2024年电子商务和零售营销现状 – 北美 State of Ecommerce and Retail Marketing 2024 North America

StateofEcommerce

andRetailMarketing

2024

NorthAmerica

Contents

Foreword01

MarketTrends02

1.MarketersWanttoSpendMorebutBudgets02areTightin2024

2.ShoppersareCreepedOutby04Over-personalizedAds

3.HiddenPrioritiesforBusinessGrowth04

4.PaidAdsareOutshinedbyOther05

MarketingChannels

5.EmailisStillTheWorkhorse06

6.TheBiggestHurdlesforCMOsin202408

7.HowareBrandsSegmenting09TheirShoppers?

8.TraditionalDataSetsare10RestrictingBrands

9.TheHottestCustomerSegments11

10.Retail’sBlindSpot:WhyAIistheUntappedGoldmine12

StateofEcommerceandRetailMarketing2024NorthAmerica

EcommerceandRetailBenchmarks13

11.WhereHaveMarketersTriedPersonalizing14

intheLastTwelveMonths?

12.WhatStepsHaveBrandsTakentoPersonalize16

Experiencesin2023

13.ConversionBenchmarks18

14.AOVBenchmarks19

15.RepeatPurchaseRateBenchmarks20

16.OnSiteSearchBenchmarks21

17.RetentionRateBenchmarks21

18.CartAbandonmentRateBenchmarks22

Expectationsfor202423

19.TrendsThatWillReshapeRetailin202424

20.AboutOurResearch26

StateofEcommerceandRetailMarketing2024NorthAmerica

LeakyAdsAre

DrowningBudgets...

Thebattlegroundforconsumerattentionhasneverbeenfiercerand

ecommercemarketersarefacingunprecedentedchallenges.Customer

acquisitioncostshavesoaredtoall-timehighs,whileReturnonAdvertisingSpendhasplummeted.Brandsandmarketerstodayneedtolookbeyond

traditionalstrategiesforcustomeracquisitionandengagementtofuelbusinessgrowth.

Retailandecommercemarketersarecurrentlyrelyingonaleakybucket-

spendinganincreasingpercentageoftheirbudgetstoacquireandre-acquireshopperswhilestrugglingtoretainthem.Adwasteisdevouringprecious

resourceswithoutyieldingdesiredresults.Thestatusquohasnotbeen

workingformanypost-pandemicretailerswhoarefindingitchallengingtodriveprofitablegrowthintoday’senvironment.

Netcore’s2024StateofEcommerceandRetailMarketingisdesignedtohelp

brandsandmarketersadapttotheparadigmshiftsinourspace,andtomakeabusinesscaseforanewkindofinvestmentinourmarketingprogramsthatcandrivegrowthintheweeksandmonthsahead.

Formanybrands,CAChasbeenrising40-50%

annually.Andyet,brandsfeeltheyhavelittleornochoicebuttocontinuespendingbecausetheyhavefewalternativestoreachouttonewdigitalcustomers.Theresult:brandprofitsaretakinga

hit,andBigAdTechamassesevenmorepower

withtheirprofits.99

RajeshJain

StateofEcommerceandRetailMarketing2024NorthAmerica011

FounderandGroupMDNetcoreCloud

Market

Trends

AsthepaceofdigitaltransformationinNorthAmerica

continuestoquicken,brandsandmarketersintheretail

spaceneedtostayagileandallocateresourceswheretheycangeneratemaximumimpact.

1

MarketersWantto

SpendMorebutBudgetsAreTightin2024

80%ofretailmarketersplantoinvestmoreonenhancing

shoppingexperiencesin2024.

Additionally,nearly70%foreseebudgetlimitationsdueto

economicchallengesasamajorobstaclethisyear.

ShopperExperienceistheFocus

SayYes

SayNo

80%

Question:Areyouplanningon

allocatingahigherbudgettoimprovetheshopperexperienceinthefuture?

StateofEcommerceandRetailMarketing2024NorthAmerica02

OneOutofThreeMarketingDollarsAreBeingAllocatedtoPaidMedia

Budgetcontribution

Under10%

10-29%

towardspaidads

30-49%

50-69%

70-89%

Above90%

17%

34%

22%

17%

6%

3%

%ofresponses

Question:Whatpercentageofyourmarketingbudgetisallocatedtowardspaidads?

