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1、THE FUTURE OF ECOMMERCE IS NOWIndustry Insights for 2023&BeyondIntroductionSince the start of the COVID-19 pandemic,trends in ecommerce have continued evolving.In 2020,the industry witnessed a massive boom as consumers searched online for everything from entertainment to groceries.But as lockdown me
2、asures eased and vaccination rollouts continued through 2021 and 2022,growth in ecommerce continued,though at a slightly slower pace.In 2023,the ecommerce industry faces a new set of opportunities and challenges.While interest rates continue fluctuating and the possibility of a widespread global rec
3、ession remains,2023 has also brought some exciting technological advancements that are shaping the industry in surprising ways.While the future looks hopeful,many questions remain:How is the ecommerce industry responding to economic uncertainty?How can ecommerce businesses stay competitive in an inc
4、reasingly crowded landscape?In this report,we seek to answer these questions and more using ecommerce industry traffic data from Semrush Open.Trends and Semrush.Trends,and Amazon-focused data from Semrushs Keyword Wizard for Amazon tool.The data primarily spans from March 2022 to March 2023.While we
5、 touch on most regions across the globe,the report specifically focuses on global data generally and U.S.data specifically.In assessing the ecommerce industry in depth and highlighting some overarching ecommerce trends that will likely stick for the long haul,we hope to help you shape a smarter,insi
6、ght-driven digital marketing strategy for your ecommerce business in years to come.02The Future of Ecommerce Is NowTable ofContents02 Introduction 04 Global Ecommerce Growth Dynamics 07 Ecommerce Industry Traffic Share by Country09 The Ecommerce Industry Market Landscape 10 The Top Global Ecommerce
7、Players12 The Top U.S.Ecommerce Players14 Ad Spending for Top U.S.Ecommerce Players15 Top Ecommerce Players by Region17 Ecommerce Market Position Dynamics18 The U.S.Ecommerce Competitive Landscape20 Apps Data21 The Top 10 Ecommerc Mobile Apps Worldwide24 Ecommerce Shoppers User Behavior 25 Ecommerce
8、 Industry Traffic Trends by Device (Global)26 Ecommerce Industry Traffic Trends Global28 Ecommerce Industry Traffic Trends U.S.29 Social Media29 The rise of TikTok32 Artificial Intelligence,Augmented Reality and the Future of Ecommerce 35 Most Wanted Products and Calls-to-action 36 Ecommerce Industr
9、y Top Products37 Top Emotional Triggers Featured in Leading E-Tailers Ads40 The Giant on the Market:Analyzing A for Insights 41 Average Funnels42“Special Occasions”Funnels44 Top Trending Products on A in 2022-2023 by Month45 Top Products on A in Insight-driven Recommendations for Shaping
10、 Your Future Ecommerce Marketing StrategyThe Future of Ecommerce Is NowGlobal Ecommerce Growth Dynamics25 B20 B15 B10 B5 B0Jan19Jan20Jan21Jan22March23Source:Semrush.TrendsMobile traffic1.000 B750 B500 B250 B0May21Jul21Sep21Nov21Jan22Global Ecommerce Growth DynamicsEcommerce Industry Traffic TrendGlo
11、bal 2019-2023Over the past decade,the ecommerce industry has experienced a meteoric rise.Whether you look at revenue or web traffic,the results are clear:shoppers are turning to the internet at an increasing rate to make purchases of all shapes and sizes.While COVID undoubtedly added momentum to eco
12、mmerce growth,expansion of the industry has continued even as the intensity of the response to the global pandemic has decreased.A top massive gains seen in 2020 and 2021,year-over-year traffic trends showed a steady 2.5%increase in 2022While traffic slowed down from previous years in 2022,the three
13、-year average growth remained at an impressive 18%05The Future of Ecommerce Is NowLooking to 2023,we see positive signs for continued growth.After a dip in traffic during the summer months of 2022,traffic rates made a full recovery by the start of 2023.By the end of Q1 of 2023,traffic was up 8%in th
14、e ecommerce industry Traffic highs in March of 2023 were higher than all of 2022 and nearing all-time industry highs seen in December of 2021Looking at seasonal trends,2023 could be another record breaking year for the industry,especially when the year-end shopping season is taken into accountSource
15、:Semrush.TrendsMobile traffic1.000 B750 B500 B250 B0May21Jul21Sep21Nov21Jan22Ecommerce Market GrowthGlobal 2022As the Market Size graph shows,the SAM for the ecommerce industry grew by 100M between April and December of 2022,which reflects the massive growth the industry sees around the holiday seas
16、on.Overall,trends in the ecommerce industry traffic suggest a continued upward trajectory,even as the pandemic continues to fade into the background of consumers lives.While we may not see the steep upticks in traffic witnessed in 2020 and 2021,2023 is poised to show continued growth,with the potent
17、ial to bring industry traffic to new all time highs.Total AddressableMarket(TAM)ServiceableAvailable Market(SAM)Market SizeApril 20227B1.2BDecember 20227B1.3B06The Future of Ecommerce Is NowUnited StatesGermanyUnited KingdomFranceIndiaBrazilJapanItalySpainNetherlandsCountryTraffic Share202250.22%4.1
18、4%4.12%3.15%3.05%2.75%2.08%1.98%1.97%1.58%United StatesIndiaGermanyUnited KingdomBrazilFranceTurkeyJapanPhilippinesSpainCountryTraffic Share202331.21%8.43%5.22%4.98%3.58%3.42%3.06%2.54%2.45%2.21%Source:Semrush.TrendsMobile traffic1.000 B750 B500 B250 B0May21Jul21Sep21Nov21Jan22Ecommerce Industry Tra
19、ffic Share by Country Ecommerce Industry Traffic Share by Country2022-2023Between 2022 and 2023,the ecommerce industry witnessed some significant shifts in traffic share by country.The U.S.maintained its position as the leader across both years with a wide lead on the other countries listed.Looking
20、at growth in the industrys digital advertising spending in the U.S.provides a clear view of the breadth and growth of the industry in the U.S.Since 2019,ad spending has more than tripled,going from 12.5B in 2019 to an estimated 38.4B by 2024.Between 2022 and 2023,however,the U.S.has seen a significa
