercerevenuesin2022,withvaluesbelow50billionU.S.dollars.Asia`sleadingpositioncanmostlybeascribedtoChina,whichachievedarevenueofover[...]

ReadmoreNote(s):Worldwide;Jan1sttoDec31st2022Source(s):DigitalMarketInsightsRetaile-commercesalescompoundannualgrowthrate(CAGR)from2023to2027,bycountryE-commerceretailsalesCAGR2023-2027,bycountryCompoundannualgrowthrate6%

8%0%2%4%10%12%14%16%IndiaBrazilArgentinaTurkey14.11%14.07%13.63%13.57%MexicoRussia12.93%12.78%ChinaSouthAfricaItalyUnitedStatesGlobal12.17%11.89%11.59%11.22%11.16%CanadaIndonesia10.55%10.41%5Description:Accordingtorecentindustrycalculations,Indiawillrankfirstamong20countriesworldwideinretaile-commercedevelopmentbetween2023and2027,withacompoundannualgrowthrateof14.1percent.TheIndiane-commercemarketiscurrentlyvaluedat63.17billionU.S.dollars.ArgentinaandBrazilarealsoamongthefastest-growinge-commercemarketsglobally,withaCAGRofover13.6percent.Theglobalretaile-commerceCAGRwasestimatedat11.16percentduringthe[...]

ReadmoreNote(s):WorldwideSource(s):DigitalMarketInsightsRetaile-commercesalesworldwidefrom2014to2026(inbillionU.S.dollars)Globalretaile-commercesales2014-20269,0008,0007,0006,0005,0004,0003,0008,1487,5286,9136,3105,7175,2114,2483,35120192,98220182,38220171,8452,0001,00001,54820151,33620142016202020212022*20232024202520266Description:In2021,retaile-commercesalesamountedtoapproximately5.2trillionU.S.dollarsworldwide.Thisfigureisforecasttogrowby56percentoverthenextyears,reachingabout8.1trilliondollarsby2026.

ReadmoreNote(s):Worldwide;2014to2022;*Fromthisyearonwards,figuresareforecasts.Includesproductsorservicesorderedusingtheinternetviaanydevice,regardlessofthemethodofpaymentorfulfillment;excludestravelandeventtickets.2014[...]

ReadmoreSource(s):eMarketerE-commerceaspercentageoftotalretailsalesworldwidefrom2015to2027E-commerceasshareoftotalretailsalesworldwide2015-202725%20%23%22.2%21.2%20.3%19.5%18.9%18.9%17.8%15%13.8%12.2%10.4%10%8.6%20167.4%20155%0%2017201820192020202120222023*20242025202620277Description:Internetsaleshaveplayedanincreasinglysignificantroleinretailing.In2022,e-commerceaccountedfornearly19percentofretailsalesworldwide.Forecastsindicatethatby2027,theonlinesegmentwillmakeupclosetoaquarteroftotalglobalretailsales.ReadmoreNote(s):Worldwide;2015to2027;*Datafromthisyearonwardsisforecast.Includesproductsorservicesorderedusingtheinternetviaanydevice,regardlessofthemethodofpaymentorfulfillment;excludestravelandeventtickets.2015to[...]

ReadmoreSource(s):eMarketerAnnualretaile-commercesalesgrowthworldwidefrom2017to2027Retaile-commercesalesgrowthworldwide2017-202730%28%25.7%25%20%15%10%5%22.9%20.5%17%9.4%20248.9%8.6%20258.6%20267.6%20276.5%20220%201720182019202020212023*8Description:In2022,globale-commercesalesgrewby6.5percentcomparedtothepreviousyear.Inthatperiod,e-commerceaccountedforapproximately19percentofallretailsalesworldwide.

ReadmoreNote(s):Worldwide;2017-2027;*Forecast.Includesproductsandservicesorderedusingtheinternetviaanydevice,regardlessofthemethodofpaymentorfulfillment,numbersmaynotaddupintotalduetorounding.Excludingeventtickets.[...]

