NORTH AMERICA B2C E-COMMERCE MARKET 2017 - … · NORTH AMERICA B2C E-COMMERCE MARKET 2017 ......

NORTH AMERICA B2C E-COMMERCE MARKET 2017 PUBLICATION DATE: DECEMBER 2017

PAGE 2 GENERAL INFORMATION I PAGE 3 KEY FINDINGS I PAGE 4-6 TABLE OF CONTENTS I PAGE 7 REPORT-SPECIFIC SAMPLE

CHARTS I PAGE 8 METHODOLOGY I PAGE 9 RELATED REPORTS I PAGE 10 CLIENTS I PAGE 11-12 FREQUENTLY ASKED QUESTIONS

PAGE 13 ORDER FORM I PAGE 14 TERMS AND CONDITIONS

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North America B2C E-Commerce Market 2017

Report

B2C E-Commerce

North America

Canada, USA

English

PDF & PowerPoint

88

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QUESTIONS

ANSWERED

IN THIS REPORT

What is the size and the growth projections for B2C E-Commerce sales in the USA and Canada?

Which important market trends affect the development of online retail in North America?

Who are leading market players in North American B2C E-Commerce?

Which product categories are purchased by U.S. and Canadian online shoppers the most?

What are the preferred payment and delivery options of North American online shoppers?

SECONDARY MARKET

RESEARCH

Our reports are exclusively based on secondary market research. Our researchers derive

information and data from a variety of reliable published sources and compile the data into

understandable and easy-to-use formats.

ADVANTAGES Maximum Objectivity

Reliable Sources

Up-To-Date Analysis

Boardroom-Ready PowerPoint Presentations

Guidance For Strategic Company Decisions

NORTH AMERICA B2C E-COMMERCE MARKET 2017

AS NORTH AMERICAN B2C E-COMMERCE CONTINUES TO ADVANCE,

RETAILERS TURN TO INNOVATION FOR GENERATING FUTURE GROWTH

B2C E-Commerce sales in North America are projected to maintain a compound annual

growth rate in the double-digits through 2021, according to market forecasts cited in this report

by yStats.com. Compared to other global regions, North America is projected to remain second

both in online retail market size and in E-Commerce’s share of total retail sales. The evolving

consumer behavior and new market trends, such as mobile commerce, web- and showrooming,

shopping via voice-enabled virtual assistants and chatbots, are expected to stimulate further

growth of B2C E-Commerce sales.

The USA accounts for the majority of North America’s online retail sales, being around 15

times larger than Canada in terms of B2C E-Commerce market size in 2017. Despite the

advancing maturity, E-Commerce revenues still outpace overall retail sales in the USA in year-on-

year growth rate, incentivizing traditional brick-and-mortar retailers to turn to digital channels for

sales expansion. Among them, Walmart targets a high double-digit increase in E-Commerce sales

for the next year following investments in marketplace and delivery offerings. With competition

increasing, established online market leaders also have to find new ways to attract digital

shoppers. For example, eBay launched a new search option where users can upload pictures

directly from their phone and search for similar items on the marketplace, while Amazon, the

leading competitor with a market share of around one-third, offers its Prime members the ability

to re-order items using voice command with virtual assistant Alexa. This service could help

Amazon’s market share grow still further, given that around one in two consumers who already

use voice-enabled assistance devices for shopping report fewer in-store purchases as a result,

according to a 2017 survey cited in yStats.com’s report.

Amazon is also leading the Canadian online retail market, which is less advanced

compared to the U.S. but is also growing at double-digit rates. Around one in two consumers in

Canada visit Amazon’s site at least on a monthly basis, and the conversion rate is significantly

higher than for Canadian retailers, according to survey results cited by yStats.com. Overall,

Canada’s B2C E-Commerce market is under the influence of imports from the USA, with more

than half of online shoppers making purchases cross-border. Nevertheless, E-Commerce sales of

Canadian retail incumbents are also rising, driven by increased investments into digital channels.

The shopping behavior of consumers in Canada also points to potential cross-channel synergies.

For example, around one-third of online shoppers frequently do their product research online

before making a purchase in-store, while a double-digit share at least occasionally browses

products in-store prior to buying them over the Internet.


