A myriad of marketing efforts influence online shoppers in their buying behavior, with email still a driving force. When asked which efforts are influential, 43% of survey respondents said emails suggesting that items previously viewed are now on sale were most influential. It’s instructive that even general emails wielded influence among 39%, especially given the volume of emails we all receive. Others that also saw traction were back-in-stock emails (24%), items left in one’s cart (20%) and offers within order and shipping confirmation emails (13%).

Digital marketing channels with the most influence

Social media had a significant pull for 36% of participants, while advertising on social media also captured the attention for 27%. Ironically, influencers were less likely to drive a purchase and were only influential among 14% of respondents.

It certainly was a positive that more traditional marketing such as catalogs and other printed material were influential among 24% while the physical store or mall-based advertising were a factor in driving purchasing among 26%.

Marketers who try to optimize membership/loyalty programs are influential in driving conversion for 22% of surveyed online shoppers.

It’s exciting to see that text messaging is also making an impact from a marketing perspective as suggested by 21% of online shoppers.

The role of online advertising seems to be least influential on shopper buying behavior with advertising on search engines (16%), content visited online (14%) and retargeting that follows shoppers after viewing products online (10%).

Looking at email specifically shows why it remains a strong part of the retailer marketing arsenal. Half of shoppers open email advertising at least daily, while 25% view at least a few times a week, 9% weekly and 6% monthly.

Moving beyond simply opening the emails, one in three online shoppers purchases at least weekly based on the reading of their email. 16% even doing so daily or more. Beyond that active segment, 20% purchase weekly/few times a week, 23% monthly and the remaining 32% a few times a year. Just 9% indicated they never purchase as a result of an email.

Promotion-driven emails and order-related communication see highest open rates

When asked to identify their top-three most likely to open retailer email types, messages about promotions and discounts rise to the top as half of online shoppers say they open them. Those that provide communication also have high open rates and include the following confirmations: shipping (40%), order (38%) and delivery (32%). Others that saw interest include offers tied to loyalty programs (31%), free shipping messages (30%) and new product communiques (23%). Beyond these, back-in-stock emails saw traction among 17%, and seasonal activities came in at 15%. Meanwhile, requests to review purchased products at 14% and replenishment at 9% were of lesser interest. Email remains an important vehicle to market and inform.

A look into advertising seen when shopping in marketplaces such as Amazon or eBay revealed that this sponsored advertising influenced online buying all or most of the time for 35% of online shoppers, some of the time for 37% and rarely or never for 28%. It can be challenging for retailers to make their presence felt in these marketplaces but opportunistic for sellers at the same time.

Facebook is the social channel most likely to lead to an online purchase

Looking at six social channels and how they ranked from a top-two perspective in leading to online purchasing is instructive.

• Facebook: 58%
• YouTube: 45%
• Instagram: 40%
• Pinterest: 27%
• TikTok: 21%
• Snapchat: 10%

These findings suggest that Facebook, YouTube and Instagram may provide the best “commerce-related” digital marketing opportunities.

Over half of online shoppers are comfortable purchasing within a social media app or platform, which bodes well for digital marketing growth as well. The comfort numbers are as follows:

• Comfortable: 57%
• Not at all comfortable: 8%
• Prefer purchasing direct from retailer sites: 18%
• Don’t use social media for shopping: 17%

The majority of online shoppers don’t purchase from influencers (55%). And one in four will purchase directly from influencer content on the retailer’s website. Just 19% say they purchase through the influencer’s Linktree, suggesting its more limited role.

For those who use social media, discovery and appealing promotions top the list of why they shop via these platforms. 38% of online shoppers see social media as a new way to find products. 26% say they can try new brands and products, while 22% say they value influencers.

Not surprisingly, there is a convenience factor. 36% are already using social media regularly, making it naturally convenient. And 24% find themselves prompted by social media platforms, so they stay top-of-mind. Only 4% say they don’t shop via social media.

Retail media networks are increasingly accepting ads from a variety of brands and outside retailers. When survey respondents were asked about their interactions, three in four online shoppers either sometimes notice competitor advertising on retail media networks with no impact for the majority. Beyond the 24% who don’t pay attention at all, the findings were as follows:

Always look: 21%

• Sometimes impacts shopping: 11%
• Doesn’t impact shopping: 10%

Sometimes notice: 55%

• May impact shopping: 28%
• Doesn’t impact shopping: 27%

The customer will dictate how, where and when they will be susceptible to marketing. The bottom line is that the many possibilities for retailers to effectively market means vigilance, attention to planning and analyzing the results — with change the only constant.