ReadmoreSource(s):eMarketerLeadingcountriesbasedonretaile-commercesalesgrowthin2023Fastest-growingretaile-commercecountries2023Retaile-commercesalesgrowth0%5%10%15%20%25%30%PhilippinesIndia24.1%22.3%AustraliaIndonesiaMalaysiaThailand20%20%18%16%Mexico14.2%14%ArgentinaVietnam12.5%SouthKoreaUnitedStates10.6%10.5%9Description:InDecember2022,forecastspredictedsignificante-commercegrowthintheAsianandAmericane-commercemarkets.ThePhilippinesandIndiawouldtopthelistwiththehighestgrowthrates,withonlinesalesincreasingby24.1percentand22.3percent,respectively.Meanwhile,MexicoandArgentina'se-retailsalesweretooutpacethoseofothercountriesintheAmericas,withagrowthrateofabout14percent.ReadmoreNote(s):Worldwide;December2022;forecastSource(s):CelloSquare;eMarketerDistributionofdomesticandcross-bordere-commercerevenuesin2023,bycountryDomesticandcross-bordere-commercerevenueshare2023,bycountryShareofrevenueCross-border

Domestic40%

50%0%10%20%30%60%70%80%90%100%Japan

2%Sweden

3%UnitedStates

3%Brazil

3%Canada

3%China

3%SouthKorea

3%98%97%97%97%97%97%97%96%96%96%95%94%FinlandGermanyUnitedKingdomArgentina4%4%4%5%6%Indonesia10Description:TheDigitalMarketOutlookestimatesthattheshareofcross-bordere-commerceretailrevenuein2023willbeonlyaroundtwopercentinJapan.TheUnitedStatesandChinaalsohadarelativelylowshareofcross-boarderrevenue,atthreepercent.BelgiumandAustria,ontheotherhand,hadasignificantlyhighershareoftheire-commercerevenuegeneratedcross-border,at32and19percent,respectively.

ReadmoreNote(s):Worldwide;estimatesSource(s):DigitalMarketInsightsCHAPTER

02LeadingplayersMarketcapofleadingconsumerinternetandonlineservicecompaniesworldwideasofDecember2022(inbillionU.S.dollars)Leadinginternetandonlineservicescompaniesworldwide2022,bymarketcapValueinbillionU.S.dollars0100200300400500600700800900AAPinDuoDuoProsus8572331039188JD.comBAirbnb785451RecruitUber49Shopify4443MercadolibreJDHealthCoupang292612Description:Amazonisthebiggestconsumerinternetandonlineservicecompanyworldwidewithamarketcapofapproximately857billionU.S.dollarsasofDecember2022.Amazonwasrankedfirstamongselectedonlinecompaniesoperatingintheretail,realestate,mobility,travelandhospitalitysectors.ThedigitalcommerceplatformArankedsecondwithamarketcapof233billionU.S.dollars.ReadmoreNote(s):Worldwide;December31,2022Source(s):GPBullhound;S&PCapitalIQRevenuecompoundannualgrowthrate(CAGR)ofselectedinternetandonlineservicecompanyverticalsworldwidebetween2020and2022RevenueCAGRofselectedonlineservicecompanyverticals2020-2022RevenueCAGR*0%10%20%30%40%50%60%70%80%Onlinetravel(e.g.B,Expedia,Airbnb)Marketplaces(e.g.Doordash,DeliveryHero,Uber)Classifieds(e.g.A,Scout24,Zillow)Largecape-commerce(e.g.Alibaba,Amazon,eBay)E-commerce(e.g.Ocado,Zalando,HelloFresh)75%41%41%22%14%13Description:Estimatesindicatethattheonlinetravelsectorregistereda73percentcompoundannualgrowthrate(CAGR)inrevenuebetween2020and2022.WhileonlinetravelandonlinemarketplaceshadthehighestrevenueCAGR,e-commercesawthelowestrevenuegrowthofanyverticalanalyzedoverthesameperiod.TheCAGRoflargecape-commercecompaniessuchasAlibaba,Amazon,andeBaywaseightpercentagepointshigherthangenerale-commerce.

