蘑菇AV

Digital shopper and buyer growth is coming from mobile-native Gen Z. Overall growth in digital buyers has stagnated and will rise by less than 2% per year during our forecast period鈥攁nd almost all new digital buyers will come from Gen Z. Their numbers will surge from 45.5 million in 2023 to 61.1 million in 2027. And their spending power will increase as more Gen Zers join the workforce.

Key takeaway: As the pool of frequent digital buyers grows, perishable food items will be a significant driver of digital grocery sales growth. This is a change from the earlier days of digital grocery. Then, it was more common for digital buyers to shop for nonperishable products online but leave fresh and frozen foods to stores. Perishables are some of the most frequently purchased items online.

On today's podcast episode, we discuss how folks viewed big ticket items over the Thanksgiving holiday shopping period, how in-store foot traffic shook out, and the impact of buy now, pay later (BNPL). Listen to the conversation with our Senior Analyst Sara Lebow as she hosts Senior Analyst Zak Stambor and Analyst Rachel Wolff.

More than half of digital buyers in the region鈥檚 two largest markets, Brazil and Mexico, will make a purchase via social commerce this year, per our forecast. That鈥檚 just roughly 5 percentage points behind the world鈥檚 largest social buyer market, China, where the trend first originated in the early 2010s.

More than 61% of digital buyers in India said they are interested in live shopping if the featured products interest them (in part because of its capability to enable communication and possibly bargain with sellers), according to a recent survey by social media platform LocalCircles. However, only 4% are willing to make purchases on the spot, per LocalCircles.

Shoppers in this age cohort are also in the prime earning years of their careers and represent the second-largest digital buyer segment in several Latin American countries, like Brazil and Mexico, behind 25- to 34-year-olds. But not all consumers see the utility of sponsored product ads.

There will be over 100 million social buyers in the US in 2024, according to our forecast. TikTok Shop, which launched in the US in September 2023, will be the single largest contributor to buyer and sales growth this year.

Commerce video is poised to play a notable role as brands increasingly turn to this format to capitalize on the rapid shift toward digital shopping.

Last year, digital shopping lost ground to brick-and-mortar in several major markets. This year will be slightly better for digital retailers, but the boom times of the 2010s are not coming back. Key Question: Following years of volatility, how will ecommerce fare globally and country by country over the next few years? KEY STAT: Retail ecommerce sales worldwide will grow by 8.9% this year.

Consumers are shopping online more for health and wellness: We explore which health product categories US consumers are flocking to online and examine how in-store retailers can respond.

Why this matters: Despite user growth, BNPL usage remains minimal compared with the number of shoppers who use it during the year: 38.9% of US digital buyers will use BNPL in 2024, per our forecasts. Given the size of these summer sales events, this is a missed opportunity for BNPL providers to grow their payments volume.

Roughly two-thirds (67%) of US digital buyers don鈥檛 trust social platforms with their personal data. But Pinterest鈥檚 intentional repositioning as a 鈥減ositive place on the internet,鈥� per Ready, helped it take the top spot in our Digital Trust Benchmark last year and establish itself as a brand-safe environment for advertisers.

Amazon鈥檚 shoppable video ads faced first big test: Marketers watched their performance over the holiday weekend to mull bigger commitments.

Physical stores are the new frontier for retail media. But undeveloped tech capabilities, competing priorities, and unproven new formats are hurdles retailers need to address.

Digital shopper and buyer growth is coming from mobile-native Gen Z. Overall growth in digital buyers has stagnated and will rise by less than 2% per year during our forecast period鈥攁nd almost all new digital buyers will come from Gen Z. Their numbers will surge from 45.5 million in 2023 to 61.1 million in 2027. And their spending power will increase as more Gen Zers join the workforce.

KEY STAT: Nearly 72 million US consumers鈥攁nd about a third of US digital buyers鈥攚ill engage in cross-border retail ecommerce in 2024. Our Forecast Definitions. Our definition of cross-border purchases only includes transactions where the consumer is aware they are buying from a seller in a foreign country.

Look at the shopping journey 鈥渢hrough the eyes of the consumer,鈥� said Iyer, who noted the pandemic accelerated consumers鈥� comfort with digital shopping. In 2020, the number of US digital buyers grew by 5.4%, according to our forecast, before settling at 1.6% growth in 2021. Those digital buyers stuck around, and this year, 84.2% of US internet users will buy online.

More than 7 in 10 UK digital buyers now use click and collect at least once per year. When it comes to adoption of the service among digital buyers, the UK will be ahead of France (73.7%), the US (67.9%), Spain (56.3%), Italy (52.7%), and Germany (36.7%) this year. Adoption is slowing as the market reaches saturation.