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Statista presents: eCommerce 2020: Trends and OutlookAugust 20201With more than 1 million statistics,80,000 topics and 22,500 sources weoffer a high variety of data from onehand.Our 100 data analysts and 200specialist editors guarantee reliabledata adhering to scientific standards.Diving into how the e-commercemarket has been shaped by Covid19’s acceleration of current trends.Statista is always aiming to developinnovative products to make yourresearch as efficient andconvenient as possible.Our comprehensive data helps you tomake better business decisions.Instead of browsing through differentonline sources, the data you need isonly one click away – or maybe two.
ECOMMERCE 2020:TRENDS ANDOUTLOOKThe Transformation of eCommerceAugust 20, 2020Presented by2
Speaker IntroductionYour expert for today‘s webinarFriedrich SchwandtFounder and CEO of Statista Founded Statista in 2007 Helping people to find relevant business data Prior positions: Deutsche Telekom, Boston Consulting Group, LSP Playing tennis3
Statista in a NutshellNo Boundaries when it comes to Data4With more than 1 million statistics,80,000 topics and 22,500 sources weoffer a high variety of data from onehand.Our 100 data analysts and 200specialist editors guarantee reliabledata adhering to scientific standards.Diving into how the eCommercemarket has been shaped by Covid19’s acceleration of current trends.Statista is always aiming to developinnovative products to make yourresearch as efficient andconvenient as possible.Our comprehensive data helps you tomake better business decisions.Instead of browsing through differentonline sources, the data you need isonly one click away – or maybe two.
Topics for today13Submit your questions forthe Q&A happening at theend of the webinarYou will receive an emailwith the answers254
COVID-19IMPACT ONECOMMERCE6
One thing is certain: COVID-19 will give the growingeCommerce market an additional strong pushCOVID-19 impact on eCommercePeople will ask:How will society change afterthe COVID-19 crisis is over?7eCommerce will reachnew levels of relevanceand revenues
Global eCommerce revenues will see an additional growthof 10% in 2020 due to COVID-19COVID-19 impact on eCommerceGlobal1 eCommerce revenue forecast in billion US Pre-Covid-19Post-Covid-192,696 10%2372,412 10%211 12% 15%1,9202,4592,2012019820201: Global refers to the 150 countries covered in the Statista Market Outlooks (representative of 98% of worldwide GDP)Source: Statista Digital Market Outlook as of August 20202021
For amazon.com, May 2020 seemed like ChristmasCOVID-19 impact on eCommerceTraffic development of amazon.com: total visits to amazon.com in billion20202019COVID-19 impact12.732.72.62.52.512.562.42.362.31 Feb1: Difference in total visits to amazon.com from March to May in 2020 versus 2019Source: SimilarWebMarAprMay
Online traffic has skyrocketed in most categoriesCOVID-19 impact on eCommerceCOVID-19 global online traffic impact1 as of June 2020 in week ending June 14, 2020Supermarket61%Sports equipment48%Retail tech46%Jewelry & watches31%Banks / insurance24%Cosmetics19%Home furnishings / DIY16%Telecom15%Fashion5%Media-2%LuxuryRetail healthcare-4%-39%Tourism -48%101: Worldwide; week ending June 14 compared to reference (Jan 6 to Feb 16); 1,400 sites; 7 billion sessionsSource: ContentSquare
Shopping behavior has shifted from offline to onlinepurchases with similar patterns in different countriesCOVID-19 impact on eCommerceOnline instead of offline purchases related to the COVID-19 pandemicUnited KingdomUnited StatesI have shifted to online purchases27%Food and drink delivery26%Hygiene products25%Household cleaning56%64%Restaurant delivery / takeoutproducts222%Health products (e.g., by supplies11%9%10%13%Video9%5%7%Music7%6%7%Cons. electr., househ. appl., furniture7%6%8%1192%13%12%11%China1Financial products and services4%3%3%Magazines & newspapers3%5%5%1: Survey period March 23, 2020 - May 3, 2020; 2: e.g., hand sanitizer, toilet paper"Have you deliberately purchased any of these products or services online instead of offline because of the COVID-19 / Corona pandemic?"; multi-pick; Base: n 19,259, allrespondentsSource: Statista Survey "COVID-19 Barometer 2020"; Survey period March 23, 2020 - May 10, 202032%23%20%12%24%17%22%20%9%