ReadmoreNote(s):Worldwide;December31,2022;estimates;*MeanReadmoreSource(s):GPBullhound;S&PCapitalIQMarketcapofleadingverticale-commercecompaniesworldwideasofDecember2022(inbillionU.S.dollars)Leadingverticale-commercecompaniesworldwide2022,bymarketcapMarketcapinbillionU.S.dollars10

150520253035JDHealth(China)Ocado(UnitedKingdom)HelloFresh(Germany)Wayfair(UnitedStates)PopMart(China)29.16.063.763.523.48Peloton(UnitedStates)Ozon.ru(Russia)2.72.422.34Zooplus(Germany)GoodRx(UnitedStates)Figs(UnitedStates)DingDong(China)1-800-FLOWERS.COM(UnitedStates)Moonpig(UnitedKingdom)1.851.120.920.620.4614Description:Withamarketcapofroughly29billionU.S.dollars,JDHealthranksfirstamongtheleadinge-commercecompaniesspecializinginonlyonesectororverticalglobally.AccordingtoDecember2022data,theChina-basedcompanyranksaheadofOcado,whosemarketcapexceedssixbilliondollars,andHelloFresh,withnearly3.8billion.ReadmoreNote(s):Worldwide;December31,2022Source(s):GPBullhound;S&PCapitalIQMarketcapofleadingonlinemarketplacesworldwideasofDecember2022(inbillionU.S.dollars)Leadingonlinemarketplacesworldwide2022,bymarketcapMarketcapinbillionU.S.dollars0510152025303540455055Uber(UnitedStates)MercadoLibre(Uruguay)DoorDash(UnitedStates)Etsy(UnitedStates)49.3242.5618.9515.06DeliveryHero(Germany)Allegro(Poland)12.316.065.96Zomato(India)T(Netherlands)Lyft(UnitedStates)4.563.983.22K(Japan)Deliveroo(UnitedKingdom)Farfetch(UnitedKingdom)Auto1Group(Germany)1.851.81.7815Description:Withamarketcapofalmost50billionU.S.dollars,Uberranksfirstamongtheworld'sleadingonlinemarketplaces.AccordingtoDecember2022data,theU.S.-basedcompanystandsaheadofothermarketplaceheavyweightssuchasMercadoLibreandDoorDash.Second-rankedMercadoLibre'smarketcapamountedtoroughly43billiondollars.ReadmoreNote(s):Worldwide;December31,2022Source(s):GPBullhound;S&PCapitalIQValueoftheleadinge-commercestartupacquisitionsworldwideasofDecember2022(inbillionU.S.dollars)Valueofleadinge-commercestartupacquisitions2022AcquisitionvalueinbillionU.S.dollars02468101214161618Flipkart(Walmart)Wolt(DoorDash)8.1Ancestry(BlackstoneGroup)BirkenstockGroup(LCatterton)Jet(Walmart)4.74.53Postmates(Uber)2.72.7Mobike(Meituan-Dianping)Magento(Adobe)1.71.6Depop(Etsy)Gorillas(Getir)1.216Description:ThepurchaseofFlipkart,anIndianonlineshoppingplatformbasedinBengaluru,byWalmartin2018ranksasoneofthelargeste-commercestartupacquisitionstodate,withavalueof16billionU.S.dollars.OnlinefooddeliverycompanyWoltwasboughtbyDoorDashin2018,anoperationwhichcosttheacquiringcompanysome8.1billiondollars.MostrecentlyinDecember2022,theTurkishquickcommercecompanyGetiracquireditsGermancompetitor,Gorillas,for1.2billionU.S.dollars.

ReadmoreNote(s):Worldwide;asofDecember2022;excludesacquisitionswithundisclosedvalue;excludespubliclylistedcompaniesSource(s):Bloomberg;Index.co;Onlineretailersfromwhichglobalshoppersmadetheirmostrecentcross-borderpurchasein2022Merchantswhereglobalshoppersmadetheirlatestcross-borderpurchase2022Amazon27%Other33%Shein6%Alibaba/AliExpress17%Zalando3%Wish5%eBay9%17Description:AccordingtoasurveyconductedinOctober2022,overone-quarterofonlineshopperssurveyedin40countriesmadetheirmostrecentcross-borderpurchaseviaAmazon.Alibaba/AliExpresscameinsecond,as17percentofe-commerceusersplacedtheirlatestorderfromabroadthere.ReadmoreNote(s):Worldwide;October2022;33,009respondentsin39countries*;*Argentina,Austria,Australia,Belgium,Brazil,Canada,Chile,China,Croatia,Cyprus,Denmark,Estonia,Finland,France,Germany,Greece,Hungary,Iceland,India,Ireland,[...]