21、nt drop in traffic share while other countries have witnessed strong gains.Comparing traffic stats between 2022 and 2023 reveals some significant shifts.07The Future of Ecommerce Is NowGet customized ecommercemarket dataTRY NOWOverall,global ecommerce traffic shares are seeing major shifts in 2023.T
22、he US,which has historically held the top spot,experienced significant losses,along with several European countries that have traditionally captured a large share of the market.In 2023,the countries making the biggest moves are located in Asian markets.With economies in India and The Philippines con
23、tinuing to show resilience and growth in the face of global economic uncertainty,they represent a tremendous opportunity for the ecommerce industry in 2023 and beyond.Over the last year,the U.S.saw a 19%decrease in traffic share year-over-year,dropping from 50%in 2022 to 31%in 2023.India experienced
24、 a significant increase in web traffic from 3.05%in 2022 to 8.43%in 2023,making it the second-highest country for web traffic in 2023.This upward movement knocked Germany into spot number 3 on the list.The Philippines made the top 10 list for web traffic to ecommerce domains in 2023,capturing 2.45%o
25、f the global traffic share.The Philippines represents one of the fastest growing ecommerce markets across the globe.Spain,the Netherlands,and Italy saw traffic shares decrease in 2023.All three European countries lost their spots on the top 10 list.08The Future of Ecommerce Is NowThe Ecommerce Indus
26、try Market LandscapeThrough the pandemic,an increasing consumer focus on ecommerce was a major boon for companies prepared to meet their needs.In 2020,the companies that saw the most revenue growthwhich included the likes of Amazon and Ebaywitnessed profits soar into the double digits across the boa
27、rd.With so much money on the table,many brick-and-mortar companies turned their attention to digital markets.For example,brands like Walmart and Target stepped up their ecommerce game and saw massive growth.But as the playing field has become more crowded,competition has grown,leading to a fierce co
28、mpetitive playing field as we move into 2023.The Top Global Ecommerce PlayersIn the global ecommerce market,the dominance of US-based businesses is still evident,with ,and among the top players.However,the industry is constantly evolving as smaller players emerge as serious competitors.By analyzing
29、the traffic data for 2022 and 2023,we can identify some significant trends shaping the global ecommerce landscape.10The Future of Ecommerce Is NowWhile two of the three top domains in terms of traffic were U.S and the largest year-over-year growth was seen by China-based with a huge 44%increase.The
30、leaders in terms of traffic growth were both based in Asian markets.India-based e-tailer saw a significant 90%increase in traffic.The winner,however,was .ph,which saw growth near 200%driven by the Philippine market.A dominated the list,winning spots in the US,German,and UK markets,though growth was
31、not equal across the board.While German and UK markets saw growth of 16%and 20%,respectively,year-over-year growth in the U.S.was less than 1%.For 2023,all of the companies in the top 10 saw positive growth,with 80%showing double-or triple-digit increases.This appears to be a major shift toward grow
32、th after slim gains in 2022.D.phAverage MonthlyValues 20232.84 B845 M748.1 M699.9 M496 M490.1 M389.9M382.7M291.9 M287.1 MYoY Change (2022-2021)4.75%9.22%5.74%-17.30%12.20%5.63%3.34%-8.33%3.08%-18.04%YoY Change(2023-2022)0.94%43.87%35.82%15.93%9.93%16.22%20.22%16.52%89.86%197.87%Source:Semrush.Trends
33、Mobile traffic1.000 B750 B500 B250 B0May21Jul21Sep21Nov21Jan22Top 10 Ecommerce Industry PlayersGlobal The Future of Ecommerce Is NowWhen looking at individual players on a global scale,similar trends emerge.While U.S.and European brands saw growth,the list leaders in terms of traffic grow
34、th were focused on Asian markets.Overall,the strong increases among the top players suggest 2023 could turn out to be a much better year than 2022 for the industry.The Top U.S.Ecommerce Players Although many of the top U.S.ecommerce players also appear on the global list,their year-over-year growth
35、rates have been less impressive.This trend mirrors the overall decline in U.S.ecommerce traffic,which has dropped by 19%from 2022 to 2023.While the data showed only the slightest of increases in traffic so far in 2023,some potential winners and losers have begun to emerge.DAverage MonthlyValues 2023
36、1.92 B712.38 M478.02 M238.6 M153.92 M137.43 M136.17 M104.99 M89.28 M77.74 MYoY Change (2022-2021)5.88%6.37%-17.57%6.47%-13.66%-17.90%-16.62%-17.25%29.56%-16.61%YoY Change(2023-2022)-8.75%39.09%12.91%-10.34%-10.23%-9.92%-18.06%-2.98%33.10%-15.43%Source:Semrush.TrendsMobile traffic1.000 B750 B500 B250
37、 B0May21Jul21Sep21Nov21Jan22Top 10 Ecommerce Industry PlayersU.S.The Future of Ecommerce Is NowGrow your market sharewith Semrush ecommerce apps TRY NOWA,with almost 2B total traffic in the US,declined by 9%in 2023,while saw nearly 40%in gains.Ws ecommerce strategy has shown success,as bo
38、th companies had similar growth rates in 2022.A has seen year-over-year gains of 33%so far in 2023,marking the brand as one of the leaders in the US.Though monthly traffic remains well below that of list leaders,continued growth at the rate could boost the brand toward the top of the list in years t
39、o come.T(-18%),(-10%),and (-15%),all saw double-digit declines in 2022 and 2023.These brick-and-mortar brands may be losing traction as the world stabilizes after COVID.The U.S.ecommerce market has seen a decrease in traffic,impacting the growth rates of top and appear to have a strong footing for 2
40、023,while brick-and-mortar focused businesses such as ,and have struggled.This highlights the challenge of increased competition from brands focusing on ecommerce.13The Future of Ecommerce Is NowDEstimated Ad Spending,U.S.May 2022-March 2023$1.7 B$414.6 M$112.5 M$88.5 M$166.3 M$33.3 M$603.9 M$17.2 M
