Mcommerce has grown rapidly over the past few years, and all signs point to continued strong growth. We forecast that US smartphone retail mcommerce sales will grow nearly 38% in 2019, from $148.79 billion in 2018, reaching $205.15 billion. This will account for over three-quarters of US mcommerce sales.
Retailers often focus on customer acquisition—a costly prospect—at the expense of customer retention. Instant gratification can be a bigger incentive than building loyalty over time. In a November 2018 Retail TouchPoints survey, retailers' spending on acquisition and retention weren't radically different on the surface. Most budgets for both tactics hovered in the 10% to 40% range, but nearly three times as many retailers allocated 50% or more to acquisition.
With store closures and bankruptcies—Toys 'R' Us, Sears and Brookstone, to name a few—showing no signs of letting up, it raises the question of what sets a successful retailer apart from the rest.
The consumer retail economy, buttressed by low unemployment and rising wages, is experiencing its best growth since 2011. And despite the 2018 demise of old-retail stalwarts like Sears and Toys R Us, recent gains at retail stores aren’t flowing only in the direction of digital—although they do increasingly bear hallmarks of its influence.
Amazon’s influence over the US ecommerce market is undeniable. Prime, Amazon’s customer loyalty program, has been a major driver behind its success in the US.
Jason Goldberg, senior vice president of commerce at Publicis.Sapient, digs into the strategy behind Amazon Go and tells eMarketer how the ecommerce giant will further disrupt retail's competitive landscape.
Amazon is an ecommerce powerhouse in the US. But outside its country of origin, it accounts for only a small piece of worldwide retail ecommerce sales—13.3% in 2018 based on our latest forecast. But that doesn't mean marketers should discount Amazon's influence on consumers around the world. Experts agree that it's a remarkable tool for brands that want to expand internationally.
Store closures are the hallmark of the so-called retail apocalypse, but the demise of brick-and-mortar locations might be more apparent to industry watchers. The average consumer doesn't always pay attention—unless a particular store meant something to them.
Heading into the fiercely competitive holiday shopping season, Walmart is poised to capture an even larger portion of this year’s online retail sales, according to eMarketer's latest retail forecast.
Alibaba's Singles' Day, China's massive ecommerce festival held annually on Nov. 11, has grown to surpass pretty much every other online shopping event in the world.