ReadmoreSource(s):Dynata;IPCCHAPTER

03SalesLeadinge-commerceretailersworldwidein2022and2027,basedonestimatedsales(inbillionU.S.dollars)Leadingonlineretailersworldwide2021-2027,bysalesE-commercesalesinbillionU.S.dollars2027600202202004008001,0001,2001,137.51,400AlibabaAmazonPinduoduoJD.com780.71,200.5691.3806.1445.2631.8363.390.878.2eBay19Description:Asof2022,AlibabaGroupwasthelargeste-commerceretailerworldwide,generatinganestimated780billionU.S.dollarsinannualonlinesales.Amazonwasthesecondlargeste-commerceretailerinthistimeperiod,witharound690billionU.S.dollarsinonlinesales.However,forecastsprojectthatAmazonwillovertakeAlibababy2027,withestimatedannualonlinesalesexceeding1.2trillionU.S.dollars.ReadmoreNote(s):Worldwide;May26,2022Source(s):EdgebyAscential;JD.com;SimilarWebLeadinge-commerceelectronics,office,leisure,andentertainmentretailersworldwidein2022and2027,basedonestimatedsales(inbillionU.S.dollars)Mainelectronics,office,andleisuree-retailersworldwide2022-2027,bysalesE-commercesalesinbillionU.S.dollars202720223000100200400500600461.9AlibabaAmazonJD.com318.3301.3518.9343.1211.8335PinduoduoApple18540.433.935eBay30.739.7SamsungXiaomi3037.224.941.1CoupangWalmart19.628.419.320Description:ForecastsasofApril2022indicatethatAlibabaisthetop-sellingonlineretailerintheelectronics,office,leisure,andentertainmentsectorsworldwide.E-commercesalesforthiscategoryofproductsareexpectedtogrowfrom318billionU.S.dollarsin2022tonearly462billionin2027.Bythisyear,Amazon'ssalesareexpectedtogrowlargerthanAlibaba's,atalmost519billion.ReadmoreNote(s):Worldwide;April2022;forecastsSource(s):EdgebyAscentialLeadinge-commercehealth,beauty,andpersonalcareretailersworldwidein2022and2027,basedonestimatedsales(inbillionU.S.dollars)Leadinghealth,beauty,andpersonalcaree-retailersworldwide2022-2027,bysalesValueofsalesinbillionU.S.dollars2027202202040605880100120112.2AlibabaAmazon79.444.150.4PinduoduoJD.com27.423.846.420.2WalgreensBootsAllianceCVSHealthTHG14.9159.27.15.16.3Walmart44.7Target3.55.3Rakuten3.521Description:In2022,Alibabawastheleadingonlineretailerinthehealth,beautyandpersonalcarecategorybasedonsales.Thatyear,theChinesee-commercecompanywasestimatedtoachievenetsalesofapproximately58billionU.S.dollars.Amongothernotablee-tailersinthatcategorywereAmazonandPinduoduo.ReadmoreNote(s):Worldwide;June2022Source(s):EdgebyAscentialLeadinge-commercehouseholdandpetcareretailersworldwidein2022and2027,basedonestimatedsales(inbillionU.S.dollars)Leadinghouseholdandpetcareonlineretailersworldwide2021-2027,bysalesE-commercesalesinbillionU.S.dollars2027202022051015253035404539.3AmazonAlibabaJD.com23.324.116.522.611.816.1PinduoduoWalmartZooplusCostco8.96.34.33.22.42.51.61.81.5eBay2Target1.52.4Coupang1.222Description:Amazonisthelargestretailerofhouseholdandpetcareproductsintermsofglobalonlinesales.In2022,theplatform'se-commercesaleswereataround23.3billionU.S.dollars.Accordingtoforecasts,thisfigurewouldgrowtoover39billiondollarsby2027.ChinesecompetitorAlibaba,whoseonlinesalesinthiscategoryweresettogrowfromover16billiontoabout24billiondollarsbetween2022and2027,followedcloselybehind.