•Marketingleaderstodayareallocatingasignificantportion

(onaverage-35%)oftheirbudgettopaidadsforcustomeracquisition.

•1in4marketingleaderswillallocateover50%oftheirmarketingbudgetstowardspaidadsthisyear.

80%ofallmarketersanticipatethat

risingcustomeracquisitioncosts

(CAC)willsignificantlyimpactbusinessoperationsin2024.

Question:DoyouanticipaterisingCACtoaffectbusinessoperationsin2024?

80%

StateofEcommerceandRetailMarketing2024NorthAmerica03

2ShoppersAreCreepedOutbyOver-personalizedAds

Personalizationcangotoofar,especiallywhenbasedoninferredcustomerdata,and60%ofcustomerstodayareoftenfrustratedbytheadsthey

receive.ThisdiscomfortleadstolowROASforbrandsandmarketers.

40%

Disagree

60%

Agree

AgreeorDisagree:Isometimesfeelthelevelofpersonalization

IreceivefrombrandsIfollowiscreepy.

3HiddenPrioritiesforBusinessGrowth

Retailandecommercemarketersshouldfocusonareasthataddress

customers'desiredimprovementsfor2024.Fortypercentwantimprovedwebexperiencesformoreseamlessbrowsing,35%wantenhancedmobileappusability,1in3desirebetteremails,andover1in4cravesmarterwebandappsearchestohelpthemmoreeasilyfindwhatthey’relookingfor.

Website

Mobileapp

Email

ThesearchbaronWebsite/App

Onlineads

SMS

Whatsapp,iMessage,messenger&othermessagingapps

40%

35%

33%

26%

22%

12%

11%

%ofresponses

Question:Whataretheareasofimprovementyouarelookingforasshoppers?

StateofEcommerceandRetailMarketing2024NorthAmerica04

4PaidAdsareOutshinedbyOtherMarketingChannels

Intoday’senvironmentchannelslikeemail,SMS,webmessages,andWhatsAppdeliverahigherReturnonInvestment(ROI)thanpaidads.

Email

In-appmessages

Apppush

Webpop-ups

SMS

WhatsApp

88%

85%

82%

81%

78%

71%

%ofresponses

Question:Howeffectiveis'marketingchannel'ingeneratingmoreROIthanpaidads?

88%

moreeffectiveinproducingROI

thanpaidads

Email

82%

moreeffectiveinproducingROIthanpaidads

Knownforitscost-effectivenessasabackboneofmarketing

campaignsandprograms.The

channelalsogeneratesmaxROI.

Costeffectivewayofreachingmobilecustomers.

Apppush

85%

moreeffectiveinproducingROI

thanpaidads

In-appmessages

Fosterenhanceduser

71%

moreeffectiveinproducingROIthanpaidads

WhatsApp

50%ofNorth

AmericanGenZandmillennialsuseit.

interactionandengagement

in-appbysharingpersonalizedmessagingonmobile.

81%

moreeffectiveinproducingROI

thanpaidads

Webpop-ups

Simpletoimplementandknowntocaptureshopperdataat

varioussteps-welcomes,websitevisitsetc.

StateofEcommerceandRetailMarketing2024NorthAmerica05

5EmailisStillTheWorkhorse

Whilepaidadvertisementsplayapivotalroleincustomeracquisition,they

haveabigimpactonacompany’sbottomline:Overone-thirdofallmarketingbudgetswillbeallocatedtopaidacquisitionin2024.

Farlessisallocatedtoemailmarketing,butitstillrepresentsthe

cornerstoneofmostbrand’scustomerengagementstrategiesand

contributestoasignificantportionofoverallrevenueformanyretailers.

Email

Emailmarketingremainsanenduringcornerstoneofdigitalcommunication.Itsversatilityallowsfortargeted,segmentedcampaignsthatresonate

withdiverseaudiences.Therevenuecontributionunderscoresthepotencyofwell-craftedemail

strategies,deliveringtailoredcontent,

promotions,andpersonalizedrecommendationsthatpromptcustomeraction.

