1、Shopifys State of Commerce ReportJUNE 2019Over the last year,the retail industry has experienced tremendous disruption and with these changes,both merchants and their customers have found new opportunities.In its first State of Commerce Report,Shopify found that online storefronts represent over 80%
2、of sales and over 62 million buyers have bought from the same store twice.Shopify has continued its global growth with more than 820,000 merchants on the platform in over 175 countries,with new insights on whats driving commerce and buying behavior around the world.At Shopify,our ecosystem consists
3、of a variety of merchants,some selling services,selling goods or selling both.Shopify found that our merchants report selling a variety of goods:Physical goods dominate with over 80%,2%selling services only,13%are hybrid(goods+services),3%other.*Merchant country examined:Global*This data is based on
4、 Shopifys Merchant SurveyMethodology This report is based on:1.A subsection of global sales data on Shopify from April 2018 to April 2019.2.An online global survey of 3,832 Shopify merchants in March 2019.3.Quantitative and qualitative research on consumers in Canada and the United States in Decembe
5、r 2018,including interviews and an online survey of 2,653 consumers.Trend Trackers Hesitant to provide personal information,make the least amount of money,least likely to spend money,yet they are impulsive and they strongly prefer to buy in-store,even after doing their research online.Savvy Searcher
6、s Comfortable with using digital tools and prefer to research product options online and need a lot of information before making a purchase decision.They have high expectations in the quality of their purchases.Engaged Explorers Like to buy new things and shop to make themselves feel good.They will
7、prioritize a great deal on a familiar brand and rely heavily on reviews and share advice with their networks when making purchase decisions.Pragmatic Planners Do not particularly enjoy shopping as an experience and tend to stick to the brands they know and trust.They prefer to research their options
8、 online,yet prefer to buy in-store,likely on pre-planned one-stop-shop trips.North American Consumer Buying BehaviorShopifys State of Commerce Report 04Weve determined there are four different types of buyers in North America:Trend Trackers,Engaged Explorers,Savvy Searchers and Pragmatic Planners.Sh
9、opifys State of Commerce Report 05*This information is based on the North American Consumer Buyer SurveyNorth American Consumer Buying BehaviorTrend TrackersEngaged ExplorersSavvy SearchersPragmatic Planners%of Buyer Population28%13%28%31%Buying MotivationWanting itExperiencing itFinding itNeeding i
10、tAttitude To Marketing and PersonalizationIndifferent to marketing engagementWants to engage with marketingWants to discover for themselvesDoes not want to engage with marketingThe battle for brand loyaltyBrand loyalty is slowly taking the lead over individual purchases.While Trend Trackers are less
11、 likely to go to the same stores each time they shop,both Engaged Explorers and Pragmatic Planners demonstrate the highest brand loyalty.*Merchant country:Canada and the United StatesOver 50%of shops see a buyer purchase 2 or more times from their store.Over 62 million buyers have bought from the sa
12、me store twice-representing over 14%of buyers overall.Last year,on average,buyers purchased 3.8 times from the same store.*Merchant country examined:GlobalShopifys State of Commerce Report 0601The battle for brand loyaltyBrand loyalty is slowly taking the lead over individual purchases.01Shopifys St
13、ate of Commerce Report 07Shops in Japan are more likely than any other country to have repeat buyers.*Merchant country examined:Australia,Canada,China,France,Germany,Hong Kong,Ireland,Japan,New Zealand,Singapore,UK,United States73%of North American respondents agree that once they find a product or
14、brand they like,they stick with it.”02Novemberis the most popular shopping time worldwide.This is likely due to big retail events like Black Friday,Cyber Monday,Singles Day and pre-holiday shopping.February is predominantly the least active shopping month*Merchant country examined:United States,UK,C
15、anada,Australia,ChinaShopifys State of Commerce Report 08SeasonalShoppingIts no secret that retail holidays like Black Friday,Cyber Monday and Singles Day play a role in impacting the holiday shopping season.But what happens out-side of the holiday season?January comes in at the top of the list as t
16、he busiest sales month outside of November and December,likely due to carry-over sales and overstock.The biggest growth YoYwas in the 3rd week of January,possibly indicating that more people are shopping on Martin Luther King Day weekend than last year.*Merchant country examined:Global02While Januar
17、y is the month with the largest YoY growth outside of the holiday season,the 4th overall biggest YoY growth by week is Valentines Day week.Despite industry belief that all holiday sales are declining,our data is showing the oppositeYoY sales growth peaks around holidays.Shopifys State of Commerce Re
18、port 9SeasonalShoppingIts no secret that retail holidays like Black Friday,Cyber Monday and Singles Day play a role in impacting the holiday shopping season.But what happens out-side of the holiday season?January comes in at the top of the list as the busiest sales month outside of November and Dece
19、mber,likely due to carry-over sales and overstock.Januaryis the shopping month with the largest year over year growth outside of the holiday season.*Merchant country examined:GlobalThis also aligns with the biggest YoY growth for store launches.Merchants may be launching stores in January as a New Y
20、ears resolution or have carry-over sales and overstock.Online Purchasing HabitsMore people are buying online than ever before.Complementing this,buyers are also more likely to buy from the same store when they make an online purchase.03The number of buyers buying from Shopify merchants continues to
21、grow.2018218 millionShopifys State of Commerce Report 10Consumers in the US buy nearly twice as much(6 items)as any other country(2-3 items).*Merchant country examined:United States,UK,Australia,Canada,Germany,France,New Zealand,Singapore,Ireland,Japan2017163 millionThe number of buyers buying from