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Today’s B2B buyers want more self-service ecommerce, and B2B companies are responding. Last year, the sales that occurred on B2B ecommerce sites and apps grew to 19% to nearly $2 trillion.

Many organizations that were once hesitant to embrace B2B ecommerce are now developing new initiatives, updating strategies and upgrading their technology with new cloud-based applications like headless commerce and AI. 

As B2B ecommerce continues to accelerate in 2023, it’s critical for manufacturers and distributors (and the technology vendors that serve them) to find new digital opportunities and solutions to overcome challenges in the market.   

Digital Commerce 360’s 2023 Ecommerce in Manufacturing & Distribution Report is the ultimate guide to understanding the powerful role ecommerce plays in US manufacturing and distribution today. 

This report also includes eye-opening executive interviews and case studies on top manufacturers and distributors including Caterpillar, Xometry, Kraft Heinz, Amazon Business, Global Industrial and PartsBase. 

View the table of contents for full details on what’s included in the report.  

Published May 2023 

 

WHAT’S INCLUDED 

Executive Summary of US Manufacturing & Distribution 

Explore our expert review of the B2B ecommerce market and the continued growth of manufacturers and distributors that conduct business online.  

Plus, get exclusive insights from Fastenal president and CEO, Dan Florness: 

“Ecommerce, the next piece of our, what we call, digital footprint, daily sales rose 48% in the fourth quarter. Again, incredible traction in that area. We have really seen traction move in the last three years, partly a function of COVID. And I think a lot of people are seeing those kinds of patterns, but also, we have gotten better as an organization and our ability to execute on ecommerce, and that’s times through the numbers as well.” 

 

10+ Data-Packed Charts  

Visualize the powerful role ecommerce plays in manufacturing and distribution today and share critical data with your colleagues and clients.   

 

 

Manufacturer & Distributor Case Studies 

Learn how to overcome challenges from successful B2B ecommerce manufacturers and distributors, including Caterpillar, Amazon Business, Global Industrial, Kraft Heinz and more 

 

 

 
WHY YOU SHOULD BUY IT 

Digital Commerce 360’s 2023 Ecommerce in Manufacturing & Distribution Report is the most detailed study of US manufacturing and distribution – and the way online purchasing plays a role in these industries.  

This report is packed with the research and data you need to put effective digital strategies in place, harness the lessons learned from companies and executives who have overcome major challenges and be adequately prepared for continuing sales expansion and productivity.  

 

OTHER REPORTS YOU MAY LIKE 

US B2B Ecommerce Market Report     

Analyzing the sales, growth and trends shaping the future of B2B ecommerce   

B2B Marketplace 400 Report  

Analyzing the leading 400 US B2B online marketplaces 

The post 2023 Ecommerce in Manufacturing & Distribution Report appeared first on Digital Commerce 360.

Retailers are rethinking how to offer shoppers more options to shop the way they want to.  

Investing in mobile apps to link online and in-store shopping has been particularly successful for hybrid customers. And as the habits of hybrid shoppers become clearer, retailers are strategizing which omnichannel services to expand and which to cut.  

Digital Commerce 360’s 2023 Omnichannel Report is the ultimate guide to understanding how to effectively sell both online and in-store and provide an exceptional shopping experience for customers.  

This report explores case studies on top omnichannel retailers like Home Depot, Tractor Supply Co., DXL, Perry Ellis and more, and analyzes the omnichannel fulfillment methods offered by the 139 retail chains in the Digital Commerce 360 Top 500. 

A helpful guide for both retailers and the vendors that service them, this Omnichannel Report is packed with the latest research and data on the evolving needs of shoppers and immediate changes retailers should make to meet their demands. 

View the table of contents for full details on what’s included in the report.  

Published April 2023

 

WHAT’S INCLUDED 

2023 Omnichannel Trends & Strategies  

A deep dive into what’s changed with BOPIS and curbside pickup, store locators and visibility, and omnichannel returns. 

 

 

25+ Data-Packed Charts  

Start visualizing the power of strategies and trends in omnichannel retailing and share critical data with your colleagues and clients.   