30%

Contributiontototal

marketing

revenuein

NorthAmerica

StateofEcommerceandRetailMarketing2024NorthAmerica06

InboxCommerce

APortaltoConvenience

Haveyoueverconsideredthepossibilityofincorporatingmobileandweb

experiencesdirectlyintotheshopper'semailinbox?WithInbox

12:36

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In-mailSearchBar

12:36

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HiAlex!

Didsomethinggowrongwithyourorder?

ItemsinYourCart

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Find5wordsforfreeshipping!

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StateofEcommerceandRetailMarketing2024NorthAmerica

07

6TheBiggestHurdlesforCMOsin2024

Dataquality&quantity

Accuratemeasurementofmarketingperformance

Findingtherightsolutionpartner

Omnichannelcommunication

80%

76%

68%

65%

%ofresponses

Question:Whataccordingtoyouarethebiggestchallengestooffering

persoanlizedretailexperiencestoshoppers?

Netcore’sstudy

"StateofMulti-ChannelMarketing2023"

revealed

ongoingchallengeslikedataquality(80%),quantity,andperformance

measurement(76%).Additionally,twootherprimeryhurdleshavecaughttheattentionofNorthAmericanbrandsandretailers:

•Findingtherightsolutionpartner(68%):Collaboratingwiththerightpartnersandvendorsisincreasinglycriticaltoensuringoverall

ecommercesuccess.

•Omnichannelcommunication(65%):Implementingseamlessand

cohesivecommunicationsacrossvariouschannelsisvitaltoengage

customersconsistentlyandenhancetheiroverallshopperexperience.

PredictingIntentE仟ectivelyisaNeedoftheHour

Focusingonshopperintent

requiresaddressingbothdata

qualityandquantity.Nearly50%ofmarketersstruggletoforecast

consumerbehavior,acritical

aspectfordeliveringpersonalizedexperiences.

Either/Or:Canyoupredictshopperbehavioreffectivelyin2024?

48%

52%

SayNo

SayYes

StateofEcommerceandRetailMarketing2024NorthAmerica08

7HowAreBrandsSegmentingTheirShoppers?

Behavorialanalytics

Demographicsegmentation

ActivitybasedsegmentationPredictiveanalytics

Affinitybasedsegmentation

RFM&Cohortanalytics

60%

54%

48%

39%

19%

13%

%ofresponses

Question:Howdoyouidentify/segmentyourexistingcustomerbase?

A代nitybasedsegmentation

19%

Behavioralanalytics

60%

Analyzingshopper

activities,interactionstostudycustomers

andofferingthem

resonatingexperiencsisthemostcommon

practice.

Segmentingcustomersbased

onsharedinterests,

Demographicsegmentation

54%

Utilizingage,

gender,education,andoccupationfor

customer

segmentationiscommonamongbrands.

prefrencesorcharacteristicsfortargetingisnotaswidelyused.Brandsshouldleveragethisstrategy.

RFMand

cohortanalysisONLY13%

Predictiveanalytics

39%

Tousepredictive

Notenoughbrandsare

utilizingRecency,Frequency,Monetary(RFM)value

analysisandcohortanalysisforcustomersegmentation.

analyticsbrandsneedtobuildAImodelsto

forecastcustomerbehaviorbasedonhistoricaland

transactionaldata.

StateofEcommerceandRetailMarketing2024NorthAmerica09

8TraditionalDataSetsareRestrictingBrands

Transactional

Behavorial

Productcontext

PredictiveCross-device,offline

Zeroparty

57%

53%

37%

32%

24%

9%

%ofresponses

Question:.Whatarethetopdatatypesyouusetopersonalizeshoppingexperiences?

Brandstypicallyprioritizedemographicsandtransactionaldatabutoften

neglectzero-partydata,missingvaluableinsightsintoshopperintent.More

brandsareleveragingcross-deviceandofflinedataandevenproduct

contextdataasasum.Predictivedata,thebedrockofproactivemarketingcampaignsisbeingleveragedbylessthan1in3brands.

