Comscore：2024年电子商务报告 State of Digital Commerce

Stateof

Digital

Commerce

Your

Presenters

iams

2

anRen

3

Agenda

1

2023Digital

Commerce

Update

2

GrowthofOnlineGrocery

3

Social

Commerce

4

Key

Takeaways

4

DigitalCommerceDatahasBeenSourced

fromComscore’sConsumerPanelandOngoingResearch

DigitalCommerce

Dollarsspentonlineinnon-travelretailcategories,viadesktopormobiledevices.

MobileCommerce

Dollarsspentonlineinnon-travel

retailcategories,viabothsmartphoneandtablet.

FOCUSOFTHISREPORTIS

U.S.DATAIN2023

Travelspendingisnotincludedinretailcommerce

Section1

Connecting

thedotstodollars

TheNumberYou'veBeenWaitingFor…

AFirstMilestonefortheInternet:

U.S.onlineretailspendingsurpassed

1.3T

$

6

2023

Highestyearofdigitalcommerceever

Q42023

Highestquarterever

Totalnon-travelretaildollarsspentonlinein2023(desktop+mobile)Source:ComscoreDigitalCommerceMeasurement,U.S.,2023

In2023,ConsumersSpent$1TrillionMore

inOnlineRetailThanTheyDidJust10YearsAgo

AnnualTotalDigitalCommerceDollars-InBillions

$235

2013

$268

2014

$305

2015

$364

2016

$437

2017

$528

2018

$615

2019

$705

2020

$904

2021

$1,090

2022

$1,295

2023

7

Source:ComscoreDigitalCommerceMeasurement,U.S.,2013-2023Dollarsspentarenotadjustedforinflation.RetailspendingdoesnotincludeTravel

DigitalCommerceContinuestobeBuoyedbyQ4WhichConsistentlyAccounts

$1.3Trillion$389.2

Q12023

Q22023

Q32023

Q42023

17%

For~32%ofAnnualSpend

TotalDigitalCommerce

Mobile

Desktop

$127.5

$101.0

$81.8

$73.9

$57.3

$247.8

$204.7

$158.2

$109.4$108.2$115.9

$332.2

$306.8

$104.1

$305.5

$99.1

$141.4

$293.0

$103.4

$281.3

$257.2

$87.5

$260.9

$90.5

$240.0

$214.7

$70.1

$209.8

$67.4

$215.8

$197.5

$64.3

BILLIONS($)

$173.2

$161.5

$156.0

$47.8

$52.1

$206.4

$202.8

$189.7

$180.3

$169.8$170.5

$144.6

$142.3

$141.9

$133.2

Q22020

Q32020

Q42020

Q12021

Q22021

Q32021

Q42021

Q12022

Q22022

Q32022

Q42022

Q12020

34%

21%

16%

31%

23%

25%

17%

22%

19%

22%

22%

18%

18%

18%

8%

CHANGE

COMMERCE$

YOY%

INTOTALDIGITAL

8

Source:ComscoreDigitalCommerceMeasurement,U.S.,2020-2023Dollarsspentarenotadjustedforinflation.RetailspendingdoesnotincludeTravel

AddressingaCommonQuestion:

HighInflationisnottheSoleDriverofGrowthinRetailSpending

YoYGrowthinRetailTotalDigitalSpending

40%

35%

30%

25%

20%

15%

10%

5%

0%

Correlation0.95(0.44)1.00

Q4

Q1Q2Q3Q4

Q1Q2Q3Q4

Q1Q2Q3Q4

Q1Q2Q3Q4

2019

2020

2021

2022

2023

QuarterlyU.S.InflationRate

10%9%8%7%6%5%4%3%2%1%0%

9

Source:ComscoreDigitalCommerceMeasurement,U.S.,Q42018-2023Inflationdata:U.S.BureauofLaborStatistics

TotalDigitalGrowthwasVerySimilarto2022,

ButDesktopwastheKeyDriverThisYear–aShiftthatStartedinQ2’23

Q42022

Q42023

DesktopRetailCommerce

$204.7B

$247.8B

MobileRetailCommerce

$127.5B

$141.4B

TotalDigitalRetailCommerce

$332.2B

$389.2B

MobileShareofTotalDigitalSpend

38.4%

36.3%

Y-o-YGrowth–Desktop

+13.5%

+21.1%

Y-o-YGrowth–Mobile

+26.3%

+10.9%

Y-o-YGrowth–TotalDigital

+18.1%

+17.2%

Source:ComscoreDigitalCommerce

10Measurement,U.S,Q42022-Q42023

ForYears,MobileSpendingGrowthProppedUptheDigitalCommerce

Landscape,ButTheTrendShiftedIn2023

YOYChangeInSpendingByPlatform(MobileVs.DesktopVs.TotalDigital)

