“The ecommerce industry faces changes and challenges from emerging technologies. These new methods will facilitate immersive interactions between brands and consumers, increase convenience for ecommerce purchases and provide products to consumers at the touch of a button. To get there, though, brands and retailers will first need to address consumer concerns and overcome barriers to adoption.”

– Katie Yackey, eCommerce Analyst

This report will look at the following areas:

  • The battle of voice technology for ecommerce use
  • Using multiple locations to increase consumers’ comfortability levels
  • How technology makes the shopping experience seamless 

Table of Contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

          • Top takeaways
            • Voice is used for entertainment around the home
              • Figure 1: How consumers use voice assistants, September 2019
              • Figure 2: Why consumers do not use a voice assistant, September 2019
            • In-store trials will help raise consumers’ comfortability levels
              • Figure 3: Locations consumers would like to try new technologies, September 2019
            • Technology must aide in making the shopping experience seamless
              • Figure 4: Areas technology could improve for consumers, September 2019
            • What it means
            • The Market – What You Need to Know

              • The ecommerce market roars along
                • Ecommerce entangles with other enterprises
                  • New tech investment can alienate struggling businesses and consumers
                  • Market Size and Forecast

                    • The ecommerce market continues its boom
                      • Figure 5: Total US retail ecommerce sales, 2014-2024
                      • Figure 6: Total US retail ecommerce sales, by retailer type at current prices, 2014-2018
                  • Market Factors

                    • Big Tech legal battles could shake up the way consumers shop
                      • Consumer confidence fluctuates, but the ecommerce market grows
                        • Figure 7: Consumer confidence, September 2019
                      • Trade wars harm the flow of technological ideas
                        • The 5G revolution is here
                          • Figure 8: 5G equipment
                        • New tech experiences come with a hefty price tag
                        • Key Technologies – What You Need to Know

                          • Social commerce taps into impulse purchases
                            • Voice commerce faces many barriers on the way to stardom
                              • Augmented and virtual reality will revolutionize (mobile) personalization
                              • What’s Working

                                • Social commerce pushes forward
                                  • Figure 9: Instagram shopping checkout
                              • What to Watch

                                • Voice starts to catch on
                                  • Figure 10: Walmart and Google Assistant launch
                                • AR/VR change the game
                                  • Figure 11: View of Snap Spectacles
                              • The Consumer – What You Need to Know

                                • Consumers utilize voice tech mostly for fun
                                  • Companies must make consumers feel secure
                                    • In-store trials remain key point of entry for shopping with emerging tech
                                      • Consumer behavior changes at the speed of molasses
                                      • Voice Technology

                                        • Siri and Alexa fight for consumers’ voices
                                          • Figure 12: Digital voice assistant usage ranked, September 2019
                                        • Consumers still shy away from smart speakers
                                          • Figure 13: Smart speaker usage, September 2019
                                        • Voice stands for fun, not functional
                                          • Figure 14: How consumers use voice assistants, September 2019
                                        • Multi-device users find multi-uses for voice technology
                                          • Figure 15: How consumers use their devices, by user group, September 2019
                                        • Low-risk categories win on voice technology
                                          • Figure 16: Digital voice assistant uses, September 2019
                                        • Even the most avid tech users buy small with voice
                                          • Figure 17: Amount consumers would spend using voice, by device usage, September 2019
                                        • Convenience reigns supreme
                                          • Figure 18: Reasons consumers would purchase categories using voice assistant, September 2019
                                        • Unauthorized users scare consumers away
                                          • Figure 19: Why consumers do not use a voice assistant, September 2019
                                        • Consumers flip between naming brand name and product category
                                          • Figure 20: How consumers would order products using voice, September 2019
                                        • Consumers look for brand, product type and recommendations
                                          • Figure 21: How consumers order by category, September 2019
                                        • Voice can win the fill-in trip, but not the stock-up occasion
                                          • Figure 22: Trip types consumers make using voice technology, September 2019
                                      • New Methods and Trial Locations