ReadmoreNote(s):Worldwide;May18,2022Source(s):EdgebyAscentialMostpopularonlinemarketplacesworldwidein2022,basedongrossmerchandisevalue(inbillionU.S.dollars)Leadingglobalonlinemarketplaces2022,byGMV800701700600500400300200100066336824778TaobaoTmallAmazonJD.comShopee23Description:In2022,ChineseonlineshoppingplatformTaobaowastheworld'smostpopularonlinemarketplacebasedongrossmerchandisevalue,withaGMVofapproximately701billionU.S.dollars.AlsobasedinChina,B2Ce-commercesiteTmallrankedsecond,withaGMVof663billiondollars.U.S.-basedAmazoncameinthird,witha368billiondollarsgrossmerchandisevalue.ReadmoreNote(s):Worldwide;2022Source(s):DigitalCommerce360CHAPTER

04Shoppingtraffic&conversionMostpopulare-commerceandshoppingwebsitesworldwideinApril2023,basedonshareofvisitsLeadinge-commerceandshoppingwebsitesworldwide2023,basedonvisitshareShareofvisits6%0%2%4%8%10%12%14%13.29%3.13%amazon.co.jpamazon.de2.66%2.39%2.24%25/statistics/1198949/most-visited-websites-in-the-retail-sector-worldwideAmazon'sglobalplatform''wasthemostpopulare-commerceandshoppingwebsiteworldwide,accountingformorethan13percentofdesktopvisitstositesinthiscategoryinApril2023.Secondplacewentto,with3.13percent.ReadmoreNote(s):Worldwide;April2023;desktoponly;category:e-commerceandshoppingSource(s):SimilarWebMostvisitedonlineretailwebsitesworldwidein2022,bymonthlytraffic(inmillionvisits)Leadingretailwebsitesworldwide2022,bytrafficNumberofmonthlyvisitorsinmillions1,500

2,00005001,0002,5003,0003,5003,161.64589.1581.22486.47467.64amazon.de340rakuten.co.jp278.59200.74194.9126Description:Onlineretailwebsiteshavemadestrongtrafficgainsduetotheglobalcoronaviruspandemicaslargepartsofthepopulationarestayingathomeandorderingitemsonlinewhichtheyusuallywouldpurchasein-store.Ahadamonthlytrafficofalmost3.2billionvisitorsin2022,followedbyeBwithnearly590millionvisitsoneachmonth.ReadmoreNote(s):Worldwide;JanuarytoMay2022;basedonSemrush.TrendsdataSource(s):SemrushMostvisitedonlinemarketplacesworldwideasofApril2023,bymonthlytraffic(inmillionvisits)Leadingonlinemarketplacesworldwide2023,bymonthlyvisitsNumberofvisitsinmillions2,000