41、$322 K$41.3 MSource:AdClarity Advertising IntelligenceMobile traffic1.000 B750 B500 B250 B0May21Jul21Sep21Nov21Jan22Ad Spending for Top U.S.Ecommerce Players Estimated Ad Spending Among Top Ecommerce PlayersU.S.2022-2023When considering the top 10 players in terms of ad spending in 2022-2023,the lis
42、t looks slightly different.In total,the industry leaders spent 3.5B in advertising,with a massive range of spends anywhere from 41.3M to 1.7B.Looking at the individual players with Data from Semrushs AdClarity App,some interesting metrics appear.14The Future of Ecommerce Is NowA is the dominant play
43、er with an estimated ad spend of$1.7B,which is more than four times the second-ranked website,.A spent the least at only$322K for the year,which is more than 5000 times lower than the ad spend of .Their progress in terms of traffic growth,however,has been astounding.E,which takes the third spot in t
44、erms of traffic,spent less than ($166M)and ($604M),showing that ad spend does not beat brand recognition when it comes to traffic.As may be expected, led the list with a huge ad spend to match their massive traffic.But looking beyond the behemoth,some other insights emerge.Primarily,the data also su
45、ggests that brand recognition and other factors may play a more important role than ad spend alone in driving traffic,as evidenced by s lower ad spend compared to and ,despite being ranked higher in terms of traffic.15The Future of Ecommerce Is NowA is a dominant player in the e-commerce market acro
46、ss multiple regions,including North America,Europe,and Asia.Regional players are also gaining significant traffic counts in their respective markets,such as in MEA and .br in LATAM.The trend in regions with smaller and developing economies suggests that regional players still hold significant sway i
47、n their respective markets,and may see its overall market share decline in these regions as they continue to grow.The top e-commerce websites in each region tend to have significantly higher traffic counts compared to their closest competitors.While it isnt true across the board,this trend suggests
48、theres a significant benefit to holding the top spot.Top Ecommerce Players by Region The traffic data from March 2023 to the top domains within each region indicates some interesting trends both within specific regions and across regions.North ADomainBy traffic in March 20232,075,585,761928,669,9865
49、19,317,106E472,629,786355,241,344285,725,993DomainBy traffic in March 2023DomainBy traffic in March 2023LATAM(Latin America).br170,959,307170,420,873155,308,916APAC(Asia-Pacific)563,108,373345,974,595321,858,954DomainBy traffic in March 2023MEA(Middle East and Africa)126,279,01797,656,76375,043,805D
50、omainBy traffic in March 2023Source:Semrush.TrendsMobile traffic1.000 B750 B500 B250 B0May21Jul21Sep21Nov21Jan2216The Future of Ecommerce Is NowEcommerce Market Position Dynamics Visualizing the competitive landscape helps develop an understanding of market dynamics.Weve mapped the top 10 players on
51、to a competitive matrix according to their domain traffic and traffic growth rate comparing growth in January through March of 2022 against the same period in 2023.Globally,when comparing January-March of 2022 against the same period in 2023,we see some clear trends emerge.Game ChangersTraffic Traff
52、ic Growth,%Niche PlayersLeadersEstablished Prakuten.co.jpamazon.co.ukamazon.deSource:Semrush.TrendsMobile traffic1.000 B750 B500 B250 B0May21Jul21Sep21Nov21Jan22Top Ecommerce Industry Players Market Position DynamicsGlobal The Future of Ecommerce Is NowF and .ph are both Game Changers.F s
53、aw significant traffic growth in 2023 and both players are expected to have a big impact on the growing Asian market.W made the biggest jump from niche player to market leader globally,with maintaining its leader position with slightly slower growth in 2023.While continues to be a global leader,thei
54、r German and UK domains saw a decrease in traffic growth.Overall,the online retailer has maintained its dominance,though threat from other players remains a reality.The U.S.Ecommerce Competitive LandscapeLooking specifically at the ecommerce landscape in the US,a slightly different set of players do
55、minate the market.While some of the major market leaders remain in place,some important distinctions emerge,especially in the Game Changers and Niche Players categories.Game ChangersTraffic Traffic Growth,%Niche PlayersLeadersEstablished PSource:Semrush.TrendsMobile traffic1.000 B750 B500 B250 B0May
56、21Jul21Sep21Nov21Jan22Top Ecommerce Industry Players Market Position DynamicsU.S.The Future of Ecommerce Is NowThe leaders category includes ,and for the highest traffic is the clear leader for increases in traffic percentages compared to the previous period,with not too far behind.In the
57、 Game Changers category,Chona-based poses the biggest threat to market leaders.Retailers with a dual focus on brick-and-mortar shopping experiences didnt fare as well as online only retailers.C,and all fell into the Niche Players category,with and seeing negative traffic growth rates.Comparing globa
58、l and U.S.ecommerce landscapes reveals some trends.U.S.leaders are also global leaders due to the countrys significant share of the global ecommerce market.However,Game Changers like and .ph are more influential globally,while makes the biggest impact in the US.This highlights the need for ecommerce
59、 businesses to consider regional differences when developing strategies.19The Future of Ecommerce Is NowApps DataMobile data is becoming increasingly important in the ecommerce industry,as mobile usage is on the rise again in 2023 after a slight decline in the previous year.In particular,mobile apps
60、 are now the primary channel for consumers to shop online,highlighting the significance of app data for businesses in this space.The top three apps in terms of global downloads were Meshoo,Shopee,and Shein.All of these apps are owned by companies based in China and primarily serve users throughout m
