Klaviyo：2024年电子商务行业报告 STATE OF THE ECOMMERCE INDUSTRY Insights from both marketers and consumers

klaviyo"

STATEOFTHE

ECOMMERCEINDUSTRY

Insightsfrombothmarketersandconsumers

TABLEOFCONTENTS

Executivesummary

02

03

Arisingtidefortheecommerceindustry:Positivetrendsacrosskeygrowthdrivers

10

Theinfluencegap:weighingmarketingprioritiesvs.consumerdemand

Keytakeways

24

26Aboutthisstudy

EXECTIVESUMMARY

EXECUTIVESUMMARY

Despitelingeringfearsofarecessionandfinancialuneasinessduetoinflation,newresearchreveals

ecommercegiantsareforecastingrobustgrowth—andmanyconsumerswon’tbeslowingdowntheirspendinganytimesoon.

Defyingglobaleconomicheadwinds,tworecentglobalsurveys—oneofover1,400ecommerceretailexecutivesandmarketersatbusinesseswithover$30millioninrevenue,andanotherofover800consumers—revealthefutureisbrightforleadingecommercebrands.

Butecommercesuccessisnotguaranteed.Thoughlargebrandsarereportingpromisingperformance,marketersmustsuccessfullycaptureshoppers’attentionandengagetheminanincreasinglycrowdeddigitallandscapewhereconsumerbehaviorhasshiftedoverrecentyears.

02

ARISINGTIDEFORTHEECOMMERCEINDUSTRY

ARISINGTIDEFORTHEECOMMERCEINDUSTRY:POSITIVETRENDSACROSSKEYGROWTHDRIVERS

Whiledrivingrevenueisthebottom-linegoalformostbrands,understandingothermarketfactorssuchaspricing,profits,margins,costs,discounting,andhiringplansallcontributetothebiggerpictureofhowtheecommercesectorisfaring.

03

04

ARISINGTIDEFORTHEECOMMERCEINDUSTRY

Ourfindingsindicatepositivetrendsacrossthesekeygrowthdrivers.Buteventhoughshoppersaren’tpausingtheirpurchases,comparingecommercemarketersentimenttoconsumerspendingplanssuggeststhatmarketersmaybefeelingoverlyambitious.

Consumer&RetailerYOYforcastedspendingandrevenuechange

Klaviyo2024stateofecommerceconsumersurveyQ11:Pleaseindicatehowyourspendingforxproductswillchangefromlastyeartothisyear.(n808)CompanysurveyQ14:Pleaseindicatebywhatdegreeyouthinkyourcompany’sannualrevenuewillchangefromlastyeartothisyear.(n1402)

Myspending/ourrevenueislikelytoincreasesignificantly

10%

ConsumerRetailer

41%

Myspending/ourrevenueislikelytoincreaseslightly

26%

ConsumerRetailer

48%

Thebottomlineisahighbar

Whenaskedabouttheirspendinghabits,overathirdofconsumersareforecastinggreaterYoYspendingacrossecommercecategories—whichhelpsexplainwhy89%ofecommerceretailersexpecttheirrevenuetoincrease.

Butmostconsumers(nearlyhalf)expecttheirspendtostaythesameYoY—signalingagapbetweenmarketers’growthexpectationsandconsumers’actualplans.

Myspending/ourrevenueislikelytostaythesame

8%

ConsumerRetailer

Myspending/ourrevenueislikelytodecreasesignificantly

Consumer4%Retailer1%

46%

Myspending/ourrevenueislikelytodecreaseslightly

13%

I2%

ConsumerRetailer

05

ARISINGTIDEFORTHEECOMMERCEINDUSTRY

Regionally,ecommercecompaniesinNorthAmericaarethemostbullishontheirrevenuegrowthprospectsbyyearend,withnearlyhalfexpectingtheirrevenuetogrowsignificantly.APACfollowsat44%andEMEAat31%.InEMEA,morecompaniesexpecttheirrevenuetogrowslightly.

EcommercecompanyrevenueYoYforecastedchangebyregion

Klaviyo2024stateofecommercecompanysurveyQ14:Pleaseindicatebywhatdegreeyouthinkyourcompany’sannualrevenuewillchangefromlastyeartothisyear.(n770)

Byecommercevertical,home&gardenandapparel&accessoriesretailersforecastthemostsignificantYoYrevenueincreases.