22、Shopify in 2018 is 25 times the population of New York City.*Merchant country examined:GlobalOnline Purchasing HabitsMore people are buying online than ever before.Complementing this,buyers are also more likely to buy from the same store when they make an online purchase.03Shopifys State of Commerce
23、 Report 11Consumers in Germany make the fastest shopping choices online.Germany17.68 minFrance18.97 minUS23.47 minJapan27.60 minCanada26.90 minSingapore28.23 min UK19.32 min vs*Merchant country:Germany,France,United Kingdom,Ireland,United States,Australia,New Zealand,Canada,Japan,SingaporeOnline Pur
24、chasing HabitsMore people are buying online than ever before.Complementing this,buyers are also more likely to buy from the same store when they make an online purchase.03Japan$141.72 USDSignapore$91.09 USDUnited States$81.26 USDIreland$73.26 USD United Kingdom$67.13 USD Canada$100.66 USD Australia$
25、85.42 USD New Zealand$76.26 USD Germany$72.43 USD France$65.04 USDShopifys State of Commerce Report 12*Merchant country:Germany,France,United Kingdom,Ireland,United States,Australia,New Zealand,Canada,Japan,SingaporeConsumers in Japan spend the most on average per transaction.$Shop Around The ClockW
26、hether a night owl or a mid-day shopper,its apparent that across geographies and no matter what the peak browsing/transaction hour is,consumers shop to unwind.04Shopifys State of Commerce Report 13Peak Transaction Time Canada:5PM ESTUnited States:5PM ESTPeak Browsing Time Canada:8PM EST United State
27、s:12AM EST CanadaUSAShop Around The ClockWhether a night owl or a mid-day shopper,its apparent that across geographies and no matter what the peak browsing/transaction hour is,consumers shop to unwind.04Shopifys State of Commerce Report 14Buyers in North America shop at 5PM EST.These shopping trends
28、 could be reflective of a 9-5 culture,with North Americans using their time right after work to unwind and shop.Or potentially killing time just before work ends to shop.USs peak browsing time is midnight,while Canadas is 8PM.36%Across all buyer segments,36%of North American respondents agree that“t
29、hey often buy things to cheer themselves up.”Mobile,Desktop or Tablet?Geography has an impact on which medium buyers prefer to make a purchase from.This could be due to the availability of features and certain tech-nologies in those locations and cultural preferences.05Shopifys State of Commerce Rep
30、ort 15US,Canada,Australia,China,UK use all three mediums for purchasing.Vietnam,New Zealand,Netherlands,Singapore,Morocco,Ireland,Malaysia,Denmark purchase more on tablet than mobile.India purchases more on desktop and tablet than mobile.Mobile,Desktop or Tablet?Geography has an impact on which medi
31、um buyers prefer to make a purchase from.This could be due to the availability of features and certain tech-nologies in those locations and cultural preferences.05Shopifys State of Commerce Report 16Denmark purchases more on tablet and the least on mobile.Brazil purchases more on mobile than desktop
32、.Mexico purchases more on desktop than any other medium.United Arab Emirates purchases more on tablet than any other medium.06Making the saleWhile social media plays a big role in discovery,brands on Shopify make more revenue through their online and physical stores.Merchants also make more revenue
33、from their owned channels,when they own the direct relationship with the buyer compared to other avenues such as marketplaces.*Merchant country examined:GlobalShopifys State of Commerce Report 17Marketing Gap For Business OwnersSecond largest sales channelis point-of-sale(POS).Online Storefrontsrepr
34、esent over 80%of sales.Marketing continues to be the biggest challenge businesses faceOver 30%of merchants state that marketing is one of their biggest challenges,followed by building a brand at 22%.*According to our merchant survey,social media plays a big role in discovery,but online storefronts a
35、re twice as likely to be the main source of revenue.*Merchant country examined:Global *This data is based on Shopifys Merchant SurveyAverage online order$75 vs.$62 for in-person spending.*Merchant country examined:GlobalShopifys State of Commerce Report 18$75$62OnlineIn-PersonMarketing Gap For Busin
36、ess Owners06Retail RebornIn-person selling is an important and ever evolving part of the direct to consumer retail strategy for business owners.An omni-channel approach is key for merchants,as many buyers do product research online before walking in the shop.07Shopifys State of Commerce Report 19100
37、,000+retailers Were seeing more in-store selling with 100,000+retailers using Shopify POS software to sell in-person in 2018.*Merchant country:Global*Merchant country examined:Canada and the United States14%increase From 2018 to 2019,merchants using Shopify POS increased by 14%.*Merchant country:Glo
38、balSignificantly more North American buyers prefer researching online than in-store,but significantly more buyers prefer buying in-store than online.Products By CountryShopifys State of Commerce Report 20*Merchant country examined:GlobalDance Dresses/Skirts and CostumesThis is a top-selling product
39、in Germany(5).For most other countries,this product doesnt even rank in the top 50.Fun Fact:Oktoberfest in Germany is a large costume holiday!Shirts and TopsOne of the highest-ranking products sold across almost all countries,usually holding the first,second or third spot.ProductsBy CountryTea and I
40、nfusionand Knives These products rank higher in Japan(4)than most other countries.Nail Polish and Facial CleansersThese are high selling products in Singapore(5)(6).VitaminsA fairly high-selling product sold across all countries.Fun Fact:This is the top selling product in New Zealand.BraceletsAre a
41、top-selling product in Germany(4),France(5),US(8),Canada(9).Fun Fact:Highest-ranked jewelry item overall.BooksBooks are a high-selling product across all countries.Mobile Phone CasesA popular product purchase everywhere.While shirts&tops rank high across all countries,mobile phone cases are also a universally highly sold product.ShoesAre a popular product purchase across most countries.Fun Fact:While shoes are a popular product everywhere,this product under indexes in Germany&Japan.Perfume&Cologne and LingerieThese are a top-selling products in France(4)(6).扫码关注：金融干货精选获取更多干货资料