 

 

The Shopper Speakers 

We’re revealing our findings from a 2023 Omnichannel Survey, conducted by Digital Commerce 360 and Bizrate Insights. 

 

 

WHY YOU SHOULD BUY IT 

Digital Commerce 360’s 2023 Omnichannel Report is the industry’s most detailed study of omnichannel strategies. This report is critical for retailers to build effective omnichannel strategies and deliver a seamless shopping experience for customers.

 

OTHER REPORTS YOU MAY LIKE 

Web Design & Customer Experience Report

An analysis of how retailers are innovating in web design to increase sales 

Ecommerce Platforms Report  

An analysis of the top ecommerce platforms and tips for switching providers 

Ecommerce Conversion Report  

An analysis of retailers’ strategies and investments to increase conversion rates  

The post 2023 Omnichannel Report appeared first on Digital Commerce 360.

Even as the pandemic faded and shoppers were free to return to brick-and-mortar stores, online retailers managed to hold their gains in conversion rates.  

No matter which merchant type, retailer size or product category we examined, conversion rates have held steady for three years at 2.8%. For Top 1000 retailers, conversion rates were higher than that of Top 2000 (2.8% vs. 2.6%), suggesting that having the resources to invest in conversion-driving tactics and technologies makes a difference.   

Digital Commerce 360’s 2023 Ecommerce Conversion Report is the most comprehensive guide to understanding the complex science behind conversion and learning which steps to take to see immediate results. 

Each visit to your website or mobile app is an opportunity to make a sale. Get the Top 5 tips to build higher conversion and read through our expert review of the trending conversion tactics among retailers this year.

View the table of contents for full details on what’s included in the report.  

Published March 2023 

WHAT’S INCLUDED 

A Tactical Review: What Works to Boost Conversions? 

A deep dive into 6 tactical approaches that retailers have found worked to lift conversion rates in 2022, including: 

1. Omnichannel Services
2. Fast Checkout Process
3. Website Speed
4. Payment Options
5. Livestreaming
6. Personalization 

15+ Data-Packed Charts  

Start visualizing the power of strategies and trends in ecommerce conversion and share critical data with your colleagues and clients.

Top 5 Tips to Build Higher Conversions 

We’re unveiling our list of the 5 easiest ways to see an immediate improvement in conversion: 

#4 Customer reviews are another great way to instill confidence in potential buyers; seeing positive reviews from other customers can push them past indecisiveness into making a purchase the leading platform technology providers employed by North America’s Top 1000 online retailers. 

WHY YOU SHOULD BUY IT 

Conversion is often considered the most significant measurement of online retail success. But constant shifts in consumer behavior can make it difficult to keep up with. 

Digital Commerce 360’s 2023 Ecommerce Conversion Report is the industry’s most detailed study of ecommerce conversion rates. It delivers a digestible analysis of how power tools, like web performance and mobile apps, hold the keys to higher conversion rates and the steps you can take to see immediate improvements. 

OTHER REPORTS YOU MAY LIKE 

Web Design & Customer Experience Report 

An analysis of how retailers are innovating in web design to increase sales

Ecommerce Platforms Report   

An analysis of the top ecommerce platforms and tips for switching providers 

Omnichannel Report 

An analysis of the strategies employed by successful omnichannel retailers 

The post 2023 Ecommerce Conversion Report appeared first on Digital Commerce 360.

From opaque pricing and obscure terminology to constantly changing business models, the world of ecommerce platforms in 2023 is a complex and confusing place.

In the next year, 27% of ecommerce companies will be looking to switch their ecommerce platform—making trusted research and expert advice imperative in the long and arduous process of selecting new technology.

Digital Commerce 360’s 2023 Ecommerce Platforms Report is the world’s most comprehensive and digestible analysis on the ecommerce platform industry and a necessary tool for businesses looking to change platform providers and platform providers looking to drive new sales. 

This report is packed with details on where companies have invested in platforms, why many of them are looking to switch providers and the latest trends in platform technology. Read about the battle for tech talent, the emerging concept of composable platforms and follow the journey of several major retail and B2B companies that are gearing up to choose a new platform.

Plus, check out our annual lists of the leading platform vendors to the Top 1000 retailers and the ecommerce platforms used by the Top 500 retailers.  