Zero-partydata

ONLY9%

WhilelargeorganizationslikeAmazonmeticulously

organizecustomerdata,theyalsoharnesszero-partydata.Thisinformationiswillinglysharedbycustomers,includingpreferences,feedback,andsurvey

responses,grantingexplicitinsightsintotheirinterestsandneeds.

Product

contextdata37%

Productcontextdataaddsthe"why"toproductinfo.It

revealshow,where,andwhypeopleuseaproduct,givingaclearerpictureforbetterdecisions.Itisabackboneforanalyzingcustomersentiments.

StateofEcommerceandRetailMarketing2024NorthAmerica10

9TheHottestCustomerSegments

11%

Boomers

BabyBoomers

GenZ

GenerationZ

13%

Ages59-77Ages18-26

32%44%

Ages43-58

GenX

GenerationX

Millennials

GenerationY

Ages27-42

Question:Whattargetdemographicisthemostimportantforyourcompany’sgrowth?

%ofresponses

11%

12%

13%

14%

14%

15%

15%

17%

18%

14%

50%

30%

19%

42%

33%

46%

31%

48%

31%

49%

29%

43%

31%

47%

31%

45%

28%

47%

25%

58%

13%

46%

32%

12%

11%

10%

9%

10%

10%

10%

8%

7%

7%

10%

BooksHealth&

beauty

ClothingGroceryJewelry&

luxury

ChildcareToys&ElectronicsFurinitureSportingFootwear

gifts

StateofEcommerceandRetailMarketing2024NorthAmerica11

10Retail'sBlindSpot:WhyAIistheUntappedGoldmine

Predictiveanalytics

Behaviordrivenpersonalizedrecommendations

Contentenhancement/generation

Searchrelevancyandproductdiscovery

Productcatalogenrichment

SendtimeoptimizationPreferredchannelprediction

45%

45%

39%

39%

32%

29%

27%

%ofresponses

Question:WhatAI/MLfeaturesareyouleveragingtobolsteryourmarketingefforts?

Modernshopperswanttailoredexperiences.Upwardsof14%ofUSmarketingleadersaren’teffectivelyutilizingArtifitialIntelligence(AI),missingahugeopportunitytodrivemarketingefficiencyandefficacy.Brandsshouldbe

leveragingAIfor:

Personalizedrecs

45%

AIanalyzespasthabitsandbehaviorsofshopperstosuggesttailoredproductrecommendations,thisstreamlinestheoverall

shoppingexperienceforthebetter,leadingtohigherengagementandconversionrates.

Catalog

enrichment32%

Content&search

39%

AImakes

searchesandcontentmorepersonalized.

AIenhances

product

AIidentifiesthemomenttosendemailsbasedonclicks.

descriptionsforeasybrowsing.

STO

29%

Channel

prediction27%

AIdetermines

communicationchannelsfor

individuals.

StateofEcommerceandRetailMarketing2024NorthAmerica12

Ecommerceand

RetailBenchmarks

Thecurrentmarketheadwindswefacedemandprecisenavigation.Letthefollowingbenchmarksserveasyourcompasstoguideyoutowardsoptimalstrategiesandtorevealgrowthopportunities.

StateofEcommerceandRetailMarketing2024NorthAmerica13

11

WhereHaveMarketersTriedPersonalizingintheLastTwelveMonths?

%ofresponses

71%

Email

42%

Socialads

37%

Searchads

35%

SMS

30%

Onsitesearch

25%

APN

16%

WhatsApp

15%

WPN

9%

Affiliate

Question:Wherehaveyoutriedpersonalizingtheshopperexperienceinthepast12months?

Whilebrandsprioritizeimprovingtheshoppingexperience,investmentsrevealasomewhatunevendistributionacrosschannels.

StateofEcommerceandRetailMarketing2024NorthAmerica14

71%

Email

In2024,mostmarketersfocusedon

personalizingtheshoppingexperiencevia

email,drivenbyincreasingCACand

decreasingROAS.Thechannelalso

contributesto30%ofNorthAmericanmarketingrevenue.

35%

PaidMedia

DespitedecliningROAS,manybusinessesuseadsforcustomeracquisition.However,60%ofshoppersfindpaidadsintrusive

andcreepy,andexperiencefrustrationwhilenavigatingacrosschannelsinthedaytodayshopperjourney.