61、arkets across Asia.While Amazon tops the charts in terms of traffic volume,it came in fourth place in terms of downloads.Likewise,Flipkart,Lazada,and Mercado Libre came in on the lower half of the list.While brands like Walmart and Aliexpress remain chart toppers when we consider traffic volume,they
62、 dont even make the list of top 10 shopping apps in terms of downloads.The Top 10 Ecommerce Mobile Apps Worldwide The list of top shopping apps showed some familiar trends.That said,the list also included some unexpected names.Heres a look at the Top 10 as determined by research conducted by Apptopi
63、a in 2022.21The Future of Ecommerce Is NowA mobile app strategy is an important component of any ecommerce business strategy.As shoppers depend more and more on their phones to meet their shopping needs,brands without a strong mobile app will undoubtedly lose out.When looking at shopping apps as a c
64、ategory compared with other kinds of apps,there are some important trends to note,as shown in this data from Semrush App Center partner,Mobile App Insights.Source:Mobile App InsightsMobile traffic1.000 B750 B500 B250 B0May21Jul21Sep21Nov21Jan22Conversion and Tap Through Rates by App CategoryGlobal 2
65、023Conversion RatesBooksBusinessEducationEntartainmentFinanceFood and drinkGamesGraphics&DesignHealth&FitnessLifestyleMedicalMusicNavigationNewsNewsstandPhoto&videoProductivityReferenceShoppingSocial NetworkingSportsTravelUtilitiesWeather46.47%64.37%55.68%61.44%56.88%58.72%37.52%59.69%56.09%50.52%57
66、.78%60.25%64.91%43.39%67.42%71.81%56.21%59.57%66.68%77.30%71.78%75.28%57.63%61.57%Tap Through RatesBooksBusinessEducationEntartainmentFinanceFood and drinkGamesGraphics&DesignHealth&FitnessLifestyleMedicalMusicNavigationNewsNewsstandPhoto&videoProductivityReferenceShoppingSocial NetworkingSportsTrav
67、elUtilitiesWeather4.12%7.62%5.86%11.55%4.37%2.77%5.42%7.25%6.87%2.12%5.16%5.20%7.21%2.72%20.73%7.63%7.86%12.40%4.90%10.76%8.25%8.59%6.84%7.09%22The Future of Ecommerce Is NowIn the shopping category,Costs Per Acquisition(CPA)and Cost Per Tap(CPT)rates tend to be slightly higher than rates for apps i
68、n other categoriesCompared to other categories,shopping apps had a slightly higher conversion rate at 67%,and a lower tap through rate just below 5%.Source:SearchAMobile traffic1.000 B750 B500 B250 B0May21Jul21Sep21Nov21Jan22Apple Search Ads Benchmark Report by App CategoryGlobal 2023CategoryBooksBu
69、sinessEducationEntartainmentFinanceFood and drinkGamesGraphics&DesignHealth&FitnessLifestyleMedicalMusicNavigationNewsNewsstandPhoto&videoProductivityReferenceShoppingSocial NetworkingSportsTravelUtilitiesWeatherCPA$3.11$0.85$2.82$0.78$2.62$1.32$4.17$2.38$1.86$1.99$2.67$1.03$0.94$4.32$3.63$0.59$1.68
70、$1.81$2.92$0.49$8.74$1.44$1.95$1.31CPT$1.45$0.54$1.57$0.48$1.49$0.77$1.57$1.42$1.04$1.01$1.54$0.62$0.61$1.88$2.45$0.42$0.94$1.08$1.95$0.38$6.28$1.09$1.13$0.80CR46.47%64.37%55.68%61.44%56.88%58.72%37.52%59.69%56.09%50.52%57.78%60.25%64.91%43.39%67.42%71.81%56.21%59.57%66.68%77.30%71.78%75.28%57.63%61
71、.57%CR4.12%7.62%5.86%11.55%4.37%2.77%5.42%7.25%6.87%2.12%5.16%5.20%7.21%2.72%20.73%7.63%7.86%12.40%4.90%10.76%8.25%8.59%6.84%7.09%March 01,2023-March 31,2023Cost Per Acquisition(CPA)Cost Per Tap(CPT)Conversion Rate(CR)Tap Throuh Rate(TTR)$2.18$1.1653.23%5.26%23The Future of Ecommerce Is NowEcommerce
72、 Shoppers UserBehaviorThe pandemic significantly changed consumer behavior and trends seen across marketing channels,but as restrictions ease and anxieties lessen,how have trends shifted?Economic stimulus,rising interest rates,and tightened business budgets all play a role in changing consumer inter
73、actions with ecommerce in 2022 and 2023.Source:Semrush.TrendsMobile traffic1.000 B750 B500 B250 B0May21Jul21Sep21Nov21Jan22Desktop and Mobile Traffic Share Ecommerce TrendGlobal B15 B10 B5 B0Jan19Jan20Jan21Jan22March23MobileDesktopEcommerce Industry Traffic Trends by Device(Global)2020 s
74、howed an almost even device penetration,with desktop usage coming close to 50%.Just as the world was slowly rolling back on some pandemic restrictions,the gap widened once again.By the start of 2022,mobile traffic absolutely dominated the ecommerce industry,with more than 70%of online shoppers surfi
75、ng ecommerce sites from their phones.This rise of mobile started in early 2021 when we saw unprecedented growth in mobile usage compared to desktopthe last time we saw a similar 70%+figure for mobile was at the end of 2019.25The Future of Ecommerce Is NowIn the summer of 2022,however,we witnessed a
76、significant drop in mobile traffic.This decrease reflects the overall decrease in traffic to the ecommerce market seen in the middle of 2022,likely due to growing concerns about an oncoming recession and decreasing purchasing power among consumers as pandemic stimulus ran dry.By the end of the year,
77、however,mobile traffic had risen to a level similar to those seen in early 2022.And after a slight decline after the start of the year,they seem to be on the rise again entering the spring of 2023.Source:Semrush.TrendsMobile traffic1.000 B750 B500 B250 B0May21Jul21Sep21Nov21Jan22Ecommerce Traffic Sh
78、are by Channel TrendGlobal %60%40%20%0%Jul21Jan22Jul22Jan23DirectReferralSearch OrganicSearch PaidSocial OrganicSocial PaidDisplay AdsEmailEcommerce Industry Traffic Trends Global While the early years of the pandemic brought unprecedented growth to the ecommerce industry in terms of traf
79、fic,the distribution among channels showed only slight growth in the Direct channel,and slight declines in the Search and Referral channels.Starting in early 2021,however,distribution of traffic among major channels underwent some volatility that has continued through 2022 and into 2023.26The Future
80、 of Ecommerce Is NowDirectAfter a spike in share in 2021,levels have fluctuated through 2022,with a recent downturn at the start of 2023.Regardless of the volatility,Direct accounts for upwards of 53%of all traffic in the ecommerce industry at the start of 2023,meaning brand awareness is still one o
81、f the most important components of any marketing strategy.Organic SearchThe second most popular channel,Organic Search witnessed a high in early 2022 near 35%.The channel saw declines through 2022,though 2023 has brought an uptick in traffic through the channel to closer to 30%.ReferralWith a boost
