global omnichannel commerce trends 2018 · charts. global omnichannel commerce trends 2018...

GLOBAL OMNICHANNEL COMMERCE TRENDS 2018PUBLICATION DATE: DECEMBER 2018

PAGE 2 GENERAL INFORMATION I PAGE 3 KEY FINDINGS I PAGE 4-7 TABLE OF CONTENTS I PAGE 8 REPORT-SPECIFIC SAMPLE

CHARTS I PAGE 9 METHODOLOGY I PAGE 10 RELATED REPORTS I PAGE 11 CLIENTS I PAGE 12-13 FREQUENTLY ASKED QUESTIONS

PAGE 14 ORDER FORM I PAGE 15 TERMS AND CONDITIONS

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Global Omnichannel Commerce Trends 2018

Report

B2C E-Commerce

Asia-Pacific, Europe, North America, Latin America, Middle East &

Africa

China, Japan, South Korea, Australia, India, Philippines, UK, Germany,

France, Italy, Spain, Sweden, Poland, USA, Canada, Brazil, Mexico,

UAE, Saudi Arabia, South Africa

English

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QUESTIONS

ANSWERED

IN THIS REPORT

What are the main trends in global omnichannel commerce in 2018?

Which countries and regions worldwide are leading in omnichannel retail development?

What are the penetration rates of webrooming and showrooming in different countries?

How willing are consumers to try seamless shopping experiences?

How popular is click & collect in various markets and worldwide?

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

GLOBAL OMNICHANNEL COMMERCE TRENDS 2018

DIGITAL AND OFFLINE RETAIL CHANNELS CONVERGE

As online and mobile sales continue to grow rapidly, grasping a larger share of the

global retail market, both consumers’ behavior and retailers’ offerings have evolved and

adjusted to the new digitalized shopping reality. As the boundaries between different sales

channels blur, the retail landscape takes the form of omnichannel commerce. The USA, the

UK and Australia are the leaders of the omnichannel trend, although emerging markets, led

by China, are catching up quickly and are projected to see their share of digitally influenced

retail sales expand by more than 10 percentage points through 2022, according to a

projection cited in the yStats.com report.

One of the most common omnichannel practices in retail is webrooming: two-thirds

of global shoppers research products online before purchasing them in a brick-and-mortar

store, according to a recent survey cited by yStats.com. In addition, more than one in two

connected consumers use their smartphones while shopping in-store, to compare prices or

look up product information and reviews. As a result of these developments, close to one-

half of offline retail sales in Europe and a nearly equal amount in the USA is projected to be

influenced by digital touchpoints by 2022.

At the same time, E-Commerce practices are also becoming more integrated with the

brick-and-mortar. Click & Collect options allowing shoppers to purchase online and pick up

items from a store branch have gained popularity in multiple countries, among them the

UK. In emerging markets such as China, Poland and the Philippines, consumers also often

engage in what is known as “Showrooming,” i.e. researching or experiencing a product in-

store before buying it online. Furthermore, new technologies such as AI, IoT, machine

learning and mobile payments have enabled the emergence of the “just walk out” stores,

such as Amazon Go, where consumers can enjoy a frictionless checkout experience. The

idea is especially appealing to millennials, among which more than three-quarters are

willing to try the service, according to latest data available in the yStats.com report.


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Global E-Commerce Intelligence we report, you grow

TABLE OF CONTENTS (1 OF 4)

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MANAGEMENT SUMMARY

GLOBAL DEVELOPMENTS▪ Omnichannel Retail Trends, October 2018▪ Total Retail Sales, in USD trillion, and Breakdown by M-Commerce, E-Commerce and Other Retail, in %, 2016-2021f▪ Shopping Channels Used at Least Weekly, by In-Store, PC, Tablet and Mobile, in % of Global Online Shoppers, 2013 & 2018e▪ Share of Internet Users Making Purchases via Smartphone At Home/Travelling/During Free Time and Using SmartphoneIn-Store, in %, December 2017▪ Purposes of Smartphone Usage In-Store, in % of Online Shoppers, by Asia and the USA, 2017▪ Share of Connected Multi-Channel Shoppers Who Purchase Products Online After Seeing them In-Store and Who BrowseProducts Online and Purchase Them In-Store, by On Occasion and Regularly, 2017▪ Share of Online Shoppers Who Have Used Click & Collect, in %, June 2018▪ Top 3 Reasons for Using Click & Collect, in % of Online Shoppers Who Have Used Click & Collect, June 2018▪ Share of Online Shoppers Who Have Used Buy Online Return In-Store Service, in %, June 2018▪ Share of Internet Users Who Would Prefer an “Amazon Go” Store Experience if Offered by Other Retailers, by Age Group, in%, April 2018▪ Omnichannel Retail Index by Product Category, 2015 & 2017▪ Top 10 Countries by Omnichannel Retail Development Index, on the Scale 1-100, 2017▪ Omnichannel Shopper Penetration, in % of Connected Multi-Channel Shoppers, by Brazil, Germany, Japan, France, the UKand the USA, 2017▪ Digitally Influenced Retail Sales Share Compared to E-Commerce Share, in % of Total Retail Sales, by Selected Advanced andEmerging Markets, 2017▪ Digitally Influenced Retail Sales Share Compared to E-Commerce Share, in % of Total Retail Sales, 2012, 2017 & 2022f▪ Digitally Influenced Retail Sales in Major Emerging Markets Compared to Total Retail Sales and E-Commerce Sales, in USDtrillion, 2012, 2017 & 2022f