All eCommerce segments are expected to profit fromCOVID-19 worldwideCOVID-19 impact on eCommerceGlobal1 eCommerce revenue forecast 2020 in billion US 10%2,4122,201Furniture & AppliancesFood & Personal Care12326 7%410 21%493 6%303339Electronics & Media466Toys, Hobby & DIY477Fashion As consumers avoid in-store purchases, eCommerce sales areprojected to increase by 10%. The biggest winner in eCommerce is Food & Personal Care:– Online sales of groceries are surging.– Hygiene products are in demand both online & offline. The segment Toys, Hobby & DIY has been the second-largestbeneficiary from the lockdown.518 9%616664 8%Pre COVID-19Post COVID-19 Electronics & Media is projected to profit least from the COVID-19pandemic1: Global refers to the 150 countries covered in the Statista Market Outlooks (representative of 98% of worldwide GDP)Note: COVID-19 impact on eCommerce revenue is constantly followed and will be updated regularly; thus, forecast subject to change as conditions are changing rapidlySource: Statista Digital Market Outlook as of August 2020
Many eCommerce players have benefited from newdemands arising from COVID-19 (1/2)COVID-19 impact on eCommerceRetailers hiring new employees during the COVID-19 crisisMore details on toponline storesavailable onecommerceDB.comTescos‘s weekly slots for grocery home shopping1.300.000175,000 100%600.000150,000Pre COVID-19Post COVID-19 Since March, Amazon has hired 175,000 additional people in itsfulfillment and delivery network in response to increased customerdemand and to assist existing employees. Tesco, the UK’s largest online grocery store, more than doubled itsweekly slots for grocery home shopping during the COVID-19 crisis tomeet soaring consumer demand. In April, the retail giant Walmart announced that it succeeded inhiring 150,000 additional workers more than six weeks ahead ofschedule - on average, 5,000 people per day were hired using anexpedited hiring process rolled out on March 19. Sales in its online channel increased by 48.5% (13 weeks ending May30, 2020) in the UK.13Source: Company information In May alone, Tesco's online sales surged by more than 90%.
Many eCommerce players have benefited from newdemands arising from COVID-19 (2/2)COVID-19 impact on eCommerceZooplus sales growth forecast 2020 compared to FY2019 in million 225At least 1807%More details on toponline storesavailable onecommerceDB.comGroup revenue of Westwing in million 2402019202050%25%17891%11111958Forecast as ofMarch 2020COVID-19 adjustedforecast May 7, 2020COVID-19 adjustedforecast July 14, 2020Q2H1 Zooplus has raised their 2020 financial guidance for the second timein a row as a result of COVID-19-driven sales Westwing experienced strong sales growth of 90% in Q2 figures as aresult of the COVID-19 pandemic, 50% growth in the first six months In total, Zooplus currently expects a plus of 240m in sales comparedto FY 2019, resulting in total sales of around 1.8 billion in 2020 In its Q1 and Q2 results, Westwing reported elevated growth acrossall customer cohorts and across all countries In May, Zooplus revised its 2020 sales growth forecast by 45 m andraised their expectations from May by another 15 m in July this year Westwing updated its guidance for FY 2020 in July 2020 and expects25 – 35% revenue growth compared to FY 201914Source: Company information
MARKETDEVELOPMENT15
Apparel and Consumer Electronics represent more than30% of the total eCommerce market in 2019Market developmentGlobal1 eCommerce revenue in billion US in 2019525.1FootwearBags &Accessories83.398.3419.0Books, Movies, Music & Games96.9413.5DIY, Pets & Garden79.1Hobby & StationeryConsumer .5Personal Care136.085.3Sports & OutdoorFurniture &Homeware123.3Food &Beverages322.1343.5170.5Toys & Baby155.5125.9Fashion16Electronics & Media1: 150 countries covered by the Statista Digital Market Outlook (representative of 98% of worldwide GDP)Source: Statista Digital Market Outlook as of August 2020Toys, Hobby & DIYFurniture & AppliancesFood &Personal Care
