In 2022, e-commerce spending in the U.S. exceeded $1 trillion. A milestone that pre-pandemic trends predicted would only occur in 2024. Yet the industry appeared in despair marked by crashing valuations, employee layoffs, and seemingly slowing growth. The fifth edition of the Year in Review is a collection of the most interesting stories this year.Read the report
Many of the top Amazon third-party sellers have been at the top for nearly a decade. They persevered despite growing competition, increasing fees, and other headwinds.
Amazon has made approximate sales for each product public on its website and app. The new metric is social proof that helps popular products stand out.
First, “Made in China.” Retailers went to China to outsource manufacturing. Second, it was “Sold by China.” Chinese manufacturers sold through Amazon. Now, third, “Marketed by China.” Chinese companies are running vertically integrated retailers.
Four years since its launch, Target's third-party marketplace has just 650 sellers. Target only accepts carefully selected sellers; thus, its marketplace remains the most coveted.
Shein and Shopify were the biggest e-commerce winners in 2022. Their sales are still significantly above pre-pandemic levels too. Etsy was strong, Walmart with Amazon did okay, and eBay struggled the most.
Amazon is pocketing more than 50% of sellers' revenue - up from 40% five years ago. Sellers are paying more because Amazon has increased fulfillment fees and made spending on advertising unavoidable.
Shein will likely launch a marketplace in the U.S. after testing the model in Brazil and Mexico. The number one most-downloaded shopping app in the world is expanding beyond fashion and local manufacturers in China.
Amazon's growth in 2022 was nearly flat. That never happened before in its quarter-century as an online retailer. However, Amazon's results illustrate macro movements in online shopping rather than Amazon's underperformance.
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We believe that data is better than opinions for understanding what's next in e-commerce.
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