{"id":1256,"date":"2024-07-11T19:56:22","date_gmt":"2024-07-11T19:56:22","guid":{"rendered":"https:\/\/www.yellowfalconmedia.com\/blog\/2024\/07\/11\/ecommerce-trends-in-2022-emerging-retail-trends-industry-growth-emarketer\/"},"modified":"2024-07-11T19:56:22","modified_gmt":"2024-07-11T19:56:22","slug":"ecommerce-trends-in-2022-emerging-retail-trends-industry-growth-emarketer","status":"publish","type":"post","link":"https:\/\/www.yellowfalconmedia.com\/blog\/2024\/07\/11\/ecommerce-trends-in-2022-emerging-retail-trends-industry-growth-emarketer\/","title":{"rendered":"Ecommerce Trends in 2022: Emerging retail trends & industry growth – eMarketer"},"content":{"rendered":"

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The retail and commerce space is continuing to shift and accelerate. There are several trends that are reshaping the landscape\u2014many of which will have lasting effects.
Earlier this month, Zia Daniell Wigder, Insider Intelligence\u2019s SVP of Content, as well as principal analysts Suzy Davidkhanian and Andrew Lipsman, spoke about the key trends that should be top-of-mind for marketers in the retail and ecommerce <\/a>space right now. Below is a snapshot of what was discussed and what the ecommerce future might look like.
Purpose-driven brands are taking center stage right now, and it\u2019s crucial for retailers to understand what that means, especially as more consumers look for brands to be socially responsible, environmentally friendly, and give back to their communities.<\/p>\n

\u201cThis is no longer a marketing gimmick,\u201d said Davidkhanian. \u201cIt\u2019s really critical for brands to think about how they exhibit being socially driven, environmentally friendly, and that also includes DE&I initiatives.\u201d
\u201cRegardless of how you put your program together, it\u2019s really important to think about how do you help ensure that your entire ecosystem reflects the DE&I initiatives,\u201d she said. \u201cThat also includes an inclusive work environment \u2026 like Old Navy which recently announced how they\u2019re not only doing one merchandised place for all the sizes, but also price parity, which is a really big deal in fashion apparel.\u201d
China has become the absolute edge of innovation when it comes to retail, and livestreaming commerce is no exception. \u201cIt was born in China roughly five years ago, which is shocking given just the sheer size of this market right now,\u201d said Wigder. \u201cI actually did a webinar back in May with Alibaba that was celebrating the five-year anniversary of them launching Taobao Live. This $300 billion market has grown up really in these past few years. When you think about that number, $300 billion, that\u2019s larger than every other ecommerce market in the world in total, with the exception of China and the US. The UK is out there, but only around $240 billion. So just a huge market, and one that is now responsible for 12% of all online purchases in China.\u201d<\/p>\n

In the US, this trend is just starting to emerge. \u201cThere\u2019s a lot of experimentation going on,\u201d said Wigder. \u201cConsumers are in a curious phase at the moment. A lot of them are watching influencers talk about products. Relatively few are buying.\u201d
There\u2019s a variety of reasons why it\u2019s taking much longer for livestreaming commerce to catch on in the US versus China. For one, the US doesn\u2019t have China\u2019s ecommerce penetration\u2014where over half of all purchases are made online. What\u2019s more, China has also been combining entertainment and online. Whether that\u2019s through super apps, WeChat or through Alibaba, that\u2019s been long at the core of online shopping in China.\u00a0
There are some brands that are already engaging in livestream shopping. In fact, one of the most popular ways is by partnering with a social media network. \u201cThe benefit there is they already have that massive existing audience and you already have consumers that are going there for entertainment purposes,\u201d said Wigder. \u201cSo, you\u2019re not trying to attract an audience to your site for a completely different purpose perhaps than the one that they originally went there for.\u201d
\u201cYou\u2019ve got a handful of different examples here,\u201d she said. \u201cWalmart partnered with TikTok last December. Sephora has worked with Facebook. Facebook itself has actually launched Live Shopping Fridays, where they\u2019ve got other brands like Petco and Abercrombie taking part.\u201d
Like what you\u2019re reading? Click here to learn more about Insider Intelligence\u2019s leading Ecommerce and Retail research.<\/a><\/em><\/strong>
Grocery ecommerce surged during the pandemic, creating a new behavior for many first-time adopters. Despite moderating growth rates in 2021, the long-term prospects for category growth remain strong.
In 2020, we saw a nearly 64% jump in grocery retail ecommerce sales, reaching $109.01 billion. By 2025, sales will grow to nearly $243.67 billion.
\u201cThere\u2019s a massive opportunity that\u2019s happening here, and it\u2019s completely transforming the industry because this is an industry that [while] it\u2019s the fastest growing online, it\u2019s also one of the least penetrated still, at less than 10% penetration,\u201d said Lipsman. \u201cIn fact, this year it\u2019ll be about 9.6%.\u201d\u00a0
\u201cSo, it\u2019s going to transform grocery because in brick-and-mortar, margins are very thin,\u201d he said. \u201cEvery single incremental dollar that shifts over to digital, if a brick-and-mortar retailer is not holding onto that dollar, what does that mean for their profitability, right? A 1% or 2% decline in that top line can squeeze away a huge portion of that retailer\u2019s margin, so the implications are huge. If those dollars in particular start shifting over to Amazon, the implications get even more important.\u201d
There have been a lot of dollars moving to this new channel. In order to adjust to the shifting trends and the economics of the industry, many retailers now have to think about how they can grow their revenue in different ways, especially if those dollars aren\u2019t coming through the store. Therefore, the next big thing in digital advertising is the emergence of retail media.
\u201cWhen it comes to retail media, it\u2019s an incremental revenue stream that retailers may not have had before,\u201d said Lipsman. \u201cBut guess what? It might not be a big revenue stream, maybe even a couple of percentage points on the top line, but it\u2019s an incredibly high margin. Within the context of grocery where you have these super thin margins, to go into the digital ad business where you can have 30 and 40% net margins at the end of the day if you reach scale it can completely transform the economics for a lot of key players in grocery retail. It is a really significant trend, one we\u2019re watching closely and one that we plan to cover really in depth over the next months, quarters and years ahead.\u201d
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New data sets, deeper insights, and flexible data visualizations.In-depth analysis, benchmarks and shorter spotlights on digital trends.Interactive projections with 10k+ metrics on market trends, & consumer behavior.Proprietary data and over 3,000 third-party sources about the most important topics.Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and…<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"_monsterinsights_skip_tracking":false,"_uf_show_specific_survey":0,"_uf_disable_surveys":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-1256","post","type-post","status-publish","format-standard","hentry","category-uncategorized"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/www.yellowfalconmedia.com\/blog\/wp-json\/wp\/v2\/posts\/1256","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.yellowfalconmedia.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.yellowfalconmedia.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.yellowfalconmedia.com\/blog\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.yellowfalconmedia.com\/blog\/wp-json\/wp\/v2\/comments?post=1256"}],"version-history":[{"count":0,"href":"https:\/\/www.yellowfalconmedia.com\/blog\/wp-json\/wp\/v2\/posts\/1256\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.yellowfalconmedia.com\/blog\/wp-json\/wp\/v2\/media?parent=1256"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.yellowfalconmedia.com\/blog\/wp-json\/wp\/v2\/categories?post=1256"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.yellowfalconmedia.com\/blog\/wp-json\/wp\/v2\/tags?post=1256"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}