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MANAGEMENT SUMMARY

REGIONAL

Breakdown of Global B2C E-Commerce Sales by Region, in %, incl. North America, 2016 & 2021f

Global B2C E-Commerce Sales, in USD billion, B2C E-Commerce Share of Total Retail Sales, in %, and CAGR, in %, by

Region, incl. North America, 2011, 2016 & 2021f

Online Travel Sales in North America, in USD billion, and Year-on-Year Change, in %, 2016-2021f

Retail E-Commerce Sales, in USD billion, Year-on-Year Change, in %, and Share of Total Retail Sales, in %, by Canada

and the USA, 2016 - 2020f

Share of Consumers Shopping Online At Least Monthly, in % of Consumers, by Canada and the USA, 2016

Average Annual Online Spending per Shopper, in CAD, by Canada and USA, 2016

Overview of Aggregate Website Draw and Sales Conversion Rates for Leading Canadian Retail Websites and Leading

U.S. Retail Websites, by Selected Product Categories, 2016

Breakdown of Online Shoppers, by Domestic Shoppers Only, Domestic and Cross-Border Shoppers, and Cross-

Border Shoppers Only, in %, by Canada and the USA, October 2016

USA

3.1. OVERVIEW

B2C E-Commerce Market Overview, November 2017

3.2. TRENDS

Smartphone Penetration, in % of Adults, by Age Group and Total, November 2016

Mobile Shopper Penetration, in % of Online Shoppers Who Use Smartphone, Q1 2016 & Q1 2017

M-Commerce Sales, in USD billion, and Share of Total Retail E-Commerce Sales, in %, 2017f & 2021f

Product Categories Purchased via Smartphone, in % of Mobile Shoppers, October 2016

Preference for Apps and Mobile Websites When Performing Shopping-Related Activities via Smartphone, in % of

Mobile Shoppers, October 2016

Breakdown of Channels Preferred for Doing Most of Shopping for Non-Grocery Items, by Mobile, Online and In-

Store, in % of Consumers, by Age Group, March 2017

Breakdown of Search and Purchase Channels Used, in % of Online Shoppers, Q1 2017

Awareness and Usage of Emerging Technologies in Shopping, in % of Consumers, July 2017

Top Uses of Voice-Activated Virtual Assistance Devices, in % of Users, by Gender, April 2017

Perceived Influence of Voice-Activated Virtual Assistance Devices on Shopping Behavior, in % of Users, by Gender,

April 2017

Breakdown of Likelihood of Purchasing Products/Services from Brands Using a Chatbot, in % of Millennial Internet

Users, December 2016

Breakdown of Attitude to Cross-Border Online Shopping, in % of Online Shoppers in the USA, and Breakdown of

Time of the Last Cross-Border Purchase, in % of Cross-Border Online Shoppers, 2016 Product Categories Purchased in Cross-Border Online Shopping, in % of Cross-Border Online Shoppers in the USA,

October 2016

Breakdown of the Latest Cross-Border Online Purchase by Country, in % of Cross-Border Online Shoppers in the

USA, October 2016

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TABLE OF CONTENTS (1 OF 3)

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USA (CONT.)

3.3. SALES & SHARES

Total Retail Sales and E-Commerce Sales, in USD million, E-Commerce Share of Total Retail Sales, in %, and Change

from Same Quarter a Year Ago, in %, Q1 2014 - Q2 2017

B2C E-Commerce Sales Forecasts, in USD billion, and CAGR, in %, by Six Comparative Estimates, 2016 – 2021f & 2027f

B2C E-Commerce Share of Total Retail Sales, in %, by Five Comparative Estimates, 2016 – 2022f & 2027f

3.4. INTERNET USERS & ONLINE SHOPPERS

Internet Penetration, in % of Individuals, 2011 - 2016

Online Shopper Penetration, in % of Internet Users, 2016

Online and Mobile Shopper Penetration, in % of Internet Users, by Age Group, by Online and Mobile, October 2016

3.5. PRODUCTS

Breakdown of Retail E-Commerce Sales by Product Category, in %, 2017f

Retail E-Commerce Sales Growth Rate by Product Category, in %, 2016 - 2021f

Breakdown of Preference for Buying Selected Product Categories by Online and In-Store, in % of Consumers, March

2017

B2C E-Commerce’s Share of Total Retail Sales by Selected Product Categories, in %, 2011, 2016 & 2021f

Breakdown of Channels Used to Purchase Selected Product Categories, in % of Consumers, July 2017

3.6. PAYMENT

Payment Methods Perceived as Safest for In-Store and Online Purchases, in % of Consumers, 2016

Digital and Mobile Payment Methods Used, in % of Online Shoppers, by Generation Y and Generation Z, March 2017