ASIA-PACIFIC3.1. REGIONAL

▪ Breakdown of Research and Purchase Channels Used, by Product Category, in % of Middle Class Urban Consumers in

Southeast Asia, Q2 2017

3.2. CHINA

▪ “New Retail” Market Size, in CNY billion, 2017 & 2022f▪ Top 10 Market Players in “New Retail”, 2018▪ O2O Approaches Used in Shopping, in % of Urban Middle-Class Internet Users, January 2017▪ Share of Purchases Involving At Least One Digital Touch Point, in %, 2016 & 2021f

3.3. JAPAN

▪ Omnichannel Commerce Sales, in JPY trillion, and Year-on-Year Change, in %, 2015-2023f

3.4. SOUTH KOREA

▪ Channels Used to Research and Purchase Products and Services, in % of Online Shoppers, January 2018

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ASIA-PACIFIC (CONT.)

3.5. AUSTRALIA

▪ Penetration of Webrooming and Showrooming Practices, in % of Online Shoppers, February 2017▪ Share of Internet Users Who Favor Retailers Offering Seamless Channel Integration, in %, February 2018▪ Breakdown of State of Innovation in Retail, by Retailer Type, incl. Brick and Mortar, Pure Play Online and Multichannel, in %,2017

3.6. INDIA

▪ Breakdown of Number and Value of Purchases by Urban Consumers by Channel, incl. “Pure Online”, “Pure Offline” and“Mixed”, in %, 2017▪ Breakdown of Purchase Transactions in Selected Product Categories, by Purely Online, Purely Offline and Mixed, in %, 2017

3.7. PHILIPPINES

▪ Share of Online Shoppers Practicing “Showrooming” Before Making an Online Purchase, in %, Compared to the Global Aver-age, December 2017

EUROPE 4.1. REGIONAL

▪ Digitally Influenced Offline Retail Sales in EU7, in EUR billion, 2017 & 2022f▪ Digitally Influenced Offline Retail Sales Share in EU7, in % of Offline Retail Sales, 2022f▪ Top 3 Product Categories in Webrooming and Showrooming, by Denmark, Finland, Norway and Sweden, in % of Online Shoppers, January 2018▪ Factors Expected to Have the Greatest Impact on the Retail Industry in the Next 2-3 Years, in % of Multichannel Retailers, January 2017

4.2. UK

▪ Click & Collect Sales, in GBP billion, 2017 & 2022f▪ Click & Collect Share of B2C E-Commerce Sales, in %, 2017 & 2022f▪ Omnichannel Behavior Penetration, by Showrooming and Webrooming, in % of Consumers, 2017▪ Breakdown of Satisfaction of Consumers with Receiving a Consistent Omnichannel Purchasing Experience, in % of Consu-mers, August 2017

4.3. GERMANY

▪ Share of Purchases Preceded by Online Research via Smartphone, in %, by Online and Offline Purchases, 2017▪ Breakdown of Retail Purchases by Mono-Channel and Multi-Channel Purchases, by Online Purchases, Offline Purchases andTotal Purchases, 2017▪ Most Important Payment Trends for the Next 3 Years According to Online Merchants, in % of Online Merchants, 2017

4.4. FRANCE

▪ Delivery Methods Used in E-Commerce, in % of Online Shoppers, 2017

4.5. ITALY

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

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EUROPE (CONT.)4.6. SPAIN

▪ Breakdown of Online Shoppers by Research and Purchase Channels, in %, July 2018

4.7. SWEDEN

▪ Overview of Omnichannel Shoppers, incl. Share of Consumers Who Did Webrooming and Showrooming, in %, Average Spen-ding by Consumers Who Crossed Multiple Channels, and Average Spending by Consumers Who Used a Single Channel, in SEK,Q4 2017

4.8. POLAND

▪ Breakdown of O2O Approaches Used in the Last Purchase, in % of Online Shoppers and Mobile Shoppers, April 2018

NORTH AMERICA 5.1. REGIONAL

▪ Retailers’ Expectations of Sales Breakdown by Channel, in %, by Last 12-18 Months and Next 12-18 Months, November 2017▪ Breakdown of Percentage Share of Multichannel Shoppers, and Percentage Difference of Multichannel Shoppers’ SpendingCompared to Store-Only Shoppers, in % Retailers, November 2017