View the table of contents for full details on what’s included in the report.  

Published February 2023

WHAT’S INCLUDED 

Extensive Analysis on the Ecommerce Platform Industry 

Breakout sections on these topics: 

• How B2B companies are vying with rivals and securing the right teams of digital experts 
• A dive into composable platforms—what they are and who needs them
• Why a flexible ecommerce platform matters
• Building customer personas
• Top 4 things to consider when choosing a new ecommerce platform
• Case study on how Konica Minolta is forging a new B2B ecommerce strategy driven by customer needs 

10+ Data-Packed Charts  

Start visualizing the power of strategies and trends in ecommerce platforms and share critical data with your colleagues and clients.     

Leading Platform Vendors to the Top 1000 Retailers  

We’re unveiling our annual list of the leading platform technology providers employed by North America’s Top 1000 online retailers. Here’s a peek at the data:     

WHY YOU SHOULD BUY IT 

Understanding ecommerce platforms can be confusing. The technology is complex, and the terminology can be difficult to keep up with.  

Digital Commerce 360’s 2023 Ecommerce Platforms Report is our most comprehensive—and digestible—analysis on the ecommerce platform world. Get a clear analysis of the biggest trends and key players, and a helpful guide to choosing the right ecommerce platform. 

OTHER REPORTS YOU MAY LIKE 

U.S. Ecommerce Market Report 

Analyzing U.S. online retail data and performance 

U.S. B2B Ecommerce Market Report  

A strategic analysis of the sales, growth and trends shaping the future of B2B ecommerce 

Web Design & Customer Experience Report 

A comprehensive review of U.S. online retail data and performance 

The post 2023 Ecommerce Platforms Report appeared first on Digital Commerce 360.

Despite lingering challenges like inflation, supply chain disruption and a labor shortage, U.S. manufacturers and distributors grew total B2B sales in 2022 to $14.86 trillion—up 14.5% from $12.98 trillion.   

In 2023, B2B ecommerce will continue to accelerate even as the business economy slows down. 

Purchase the 2023 U.S. B2B Ecommerce Market Report to start—or successfully continue—accelerating your digital transformation. You’ll hear directly from industry leaders who have taken on the challenge (and won) and find out which features really matter.   

View the table of contents for full details on what’s included in the report.  

Published February 2023 

WHAT’S INCLUDED

Breakout sections on these topics:

• 2023 forecasts: B2B ecommerce to reach $2 trillion  
• Digital expectations and industry challenges
• B2B ecommerce expansion
• Marketplaces growth rates 

10+ Data-Packed Charts  

Start visualizing the future of B2B ecommerce and share critical data with your colleagues and clients.

Case Studies & Executive Interviews

Read through real-life experiences and success stories from top B2B ecommerce executives.  

Our researchers spoke with leaders from WD-40, Ecolab, Fastenal, Caterpillar, Kele and more to share what’s going on behind the scenes at companies undergoing digital transformation.  

WHY YOU SHOULD BUY IT

Digital Commerce 360’s U.S. B2B Ecommerce Market Report is the most comprehensive research on the B2B ecommerce industry and the shift to purchasing permanently online. 

This report gives the reader a unique look into the latest trends, expert tips to weather major challenges and a clear picture of what lies ahead for B2B ecommerce.    

OTHER CONTENT YOU MAY LIKE 

U.S. Ecommerce Market Report

Analyzing U.S. online retail data and performance 

B2B Marketplace 400 Report

A detailed analysis of the leading U.S. B2B ecommerce marketplaces

B2B Distribution Report 

Analysis of the ecommerce growth of U.S. B2B distributors and wholesalers

B2B Manufacturing Report 

Analyzing U.S. manufacturers and the state of B2B ecommerce

The post 2023 U.S. B2B Ecommerce Market Report appeared first on Digital Commerce 360.

Website design and functionality undoubtedly affects customer experience and sales. 23% of shoppers are “frustrated” with slow-loading sites—causing many retailers to invest in new design and features to gain a competitive advantage.  

However, even amid these frustrations, shoppers are less enamored with buying on a mobile phone than with buying on a desktop. A Digital Commerce 360 and Bizrate Insights survey in October 2022 of 1,107 shoppers showed a 10-percentage point difference in how often desktop shopping received a top score versus mobile shopping. 