Ecommercecompany2024revenueYoYforecastedchangebyvertical

Klaviyo2024stateofecommercecompanysurveyQ14:Pleaseindicatebywhatdegreeyouthinkyourcompany’sannualrevenuewillchangefromlastyeartothisyear.(n770)

NAAPACEMEATotal

Increasesignificantly

47%

44%

31%

41%

Increaseslightly

45%

42%

56%

48%

Staythesame

6%

12%

9%

8%

Decreaseslightly

2%

2%

4%

2%

Decreasesignificantly0%1%1%1%

Total

41%48%8%2%1%

Home&garden

51%41%6%1%

Apparel&accessories

53%36%8%3%1%

Health&beauty

35%53%8%3%1%Food&beverage

27%59%11%2%

Likelytoincreasesignificantly

●Likelytoincreaseslightly

Likelytostaythesame

●Likelytodecreaseslightly

Likelytodecreasesignificantly

06

ARISINGTIDEFORTHEECOMMERCEINDUSTRY

Whileaboutathirdofconsumersplantoincreasetheirspendin

thosecategories,aswellasinhealth&beauty,thelargestproportionofconsumers(50%)expecttoincreasetheirYoYspendonfood&beverageproducts—revealingagreaterneedforessentialsthan

discretionarypurchases.

Consumer2024spendingYoYforecastedchangebyvertical

Klaviyo2024stateofecommerceconsumersurveyQ11:Pleaseindicatehowyourspendingforxproductswillchangefromlastyeartothisyear.(Apparel&accessoriesn720,Food&beveragen775,Health&beautyn682,Home&gardenn587)

Home&garden

10%20%43%20%6%

Apparel&accessories

9%24%47%14%6%

Health&beauty

9%23%53%12%3%

Food&beverage

13%37%40%8%2%

LikelytoincreasesignificantlyLikelytoincreaseslightly

.Likelytostaythesame

Likelytodecreaseslightly

Likelytodecreasesignificantly

07

ARISINGTIDEFORTHEECOMMERCEINDUSTRY

Nettingout:increasedcostsanddiscountsaren’tmakingadentinprofitsandmargins

Evidently,theteamsbehindlargebrandsarecombattinghigher

incurredcostswithhealthyprofitsandmargins,likelyduetotheirabilitytobalancestrategicpricehikeswithdoublingdownondiscounts.

Justoverhalfofecommercecompanies(54%)experiencedhighercoststhanlastyear,while67%ofecommercecompaniesacrosscategoriesgeneratedhigherprofitsand64%generatedhighermargins.

Butwhile57%ofcompanieshaveraisedprices,marketersareclearlywellawareofconsumers’sensitivitytoinflationandunavoidablepricehikesacrosscategories:59%oflargeecommercecompaniesare

offeringmorediscounts,sales,andpromotionsthroughouttheyeartoassuagereluctancetobuy.

WhilemarketersintheDTCecommercespacehistoricallyavoideddeepandfrequentdiscountingtoavoidanegativeimpactontheirbottomline,thisdatasignifiesashiftinhoweconomicfactorshave

2024performanceindicatorsforecommercecompanies

Klaviyo2024stateofecommercecompanysurveyQ35,Q34,Q31,Q33,Q32:Overthelast12months,yourorganizationhas...(n770)

Total

Apparel&Footwear

Food&Beverage

Health&Beauty

Home&Garden

Generatedhigherprofits

67%

67%

63%

66%

72%

Generatedthesameprofits

28%

27%

32%

29%

24%

Generatedlowerprofits

5%

6%

5%

4%

5%

Generatedhighermargins

64%

63%

59%

66%

70%

Generatedthesamemargins

31%

32%

37%

29%

26%

Generatedlowermargins

5%

5%

5%

5%

4%

Raisedprices

57%

56%

56%

56%

63%

Keptpricesthesame

36%

39%

40%

31%

32%

Loweredprices

7%

5%

5%

13%

5%

Experiencedhighercosts/COGs

54%

61%

55%

45%

51%

Experiencedthesamelevelofcosts/COGs

37%

31%

41%

41%

38%

Experiencedlowercosts/COGs

9%

8%

4%

14%

11%

Increaseddiscounting

59%

62%

53%

61%

59%

Discountedatthesamerate

36%

32%

41%

36%

36%

Decreaseddiscounting5%6%5%3%5%

08

ARISINGTIDEFORTHEECOMMERCEINDUSTRY

requiredthemtoreconsidertheirdiscountingstrategiesinordertoincentivizetoday’sshoppers.