82、through 2021 to a high near 15%in October,Referral traffic saw a decline at the start of 2022,and flatlined through the year.2023 brought initial signs of an increase with rates around 12%,though in the first quarter,Referral traffic seems to be falling once again.Paid SearchAccounting for about 2%o
83、f ecommerce traffic through 2021,the Paid Search channel saw a decline at the start of 2022.It has remained steadily below 2%through the start of 2023.Organic SocialThrough 2022,Organic Social accounted for less than 2%of the traffic to the ecommerce market.At the start of 2023,however,the channel o
84、vertook paid search rising above 2%while Paid Search continued to drop.Paid SocialRemaining relatively flat through 2022 and 2023,Paid Social contributed less than 1%of traffic to the ecommerce industry.After a slight increase just after the start of 2023,the channel flatlined once again.EmailThroug
85、h 2022,Email traffic lingered below 1%of traffic to the ecommerce industry.The start of 2023,however,brought a boost for the channel.Since January,the channel has remained above 1.2%.Display AdsHanging around 1.5%through 2022,traffic from Display Ads has risen above 2%at the start of 2023.27The Futu
86、re of Ecommerce Is NowSource:Semrush.TrendsMobile traffic1.000 B750 B500 B250 B0May21Jul21Sep21Nov21Jan22Ecommerce Traffic Share by Channel TrendU.S.2019-2023In the U.S.57%is direct(compared to 53%globally),meaning brand awareness is even more important when focusing on U.S.ecommerce markets.Organic
87、 Search accounts for 23%of ecommerce traffic in the US,while Referral accounts for 13%.These figures are slightly different from the global numbers,which show Organic Search accounting for 28%and Referral accounting for 11%on average.Ecommerce Industry Traffic Trends U.S.U.S.trends in the Ecommerce
88、industry closely follow global trends due to the countrys large share of total traffic.However,there are some significant differences that businesses should consider when targeting U.S.markets.80%60%40%20%0%Jul21Jan22Jul22Jan23DirectReferralSearch OrganicSearch PaidSocial OrganicSocial PaidDisplay A
89、dsEmail28The Future of Ecommerce Is NowWhile overall,social media plays a small role in terms of overall traffic distribution,it cant be ignored.Alongside the traffic it brings to ecommerce domains,it serves many other purposes,including brand awareness,customer engagement,customer acquisition,and c
90、ustomer retention.When looking at ecommerce specifically in the realm of social media,some recent trends have emerged that those in the ecommerce industry cant ignore.By 2025,the market for products sold directly through social media could reach$1.4 trillion in total.This growth is being driven by a
91、 combination of factors,including the increasing popularity of social media platforms,the rise of influencer marketing,and the growth of mobile commerce.The Rise of TikTokWhile Youtube and Facebook remain the behemoths in the ecommerce industry,Tiktok is the next social media platform ecommerce mark
92、eters are looking to conquer.Having surpassed 1B users,the video based platform is changing the social media game.When looking at audience data from top ecommerce players,weve seen the audience using TikTok more than double.Social Media29The Future of Ecommerce Is NowSocial MediaYouTubeFacebookReddi
93、tTwitterInstagramLinkedInPinterestTikT562.6M365.1M275.9M266M231.3M117.5M99.7M92.1M74.92%48.62%36.73%35.43%30.81%15.65%13.27%12.27%140.5M97.3M88M74.6M62.1M26.8M24.4M19.8M72.27%50.05%45.27%38.38%31.95%13.79%12.53%10.16%183.6M130.2M95.7M88M83M36.2M33.4M33M82.14%58.26%42.84%39.38%37.14%16.17%14.94%14.76
94、%144.4M104.2M83M75.9M76.1M34.5M36.2M30.7M80.01%57.77%45.98%42.07%42.18%19.1%20.08%17.03%192.1M119.9M56.1M67.5M72.2M26.5M24.3M30.4M76.03%47.46%22.22%26.71%28.56%10.5%9.62%12.03%All devicesMarch 2022Social MediaYouTubeFacebookRedditTwitterInstagramTikTokLinkedInPinterestT728.8M495.8M345.4M341.6M303.1M
95、215.7M140.1M105.7M53.6M75.31%51.23%35.7%35.3%31.32%22.29%14.47%10.92%5.53%186.7M126.6M125.2M101.9M86.4M62.5M30.2M26.5M5.7M63.63%43.14%42.65%34.72%29.45%21.31%10.28%9.03%1.93%235.8M168.7M115.7M107.9M110M73.8M44.4M37.6M19M81.94%58.61%40.2%37.51%38.22%25.64%15.42%13.07%6.61%198M148.6M106.7M99.9M105.5M7
96、0.1M43.9M42.7M12.7M79.94%59.98%43.07%40.31%42.6%28.3%17.71%17.23%5.13%347.3M212M88.9M125.6M133M98.1M43.4M38.8M45.1M76.11%46.47%19.5%27.53%29.16%21.5%9.51%8.51%9.88%All devicesMarch 2023Source:Semrush.TrendsMobile traffic1.000 B750 B500 B250 B0May21Jul21Sep21Nov21Jan22Ecommerce Audience Social Media
97、PreferencesGlobal The Future of Ecommerce Is NowGet more data with Semrushecommerce apps TRY NOWWhat is it about TikTok that makes it such a powerful resource for those in the ecommerce industry?Along with a growing user base(35%of whom have made a purchase on the platform)and hard hittin
98、g influencers,TikTok provides the tools on the platform to effectively reach audiences.Companies and creators can build their own TikTok storefronts,and sellers can create web stores quickly through simple integrations with ecommerce platformsHashtag and keyword options allow sellers to improve visi
99、bility to high value audiencesPromoting products on TikTok can help businesses reach a younger audience,with 63%of Gen Z using the app dailyAs user numbers and ecommerce functionality continues to grow on the platform,those in the ecommerce industry are sure to miss out if they ignore this rising so
100、cial media star.31The Future of Ecommerce Is NowArtificial Intelligence,Augmented Reality,and the Future of EcommerceAs the use of artificial intelligence(AI)and augmented reality(AR)continues to grow in popularity,the impact on ecommerce is becoming increasingly apparent.In particular,the emergence
101、 of sophisticated AI chatbots is changing the way customers interact with online retailers.ChatGPT,a leading language based AI,has gained significant interest recently.The sheer growth in search trends for the AI reflects the massive impact its having across the globe.Keyword searches went from 10 m