3.7. DELIVERY

Breakdown of E-Commerce Parcel Delivery Market by Players, in % and in USD billion, 2016e

Top Reasons for Shopping Cart Abandonment, in % of Online Shoppers, Q4 2016

Top Reasons To Buy From Marketplaces Instead of a Retailer, incl. Shipping, in % of Online Shoppers, Q1 2017

3.8. PLAYERS

B2C E-Commerce Players Overview, November 2017

Amazon’s Market Share, in % of B2C E-Commerce Sales and Total Retail Sales, 2016

Top 10 Publicly Traded Companies by Retail E-Commerce Market Share*, in %, 2016 & 2017f

Number of Unique Monthly Visitors of Retail Sites of Amazon, Kroger, Target and Walmart, in millions, and

Intersection of Visitors, in %, October 2017

Breakdown of Frequency of Shopping on Amazon, in %, and Share of Primary Household Shoppers Who Are Amazon

Prime Members by Age Group, in %, March 2017

Breakdown of the Likelihood of Trying Amazon Go, in % of Consumers, by Gender, Age Group and Total, December

2016

Top 10 Online Retailers Ranked by Global E-Commerce Sales, in USD billion, 2016

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CANADA

4.1. OVERVIEW

B2C E-Commerce Market Overview, November 2017

4.2. TRENDS

Devices Used to Access the Internet, in % of Internet users, 2016 & 2017

Devices Used to Make Purchases Online, in % of Online Shoppers, 2016 & 2017

Product Categories Purchased via Mobile Devices, in % of Mobile Shoppers, October 2016

Breakdown of Frequency of Showrooming and Webrooming, in % of Online Shoppers, March 2017

Cross-Border Online Shopper Penetration, in % of Online Shoppers in Canada, March 2016

Top 3 Regions/Countries Purchased From, in % of Cross-Border Online Shoppers in Canada, March 2016

4.3. SALES & SHARES

Monthly Retail E-Commerce Sales Compared to Total Retail Sales and Sales of E-Commerce and Mail Order Houses,

in CAD million, Jan - Dec 2016 & Jan - Aug 2017

B2C E-Commerce Share of Monthly Total Retail Sales, in %, Jan - Dec 2016 & Jan - Aug 2017

Retail E-Commerce Sales, in CAD billion, and Share of Total Retail Sales, in %, 2015-2020f

4.4. INTERNET USERS & ONLINE SHOPPERS

Internet Penetration, in % of Individuals, 2011 - 2016

Online Shopper Penetration, in % of Internet Users, March 2017

Breakdown of the Number of Online Purchases Made per Year, in % of Online Shoppers, March 2016

4.5. PRODUCTS

Product Categories Purchased Online, in % of Online Shoppers, 2016 & 2017

Product Categories Purchased Online, in % of Online Shoppers, and Average Basket Spending per Category, in CAD,

March 2016

4.6. PAYMENT

Top 3 Payment Methods Preferred in E-Commerce, in % of Respondents, March 2017

Share of Internet Users Who Store Personal Credit Card Information with a Mobile App or E-Commerce Site, in %, by

Age Group, April 2017

4.7. DELIVERY

Delivery Methods Used in E-Commerce, by Selected Product Categories, in % of Online Shoppers, 2016

Share of Online Shoppers Who Received Free Shipping on Their Last Purchase, in %, 2016

4.8. PLAYERS

B2C E-Commerce Players Overview, November 2017

Top 20 Retailers by E-Commerce Sales, in CAD million, 2016

Overview of Website Draw and Sales Conversion Rates for Amazon.ca and Aggregate for Canadian Incumbents, by

Selected Product Categories, 2016

Top 10 Retail Sites by Unique Visitors, in millions, February 2017



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REPORT-SPECIFIC SAMPLE CHARTS

GENERAL METHODOLOGY OF OUR MARKET REPORTS Secondary Market Research

The reports are compiled based on secondary market research.

Secondary research is information gathered from previously published

sources. Our reports are solely based on information and data acquired

from national and international statistical offices, industry and trade

associations, business reports, business and company databases,

journals, company registries, news portals and many other reliable

sources. By using various sources we ensure maximum objectivity for all

obtained data. As a result, companies gain a precise and unbiased

impression of the market situation.

Cross referencing of data is conducted in order to ensure

validity and reliability.

The source of information and its release date are provided on

every chart. It is possible that the information contained in one chart is

derived from several sources. If this is the case, all sources are mentioned

on the chart.

