Amazon ranked fourth in global shopping app downloads in 2021 - they were the number one most-downloaded app in 2020. Amazon is still first in the U.S. rankings, but Shopee, Shein, and Meesho leapfrogged it in global rankings.
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The fourth edition of Year in Review is a collection of stories, insights, and data, all told through forty charts. 2021 was the year of broken supply chains, Amazon aggregators, more advertising, Shopify's almost-marketplace, and one unanswered question - did the pandemic boost e-commerce after all?
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Shopify insists that they won't build a marketplace, but the Shop app has recently become one. The app now allows discovering merchants, adding their items to a shopping cart, and checking out - all without leaving the app.
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U.S. e-commerce penetration is currently at levels it would have reached even if the pandemic didn't happen. While Covid boosted e-commerce spending in 2020, that acceleration perhaps wasn't a step-change after all.
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In the third quarter, Amazon reached sales levels it would have gotten to even without the pandemic boost. Amazon appears to have lost all the e-commerce spending acceleration.
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The overlap of sellers that sell on both Amazon and Shopify is growing. What used to be separate and distinct groups of entrepreneurs is converging.
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During 2019-2020, Google actively recruited sellers and attended conferences to promote its Google Shopping marketplace. What appeared like a new competitor in the marketplaces ecosystem seems to have since been abandoned.
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Amazon reduced the transaction fee to 5% from the typical 15% for sales originating from brands bringing the shopper to Amazon. Amazon is trying to incentivize brands to invest in marketing on platforms like Facebook and Google but link to Amazon instead of their e-commerce website.
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Walmart marketplace has doubled in size in twelve months to reach 100,000 third-party sellers. It has doubled for the second year in a row.
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A year ago, Shopify launched a consumer shopping app called Shop. Many called it a step towards a marketplace. However, despite being downloaded tens of millions of times, Shopify didn't implement any marketplace features.
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