1、Shopifys State of Commerce Report JUNE 2019 Over the last year, the retail industry has experienced tremendous disruption and with these changes, both merchants and their customers have found new opportunities. In its first State of Commerce Report, Shopify found that online storefronts represent ov

2、er 80% of sales and over 62 million buyers have bought from the same store twice. Shopify has continued its global growth with more than 820,000 merchants on the platform in over 175 countries, with new insights on whats driving commerce and buying behavior around the world. At Shopify, our ecosyste

3、m consists of a variety of merchants, some selling services, selling goods or selling both. Shopify found that our merchants report selling a variety of goods: Physical goods dominate with over 80%, 2% selling services only, 13% are hybrid (goods + services), 3% other.* *Merchant country examined: G

4、lobal *This data is based on Shopifys Merchant Survey Methodology This report is based on: 1. A subsection of global sales data on Shopify from April 2018 to April 2019. 2. An online global survey of 3,832 Shopify merchants in March 2019. 3. Quantitative and qualitative research on consumers in Cana

5、da and the United States in December 2018, including interviews and an online survey of 2,653 consumers. Trend Trackers Hesitant to provide personal information, make the least amount of money, least likely to spend money, yet they are impulsive and they strongly prefer to buy in-store, even after d

6、oing their research online. Savvy Searchers Comfortable with using digital tools and prefer to research product options online and need a lot of information before making a purchase decision. They have high expectations in the quality of their purchases. Engaged Explorers Like to buy new things and

7、shop to make themselves feel good. They will prioritize a great deal on a familiar brand and rely heavily on reviews and share advice with their networks when making purchase decisions. Pragmatic Planners Do not particularly enjoy shopping as an experience and tend to stick to the brands they know a

8、nd trust. They prefer to research their options online, yet prefer to buy in-store, likely on pre-planned one-stop-shop trips. North American Consumer Buying Behavior Shopifys State of Commerce Report 04 Weve determined there are four different types of buyers in North America: Trend Trackers, Engag

9、ed Explorers, Savvy Searchers and Pragmatic Planners. Shopifys State of Commerce Report 05 *This information is based on the North American Consumer Buyer Survey North American Consumer Buying Behavior Trend TrackersEngaged ExplorersSavvy SearchersPragmatic Planners % of Buyer Population28%13%28%31%

10、 Buying MotivationWanting itExperiencing itFinding itNeeding it Attitude To Marketing and Personalization Indifferent to marketing engagement Wants to engage with marketing Wants to discover for themselves Does not want to engage with marketing The battle for brand loyalty Brand loyalty is slowly ta

11、king the lead over individual purchases. While Trend Trackers are less likely to go to the same stores each time they shop, both Engaged Explorers and Pragmatic Planners demonstrate the highest brand loyalty. *Merchant country: Canada and the United States Over 50% of shops see a buyer purchase 2 or

12、 more times from their store. Over 62 million buyers have bought from the same store twice - representing over 14% of buyers overall. Last year, on average, buyers purchased 3.8 times from the same store. *Merchant country examined: Global Shopifys State of Commerce Report 06 01 The battle for brand

13、 loyalty Brand loyalty is slowly taking the lead over individual purchases. 01 Shopifys State of Commerce Report 07 Shops in Japan are more likely than any other country to have repeat buyers. *Merchant country examined: Australia, Canada, China, France, Germany, Hong Kong, Ireland, Japan, New Zeala

14、nd, Singapore, UK, United States 73% of North American respondents agree that once they find a product or brand they like, they stick with it.” 02 November is the most popular shopping time worldwide. This is likely due to big retail events like Black Friday, Cyber Monday, Singles Day and pre-holida

15、y shopping. February is predominantly the least active shopping month *Merchant country examined: United States, UK, Canada, Australia, China Shopifys State of Commerce Report 08 Seasonal Shopping Its no secret that retail holidays like Black Friday, Cyber Monday and Singles Day play a role in impac

16、ting the holiday shopping season. But what happens out- side of the holiday season? January comes in at the top of the list as the busiest sales month outside of November and December, likely due to carry-over sales and overstock. The biggest growth YoY was in the 3rd week of January, possibly indic

17、ating that more people are shopping on Martin Luther King Day weekend than last year. *Merchant country examined: Global 02 While January is the month with the largest YoY growth outside of the holiday season, the 4th overall biggest YoY growth by week is Valentines Day week. Despite industry belief

18、 that all holiday sales are declining, our data is showing the oppositeYoY sales growth peaks around holidays. Shopifys State of Commerce Report 9 Seasonal Shopping Its no secret that retail holidays like Black Friday, Cyber Monday and Singles Day play a role in impacting the holiday shopping season

19、. But what happens out- side of the holiday season? January comes in at the top of the list as the busiest sales month outside of November and December, likely due to carry-over sales and overstock. January is the shopping month with the largest year over year growth outside of the holiday season. *

20、Merchant country examined: Global This also aligns with the biggest YoY growth for store launches. Merchants may be launching stores in January as a New Years resolution or have carry-over sales and overstock. Online Purchasing Habits More people are buying online than ever before. Complementing thi

21、s, buyers are also more likely to buy from the same store when they make an online purchase. 03 The number of buyers buying from Shopify merchants continues to grow. 2018 218 million Shopifys State of Commerce Report 10 Consumers in the US buy nearly twice as much (6 items) as any other country (2-3

22、 items). *Merchant country examined: United States, UK, Australia, Canada, Germany, France, New Zealand, Singapore, Ireland, Japan 2017 163 million The number of buyers buying from Shopify in 2018 is 25 times the population of New York City. *Merchant country examined: Global Online Purchasing Habit