The reports include mainly data from the last 12 months prior

to the date of report publication. Exact publication dates are mentioned in

every chart.

Definitions

The reports take into account a broad definition of B2C E-

Commerce, which might include mobile commerce. As definitions may

vary among sources, exact definition used by the source (if available) is

included at the bottom of the chart.

Chart Types

Our reports include text charts, pie charts, bar charts, rankings,

line graphs and tables. Every chart contains an Action Title, which

summarizes the main idea/finding of the chart and a Subtitle, which

provides necessary information about the country, the topic, units or

measures of currency, and the applicable time period(s) to which the data

refers. With respect to rankings, it is possible that the summation of all

categories amounts to more than 100%. In this case, multiple answers were

possible, which is noted at the bottom of the chart.

Report Structure

Reports are comprised of the following elements, in the following

order: Cover page, preface, legal notice, methodology, definitions, table of

contents, management summary (summarizing main information

contained in each section of report) and report content (divided into

sections and chapters). When available, we also include forecasts in our

report content. These forecasts are not our own; they are published by

reliable sources. Within Global and Regional reports, we include all major

developed and emerging markets, ranked in order of importance by using

evaluative criteria such as sales figures.

Notes and Currency Values

If available, additional information about the data collection, for

example the time of survey and number of people surveyed, is provided in

the form of a note. In some cases, the note (also) contains additional

information needed to fully understand the contents of the respective data.

When providing information about amounts of money, local

currencies are most often used. When referencing currency values in the

Action Title, the EUR values are also provided in brackets. The conversions

are always made using the average currency exchange rate for the

respective time period. Should the currency figure be in the future, the

average exchange rate of the past 12 months is used.

METHODOLOGY OF OUR NORTH AMERICA B2C E-COMMERCE MARKET 2017

Report Coverage

This report covers the B2C E-Commerce market in North

America, including the USA and Canada. A broad definition of retail E-

Commerce used by some original sources cited in this report might

include both B2C and C2C E-Commerce.

The report contains relevant information about international

comparisons, market trends, E-Commerce sales and shares, Internet

users and shoppers, products, payment methods, delivery and players.

Report Structure

The report starts with an overview of the regional E-Commerce

market and international comparisons in terms of criteria relevant to B2C

E-Commerce, such as sales, E-Commerce’s share of retail, and online

shopper penetration. The rest of the report is divided into country

chapters, presented in the descending order of retail E-Commerce sales.

Data availability varied by country.

Each country description starts with an overview of the market,

highlighting the overall B2C E-Commerce development in the respective

countries.

Next, the “Trends” section includes an overview of market trends,

such as M-Commerce, omnichannel, and cross-border online shopping.

The section “Sales & Shares” covers the development of B2C E-

Commerce sales and E-Commerce’s share of total retail sales. This

information from several sources was provided for cross-referencing.

In the “Users & Shoppers” section, information about Internet

penetration and online shoppers is included.

Afterwards, the section “Products” shows the leading product

categories purchased online.

The next section, “Payment”, covers the payment methods most

used by online shoppers.

Furthermore, the “Delivery” section covers information related to

delivery in E-Commerce.

Finally, the “Players” section includes information about the

leading E-Commerce companies, including rankings of top online shopping

platforms by sales, market shares, website visits, and usage rates by online

shoppers, where available.


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USA B2C E-Commerce Sales Forecasts: 2017 to 2021

Top 5 Country B2C E-Commerce Sales Forecasts: 2017 to 2021

Innovation Trends in Global Retail and Payments 2017

Global Online Payment Methods: First Half 2017

North America Online Payment Methods: Full Year 2016

Global Mobile Payment Methods: First Half 2017

Global Mobile Wallets 2017: Competitors and Market Opportunities

Global M-Commerce 2017

Global Cross-Border B2C E-Commerce Market 2017

Global Digital Gaming Market 2017

Latin America B2C E-Commerce Market 2017

Europe B2C E-Commerce Market 2017

Western Europe B2C E-Commerce Market 2017

Asia-Pacific B2C E-Commerce Market 2017

Southeast Asia B2C E-Commerce Market 2017

November 2017

December 2017

October 2017

August 2017

March 2017

August 2017

January 2017

June 2016

February 2017

August 2017

October 2017

July 2017

July 2017

June 2017

May 2017

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UPCOMING RELATED REPORTS

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Global Online Payment Methods: Second Half 2017

North America Online Payment Methods: Full Year 2017

January 2018

February 2018

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