30%

On-SiteSearch

Shoppersmustbeprovidedwiththe

productstheywanttobuy,hence,

businessesareimprovingtheiron-site

searchtoboostproductdiscovery.84%of

shoppersbuyonlineregularly,so

seamlesswebsitediscoveryisvital.

16%

WhatsApp

IntheUS,over50%ofmobileusers,

especiallythoseaged18to35,usethe

channelandtherearealmost3Bactive

usersglobally.Moreover,mostmarketersintheseregionsagreethatWhatsApp

substantiallyenhancestheirROI.

StateofEcommerceandRetailMarketing2024NorthAmerica15

12

WhatStepsHaveBrandsTakentoPersonalizeExperiencesin2023

%ofresponses

40%

Onboard

anemail

vendor

39%

Onboarda

web/app

personalization

vendor

35%

OnboardaCCMH

35%

Onboardaonsite

searchvendor

33%

Implementnudgesonwebsiteand

app

33%

AdoptedAItools

26%

OnboardaCDP

23%

Adopted

conversational

commerce

Question:Whatstepshaveyoutakentopersonalizeyourchannelsinthelast12months?

E.S.Ps(40%)-BrandscontinuetoinvestinemailvendorsduetotheirhighROIpotential.Ensuringexceptionalshopperexperiencesthroughemailiscrucial,leadingbrandstofocusonselectingthe

idealESPtoavoidfuturetransitions.

PersonalizationVendors(39%)-Withthegrowingshifttoonlineshopping,brandsareseekingtoonboardvendorstocurateconsistentonlineshoppingexperiencesthatresonatewithcustomersacrosschannelslikeweb,app,SMS,WhatsApp.

StateofEcommerceandRetailMarketing2024NorthAmerica16

CrossChannelMarketingHubs(CCMH)(35%)-Brandsareurgedtoweavecustomerdata,tailorexperiences,optimizecampaigns,

anddrivegrowth.CrossChannelMarketingHubs(CCMH)effectivelyunifycustomerexperiencesacrossallchannels.

Investinginpersonalizedshoppingexperiencesdeliversincredible

ROIforbrands.Infact,datashowsthatpersonalizationcanleadtoa10xreturnoninvestment.This

meansthatforeverydollarspentonpersonalizingthecustomer

journey,brandscanexpecttosee$10inreturn.

Brandscan

expecttosee10xROIby

personalizingshopping

experiences

StateofEcommerceandRetailMarketing2024NorthAmerica17

13ConversionBenchmarks

Footwear

1.45

Health

andbeauty

1.31

Sportinggoods

1.44

Electronics

1.37

Groceryfoodanddrink

1.43

Toysandgifts

1.37

Clothingandapparel

1.33

Furniture

1.37

Jewelryandluxury

1.39

Books

andmagazines

1.39

AverageConversionRatesAcrossIndustries

Theaverageconversionrateformobileappsandwebsitesstandsat1.3%.However,by

implementingpersonalizationstrategies,brandshavewitnessedaremarkablealmost14%increaseinconversionrates.Thistranslatestoasubstantialboostinsalesandrevenue,

highlightingtheeffectivenessofpersonalizationindrivinguseraction.

ConversionsIncreases14%PostPersonalization

Sportinggoods

16%

Books

andmagazines

15%

AverageConversionRateIncrementsAcrossIndustries

PostPersonalization

Groceryfoodanddrink

14%

Clothingandapparel

13%

Health

andbeauty

13%

Jewelryandluxury

15%

Toysandgifts

14%

Electronics

16%

Footwear

14%

Furniture

14%

StateofEcommerceandRetailMarketing2024NorthAmerica18

14AOVBenchmarks

Footwear

$69

Health

andbeauty

$70

Sportinggoods

$80

Electronics

$77

Groceryfoodanddrink

$87

Toysandgifts

$60

Clothingandapparel

$61

Furniture

$80

Jewelryandluxury

$71

Books

andmagazines

$60

AverageAOVAcrossIndustries

TheaverageAOVforbrandssitsat$72.Implementingpersonalizationstrategieshasproventobeagame-changerinthisareaaswell,withbrandsexperiencinganaverageincreaseof11%inAOV.Thissuggeststhatpersonalizedexperiencesnotonlyencourageuserstoconvertbutalsomotivatethemtospendmore,leadingtohigherrevenuepercustomer.