And,they’redoingsosmartly—asevidencedbythefactincreaseddiscountinghasn’timpactedmarketers’abilitytogeneratehealthyprofitsormargins.

BecomingthenextNike:

hiringtrendsindicatebrandistoppriorityforlargeretailer

Inadditiontopositivetrendsacrossneedle-movingmetrics,retailersareequallybullishonhiringmarketingstaff,with81%ofbusinesses

planningtoincreaseinternalhires—signalingacontinuedinvestmentinresourcingmarketingteams

12monthinternal&externalmarketingstaffhiringplans

Klaviyo2024stateofecommercecompanysurvey:Q18andQ20:Overthenext12months,whichbestreflectsyourinternalmarketingfull-timestaffhiringplans/externalmarketingstaffhiringplans?(n1402)

Willgrow

81%

83%

InternalMarketingstaffExternalMarketingstaff

Willstaythesame

15%14%

InternalMarketingstaffExternalMarketingstaff

Willdecrease3%

3%

InternalMarketingstaffExternalMarketingstaff

09

ARISINGTIDEFORTHEECOMMERCEINDUSTRY

Largeecommerceretailersareplanningtohirefornumerousinternalrolesspanningthemarketingfunnel,withaslightemphasisonhiringbrand-focusedroles—likebrandmanagers,contentmarketers,digitalmarketingmanagers,andcommunitymanagers—aboveperformance-basedrolessuchasconversionrateoptimizationspecialists,

performancemarketers,andgrowthmarketingmanagers.

Thissuggeststhatinthehighlycompetitivelandscapeofecommerce,largeretailersareincreasinglyrecognizingthecriticalroleofbrandindrivinglong-termsuccess—andprioritizingbrand-buildingefforts

inthequesttobecomehouseholdnames.

Butwhetherthey’renewhiresorseasonedveterans,marketerswillonlysucceedinretainingcustomersandacquiringnewonesby

understandingwhypeoplebuy,whattheybuy,wheretheybuy,howtomost-effectivelyreachthem,andwhatengagementtacticstouse.

12-monthinternalrolehiringplans

Marketingoperationsspecialist

22%

Growthmarketingmanager

20%

Copywriter

18%

Performancemarketer

17%

Mediaplanner/buyer

15%

Productmarketingmanager

14%

PPC(pay-per-click)manager

12%

Retentionmarketingmanager

8%

SEOspecialist

7%

Socialmediamanager

7%

CompanysurveyQ19:Whatfull-timemarketingrolesareyoumostlikelytohireinthenext12months?Selectallthatapply.(n1402)

Brandmanager

35%

Contentmarketer/strategist

32%

Conversionrateoptimizationspecialist

32%

Dataanalyst

31%

CRMmarketer

29%

Digitalmarketingmanager

29%

Communitymanager

29%

Affiliatemarketingmanager

26%

Email/SMSmarketingspecialist

25%

Engagementmarketer

23%

Marketresearchanalyst

22%

THEINFLUENCEGAP

THEINFLUENCEGAP:WEIGHINGMARKETINGPRIORITIESVS.CONSUMERDEMAND

Accordingtothesurvey,acquiringnewcustomers(50%)anddrivingrepeatpurchaseswithexistingcustomers(43%)arethetoptwoobjectivesforecommercemarketersglobally.

10

THEINFLUENCEGAP

ThesearealsothetopprioritiesforecommercecompaniesacrossEMEAandNorthAmerica,whileAPACcompaniesreportamoreevensplitandarealsofocusedonincreasingaveragetransactionsize(40%)andactivatingdormantcustomers(40%).

Toachievethesegoals,marketersmustbestrategicindecidingnotonlywhichchannelsandtacticstoinvestin,buthowtheychoosetocompeteacrossmultiplechannels.

Andfortunately,marketersdon’thavetoguesswheretoinvest

theirtimeandmoney.Theyjusthavetoidentifythegapsbetweenmarketingactivityandconsumerinfluence—andpayattentiontotheopportunitiesthatarise.