50%45%40%35%30%25%20%15%10% 5%0%

Mobile

Desktop

TotalDigital

Q4'19Q1'20Q2'20Q3'20Q4'20Q1'21Q2'21Q3'21Q4'21Q1'22Q2'22Q3'22Q4'22Q1'23Q2'23Q3'23Q4'23

11Source:ComscoreDigitalCommerceMeasurement,U.S.,Q42018-2023

36%

AfterReachingaHigh-waterMarkof38%inQ4’22,

MobileShareofTotalDigitalCommerceRecededin2023

M-commerceShareOfTotalDigitalCommerceDollars

36%

35%

35%

38%

34%34%

34%

32%

29%

32%32%32%31%33%33%33%32%34%

28%

29%

Q4'18Q1'19Q2'19Q3'19Q4'19Q1'20Q2'20Q3'20Q4'20Q1'21Q2'21Q3'21Q4'21Q1'22Q2'22Q3'22Q4'22Q1'23Q2'23Q3'23Q4'23

12Source:ComscoreDigitalCommerceMeasurement,U.S.,Q42018-Q42023

DespiteBrandsPushingDealsEarlierandEarlier,ConsumerSpendingByMonth

Hasn’tChangedMuchOverTheYears

MonthlyShareofHolidayConsumerSpending(TotalDigital)

2018

2019

2020

2021

2022

2023

28%

28%

29%

28%

28%

29%

38%

38%

37%

38%

40%

37%

34%

34%

33%

34%

32%

34%

#ofDaysBetween

Thanksgiving&

Christmas

32

26

28

29

30

31

OCTOBERNOVEMBERDECEMBER

13Source:ComscoreDigitalCommerceMeasurement,U.S.,2018-2023

Section2

Retail:

CategoryDeepDive

OnlineGroceryisbyFartheLeadingSpendCategory,

butEventTicketsContinuestoSeetheStrongestGrowth

TOPGROWINGDIGITALCOMMERCECATEGORIES

YOY(2023vs.2022)

TOPGROSSINGDIGITALCOMMERCECATEGORIES

TOTAL2023

$266BGrocery/Baby/Pet

$204BApparel&Accessories

$133BComputers&Peripherals

$99BConsumerElectronics

$93BFurniture&Appliances

+55%EventTickets

+22%Flowers,Greetings&Gifts

+22%GeneralServices

+22%Furniture&Appliances

+22%Grocery/Baby/Pet

+19%YoY

TOTALDIGITALCOMMERCE2023

$1.29T

15

Source:ComscoreDigitalCommerceMeasurement,U.S.,2022-2023Dollarsspentarenotadjustedforinflation.RetailspendingdoesnotincludeTravel

TheEventTicketCategorywasDecimatedbyCovid,butSawIncredibleRecovery

asVaccinesBecameReadilyAvailable

YOYChangeForTheEventTicketsCategory,ByPlatform

500%

400%

300%

200%

100%

0%

-100%

MoDeTo

bile

sktop

talDigital

Q4'19Q1'20Q2'20Q3'20Q4'20Q1'21Q2'21Q3'21Q4'21Q1'22Q2'22Q3'22Q4'22Q1'23Q2'23Q3'23Q4'23

16Source:ComscoreDigitalCommerceMeasurement,U.S,Q42019-Q42023

WithMobileFuelingtheGrowthintheEventTicketsCategory,WeNowSee~90%

ofAllSpendOccurringonMobileDevices

89%

accessories

45%

32%

36%

MobileShareofTotalDigitalSpendbyKeyRetailCategory

Total

Eve

Gro

App

Retail

ntTicke

cery/Bab

arel&

ts

y/Pet

Q4'19Q1'20Q2'20Q3'20Q4'20Q1'21Q2'21Q3'21Q4'21Q1'22Q2'22Q3'22Q4'22Q1'23Q2'23Q3'23Q4'23

17Source:ComscoreDigitalCommerceMeasurement,U.S,Q42019-Q42023

GrocerySpendingonMobileDevicesHasOutpacedApparelSinceQ1’20

Grocery/Baby/PetCategoryVsApparel(MobileCommerce)

BILLIONS

Q1’20

any

higher

$28.6

$24.2

$12.6

$10.7

RANK:3

$7.3

$5.0

APPARELGROCERY/BABY/PETEVENTTICKETS

was

mobilespen

thefirstretailc

dingth

qua

ategoryanAp

R

rter

hadparel

ANK:1

7

Q4'19Q1'20Q2'20Q3'20Q4'20Q1'21Q2'21Q3'21Q4'21Q1'22Q2'22Q3'22Q4'22Q1'23Q2'23Q3'23Q4'23

18Source:ComscoreDigitalCommerceMeasurement,U.S.,Q42019-Q42023

CovidDroveaMajorShiftInOnlineSpendingintheGroceryCategory

andit’sBeenthe#1RetailCategoryEverSince

BILLIONS($)