AOVIncreases11%PostPersonalization

Sportinggoods

12%

Books

andmagazines

11%

AverageAOVIncrementsAcrossIndustries

PostPersonalization

Groceryfoodanddrink

14%

Clothingandapparel

10%

Health

andbeauty

10%

Jewelryandluxury

10%

Toysandgifts

10%

Electronics

11%

Footwear

10%

Furniture

12%

StateofEcommerceandRetailMarketing2024NorthAmerica19

15RepeatPurchaseRateBenchmarks

Footwear

25%

Health

andbeauty

24%

Sportinggoods

26%

Electronics

24%

Groceryfoodanddrink

26%

Toysandgifts

26%

Clothingandapparel

25%

Furniture

25%

Jewelryandluxury

24%

Books

andmagazines

27%

AverageRepeatPurchaseRateAcrossIndustries

Buildingcustomerloyaltyiscrucialforlong-termsuccess.Theaveragerepeatpurchaserateforbrandsis25%.Byleveragingpersonalization,brandshavewitnesseda13%increaseinthis

metric.Thisdemonstrateshowpersonalizedexperiencesfosterstrongercustomerrelationshipsandencouragethemtoreturnforfuturepurchases.

LRepeatPurchaseRateIncreases13%PostPersonalization

Sportinggoods

13%

Books

andmagazines

13%

AverageRepeatPurchaseRateIncrementsAcrossIndustries

PostPersonalization

Groceryfoodanddrink

15%

Clothingandapparel

11%

Health

andbeauty

12%

Jewelryandluxury

12%

Toysandgifts

13%

Electronics

13%

Footwear

12%

Furniture

13%

StateofEcommerceandRetailMarketing2024NorthAmerica20

16OnSiteSearchBenchmarksPostPersonalization

Sportinggoods

12%

Books

andmagazines

11%

OnSiteSearchIncreasesConversionby11%PostPersonalization

Groceryfoodanddrink

15%

Clothingandapparel

10%

Health

andbeauty

10%

Jewelryandluxury

9%

Toysandgifts

12%

Electronics

12%

Footwear

12%

Furniture

12%

On-sitesearchimprovesconversionratesbyenhancinguserexperienceandfacilitating

quicker,morerelevantaccesstodesiredproductsorinformation.Arobustsearchfunctionstreamlinesnavigation,reducingfrictionintheuserjourney.Accuratesearchresults,filters,andsuggestionscatertouserintent,fosteringengagement.

17RetentionRateBenchmarksPostPersonalization

Sportinggoods

19%

Books

andmagazines

16%

MostBrandsHaveA30DayRetentionRateOf17%

Groceryfoodanddrink

19%

Clothingandapparel

17%

Health

andbeauty

16%

Jewelryandluxury

17%

Toysandgifts

16%

Electronics

17%

Footwear

19%

Furniture

18%

StateofEcommerceandRetailMarketing2024NorthAmerica21

18CartAbandonmentRateBenchmarksPostPersonalization

Sportinggoods

10%

Books

andmagazines

9%

MostBrand’sCartAbandonmentRateis9%

Groceryfoodanddrink

11%

Clothingandapparel

8%

Health

andbeauty

8%

Jewelryandluxury

8%

Toysandgifts

9%

Electronics

9%

Footwear

9%

Furniture

10%

StateofEcommerceandRetailMarketing2024NorthAmerica22

Expectations

for2024

Asweapproach2024,theretaillandscapeispoisedfor

significanttransformation.Technologicaladvancements

andchangingconsumerexpectationsaredrivingbrandstoadoptinnovativestrategiestostayaheadofthecurve.

StateofEcommerceandRetailMarketing2024NorthAmerica23

19TrendsThatWillReshapeRetailin2024

%ofresponses

64%

GenerativeAI

40%

Virtualand

augmented

reality

35%

Hybridshopping

35%

Hypermobileecommerce

33%

Subscriptionbasedservices

30%

Sustainableprofitability

Question:Inyouropinionwhattrend