102、onthly searches in November 2022 to 101M monthly searches by March 2023.125 M100 M75 M50 M25 M0September 2022November 2022January 2023Source:Semrush.TrendsMobile traffic1.000 B750 B500 B250 B0May21Jul21Sep21Nov21Jan22ChatGPT Search Volume TrendGlobal Q3 2022-Q1 2023AI and AR are significantly impact
103、ing the ecommerce market in 2023 with rapid advancements in language models,computer vision models,and machine learning.These technologies are providing personalized customer experiences,automated customer service,improved ad targeting,and enhanced operations.33The Future of Ecommerce Is NowPersonal
104、ized ExperiencesAI can help businesses analyze customer data to provide personalized product recommendations that are tailored to each individual shoppers preferences,optimize pricing for shifts in the market,and customize customer experiences with their brand.For example,Netflixs recommendations en
105、gine(NRE)uses AI algorithms to filter content based on each users profile,analyzing data from each customer visit and click to create hyper-personalized recommendations.Improved OperationsFrom supply chain management to inventory adjustments,AI and AR technologies allow ecommerce businesses to stay
106、ahead of challenges and make sure they meet their customers needs without burning out employees and wasting resources in the process.Brands like Zara and IKEA use AR to allow customers to try on beauty products and view furniture inside their homes.In doing so,they can limit their returns which save
107、s resources for their companies and prevents good products from entering the wastestream.Customer ServiceBy using Natural Language Processing(NLP)models,AI can understand and interpret customer queries,provide relevant responses,and even make product recommendations.Predictive analytics can also be
108、used to analyze customer data and anticipate future needs,enabling businesses to tailor their marketing strategies and product offerings accordingly.The result is an improved customer experience and increased sales.For example,Sephoras partnership with Modiface allows customers to sample makeup in A
109、R before making a purchase and their chatbot can provide personalized product recommendations,makeup tips,and tutorials.The chatbot can also help customers find nearby stores,book appointments,and track their rewards points.34The Future of Ecommerce Is NowMost Wanted Products and Calls-to-actionFor
110、any business looking to thrive in the ecommerce space,knowing what consumers want should be top of mind.Even if top products dont fall within your particular market niche,understanding customer desires and how calls-to-action work can influence decisions when it comes to your ProductMonthly TrafficT
111、UMERICA,REPAIRSERUM 2 OZ1,552,821OXY Maximum StrengthDeep Pore Cleansing Pads590,1571Pcs Blue InteractiveCat Toothbrush Pet561,ProductMonthly TrafficThe Lord of the Rings:The Rings of Power1,557,722Apple AirPods Pro(2nd Generation)743,465PlayStation 5Console377,ProductMonthly TrafficAMD Ryzen 7 5800
112、X3D8-core 16-thread Desktop140,622Adidas Ultraboost 22Shoes Mens135,658Adidas Duramo 10Running Shoes Mens134,774Source:Semrush.TrendsMobile traffic1.000 B750 B500 B250 B0May21Jul21Sep21Nov21Jan22Ecommerce Top ProductsU.S.2022-2023Ecommerce Industry Top Products When looking at top products among the
113、 top players in the ecommerce industry,some clear trends come into focus.36The Future of Ecommerce Is NowThe top product across all three domains was the Amazon Original series Lord of the Rings:Rings of Power.Monthly traffic to the product was close to 1.6M.For each of the top players,the most popu
114、lar products fall into distinct categories.A featured an original series, featured a skincare product,and featured a computer processor.Electronics were the most popular category of product that appears in the top three for these retailers.Apple Airpods,Playstation 5,and the AMD Ryzen 7 Desktop proc
115、essor all appeared across each of the listsThe popularity of these products and categories offers insight into the purchasing behavior and interests of online shoppers,and is valuable information for businesses looking to succeed in this competitive market.Top Emotional Triggers Featured in Leading
116、E-Tailers AdsEach marketplace has its own triggers that appeal to consumers and inspire engagement with the product ad and choose one platform over another.Weve analyzed hundreds of digital ads from the top e-tailers in the U.S.and pinpointed the most popular CTAs within their ad copies.Some useful
117、trends emerge when looking across domains.37The Future of Ecommerce Is Nfind dealsbest sellersfind bestcustomer reviewsreviews huge selectionfeatured collectionsfree shippingbuyer protectionprotection free shippinglow pricesstore pickupfree storemillions free deliverybuy onlineonline pickuppickup st
118、orestore free storestore pickupshop homefree returnsdiy free shippingcurbside pickuphome installtop dealsstore free shippingbuyer protectiongreat valuesafe paymentcheck one kindfree shippingeveryday suppliestalented creatorsready free shippingday deliverystore pickday storeship online storestore cvs
119、find reliefrelief onlinestore onlineSource:Semrush.TrendsMobile traffic1.000 B750 B500 B250 B0May21Jul21Sep21Nov21Jan22Ecommerce Top Emotional TriggersU.S.202338The Future of Ecommerce Is NowFree shipping”and“store pickup”are consistently effective trigger words across all domains.Low prices and fin
120、ding deals are also popular among ecommerce websites,with many featuring best sellers and huge selections of products.For more specialized domains,such as and ,unique trigger words are utilized to appeal to specific customer bases.Etsy emphasizes one-of-a-kind and talented creators,while Home Depot
121、promotes DIY projects and ready to ship items.Buyer protection and easy returns are emphasized on and ,respectively,indicating a focus on customer satisfaction and trust.Overall,the most impactful trigger words vary depending on the domain,but many ecommerce websites emphasize free shipping and stor