Global eCommerce revenue is expected to grow to US 3,300 billion by 2024Market developmentGlobal1 eCommerce revenue forecast in billion US FashionElectronics & MediaToys, Hobby & DIYFurniture & AppliancesCAGR12019-2024Food & Personal CareComparable to2019 GDP Germany 11%2Equal to 2019GDP 212022202320241: 150 countries covered by the Statista Digital Market Outlook (representative of 98% of worldwide GDP)2: CAGR: Compound Annual Growth Rate / average growth rate per yearNote: Revenue figures refer to Gross Merchandise Value (GMV)Source: Statista Digital Market Outlook as of August 202014.9%12.7%
China had the highest revenue in 2019 and will showstrong growth by 2024Market developmentTotal eCommerce revenue forecast in billion US 12.5%11,556.2 13.2%1862.6672.9 9.2%1362.320192024China18351.920192024ROW2 8.8%1546.7523.7343.120192024Europe1: CAGR: Compound Annual Growth Rate/ average growth rate per year 2: ROW: rest of the world; only including countries covered by the Statista Digital Market Outlook(150 in total)Note: Revenue figures refer to Gross Merchandise Value (GMV)Source: Statista Digital Market Outlook as of August 202020192024United States
By global comparison, developing Asian countries with thehighest growth ratesMarket developmenteCommerce revenues of selected markets in billion US and CAGR128CAGR 2019–2024 in iaHong KongChileØ2 12.6%ColombiaPolandIrelandBrazilChinaMexico ItalyRussiaSwitzerlandAustralia CanadaSwedenNetherlandsFinlandEstonia CzechiaLithuaniaFranceSouth KoreaGermanyJapanUnited StatesUnited Kingdom25101520253060657075eCommerce revenues in 2019 in billion US 191: CAGR: Compound Annual Growth Rate / average growth rate per year 2: Arithmetical mean of the selected countries shown in this graphSource: Statista Digital Market Outlook as of August 2020808590345 860865
The range of marketplaces, retailers, and direct sellers isbroad due to the high variety of product categoriesMarket developmentRepresentative eCommerce key players by type and segment1FashionMarketplacesOnline retailersDirect sellers201: Key player overview does not represent the entire market landscapeSource: Statista Digital Market Outlook 2020Electronics &MediaToys, Hobby &DIYFurniture &AppliancesFood &Personal Care
TRENDS INECOMMERCE21
Several trends are accelerating the rapid growth ofeCommerce markets worldwideSelected trends22MARKETCONCENTRATION Constantly new shops open and enter the marketplace in almost all countries. At the same time, the top 5 eCommerce players in different countries represent approx. one third of totaleCommerce revenues. The market concentration of the top online stores has been growing steadily in the biggest eCommercemarkets in recent years.ONLINEMARKETPLACES Online marketplaces are on the rise and will grow faster than the average eCommerce market Amazon, eBay, and Alibaba are established players in the market in which more and more companies adoptmarketplaces as platforms to promote and sell their products. But in addition to the giants, there are regional differences among marketplaces, niche players, and categoryexperts.MOBILE COMMERCE A significant share of internet services has moved to mobile-only platforms: mobile wallets make shopping onthe go even easier and increase the amount and value of mobile orders. Merchants increasingly understand the importance of the mobile customer experience, introducing mobileoptimized search options and reducing the number of clicks to purchase. This process includes optimizing web shops for mobile devices as well as developing mobile deviceapplications to increase customer loyalty.VOICE COMMERCE An increasing number of customers own smart agents such as Siri and Alexa. Processing voice orders by such smart agents might be the next level of eCommerce. Assuming that smart agents learn from order histories and are even able to manage a limited budget someday, this development could result in a whole new way for merchants to interact with customers.