23、s More people are buying online than ever before. Complementing this, buyers are also more likely to buy from the same store when they make an online purchase. 03 Shopifys State of Commerce Report 11 Consumers in Germany make the fastest shopping choices online. Germany 17.68 min France 18.97 min US

24、 23.47 min Japan 27.60 min Canada 26.90 min Singapore 28.23 min UK 19.32 min vs *Merchant country: Germany, France, United Kingdom, Ireland, United States, Australia, New Zealand, Canada, Japan, Singapore Online Purchasing Habits More people are buying online than ever before. Complementing this, bu

25、yers are also more likely to buy from the same store when they make an online purchase. 03 Japan $141.72 USD Signapore $91.09 USD United States $81.26 USD Ireland $73.26 USD United Kingdom $67.13 USD Canada $100.66 USD Australia $85.42 USD New Zealand $76.26 USD Germany $72.43 USD France $65.04 USD

26、Shopifys State of Commerce Report 12 *Merchant country: Germany, France, United Kingdom, Ireland, United States, Australia, New Zealand, Canada, Japan, Singapore Consumers in Japan spend the most on average per transaction. $ $ $ Shop Around The Clock Whether a night owl or a mid- day shopper, its a

27、pparent that across geographies and no matter what the peak browsing/transaction hour is, consumers shop to unwind. 04 Shopifys State of Commerce Report 13 Peak Transaction Time Canada: 5PM EST United States: 5PM EST Peak Browsing Time Canada: 8PM EST United States: 12AM EST CanadaUSA Shop Around Th

28、e Clock Whether a night owl or a mid- day shopper, its apparent that across geographies and no matter what the peak browsing/transaction hour is, consumers shop to unwind. 04 Shopifys State of Commerce Report 14 Buyers in North America shop at 5PM EST. These shopping trends could be reflective of a

29、9-5 culture, with North Americans using their time right after work to unwind and shop. Or potentially killing time just before work ends to shop. USs peak browsing time is midnight, while Canadas is 8PM. 36% Across all buyer segments, 36% of North American respondents agree that “they often buy thi

30、ngs to cheer themselves up.” Mobile, Desktop or Tablet? Geography has an impact on which medium buyers prefer to make a purchase from. This could be due to the availability of features and certain tech- nologies in those locations and cultural preferences. 05 Shopifys State of Commerce Report 15 US,

31、 Canada, Australia, China, UK use all three mediums for purchasing. Vietnam, New Zealand, Netherlands, Singapore, Morocco, Ireland, Malaysia, Denmark purchase more on tablet than mobile. India purchases more on desktop and tablet than mobile. Mobile, Desktop or Tablet? Geography has an impact on whi

32、ch medium buyers prefer to make a purchase from. This could be due to the availability of features and certain tech- nologies in those locations and cultural preferences. 05 Shopifys State of Commerce Report 16 Denmark purchases more on tablet and the least on mobile. Brazil purchases more on mobile

33、 than desktop. Mexico purchases more on desktop than any other medium. United Arab Emirates purchases more on tablet than any other medium. 06 Making the sale While social media plays a big role in discovery, brands on Shopify make more revenue through their online and physical stores. Merchants als

34、o make more revenue from their owned channels, when they own the direct relationship with the buyer compared to other avenues such as marketplaces. *Merchant country examined: Global Shopifys State of Commerce Report 17 Marketing Gap For Business Owners Second largest sales channel is point-of-sale

35、(POS). Online Storefronts represent over 80% of sales. Marketing continues to be the biggest challenge businesses face Over 30% of merchants state that marketing is one of their biggest challenges, followed by building a brand at 22%.* According to our merchant survey, social media plays a big role

36、in discovery, but online storefronts are twice as likely to be the main source of revenue.* *Merchant country examined: Global *This data is based on Shopifys Merchant Survey Average online order $75 vs. $62 for in-person spending. *Merchant country examined: Global Shopifys State of Commerce Report

37、 18 $75 $62 OnlineIn-Person Marketing Gap For Business Owners 06 Retail Reborn In-person selling is an important and ever evolving part of the direct to consumer retail strategy for business owners. An omni-channel approach is key for merchants, as many buyers do product research online before walki

38、ng in the shop. 07 Shopifys State of Commerce Report 19 100,000+ retailers Were seeing more in-store selling with 100,000+ retailers using Shopify POS software to sell in-person in 2018.* *Merchant country: Global *Merchant country examined: Canada and the United States 14% increase From 2018 to 201

39、9, merchants using Shopify POS increased by 14%. *Merchant country: Global Significantly more North American buyers prefer researching online than in-store, but significantly more buyers prefer buying in-store than online. Products By Country Shopifys State of Commerce Report 20 *Merchant country ex

40、amined: Global Dance Dresses / Skirts and Costumes This is a top-selling product in Germany (5). For most other countries, this product doesnt even rank in the top 50. Fun Fact: Oktoberfest in Germany is a large costume holiday! Shirts and Tops One of the highest-ranking products sold across almost

41、all countries, usually holding the first, second or third spot. Products By Country Tea and Infusion and Knives These products rank higher in Japan (4) than most other countries. Nail Polish and Facial Cleansers These are high selling products in Singapore (5)(6). Vitamins A fairly high-selling prod

42、uct sold across all countries. Fun Fact: This is the top selling product in New Zealand. Bracelets Are a top-selling product in Germany (4), France (5), US (8), Canada (9). Fun Fact: Highest-ranked jewelry item overall. Books Books are a high-selling product across all countries. Mobile Phone Cases

43、A popular product purchase everywhere. While shirts & tops rank high across all countries, mobile phone cases are also a universally highly sold product. Shoes Are a popular product purchase across most countries. Fun Fact: While shoes are a popular product everywhere, this product under indexes in Germany & Japan. Perfume & Cologne and Lingerie These are a top-selling products in France (4)(6).