2,500

3,00005001,0001,5003,5004,0004,5005,0004,7905,500AmazoneBay1,210RakutenShopee563.4559.6AliExpressEtsy525.5447.3WalmartMercadoLibreWildberriesOzon407.6362.9342.931627Description:AsofApril2023,Amazonwasbyfarthemostpopularonlinemarketplaceworldwide,averagingabout4.8billionvisitsthatmonth.ThesecondmostvisitedshoppingsitewaseBay,withroughly1.2billionvisits.Inaddition,bothwerealsotheworld'stoponlineretailersintermsofmobilewebtraffic.ReadmoreNote(s):Worldwide;April2023;traffictodifferentdomainsforthesamemarketplacehasbeencombinedSource(s):SimilarWeb;WebRetailerDistributionofonlinepurchasesworldwideasofApril2022,bychannelDistributionofonlinepurchasesworldwide2022,bychannelShareofrespondents0%5%10%15%20%25%30%35%35%40%Onlinemarketplaces(e.g.topmarketsplaces,Mercado,andother)Supermarkets&grocers17%Socialon-apppurchasing(inc.gamingandmetaverse)Retailersites(e.g.Asos,Boohoo,JohnLewis,JDSports,Argos)Viaanaggregator/deliveryapp(e.g.UberEats,Deliveroo)Direct-to-consumer/brandedsitesandapps(e.g.Nike,Apple,Dyson)Other14%12%11%7%4%28Description:OnlinemarketplacessuchaseBay,Alibaba,orJD.com,accountedforoverone-thirdofglobalonlineshoppingorders.Duringa2022survey,17percentofdigitalshoppersreportedspendingmoneyine-grocersandsupermarkets.Socialon-apppurchasingrankedthirdwith14percentofthosesurveyed,followedbyretailerwebsiteswith12percent.ReadmoreNote(s):Worldwide;March25toApril7,2022;31,040respondentsSource(s):WundermanThompsonCommerceConversionrateofonlineshoppersworldwidefrom2ndquarter2021to2ndquarter2022,byregionGlobalonlineshopperconversionrate2021-2022,byregionGreatBritain4.1%UnitedStatesEurope,MiddleEast,andAfrica(EMEA)Other5.0%4.5%4.0%3.5%3.0%2.5%2.0%1.5%1.0%0.5%0.0%4.3%4.1%4%4%2.6%2.4%2.4%2.3%2.3%2.2%2.1%1.8%1.6%1.6%1.6%1.5%1.5%1.2%1.1%Q2'21Q3'21Q4'21Q1'22Q2'2229Description:Duringthesecondquarterof2022,2.3percentofvisitstoe-commercewebsitesintheUnitedStatesconvertedtopurchases.InGreatBritain,onlineshopperconversionratesrosetooverfourpercent.Althoughmobilecommerceiscatchingupregardingpageviewsandrevenue,traditionalonlineshoppingviaPCstillholdsthetop.ReadmoreNote(s):Worldwide;Q22021toQ22022Source(s):KiboConversionrateofonlineshoppersworldwideasof2ndquarter2022,byregionanddeviceGlobalonlineshopperconversionrate2022,byregionanddeviceGreatBritainUnitedStatesEurope,MiddleEast,andAfrica(EMEA)Other4%6%5%4%3%2%1%0%5%4%3%3%2%2%2%1%1%1%1%DesktopTabletMobilephone30Description:Asofthesecondquarterof2022,thee-commercesiteconversionratedecreasedasthescreensizegotsmaller.Inallregionsstudied,onlineshopperconversionwashighestondesktopdevices,followedbytablets,andfinallymobilephones.

ReadmoreNote(s):Q22022Source(s):KiboOnlineshoppingconversionrateinselectedverticalsworldwidein1stquarter2023Globalconversionratesinselectedverticals2023Conversionrate1.5%0.0%Food&beverage0.5%1.0%2.0%2.5%3.0%3.5%3.1%Health&beautyBeauty&skincareActiveapparelGeneralfootwearGeneralapparel2.9%2.4%2.3%2.2%2.1%AllverticalsBeauty&makeupActivefootwear2%1.9%1.8%Sportinggoods1.7%1.7%Electronics&accessoriesToysandlearningHome,dining,art&decor1.6%1.5%31Description:Onlineconversionratesofe-commercesiteswerethehighestinthefoodandbeveragesector,at3.1percentinthefirstquarterof2023.Sitesoperatinginthehealthandbeautysectorfollowed,withaconversionrateofjustunderthreepercent.Forcomparison,theaverageconversionrateofe-commercesitesacrossallselectedsectorsstoodattwopercent.

ReadmoreNote(s):Worldwide;Q12023Source(s):SalesforceResearchDistributionofretailwebsitevisitsandordersworldwidein1stquarter2023,bydeviceGlobalonlineretailwebsitevisitsandorders2023,bydeviceSmartphoneDesktopTablet100%90%80%70%60%50%40%30%20%10%0%2%2%24%35%74%63%TrafficshareOrdershare32Description:Mobilephonesgeneratemostofthedigitalcommercewebsitevisitsaroundtheworldandalsocreatethelargestpercentageoforders.Asofthefirstquarterof2023,smartphonesaccountedforapproximately74percentofretailsitetrafficworldwideandgenerated63percentofonlineshoppingorders.ReadmoreNote(s):Worldwide;Q12023Source(s):SalesforceResearchCHAPTER