Market concentration is high in mature eCommercemarketsTrends in eCommerceMarketconcentration2019 market concentration of top online stores by net sales in selected countriesTop 5Top 6-100Long tail27%29%35%27%36%42%36%United States23Source: ecommerceDB as of August 2020, Statista Digital Market Outlook as of August 202031%38%United KingdomGermany
Net sales of the top eCommerce players have grownsignificantly more than the market average since 2017Trends in eCommerceMarketconcentrationeCommerce net sales growth 2017–2019 by ranking segmentsTop 537%Top 6-25Top 26-100Total revenues138%28%26%24%23%26%23%20%20%19%12%United States24United Kingdom1: In the respective marketSource: ecommerceDB as of August 2020, Statista Digital Market Outlook 2020 as of August 2020Germany
Sales on online marketplaces accounted for 57% of globalweb sales in 2019Trends in eCommerceOnlinemarketplacesShare of global web sales on marketplace sites in 20192019 GMV1 of global online marketplaces in billion US Global2eCommercerevenuegrowth 18/19:16%484GMV1 growth oftop 100 onlinemarketplaces45833918%57%2018-201929990251: Gross Merchandising Volume 2: 150 countries covered by the Statista Digital Market Outlook (representative of 98% of worldwide GDP)Source: Digital commerce 360, August 2020, Statista Digital Market Outlook as of August 2020
There is a great variety of marketplaces with regionaldifferences of applicabilityTrends in eCommerceOnlinemarketplacesMost popular online marketplaces by region1Europe/ UKUnited StatesAsia PacificSouth America 26Africa 1: By estimated websites visits. Based on SimilarWeb data for February 2020; app-only marketplaces (e.g. WeShop, Pinduoduo) not included; Key player overview does notrepresent the entire market landscapeSource: webretailer, August 2020
The U.S. and the UK have the highest mobile shoppingrates – voice shopping is still at a low levelTrends in eCommerceMobile/ voicecommerceDevices used for online shopping in 2020Smartphone63%Desktop PCTabletSmart speakers (e.g., Amazon Echo)62%52%32%28%28%7%United States2737%35%26%5%United Kingdom“Which of the following devices have you used for online shopping in the past 12 months?”; Multi pick; Base: n 4,191 U.S. respondents, n 2,092 respondents in the UK, n 2,079 respondents in GermanySource: Statista Global Consumer Survey, as at April 20204%Germany
KEY INSIGHTS28
Key take aways The COVID-19 virus will give eCommerce an additional push. Instead of growing 15% in 2020, it will grow by 25% in 2020. All eCommerce categories profit from this shift – especially Food & Personal Care, they will grow by 40% in 2020. In the long run, the eCommerce market will grow from 2019 to 2024 by 11% p.a. resulting in a size of almost US 3,300 billion in2024. More than 50% of these revenues will be realized on online marketplaces, such as taobao.com. The eCommerce market has in general low barriers to entry. Hence every year new shops enter the local markets. Nevertheless, we see a growing market concentration due to online marketplaces and the agility of the giant eCommerceplayers such as Alibaba or Amazon.29
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CONTACT USThank you for joining our webinar today!Friedrich SchwandtCEO and FounderAlexandra WulfMarketing CommunicationsE-MAIL webinars@statista.com Our next webinar, on September 17, willbe about climate change –objectives andinnovations, with our CCO Michael Adam. You will receive the Q&As next week. Please see our website for moreinformation about Statista.
About the Statista Digital Market Outlook80 markets150 locations8years (2017–2024)30,000 interactive statisticsThe Digital Market Outlook presents up-to-date figures on markets in thedigital economy. The comparable key figures are based on extensive analysesof relevant indicators from the areas of society, economy, and technology.What is the size of the eCommerce fashion market in Spain?How much is spent on social media advertising in India?The answers to these and many more questions can be found in the StatistaDigital Market Outlook. It provides forecasts, detailed market insights, and keyindicators for the digital economy.Seven digital verticals: eCommerce, Smart Home, Digital Media,eServices, FinTech, Digital Advertising, eHealthDirect access & downloads, fully integrated into the Statista databaseMarket insights, forecasts, and key performance indicatorsOutlook reports with segment-specific topics (top companies,trends, deep dives)Find out more at www.statista.com/outlook/digital-markets
About ecommerceDBThe toolbox for all eCommerce-relevant questionsecommerceDB.com offers direct access to URL-related revenueinformation together with forecasts, customizable top, country,region, and category rankings, KPI analyses, and extensiveeCommerce-relevant contact information for over 20,000 onlinestores.In-depth analysis for over 20,000 online storeURLsAdjustable top, category, country & regionrankingsDownload shop profiles for seamless processingContact usDirect contact to our eCommerce analystsTEL 49 40 688 93 12 51E-MAILSina.Pohlmann@statista.comFind out more at ecommercedb.com
Diving into how the eCommerce market has been shaped by Covid-19’s acceleration of current trends. Our 100 data analysts and 200 specialist editors guarantee reliable data adhering to scientific standards. With more than 1 million statistics, 80,000 topics and 22,500 s