122、e pickup,low prices,and finding deals to attract customers.39The Future of Ecommerce Is NowThe Giant on the Market:Analyzing A for Insights In todays competitive ecommerce landscape, has emerged as the undisputed leader.With a staggering 37.8%market share as of 2022, has managed to maintain its stro
123、nghold in the market despite stiff competition.Boasting a global customer base of over 300 million users, has effectively revolutionized the way people shop online.Source:Semrush.TrendsMobile traffic1.000 B750 B500 B250 B0May21Jul21Sep21Nov21Jan22As Transaction Funnel From Cart2022Average FunnelsWhe
124、n people visit A,approximately 67%of them check out a product page.In around 12%of the visits,users add at least one item to their cart,and in about 8%of the visits,users complete the purchase after adding items to their cart.Totalsessions100%Sessions withat least oneproduct page66.73%Sessions witha
125、t least oneadd-to-cartclick11.94%Sessions withat least onetransaction fromthe cart8.12%41The Future of Ecommerce Is NowAbout 13%of sessions result in transactions(either directly or from the cart)after visiting Product Pages.Source:Semrush.TrendsMobile traffic1.000 B750 B500 B250 B0May21Jul21Sep21No
126、v21Jan22As Product Pages&Transaction Funnel2022Totalsessions100%Sessions withat least oneproduct page66.73%Sessions withat least oneproduct pageand transaction13.27%Estimates place the average ecommerce conversion rate between 2-3%in 2022.With this in mind,As conversion rate is quite impressive.This
127、 data is not only useful for those who want to carve away their piece of the market from ,but also for those considering partnering with the behemoth to grow their ecommerce businesses.“Special Occasions”FunnelsA has“special days”that have a big impact on customer behavior.Heres a look at the metric
128、s for the daily average,benchmarked against As biggest shopping days.42The Future of Ecommerce Is NowFrom this data,we can pull out some interesting insights and trends.On average,the daily average for clicks per session is at 15%.Prime Day has the highest clicks per session at 19%.This is likely du
129、e to customers shopping around and looking for deals,which can lead to great exposure for sellers.Black Friday and Cyber Monday had the second highest clicks per session at 16%,and also the highest cart clicks per transaction.This suggests customers are adding more items to their cart or are conside
130、ring multiple options before making a purchase.Christmas and New Year season showed the largest number of product pages per cart click.This may suggest that customers are taking more time to consider their purchase decisions and are conducting more research before making a purchase.Statsclicks per s
131、essioncart transactions per sessioncart clicks per sessionproduct pages per sessionsearch pages per sessioncart clicks per transactionproduct pages per transactionproduct pages per cart clicksearch pages per transactionsearch pages per cart clickDailyAverage15.00.10.23.32.01.76.14.33.22.2PrimeDay18.
132、80.20.44.62.61.77.45.03.62.4PrimeEarlyAccessSale16.00.10.33.92.32.16.73.63.51.8BlackFriday&CyberMonday16.30.10.34.22.62.27.23.83.92.1ChristmasandNew YearSeason14.80.10.23.72.21.26.96.03.43.0Source:Semrush.TrendsMobile traffic1.000 B750 B500 B250 B0May21Jul21Sep21Nov21Jan22A“Special Occasions”FunnelG
133、lobal 202243The Future of Ecommerce Is NowWith the help of Keyword Wizard app for Amazon,we looked at the top 12K most searched products on and compared their month-over-month search volumes to identify which items saw the highest monthly surges in interest.Top Trending Products on A in 2022-2023 by
134、 MonthMonthProductMoM Growthdisneycutie cuff4,052,900%February 22omkagi bikershorts1,372,175%March 22mohawkputty stick1,365,000%April 22genericrubberbeach bag26,091,200%May 22awesomefathers daygifts143,333%June 22smartregister vent5,077,600%July 22beaushinywater wave wig113,603%August 22MonthProduct
135、MoM Growthhaynutsleggings2,011,275%September 22white keyfob cover105,687%October 22rain clouddiffuser187,469%November 22aa batteries24 pack+50,555%December 22kids valentinesday gifts14,646%January 23dr seusscostumesfor kids10,944%February 23air essentialsjumpsuit800,400%March 23Source:Keyword Wizard
136、 app for AmazonMobile traffic1.000 B750 B500 B250 B0May21Jul21Sep21Nov21Jan22As Top Trending ProductsGlobal The Future of Ecommerce Is NowSeasonal trends:Many of the trending products on were seasonal or holiday-related,such as a beach bag trending in May and the Valentines Day gifts in J
137、anuary.Virality:Some trending products may have gone viral on social media or online platforms,like Omkagi Biker Shorts in March,possibly due to influencer or celebrity promotion.Niche products:Many trending products were relatively niche or unique,such as the Mohawk Putty Stick,the White Key Fob Co
138、ver,suggesting a market for specialized or unique products on .From this data,a few trends and insights appear that may be helpful for ecommerce businesses as they think about their strategy across the year.In 2022 and early 2023,we no longer see the masks that became so familiar through the pandemi
139、c.Instead a wide variety of products appear with a few important categories including electronics,clothing,and office furniture.Top Products on A in The Future of Ecommerce Is NowSource:Semrush.TrendsMobile traffic1.000 B750 B500 B250 B0May21Jul21Sep21Nov21Jan22As Top 30 Product KeywordsG
140、lobal 2022-2023Keywordiphone 13 pro max caseapple watch banddresses for women 2022laptopiphone 13 casesquishmallowcrocssummer dresses for women 2022deskshower curtainwater bottleslegoairpodsphone 11 caseapple watchSum(March 2022-February 2023)19,629,50118,999,13418,555,23716,850,65116,532,11616,303,
141、22616,096,81715,968,21914,861,89914,639,23214,305,96813,517,27213,505,46613,368,21913,175,698Keywordps5iphoneipadnintendo switchair fryerwomens topscar accessoriesdressesgaming chairbackpackoffice chairheadphonesswimsuit womenwedding guest dresses for womenshoe rackSum(March 2022-February 2023)13,15