Grocery/Baby/Pet-Total

$72.9

$64.0

$58.4

$55.1

$29.8

$22.3

$17.7

$15.4

$12.7

$18.8

$7.3

$11.5

$21.9

$10.2

$11.7

$34.3

$13.1

$21.2

$32.7

$13.6

$19.1

$32.0

$13.1

$18.9

Mobile

Desktop

$64.3

$23.8

$51.1

$19.7

$43.1

$12.3

$27.7

$39.7

$30.8

$24.5

$44.2

$40.5

$39.6

$39.1

$34.2

$32.8

$31.4

$30.9

$18.7

$28.6

$24.9

$25.2

$43.1

$37.2

$64.8

$64.0

$48.5

Q42019

Rank4

Q12020

Q22020

Rank1

Q32020

Q42020

Q12021

Q22021

Q32021

Q12022

Q22022

Q32022

Q42022

Q12023

Q22023

Q32023

Q42023

Q42021

+287%increaseinonlinegroceryspendingsinceQ42019

19

Source:ComscoreDigitalCommerceMeasurement,U.S.,Q42019-Q42023Dollarsspentarenotadjustedforinflation

IndexingToQ12019,Food/GrocerySocialActionsHaveGrownataFasterRate

ThanApparel

TotalActions(FB,IG,TW)•Index,Q12019=Base100

160

140

120

100

80

60

40

20

0

FOOD/GROCERYAPPAREL/ACCESSORIES

Q1Q2Q3Q4

Q1Q2Q3Q4

Q1Q2Q3Q4

Q1Q2Q3Q4

Q1Q2Q3Q4

2019

2020

2021

2022

2023

20

ShareableeMetrics&Trends,US**Retail-Apparel&Accessories,US**ConsumerGoods-Food&Grocery,CategoryTotalActions,Facebook,Instagram,Twitter,January2019-December2023

Section3

Social

Commerce

EngagementWithContentSponsoredbyU.S.Retailers&CPGBrands

Actions–Q3ToQ42023

179.2M

INSTAGRAM

22

ComscoreSocialpoweredbyShareablee,PartnershipExplorer,USConsumerGoods&USRetail,Q3andQ4,2023

EngagementWithContent

SponsoredbyU.S.Retailers&CPGBrands

TikTokViews–U.S.Retail&CPG

14.2B

2021

27.5B

2023

23

ComscoreSocialpoweredbyShareablee,Metrics&Trends,USRetailandUSConsumerGoods,VideoViews(CategoryTotal),TikTok,2021,2023

AlixAshleyEarle

NumberofactionsonAlix’s

last2contentpiecesthat

mentiontheword“Amazon”

fromDecember2023

408.3k

83%

NumberofviewsonTikTok

justinDecember2023

530M+

whovisitedTikTok

inpastmonthalso

visitedAmazon

FollowergrowthonTikTok

andInstagram

78%+

24

ComscoreSocial,ContentPulse,Mentions“Amazon”,InstagramandTikTok,5000posts,December2023 ComscoreSocial,MetricsandTrends,VideoViews(Total),TikTok,December2023ComscoreSocial,MetricsandTrends,FollowerGrowth(Total),TikTokandInstagram,2023

RetailKeywordswithHeightenedLevelsofEngagementRevolveAroundSaving

+142%

2021-2023

+308%

2021-2023

+208%

2021-2023

“Bargain”

“Bulk”“Budget”

25

ComscoreSocialPoweredbyShareablee,TrendTopics,US*RetailandUS*ConsumerGoods,Facebook,Instagram,Twitter,TikTok,Top5000posts,January2021-December2023

26

Top10SocialBrandsDuringtheBigGame

3PBramount+

5⃞stateFarm-

554.9K

TOTALACTIONS

53.1M

AVERAGEAUDIENCE

122.1K

TOTALACTIONS

57.6M

AVERAGEAUDIENCE

2

4

1verizonv

381.4K

TOTALACTIONS

61.5M

AVERAGEAUDIENCE

6.0M

TOTALACTIONS

5.58M

AVERAGEAUDIENCE

1.1M

TOTALACTIONS

60.8M

AVERAGEAUDIENCE

9.6M

TOTALACTIONS

57.7M

AVERAGEAUDIENCE

10

7

9

8

6Google

199.4K

TOTALACTIONS

35.9M

AVERAGEAUDIENCE

322.7K

TOTALACTIONS

54.5M

AVERAGEAUDIENCE

95.6K

TOTALACTIONS

55.0M

AVERAGEAUDIENCE

333.1K

TOTALACTIONS

55.7M

AVERAGEAUDIENCE

Section4

Key

Takeaways

28

DigitalRetailCommerce

RecordedanotherTrillion$Yea