The 2023 Web Design & Customer Experience Report is packed with shocking data and surprising new trends, like the rise of virtual shopping in the metaverse and the expanded use of augmented reality to show shoppers how clothes will fit them.   

This report examines what shoppers want from an ecommerce website and what retailers are delivering.  

Get an inside look at trends in design, the change in tools that developers are using to design sites and exclusive findings from our extensive shopper survey.  

View the table of contents for full details on what’s included in the report.  

Published January 2023

WHAT’S INCLUDED 

Extensive Overview on Web Features & Innovations

Read through our major findings on trends in website design, including:

• A list of features and services Top 1000 retailers offer on their websites
• Virtual reality and sizing tools
• Adobe’s acquisition of Figma
• Mobile vs desktop traffic
• Customer service & artificial intelligence

20+ Data-Packed Charts    

Start visualizing the power of strategies and trends in ecommerce web design and share critical data with your colleagues and clients.

Findings from a Shopper Satisfaction Survey

Digital Commerce 360 coordinated with Bizrate Insights to survey 1,107 online shoppers in October 2022 and hear firsthand what features matter most and how they wish to communicate from a customer service perspective. 

WHY YOU SHOULD BUY IT 

Digital Commerce 360’s Web Design & Customer Experience Report is a necessary guide to better understand (and profit from) the ecommerce technology landscape with significant challenges in ecommerce looming large. 

Our latest analysis and data will help you make necessary investments and equip you with effective strategies to improve your website, enhance customer experience and drive sales.  

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Top 1000 Report 

Analyzing North America’s leading online retailers, ranked 1-1,000 by web sales

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Analyzing retailers’ strategies and investments to increase conversion rates

Ecommerce Platforms Report

Analyzing the top ecommerce platforms and the retailers that use them

The post 2023 Web Design & Customer Experience Report appeared first on Digital Commerce 360.

To guide that reflection, Digital Commerce 360 and Bizrate Insights surveyed 1,023 online shoppers in January 2023. Once again, “more” begins with Amazon.

The real story is often told by what shoppers do more of in the critical holiday season. First and foremost, we begin with buying, and year over year, shoppers gravitated more to Amazon (59%). In general, they also spent more online (36%), and more also meant embracing the mobile website and app (30%). Beyond Amazon, marketplaces continued to garner shopper attention more (27%), and shoppers bought from a wider range of retailers (26%). Lastly, 9% scrolled social media more for shopping purposes.

Shoppers were hyper-aware of economic challenges particularly inflation

With prices top-of-mind, 30% comparison shopped more to ensure they got the best deals. Similarly, 20% tracked promotions more in hopes of getting the best prices.

Ironically, 16% of these same shoppers paid for shipping on their orders more. My feeling was that free shipping just wasn’t available as it had been in the past. With some retailers visibly promoting their price matching like Target, 10% of those surveyed reported that they in fact sought price adjustments more. For those who didn’t have the money or chose not to pay outright, 9% financed their purchases more this year and retailers advertised this payment option to garner participation. And given the global nature of ecommerce, 7% purchased beyond the U.S. even more to save money.

Shoppers were cautious, and inventory was also on their minds as 20% paid greater attention to retailers that had products in-stock. They have enjoyed the same-day delivery option getting products quickly, and 12% embraced it more over the holidays. Additionally, based on retailer warnings, 10% ordered earlier to ensure timely deliveries.

Coming off ignited interest in omnichannel delivery options and its convenience, shopper usage was strong as 22% used buy online, pick up in store (BOPIS). 18% used curbside pickup and, sadly, 8% avoided physical stores more due to crime.

Lastly, 9% embraced a more exciting experience, watched livestreams of products more.

Online shoppers are savvy about finding and taking advantage of promotions

It’s always important to remember that no given promotion is relevant to all shoppers, so the opportunity can be inherently limited.

Four in 10 online shoppers found adequate promotions and said they believe they got their fair share. Meanwhile, 20% unfortunately felt the promotions were not on items that interested them. For the 34% who encountered steep promotions, 22% reported being able to make some purchases while 12% couldn’t capitalize on those offers due to personal circumstances. Unfortunately, 26% of those surveyed said they only encountered limited promotions.

One thing we know for sure is that online shoppers will go to great lengths to track promotions in the interest of saving money. 22% spent some time tracking promotions prior to making purchases. Meanwhile, 13% of survey respondents spent significant time tracking promotions.