Topmarketingprioritiesforecommercecompaniesin2024byregion

Klaviyo2024stateofecommercecompanysurveyQ21:PleasestackrankyourmarketingprioritiesbasedonthelistbelowbydraggingyourNo.1prioritytothefirstposition,yourNo.2prioritytothesecondposition,etc.(n770)

Acquiringnewcustomers

APAC46%EMEA47%

NA54%Total50%

Activatingdormantcustomers

APAC

EMEA

NA

Total

40%33%

30%34%

Increasingaverage

transactionprice/cartvalue

Drivingrepeatpurchaseswithexistingcustomers

APAC

EMEA

NA

Total

40%38%

37%

38%

39%

APAC

EMEA

NA

Total

44%

44%43%

Drivingcustomerengagement

(e.g.,emailopens,adclicks,postingreviews)

APACEMEA

NA

Total

36%37%

35%

36%

11

ACCORDINGTOSHOPPERS,PRICE(78%)AND

QUALITY(77%)ARETOPOFMINDWHENITCOMES

TOFACTORSTHATINFLUENCETHEIRPURCHASES.

INOTHERWORDS,IT’SALLABOUTVALUE.

THEINFLUENCEGAP

Thepriceisright:valuedriveswalletshare

Topconsumerecommerceselectioncriteria

Klaviyo2024StateofecommerceConsumerSurveyQ14:Pleaseselectthefivemostimportantfactorsyouconsiderwhenselectingfromwhichcompanyyou’llbuyaproduct/service.(n808)

Whenconsumersaredecidingwhichcompanytobuyfrom,pricematters—alot.

It’salsothefactormostlikelytobeinfluencedbyexternalforces—butplentyoffactorsthatinfluenceconsumerpurchasedecisionsarewellwithinthecontrolofecommercebrands.

Mostconsumersaren’twillingtosacrificeproductqualityforagooddeal,forexample—shopperswanttofeelconfidentthatifthey’reopeningtheirwallets,it’llbeworththepricetag.

Brandreputation,too,rankedthird(41%)intermsofimportance—suggestingthatmarketingteams’hiringprioritiesarewell-alignedtoconsumers’tendencytoallocatetheirbudgetstotrustedbrands.

Similarly,thenexthighest-rankingconsumerselectioncriteria,suchascustomerservice,return/warrantypolicies,andloyaltyprograms,tendtocorrelatewithprovidinganexcellentcustomerexperience.

PriceQuality

Brandreputation

Reviews/customertestimonials CustomerserviceReturn/warrantypolicyLoyaltyprograms

Selection ProximitytoyouWebsiteexperience

Physicallocationatmosphere

Sustainableproducts/packaging

Paymentplans

(e.g.,buynow,paylater)

Businessvalues

CustomizationCelebrity/influencerendorsements

Family/woman/minority-ownedbusiness

41%

38%

38%

36%

32%

32%

26%

14%

13%

13%

12%

8%

6%

4%3%

78%

77%

13

14

THEINFLUENCEGAP

Ensuringafrictionlessandseamlessshoppingexperiencewillbecriticalforlargebrandsinthishighlycompetitivespace.Additionally,rewardingcustomersforloyalty—suchasplacingrepeatpurchasesorparticipatingincommunity-basedactionslikeleavingreviews—shouldnotfallofftheradarforbrandsfiguringouthowtoprioritizetheirmarketingefforts

Windowshoppingwinshearts:

omnichannelisthewayforwardforbrands

Acrosstheecommerceindustry,brands’ownedandoperatedphysicalstoresranksignificantlyaheadofotheroptionsasthelocationwhereconsumersaremostlikelytopurchase(66%).

Third-partyphysicalstores(suchasWalmart)ranksecondinpopularityamongconsumers,withthird-partyecommercesites(suchasAmazon)andownedandoperatedecommercesitesfollowingclosebehind.

Topcompanyrevenueandconsumerpurchasechannels

Klaviyo2024stateofecommercecompanysurveyQ12:Whichofthefollowingbestdescribeshowyourorganizationcurrentlyderivesitsrevenue?Pleaseselectallthatapply.-Selectedchoice(n1402);ConsumersurveyQ10:Wheredoyoupurchasethefollowingproducts?Pleaseselectallthatapply.(n808)

69%

37%

ecommercesite

66%

42%

3rdpartyecommercesites/marketplace

65%66%

Physicalretailstore

50%46%

3rdpartyphysicalretailstore

33%

Socialcommerce

5%

20%

6%

Pop-upstore

9%N/A

Wholesalers

CompanyRevenue

Consumerpurchasechannel

THEINFLUENCEGAP

Comparethistothechannelwherebrandsreportdrivingthemostrevenue—theirownedandoperatedecommercewebsite(69%).Next,retailersmostcommonlyderiverevenuefromthird-partyecommercesitesandownedandoperatedphysicalstores.Third-partyphysicalstoresareadistantfourth.