05ShoppingbehaviorAveragee-commercespendingperonlineshopperworldwidepervisitin1stquarter2023,bycategory(inU.S.dollars)Globalonlineshopperpervisitspend2023,bycategoryAveragespendpervisitinU.S.dollars0.00.51.01.52.02.53.0LuxuryapparelHomefurniture2.712.53FoodandbeverageHealthandbeautyHomeappliancesAllverticals2.392.342.322.3Generalapparel2.152.12GeneralFootwearToysandlearningElectronics&accessories1.991.8834Description:Inthefirstquarterof2023,onlineshoppersspentanaverageofabout2.3U.S.dollarspervisitacrossallverticals.Luxuryapparelisthecategoryinwhichconsumersspentthemostmoneypervisitonaverage,at2.71U.S.dollars,followedbyhomefurnitureatjustovertwoandahalfdollars.ReadmoreNote(s):Worldwide;Q12023;per-visitaverageamountSource(s):SalesforceResearchAveragenumberofproductsboughtperorderworldwidefromJanuary2022toDecember2022Averagenumberofproductsboughtpere-commerceorderworldwide20223.53.163.123.053.023.022.972.982.932.942.892.893.02.52.01.51.00.50.02.86Jan2022Feb2022Mar2022Apr2022May2022Jun2022Jul2022Aug2022Sep2022Oct2022Nov2022Dec202235Description:Onaverage,lessthanthreeproductsperorderarepurchasedbye-commerceusers.A2022studyshowedthatthefigureissubjecttoseasonaltrends,sothatAprilandDecember2022hitthehighestnumberofunitspertransaction,with3.16and3.12,respectively.ReadmoreNote(s):WorldwideSource(s):DynamicYieldOnlineshoppingcartabandonmentrateinselectedindustriesworldwidein2022Shoppingcartabandonmentrateworldwide2022,byindustryAbandonmentrate40%

50%0%10%20%30%60%70%80%90%100%110%Cruise&ferryMobileprovidersAirline98%90.76%90%LuxuryFashion87.93%87.79%AutomotiveBaby&childTravel85.97%84.86%82%82%CarrentalHotelGardening&DIYDepartmentstoreRetail80%79.23%76.63%71.24%36Description:In2022,asignificantamountofonlineshoppingorderswereabandoned,i.e.notconvertedintoapurchase.Websitesofferingcruiseandferrytravelserviceshadthehighestcartabandonmentratesoutofallmeasuredcategorieswitha98percentabandonmentrate.ReadmoreNote(s):Worldwide;2022;500globalbrandsSource(s):SaleCycleLeadingsourcesofinspirationforonlineshoppersworldwidein2022Mainsourcesforonlineshoppinginspirationworldwide202240%34%35%30%25%20%15%10%5%31%28%25%18%0%MarketplacesSearchenginesSocialmediaYoutubeRetailersites37Description:In2022,marketplacesweretheprimarysourceofinspirationforonlineshoppingglobally.Accordingtoasurvey,approximately34percentofonlineshopperssaidtheysoughtinspirationthroughsearchesonthischannel.Searchenginesrankedsecond,withone-thirdofrespondentsusingitforthispurpose.ReadmoreNote(s):Worldwide;March25toApril7,2022;31,040respondents;16yearsandolder;consumerswhoshoponlineatleastonceamonthSource(s):Censuswide;WundermanThompsonCommerceLeadingonlinesourceswhereconsumersworldwidesearchforproductsin2022Leadingonlinesourcesforproductsearchesworldwide2022Shareofrespondents10%

15%0%5%20%25%30%35%40%TheleadingmarketplaceintheregionSearchengines36%30%Socialmediasites23%OthermarketplacesRetailersites21%18%38Description:In2022,leadingregionalmarketplacesweretheprimarysourceforstartingtosearchforproductsonlineworldwide.Accordingtoasurvey,roughly36percentofonlineshopperssaidtheysearchedforproductsthroughthischannel.Searchenginesrankedsecond,with30percentofrespondentsusingthesoftwaresystemsforthispurpose.ReadmoreNote(s):Wo