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Description

Description

Covered in this report

This report has been updated to include the elements of ecommerce: seamless shopping, convenience, personalization, and emerging technology. Together, these elements construct a superb shopping experience for consumers who continue to break down silos between the online and offline world.

"The ecommerce market continues to expand thanks to new technological developments that create a seamless and convenient shopping option. As consumers blend their shopping journey between online and offline actions, even online retailers need to be present in physical stores in some way. eCommerce offers retailers ways to connect with consumers along their shopping journey, increasing their visibility and recognition with their customers."

- Katie Yackey, eCommerce Analyst

This report will look at the following areas:

  • Emerging Impacts of 2020: The blend of online and offline worlds
  • Four elements critical to the success of ecommerce
  • Driving future purchases

 

What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • Overview
          • Figure 1: How often consumers shop online compared to last year, November 2019
        • Emerging Impacts of 2020: The blend of online and offline worlds
          • Market Size and Forecast
            • Figure 2: Total US sales and fan chart forecast of eCommerce Market, at current prices, 2014-24
          • Four elements critical to the success of ecommerce
            • Element One: Seamless Shopping
              • Element Two: Convenience
                • Element Three: Personalization
                  • Element Four: Emerging Technology
                    • Driving future purchases
                      • Figure 3: Driving future purchases, November, 2019
                    • What it means
                    • The Market – What You Need to Know

                      • The ecommerce market sees expansion for years to come
                        • New tech, new shopping habits
                          • Shopping anytime from anywhere
                          • Market Size and Forecast

                            • eCommerce sees rapid growth
                              • Figure 4: Total US sales and fan chart forecast of eCommerce Market, at current prices, 2014-24
                              • Figure 5: Total US retail ecommerce sales and forecast, at current prices, 2014-24
                          • Market Factors

                            • Emerging Technology
                              • Internet Accessibility
                                • Analyst Perspective
                                • Industry Influences

                                  • Amazon being Amazon
                                    • DTC challenges the typical retail model
                                    • Emerging Impacts of 2020

                                      • New delivery methods could help smaller business even out the playing field
                                        • The blending of online and offline worlds
                                        • The Consumer – What You Need to Know

                                          • Seamlessness is the name of the game
                                            • Convenience at (no) price
                                              • eCommerce must get personal
                                              • The eCommerce Shopper Profile

                                                • eCommerce grows steadily
                                                  • Figure 6: How often consumers shop online compared to last year, November 2019
                                                • As younger consumers gain more spending power, they’re buying more goods online
                                                  • Figure 7: Online shopping frequency compared to last year, by age, November 2019
                                                • Consumers leverage online and offline activities along their shopping journey
                                                  • Figure 8: Where consumers buy goods, November 2019
                                                  • Figure 9: Where consumers buy goods, November 2019
                                              • Element One: Seamless Shopping

                                                • Attitudes toward shopping online
                                                  • Easy to find products, not so easy to trust the unknown
                                                    • Figure 10: Attitudes toward purchasing online, November 2019
                                                  • One bad interaction leaves a bad taste in consumers’ mouths
                                                    • Figure 11: Attitudes toward purchasing online by online shopping frequency, November 2019
                                                • Element Two: Convenience

                                                  • Most & least important factors when shopping online
                                                    • Consumers want convenience without the price tag
                                                      • Figure 12: Most important factors, any rank, November 2019
                                                      • Figure 13: Most important factors, by rank, November 2019
                                                    • Consumers want to feel secure in their purchase
                                                      • Figure 14: Most important factors, by online shopping frequency, November 2019
                                                      • Figure 15: Allbirds storytelling
                                                      • Figure 16: Nike storytelling
                                                  • Delivery Attitudes and Considerations

                                                    • Convenience matters from start to finish
                                                      • Figure 17: Attitudes toward delivery and shipping, November 2019
                                                    • Parents look for an ecommerce partner
                                                      • Figure 18: Attitudes toward delivery and shipping, by parents vs non-parents, November 2019
                                                      • Figure 19: Primary.com
                                                  • Element Three: Personalization

                                                    • Attitudes toward Personalization
                                                      • Personalization helps consumers sift through the noise
                                                        • Figure 20: Attitudes toward online personalization, November 2019
                                                      • Personalization increases consumer reach
                                                        • Figure 21: TURF Analysis – Attitudes toward online personalization, November 2019
                                                      • Recommend products that keep consumers in the loop
                                                        • Figure 22: Attitudes toward online personalization, by online shopping frequency, November 2019
                                                    • Attitudes toward Promotional Activities

                                                      • Promotions can provide consumers personalized content
                                                        • Figure 23: Attitudes towards promotional activities, by age, November 2019
                                                    • Element Four: Emerging Tech

                                                      • Impact of Mobile
                                                        • Mobile is the cornerstone for delivering tech-based brand experiences
                                                          • Figure 24: Snapchat and Adidas partnership
                                                          • Figure 25: Mobile Activity, November 2019
                                                        • Smartphones allow all consumers to connect to ecommerce
                                                          • Figure 26: Mobile activity, by HHI, November 2019
                                                      • Attitudes toward Big Tech

                                                        • Overall, Big Tech resonates positively with consumers
                                                          • Figure 27: Attitudes toward Big Tech, November 2019
                                                        • Generations view Big Tech through different lenses
                                                          • Figure 28: Attitudes toward Big Tech, by generation, November 2019
                                                          • Figure 29: Amazon Four Star Store
                                                      • Future Behaviors and Considerations

                                                        • eCommerce needs to continue to push boundaries on the basics
                                                          • Figure 30: Driving future purchases, November, 2019
                                                        • Free shipping is the key to consumers’ hearts
                                                          • Figure 31: TURF Analysis – Driving future purchases, November 2019
                                                        • Less-frequent shoppers have not seen the benefits of ecommerce
                                                          • Figure 32: Driving future purchases, by online shopping frequency
                                                        • Everyday I’m shopping online
                                                          • Figure 33: Future expectations, November 2019
                                                          • Figure 34: Imperfect Foods Delivery Window
                                                        • Everyday products will help reach more consumers
                                                          • Figure 35: TURF Analysis – Future expectations, November 2019
                                                        • Younger Millennials look forward to the future of ecommerce
                                                          • Figure 36: Future expectations, by generation, November 2019
                                                        • Don’t ignore the less-frequent shoppers
                                                          • Figure 37: Future expectations, by online shopping frequency, November 2019
                                                      • Appendix – Data Sources and Abbreviations

                                                        • Data sources
                                                          • Fan chart forecast
                                                            • Consumer survey data
                                                              • Abbreviations and terms
                                                                • Abbreviations
                                                                • Appendix – The Market

                                                                    • Figure 38: Total US retail ecommerce sales and forecast, at current prices, 2014-24

                                                                This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

                                                                • Market

                                                                  Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.

                                                                • Consumer

                                                                  Mintel's proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

                                                                • Brand/Company

                                                                  Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

                                                                • Data

                                                                  Market reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

                                                                Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

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