Thisdatamakesonefactclear:whilemanyretailershavebeenfocusingheavilyontheirecommercepresence,today’sconsumersvaluein-personexperiences.Theywanttofeel,touch,see,andtakehometheirpurchasesinstantaneously—underscoringthecriticalimportanceofanomnichannelapproachthatintegratesbothonlineandofflineshoppingchannels.

15

16

THEINFLUENCEGAP

De-influencingmisguidedmarketinginvestments

Withbigbudgetsandseeminglyendlesspotentialmarketingchannelstoinvestin,it’seasyforlargerretailerstoallocatetheirdollarstothewrongplace—especiallywhenattributiongetsmurky.

Butconsumerinsightsonwhichmarketingchannelsmostinfluencetheirpurchasedecisionshelpshedlightonwhichmarketingopportunitiesaremostworthyofdollars.

Consumersranksearchengineresults(paidandorganic),email

marketing,andbroadcastadvertisingasthemostinfluentialmarketingchannels.Eventmarketing,paidsocialads,anddirectmailarenot

farbehind.

Bycontrast,largeecommercecompaniesuseemailmarketing,paidsocialads,andinfluencermarketingthemosttoreachconsumers.

Companymarketingactivitiesvs.consumerpurchaseinfluence

Klaviyo2024stateoftheecommercecompanysurveyQ22:Whichmarketingactivitiesdoesyourorganizationuse?Pleaseselectallthatapply.(n1402);consumerQ18:Howinfluentialareeachofthesemarketingchannelsonyourpurchasedecisions?(n808)

Consumer

Company

marketingactivities

purchaseinfluenceInfluencegap

Emailmarketing

36%

59%

23%

Paidsocialmarketing/ads

34%

55%

21%

Influencermarketing

34%

33%

-1%

Paid/organicsearch

31%

78%

47%

Broadcastadvertising(e.g.,television,radio)

31%

58%

27%

Eventmarketing

29%

56%

27%

Printadvertising(e.g.,newspapers,magazines)

28%

36%

8%

Programmaticdisplayadvertising

27%

37%

10%

SMSmarketing

26%

39%

13%

In-appmarketing/pushnotifications

26%

43%

17%

Out-of-home(e.g.,transit,billboards)

25%

41%

16%

Directmail25%47%22%

THEINFLUENCEGAP

kindofmarketingtheuseofthose

Theresearchreveals“influencegaps”betweenthethatactuallyinfluencesconsumerpurchasesandmarketingactivities.

Paidandorganicsearch,broadcastadvertising,eventmarketing,andemailmarketing,forexample,areallchannelsthathaveahighinfluenceonconsumerpurchasedecisions—andthereforeholdthemostpromiseforincreased

usebyretailers.

Ontheotherhand,brandsmaybeover-investingininfluencermarketing.Notonlyisinfluencermarketingthethirdmostcommonmarketingchannelamonglargeecommercecompanies—it’salsoaprimaryareaforfutureinvestment,accordingtooursurvey.

acrosssocialmedia

Butit’spossiblethatthesaturationofinfluencermarketing

hasmadeitlessimpactfulamongconsumers:thelowestproportionofthem(33%)sayinfluencermarketinghasabearingontheirdecisiontopurchase.

17

18

THEINFLUENCEGAP

Onechannelthatshouldn’tbeignored:mobile

Forbrandslookingtoinnovateinthefuture,consumerscaremostaboutaccesstoabrand’smobileapp,withanoverwhelming84%ofrespondentssayingtheycurrentlyusethem.

Pairthiswiththefindingthat43%ofconsumersareinfluencedbyin-appmarketingandpushnotifications,andthisindicatesaclearpathforwardforbrandstoinvestinmobile.

Fortunately,63%ofmarketersalreadyarecommittingtoinvestmoreinin-appmarketingandpush.ButwhereasSMSmarketinginfluences39%ofconsumers,it’sthechanneltheleastamountofmarketersareplanningtoincreasetheirinvestmentin(50%).