142、2,75412,967,35312,795,17212,640,00612,413,06512,394,32112,087,50412,049,42311,967,99011,488,74011,373,37011,249,24611,156,23011,114,19510,783,45746The Future of Ecommerce Is NowGet more Amazon insightswith Semrush ecommerce apps TRY NOWApple products are very much in demand,as in 2021there were 8 pr
143、oducts associated with the brand in the top 30.The second biggest category of products includes different kinds of clothing.Dresses were most popular,though swimsuits for women and wedding guest dresses for women were also on the list.Office accessories were among the biggest winners on the list bet
144、ween 2022-2023.On the list we see searches for gaming chairs,desks,and office chairs.Here are a few trends that emerge across the list of the 30 most searched products on .47The Future of Ecommerce Is NowInsight-driven Recommendations for Shaping Your Future Ecommerce Marketing StrategyAs the ecomme
145、rce industry continues to evolve in the years following the peak of the COVID-19 Pandemic,those in the industry are facing new opportunities and challenges.While the industry has continued to see strong growth through 2022 and into 2023,those hoping to win the market will need to keep a close watch
146、on emerging trends so they can keep pace.From shifting social media landscapes to advancements in AI technology,the ecommerce market will undoubtedly continue to evolve in the years to come.Here are our main takeaways based on the data covered in this report.The Industry Is Poised to Grow The ecomme
147、rce industry has experienced tremendous growth over the past decade and that growth has continued even after the pandemic.Looking ahead to 2023,there are positive signs for continued growth,with the potential for another record-breaking year once 2023s holiday shopping season is accounted for.Asian
148、Markets and Ecommerce Businesses Are Thriving The ecommerce industrys traffic share shifted significantly between 2022 and 2023,with the U.S.experiencing a 19%decrease and India seeing a substantial increase to become the second-highest country for web traffic.The global big winners were ,and ,thoug
149、h Asian players and .ph saw the most year over year growth.A Mobile Strategy Is Still Key in 2023 The rise of mobile usage in ecommerce in 2023 emphasizes the importance of examining mobile data and shopping apps.Compared to other app categories,shopping apps have slightly higher CPA and CPT rates,b
150、ut also a higher conversion rate and lower tap-through rate.The top 10 ecommerce mobile apps globally in 2022 included familiar names like Amazon,but also unexpected ones like Meshoo,Shopee,and Shein,which are all based in China and serve Asian markets.48The Future of Ecommerce Is NowDirect Traffic
151、Is King in Ecommerce,But Dont Forget Search and Referral While direct traffic remains king in the ecommerce industry,accounting for 53%of traffic globally,search and referral have battled for the number two spot over the past few years.While both channels remain key for any ecommerce marketing strat
152、egy,search has emerged at the start of 2023 as the second highest driver of traffic to ecommerce brands.TikTok May Be the Future of Ecommerce on Social TikTok is becoming a powerful resource for those in the ecommerce industry due to its growing user base,the presence of hard-hitting influencers,and
153、 its emerging ecommerce tools.With a significant proportion of its users having made purchases on the platform,TikToks built-in features,such as storefronts and hashtag options,enable businesses and creators to effectively reach high-value audiences.As a result,companies who ignore TikTok as a platf
154、orm to promote their products risk missing out on potential sales,especially from younger generations of customers.Artificial Intelligence and Augmented Reality Are Essential Rapid advancement in the world of Artificial Intelligence(AI)and Augmented Reality(AR)is significantly impacting the ecommerc
155、e industry.Businesses are using AI to provide personalized customer experiences,automate customer service,enhance ad targeting and improve operations.Likewise,AR is creating new avenues for marketing ecommerce products,especially in the context of social media.Ecommerce businesses that fail to take
156、advantage of emerging AI and AR technology run the risk of falling behind in the competitive ecommerce landscape as consumers demand more responsiveness,convenience,and personalizations from the brands they engage with.Amazon:A Major Threat or a Massive Opportunity?A remains the leader in the indust
157、ry,and has a recipe for success as seen in their impressive 13%conversion rate,compared to the industry average of 2-3%.Looking toward the future, will likely remain the leader,but smaller ecommerce brands can still get in on the action,especially those interested in products that succeed on ,includ
158、ing clothing,office accessories,and electronics.49The Future of Ecommerce Is NowSemrush.TrendsSemrush.Trends Semrush.Trends provides an instant overview of any market.With competitive digital insights,businesses can identify new market realities and emerging trends to discover new growth opportuniti
159、es.With in-depth data for any website,industry,or market across 190 countries and regions,you can pinpoint your competition,explore their growth strategies,and find insightful audience data all to help you get smarter about your digital strategy.Try Semrush.Trends now Open.TrendsOpen.Trends Open.Tre
160、nds is an open platform that gives you a high-level market overview for any industry or geo.You can use it to find the most popular websites across any market,unwrap in-market traffic trends,and outline the entire competitive landscape.Browse Open.Trends Keyword Wizard for AmazonThe Keyword Wizard f
161、or Amazon helps you handle one of the key challenges in making your product visible in Amazon resultsfinding the right search terms.Grow with Keyword Wizard for Amazon 50The Future of Ecommerce Is NowThank you!If you have any thoughts or comments about this report or want to learn more about the capabilities of Semrush.Trend,feel free to reach out to us at