Delivery, delays and omnichannel options

Prior to the holiday season, there was a great deal of discussion around deliveries and whether orders would be delayed. Retailers need to pay attention to delivery times, as speed is a distinct advantage in shoppers’ minds.

While 40% of 2022 online deliveries seemed to take about the same time, 30% seemed to take longer than in 2021. In positive news, 26% were actually faster.

Communication about delays is ideal, and retailers should have it in place to alert shoppers to their status. Positively, 18% received notifications from retailers about delays. Retailers have an opportunity to leverage omnichannel options, though many prefer delivery choices. With that in mind, 8% selected BOPIS. We had also feared that this choice might resonate less than during COVID, so it was positive that only 5% did less curbside pickup than in 2021.

Higher prices reduced spending among online shoppers. As such, it will be critical to monitor inflation patterns in the coming year. Retailers will continue to evaluate product pricing in 2023 and will want to understand where incremental spending will come from if high prices remain.

Spending took a big hit, as 42% of online shoppers said they spent less online over the holidays as a result of inflation. 35% spent about the same and, ironically, 23% spent even more, not impeded by the inflation numbers.

Prices and stock drive retailer selection

Next, we delved into the prices and promotion discussion. We wanted to understand how shoppers chose the retailers where they did business over the holidays.

Our findings showed prices (especially free shipping) matter most to retailer selection. Free shipping, which 56% of respondents cited, remains a customer favorite when selecting retailers and likely emanates from their Amazon Prime experience. Following close behind from a price perspective was the 41% who cited fair and competitive prices. Shoppers also appreciate the option to return their purchases for free. 25% of survey respondents noted such a preference. Other price-driven factors included appealing promotions (23%), email offers (17%) and deferred payment options (6%).

For 43% of participants, having products available was a key factor in selecting retailers. Logistically speaking, 18% noted guaranteed delivery times while 9% said they valued express shipping options.

Online shoppers remember past experiences and make future retailer selections accordingly (36%). Shopping fundamentals, from product selection to the perception of fair pricing and appealing promotions, factor into retailer selection as well. Also important to retailer selection: featured products (29%). Meanwhile, exclusive items were much less of a factor at 14%.

From a brand experience and customer service point of view, the following factored into retailer selection.

• Loyalty program member: 22%
• Wish lists: 20%
• Flexible return policies: 18%
• Retailer had good customer service: 16%
• Longer time period to return items post-holiday: 7%
• Social stance, charitable giving and or/sustainability: 4%

Price and logistics-driven conveniences, including free return shopping, resonate with shoppers. That included the ability to return items to a physical store (16%), BOPIS (11%) and curbside pickup (9%)

Returns are a hassle for online shoppers

Returning products remains a factor for online shoppers, and retailers must balance the conveniences they extend and costs they incur. 30% of online shoppers find returns to be a hassle. That likely results in just over half planning to return the same or fewer orders. From a volume perspective, 32% of surveyed shoppers expected to return fewer products, while 23% saw their returns on par with last year. Only 9% believed they would be returning more. Providing better product information will continue to keep return rates lower. Choices in how returns could be made continue to grow.

Respondents expected to use the following means to make such returns:

• Stores like Kohl’s that accept Amazon returns: 13%
• Amazon return centers: 10%
• Services like Happy Returns: 7%

Online channel still sees traction

Online shoppers will continue to embrace online shopping at the expense of store shopping if the user experience and inventory levels can be maintained. Of course, some online shoppers will continue to gravitate to the store for specialized services.

Three in four online shoppers intend to shop about the same (46%) or less (32%) in physical stores in 2023. With only 22% shopping more in stores, the web is likely to be the beneficiary.

Online shoppers’ 2023 wish list is long

Perhaps the most important question of the survey is what improvements shoppers would like to see from retailers in 2023. Online shoppers are hoping for faster delivery and more in-stock products, complete with a price match reassurance.

Balancing supply chain constraints and consumer inventory demands will be a challenge in 2023. Shopper desires start with more inventory in stock (32%). Equal in importance was the online shopper’s desire for faster delivery (32%). BOPIS at 12% and improving curbside pickup at 5% rounded out the logistics.