                                        • Consumers are aware of tech, but slow to use
                                          • Figure 23: Consumers’ awareness and usage of new technology, September 2019
                                        • Implementing new shopping technology requires patience and perseverance
                                          • Figure 24: Consumer openness to shopping with new tech, September 2019
                                        • High-priced emerging tech alienates consumers with smaller budgets
                                          • Figure 25: Consumer openness to shopping with new tech, by household income, September 2019
                                        • Currently, AR and VR bring a complicated shopping experience to consumers
                                          • Figure 26: Consumer openness to using AR/VR for shopping, September 2019
                                        • Consumers are open to using multiple shopping methods
                                          • Figure 27: Repertoire for new shopping methods, have used, September 2019
                                        • Household income influences device usage
                                          • Figure 28: Number of devices used, by household income, September 2019
                                        • In-store trials increase consumer comfort levels
                                          • Figure 29: Locations consumers would like to try new technologies, September 2019
                                        • Use multiple locations to engage with the most consumers
                                          • Figure 30: TURF Analysis – Shopping location, September 2019
                                      • Social Commerce

                                        • Facebook leverages legacy, Instagram banks on influencers and Pin-Spiration becomes reality
                                          • Figure 31: Which social sites consumers purchase from, September 2019
                                        • Gender influences preferred social platform
                                          • Figure 32: Which social sites consumers purchase from, by gender, September 2019
                                        • Social is a way for consumers to keep track of offers
                                          • Figure 33: Why consumers purchased from social sites, September 2019
                                        • The thrill of deal-seeking never gets old
                                          • Figure 34: Why consumers purchase from social sites, by age, September 2019
                                        • Purchases on social range across categories
                                          • Figure 35: Types of products consumers would purchase from a social media site, September 2019
                                        • Young consumers see travel deals as too-good-to-be-true on social
                                          • Figure 36: Types of products consumers have/would purchase from a social media site, by age, September 2019
                                      • Digital Wallets

                                        • Digital wallets start the digital transition . . .
                                          • Figure 37: Digital wallets consumers do/would use, September 2019
                                        • . . . but still need to win consumers’ trust
                                          • Figure 38: Digital wallet usage, by age, September 2019
                                        • Speeding up the shopping process
                                          • Figure 39: Digital wallet uses, September 2019
                                        • Men are more trusting of digital wallets
                                          • Figure 40: Digital wallet uses, by gender, September 2019
                                        • Household income drives different digital wallet uses
                                          • Figure 41: Digital wallet uses, by household income, September 2019
                                        • Security remains a top concern for all consumers
                                          • Figure 42: Reasons consumers do no use a digital wallet, by age, September 2019
                                      • Attitudes toward Buying Online

                                        • New tech needs to halt hacker damage
                                          • Figure 43: Consumer attitudes toward emerging technology, September 2019
                                        • Established Millennials are interested in new shopping tech
                                          • Figure 44: Consumer attitudes toward shopping with technology, by age, September 2019
                                        • Consumers look forward to the future
                                          • Figure 45: Consumer attitudes toward future technology, by age, September 2019
                                      • Future Improvements: Where to Go From Here

                                        • Ease the problems of today to win consumer’s hearts tomorrow
                                          • Figure 46: Areas technology could improve for consumers, September 2019
                                        • For young consumers, new tech needs to ease environmental impact
                                          • Figure 47: Interest in tech solving environmental impact of packaging/delivery, by age, September 2019
                                      • Appendix – Data Sources and Abbreviations

                                        • Data sources
                                          • Consumer data
                                            • Fan chart forecast
                                              • Consumer survey data
                                                • Consumer qualitative research
                                                  • Abbreviations and terms
                                                    • Abbreviations
                                                      • Terms
                                                      • Appendix – The Consumer

                                                          • Figure 48: Hispanic consumers open to using shopping technology, September 2019
                                                          • Figure 49: Which social sites consumers purchase from, by age, September 2019
                                                      • Appendix – The Market

                                                          • Figure 50: Total US retail ecommerce sales, by retailer type at current prices, 2014-2018

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