蘑菇AV

Advertisers will remain cautious until consumers re-open their wallets and reignite their enthusiasm for digital shopping. $6 Trillion vs. $600 Billion. Worldwide retail ecommerce towers over digital ad spending, so it may seem that digital advertising has more headroom for growth.

Digital buyer metrics. Retail and ecommerce sales growth will stutter in Southeast Asia due to economic uncertainty. The region鈥檚 retail sector has stumbled in the face of multiple headwinds, including a decline in VC funding and uncommonly high inflation. As a result, ecommerce players have suddenly become frugal as they seek profitability.

That鈥檚 less than one-sixth of the amount digital buyers will spend on ecommerce purchases that year, but it鈥檚 more than double what social buyers spent in 2022. Still, most transactions take place off platform. Clicking on a link to a retailer product page from paid, organic, or creator content remains the main way that people buy from social media.

Over half (55%) of US digital shoppers say they have abandoned a purchase because the return policy didn鈥檛 offer a convenient return option, per an August 2023 survey from Happy Returns commissioned by PayPal. But instead of lengthening return windows, 42% of retailers have reduced the amount of time that customers have to return items within the past year, per a December 2023 survey by Blue Yonder.

High-income consumers, those earning $150,000+ annually, are charting a unique "discovery-to-purchase" journey that begins in physical stores but frequently concludes in digital channels, according to new 蘑菇AV research. "These consumers demonstrate more technological comfort than their peers," our analyst Paola Flores-Marquez said on the 鈥淏ehind the Numbers: Reimagining Retail鈥� podcast. "They're willing to explore multiple channels before making purchase decisions."

Beyond the chart: Platforms like Depop and Poshmark will see the US customer base grow for the next few years, with a collective 46.9 million buyers鈥攎ore than one-fifth of US digital buyers鈥攊n 2026, per our 鈥淯S Online Fashion Resale 2023鈥� report. Adoption is up among brands as well. According to thredUP, 3.5 times more brands operated resale programs in 2022 than the year before.

Following an increase of more than 9% year over year to 105.7 million in 2020, the number of digital buyers who return online purchases will increase slowly through the rest of our forecast period to around 113 million in 2026. Apparel and accessories lift overall return rates for ecommerce.

Digital shoppers expect depth of product information and customer insights before making a purchase, and a failure to provide it at the physical shelf adds unnecessary friction. Digital shelf technology that delivers insights at the moment of truth means more products added to the shopping cart, and it also reduces the likelihood that the wrong item will need to be returned.

There will be 81.1 million cross-border ecommerce buyers in the US this year, making up over a third (36.5%) of digital buyers, per our forecast. This is up from 65.5 million in 2021. While Daiso only has physical locations in the US, it operates an ecommerce site in Japan, which it could expand to the US.

Digital shopper and buyer growth is coming from Gen Z, according to our US Ecommerce Forecast 2023 report. This means brands should focus on mobile-first strategies to reach Gen Zers and understand their ecommerce expectations. 2. Consumers view mobile shopping as 鈥渘ecessary鈥�.

Despite ongoing economic headwinds, US consumers will continue to spend more on online purchases鈥攇oing from an average of $5,213 per digital buyer this year to $6,164 in 2025, per our forecast. Retailers will simply follow the money.

But it won鈥檛 keep pace with overall spending by digital buyers. Our forecast estimates that the average spend per subscription buyer will grow from $687.86 to $932.36 between 2023 and 2027. But that鈥檚 slightly slower than the growth rate for average consumer spending in the overall ecommerce market.

Over half (51%) of digital shoppers in the US reported paying attention to retail media ads for products that are on sale and 44% said they purchased from them, per March 2023 data from Integral Ad Science. 2. Don鈥檛 forget desktop shoppers. The stat: Mcommerce represented nearly half (50.1%) of November鈥檚 ecommerce revenues, per Adobe Analytics.

Looking for discounts and coupons is the No. 1 action US digital shoppers are taking to combat rising shopping costs, according to a December 2023 survey conducted by Intelligence Node in partnership with Dynata.

This survey, provided by Bizrate Insights on behalf of Insider Intelligence | eMarketer, provides a monthly consumer pulse of digital shopping behavior and intent.

As the number of frequent digital buyers increase, perishable food items will be a significant driver of digital grocery sales growth, Droesch said. More than half of frequent digital grocery buyers have purchased perishable grocery items online, including meat or seafood (52.4%); fruits or vegetables (54.4%); and dairy, eggs, or cheese (62.1%), according to our forecast.

TikTok Shop wants to be a holiday season shopping hub: The platform鈥檚 Brand Palooza campaign features steep discounts, an extended returns window, and TikTok Lives from celebrities, brands, and creators.

We forecast there will be 45.5 million Gen Z digital buyers in the US in 2023, which will increase to 61.1 million by 2027. Use this chart:. Understand online versus in-store payment behaviors. Identify what payment options retailers should accept. More like this:. What marketers need to know about mcommerce in 5 charts. Gen Z will push US mcommerce toward the tipping point for online sales.

Over half (51%) of digital shoppers said they pay attention to ads for products on sale, more than ads for best-selling items (44%) or ads suggesting products you 鈥渕ay also like鈥� (41%), per Integral Ad Science. This was originally featured in the Retail Daily newsletter. For more retail insights, statistics, and trends, subscribe here.

Following an increase of more than 9% year over year to 105.7 million in 2020, the number of digital buyers who return online purchases will increase slowly through the rest of our forecast period to around 113 million in 2026.

Klarna will have 42.8 million US users this year, nearly a fifth (19.3%) of all digital buyers, per our forecast. Because Klarna has access to purchase data across many different verticals, it gives the company a more well-rounded view of how consumers are browsing and shopping. 鈥淲e鈥檙e almost a hybrid between a retailer and a payments company,鈥� said Sandstrom.

BNPL adoption will steadily rise, reaching 40.3% of US digital buyers this year. Interest in alternative financing among credit card users could erode spending on cards, especially among younger demographics. Credit issuers will retaliate by incentivizing spending in cost-efficient ways.

Almost 80% of the population are digital buyers. That鈥檚 up from a little more than two-thirds five years ago. Gen Z and millennials lead the way. Both of those age groups have penetration rates north of 90%. All age groups have penetration rates higher than 75%, except for teenagers, who are limited by payment credentials, and seniors.

That means 80.0% of UK digital buyers will make at least one purchase using a mobile device this year, including orders for home delivery but also click and collect, per our latest forecast. In contrast, mcommerce spend per mobile buyer will fall for a second consecutive year (-0.7%) in 2023.

Methodology: Data is from the June 2023 Wunderman Thompson report titled "The Future Shopper Report: 2023." 31,647 digital shoppers worldwide who shop online at least once a month were surveyed online by Censuswide during April 6-20, 2023.