ThoughitmayseemlikeSMSmarketinghasbeenwidelyadoptedbasedonhowmanywebsitesaskforshoppers’phonenumbers

andemailaddressesduringopt-in,saturationremainsrelatively

PercentofcompaniesincreasingYoYspendbyactivity

Broadcastadvertising(e.g.,television,radio)

58%

Organicsearch

57%

Organicsocialmarketing

56%

Printadvertising

56%

Affiliate/referralmarketing

55%

Out-of-home(e.g.,transit,billboards)

53%

Directmail

53%

SMSmarketing

50%

Klaviyo2024stateoftheecommercecompanysurveyQ24:Foreachofthemarketingactivitiesyourorganizationuses,pleaseindicatewhetherthisyear’sspendonthatactivityhasincreased,hadnochange,ordecreasedcomparedtolastyear’sspend.(n1402)

Paidsocialmarketing/ads

69%

Programmaticadvertising

(e.g.,automatednetworkadvertising)

65%

Paidsearch

65%

EmailMarketing

63%

In-appmarketing/pushnotifications

63%

Programmaticdisplayadvertising

61%

Publicrelations

61%

Influencermarketing

60%

Eventmarketing59%

THEINFLUENCEGAP

lowamonglargeecommercebusinesses—revealinganincredibleopportunityformarketerstocaptureconsumerattentionontheirpersonaldevices.

Investinginthesetried-and-truechannelswithprovenROI—asopposed

totrendiertacticslikegamifiedshopping,AR/VRenhancedshopping,andlivestreamshopping,noneofwhichseemtoberesonatingwithconsumers—willsolidifyamarketingstrategythathasmorelongevity.

19

20

THEINFLUENCEGAP

Tacticsthatresonate:discounts,productreviews,andquickcheck-out

Whilemanyecommercecompaniesareattemptingtomeetconsum-erneedswithtacticslikediscounts,productreviews,quickcheck-out,andpersonalization,they’renotnecessarilyofferingeverythingshop-persarelookingfor.

Unsurprisingly,consumerslovetosavemoney:nearlyallofthemtakeadvantageofdiscountsandsales.Thispairswellwiththefindingthatmarketershaveincreaseddiscountingacrossverticals,andthat60%oflargeecommercecompaniesofferdiscountsandsales.

Butconsumersalsostickaroundforincentivesthatdon’thaveadollarsignattached,includingloyaltyprograms,mobileapps,productre-views,andquickcheck-out.

Ecommercecompaniesmaybeover-investinginuser-generated

content,BNPLoptions,andproductoriginstories.Ontheotherhand,theymaybeunder-investinginloyaltyprograms,discountsandsales,andproductreviews.

Marketingtacticsusedbybrandsvs.consumers

Klaviyo2024stateoftheecommercecompanysurveyQ15:Pleaseindicatethestatusofthefollowingofferingsfromyourorganization.(n1402);ConsumersurveyQ12a/b:Pleaseindicatewhichbestdescribesyourusageoftheseofferingsinthelast12months?(n808)

%ofcompaniesoffering%ofconsumersusingUsagegap

32%

92%

Discounts/sales

60%

Productreviews

60%

79%

19%

Quickcheckout

55%

78%

23%

Personalization

54%

54%

0%

Usergeneratedcontent

54%

36%

-18%

Productvideocontent

53%

46%

-7%

Memberships/subscriptions

53%

61%

8%

Sustainableproducts/packaging

52%

66%

14%

Quickcommerce/same/nextdaydelivery

51%

61%

10%

Livestreamshopping

51%

18%

-33%

Loyaltyprograms

50%

86%

36%

Buyonlinepickupinstore(BOPIS)

50%

55%

5%

Liveagentcustomerservice

50%

56%

6%

AI/automatedcustomerservice(e.g.,Chatbot)

49%

45%

-4%

Experiences/events

49%

46%

-3%

Buynowpaylater(BNPL)

49%

31%

-18%

Mobileapps

48%

84%

36%

Productoriginstories

46%

31%

-15%

Secondhandcommerceorrentals

38%

38%

0%

Gamifiedshopping

37%

17%

-20%

-21%

36%

15%

AR/VRenhancedshopping

THEINFLUENCEGAP

Ecommercebrands—andconsumers—arestillfiguringoutmarketingpersonalization

Thetopicofpersonalizationisinteresting—andtricky.Since

consumersmaynotalwaysbefullyawarewhenthey’reseeingpersonalizedcontent,theymaybelesslikelytoindicatethattheyareengagingwithit.

Still,overhalfofecommercecompanies(54%)reportusing

personalizationtoconnectwithconsumers,andthesame

percentageofconsumersreportengagingwithpersonalizedcontent.Additionally,nearly60%ofconsumerssayit’simportant,andofthosethathaveengagedwithit,nearly90%sayithasbenefittedthem.

Thefactthat