5.2. USA

▪ Digitally Influenced Sales Share, in % of Total Retail Sales, 2017 & 2022f▪ Digitally Influenced Sales Share, in % of Offline Retail Sales, 2014 - 2022f▪ Top Consumer-Facing Initiatives and Priorities for 2018, in % of Retailers, Q4 2017▪ Breakdown of Customers of Omnichannel Retailers by Omnichannel, Online Only and Offline Only, in %, and Breakdown ofSales of Omnichannel Retailers by Type of Customer, in %, Q1 2018▪ Breakdown of Search and Purchase Channels Used, in % of Consumers, January 2018▪ Breakdown of Channels Preferred for Doing Most of Shopping for Non-Grocery Items, by Mobile, Online and In-Store, in % ofConsumers, by Age Group, March 2017▪ Awareness and Usage of Emerging Technologies in Shopping, in % of Consumers, July 2017▪ Share of Consumers Who Said They Would Enjoy Amazon Go More than Traditional Grocery Shopping, in %, February 2018

5.3. CANADA

▪ Breakdown of Frequency of Showrooming and Webrooming, in % of Online Shoppers, March 2018

LATIN AMERICA 6.1. BRAZIL

▪ Breakdown of Frequency of Webrooming and Showrooming, in % of Online Shoppers, 2017▪ Breakdown of E-Commerce Orders by Delivery Method, incl. In-Store Collect, in %, June 2018

6.2. MEXICO

▪ Omnichannel Shopping Behavior, in % of Internet Users, July 2018

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MIDDLE EAST & AFRICA7.1. UAE

▪ Omnichannel Features Supported by Multichannel Retailers, in %, August 2018

7.2. SAUDI ARABIA

▪ Channels Used to Purchase Selected Product Categories, by Online, Offline and Both, in % of Respondents, May 2017▪ Channels Used to Purchase Selected Categories of Services, by Online, Offline and Both, in % of Respondents, May 2017

7.3. SOUTH AFRICA

▪ Webrooming and Showrooming Penetration, in % of Internet Users, September 2018

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GLOBAL OMNICHANNEL COMMERCE TRENDS 2018REPORT-SPECIFIC SAMPLE CHARTS

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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 GLOBAL OMNICHANNEL COMMERCE TRENDS 2018

Report Coverage

This report covers the omnichannel trend in retail, in particular

focusing on its implications for B2C E-Commerce and general retail. It

takes into account the following definition of omnichannel: an approach

to retail that strives to provide the customer with the seamless shopping

experience across all retail channels, such as in-store, online and mobile.

All global regions are covered in this report, including Africa,

Asia-Pacific, Europe, Latin America, the Middle East and North America.

Report Structure

The global chapter opens the report, including an overview of

global developments, trends, and country comparisons related to

omnichannel commerce, such as omnichannel development index, digitally

influenced sales share, webrooming and showrooming penetration.

The rest of the report is divided by regions. The regions are

presented in the order of descending B2C E-Commerce sales. The countries

within the regional chapters are also presented in the order of descending

B2C E-Commerce sales. Where no comparable B2C E-Commerce sales data

was available, the related criteria, such as online shopper penetration,

Internet penetration and population size were considered.

The types of the information covered for various markets include

share or value of retail sales influenced by digital touchpoints, channels

used by shoppers to research and purchase products, webrooming and

showrooming penetration, usage of Click & Collect services, and other

omnichannel shopping behavior.

Due to varying data availability, not all types of information were

included for all the countries covered.


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METHODOLOGY

Global M-Commerce 2018

Europe M-Commerce 2018

Asia-Pacific M-Commerce 2018

Global B2C E-Commerce Market 2018

Online Retail in Emerging Markets 2018

North America B2C E-Commerce Market 2018

Latin America B2C E-Commerce Market 2018

Europe B2C E-Commerce Market 2018

Asia-Pacific B2C E-Commerce Market 2018

Southeast Asia B2C E-Commerce Market 2018

Middle East B2C E-Commerce Market 2018

Africa B2C E-Commerce Market 2018

Global Online Payment Methods: Full Year 2017

Global Alternative Online Payment Methods: Full Year 2017

North America Online Payment Methods: Full Year 2017

Latin America Online Payment Methods: Full Year 2017

Europe Online Payment Methods: Full Year 2017

Asia-Pacific Online Payment Methods: Full Year 2017

Middle East and Africa Online Payment Methods: Full Year 2017

Global Cross-Border E-Commerce 2018

Europe Cross-Border E-Commerce 2018

Asia-Pacific Cross-Border E-Commerce 2018

Global B2B E-Commerce Market 2018

Global B2B Payment Trends 2018

December 2018

November 2018

November 2018

July 2018

August 2018

November 2018

November 2018

September 2018

June 2018

May 2018

January 2018

March 2018

July 2018

July 2018

July 2018

July 2018

June 2018

June 2018

July 2018

September 2018

September 2018

September 2018

September 2018

October 2018

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