With inflation still hovering, policies like price matching and extended return polices will be favorable among online shoppers. More price matching and extended return policies (27%) speaks to that concern as well.

Attention to customer service among retailers is always a factor, with better customer service important to 13% and live chat support called out at 11%.

Retailers must be vigilant in optimizing the user experience. That starts with a simpler checkout (21%) and better product information.

Personalization is welcome as 20% noted liking promotions tailored to their preferences. It’s important to remember that tracking and privacy efforts must be controlled, as 18% prefer less tracking of website activity/advertising.

Additional customer experience elements — at 17% of those surveyed — include:

• Better product information/robust images
• Improved search results
• More special promotional codes via social

Others in double digits include easier shopping on mobile devices (15%) and faster website speeds (11%).

For better for worse, one in four shoppers expect to shop the same. One in five will be shopping more online, and this bodes well for growth. It’s still important to pay attention to the 10% who intended to shop more in physical stores. Others that were particularly interesting include the role of prices and promotions, a direct response to 2022’s higher prices. 11% of shoppers believe they would have less spending overall, and many of the answers were tied to personal circumstances. Some shoppers also want to getting smarter about their shopping, which can include buying early among other options.

2023 will be an interesting year. It’s too early to tell about inflation and how prices might pan out. Retailers should spend their time focusing on what they can control. They must continue to get the fundamentals right. That includes product, ensuring stock levels are adequate and embracing category-centric merchandising. And, of course, timely delivery will go a long ways toward customer satisfaction.

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The post The Shopper Speaks: A 2022 holiday post-mortem appeared first on Digital Commerce 360.

The post Overview of the online apparel industry appeared first on Digital Commerce 360.

U.S. ecommerce sales grew 42.8% year over year in 2020, according to the U.S. Commerce Department. This was much faster than 2019 and 2018, when U.S. web sales grew 12.5% and 14.2%, respectively.

2020’s fastest growers in Digital Commerce 360’s 2022 Top 1000 soared high, reflecting consumer habits early in the pandemic. Four retailers grew their web sales more than 250.0% in 2020:

• Albertsons Inc. (No. 27 in the Top 1000)
• Joann Inc. (No. 268)
• Erik’s Bike Shop Inc. (No. 826)
• PRx Performance (No. 817)

After these booming sales, many retailers have struggled to produce comparable sales the following few years. Due to relatively diminished demand for their products, a higher rate of in-person shopping, none of these fastest growers are projected to come close to their 2020 growth in 2022.

How have the fastest growers of 2020 fared since then?

As a whole, the group of four combined for $3.63 billion in web sales in 2020. The group grew 266.4% in 2020 and decreased 1.3% in 2021. It’s projected to grow 27.7% in 2022, reaching $4.58 billion in web sales in 2022.

Albertsons is the largest online retailer in this group, with more than $3.16 billion in 2021 web sales. Its online sales grew 5.0% year over year in 2021, and Digital Commerce 360 projects Albertsons’ online sales will increase 32.0% in 2022.

Pending The Kroger Co.’s deal to acquire Albertsons announced in October 2022, Albertsons will no longer be considered on its own. If the deal went through today, the combined company would rank No. 6 in the Top 1000, up from Kroger’s No. 8 spot.

While Joann Inc. is the second-largest merchant in this group, the crafts merchant has decreased its online sales the most since 2020. Its online sales decreased 9.0% in 2022 after decreasing 41.5% in 2021, according to Digital Commerce 360 projections. The fabrics retailer took advantage of consumers having more free time for crafts in 2020, and it added curbside pickup as an option for customers. But it has struggled to turn pandemic hobbyists into returning online customers.

Erik’s Bike Shop also took advantage of consumers having more time on their hands in 2020. But sales have slowed since then. Erik’s Bike Shop grew 5.5% in 2021 and will grow 8.2% in 2022, according to Digital Commerce 360 projections. Despite that growth, the retailer rode into an unexpected speed bump recently. Google Shopping restricts e-bikes that travel over 15.5 miles per hour.

PRx Performance, the fastest grower of 2020’s Top 1000, was ready when consumers came running to it for their home workout needs in 2020. But Digital Commerce 360 projects online sales to increase only 4.0% in 2022 , after growing 20.9% growth in 2021.

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The post 2020’s top online sales growers face mixed results two years later appeared first on Digital Commerce 360.