深度-SearchNode-2021年电子商务趋势报告（英文）-2021.6-46页_938kb

Ecommerce Trends 2021 Summary

Core Content

The Ecommerce Trends 2021 survey report provides insights into the impact of the COVID-19 pandemic on the eCommerce industry, highlighting both challenges and opportunities. The survey was conducted in October 2020, involving nearly 100 eCommerce decision-makers from Europe and North America, with full anonymity guaranteed. The report aims to offer a realistic view of current and future trends by presenting the raw opinions of participants, rather than forming biased conclusions.

Main Views

1. Impact of COVID-19 on Ecommerce

• Online Revenues:

  • 71% of respondents reported an increase in online revenue during the Spring 2020 lockdown.
  • 50% saw a growth of over 100% during the lockdown.
  • 86% continued to see growth in online revenue after the lockdown.
  • Only 4% reported a decrease in online revenue post-lockdown.

• Profit Margins:

  • 38% of companies saw an increase in online profit margins during the lockdown.
  • 40% reported no change in profit margins.
  • 15% experienced a decrease.
  • Post-lockdown, 40% saw an increase, 40% no change, and 14% a decrease.

• Workforce Adjustments:

  • 44% of companies relocated staff.
  • 31% hired more people.
  • 26% had to lay off employees.
  • 15% reduced salaries.
  • 5% increased salaries.
  • 21% kept the workforce unchanged.

• Physical Store Sales:

  • 43% of companies with physical stores reported a decrease in offline sales.
  • 16% kept sales similar.
  • 23% saw an increase in offline sales.

2. Strategic Shifts Due to the Pandemic

• Strategic Vision:
  • 45% of respondents focused on digital transformation.
  • 20% emphasized intensified actions.
  • 10% adjusted physical store operations.
  • 8% focused on supply chain changes.
  • 3% mentioned relocation, B2B partners, or B2C focus.
  • 3% said they did not change strategy.
  • 3% focused on short-term plans.
  • 3% had to completely revise strategy.

3. Preparation for Future Lockdowns

• Lockdown Preparedness:

  • 71% of companies are preparing for another lockdown.
  • 20% are not preparing.
  • 1% are still under lockdown.
  • 1% will follow government regulations.

• Preparation Actions:

  • Improved work-from-home policies.
  • Enhanced fulfillment and user experience.
  • Supply chain diversification.
  • Expansion of eCommerce presence.
  • Web infrastructure improvements.
  • Increased marketing budgets.
  • Hiring more people.

4. 2021 Financial Outlook

• 2020 Financial Success:

  • 63% considered 2020 financially successful.
  • 28% found eCommerce favorable but physical stores not.
  • 2% found physical stores favorable but eCommerce not.
  • 6% considered 2020 not financially successful.

• Profit vs. Revenue Importance:

  • 53% of respondents said both profit and revenue will be equally important in 2021.
  • 23% said profit is more important.
  • 23% said revenue is more important.

5. 2021 Budget Planning

• Budget Increase:

  • 78% of companies plan to increase their eCommerce budget in 2021.
  • 16% plan to keep it the same.
  • 2% plan to decrease it.

• Comparison with 2020:

  • In 2020, 69% planned to increase budget, 4% to decrease, and 27% to keep it the same.

6. Competitive Environment

• Market Competition:

  • 84% of respondents found the competition level extremely or very tough.
  • Average competition level was 4.2 out of 5 in 2021, similar to 4.3 in 2020.

• Perception of Major Competitors:

  • 13% identified Amazon, Alibaba, and eBay as main competitors.
  • 18-19% viewed them as neutral or not competitors.
  • 25% said they are not competitors at all.

Key Information

7. Ecommerce Strategy Trends for 2021

• Free Returns:

  • 59% plan to offer free returns.
  • 25% will not use this practice.
  • 12% are still evaluating.

• Financing Customers:

  • 45% plan to offer customer financing.
  • 28% will not.
  • 17% are still evaluating.

• Direct Selling in Social Media:

  • 42% plan to start or continue direct selling on social media.
  • 33% are still undecided.
  • 1 out of 5 will not use this method.

• Dynamic Pricing:

  • 36% are confident in using dynamic pricing.
  • 32% will not use it.
  • 27% are still considering.

• Progressive Web Apps (PWA):

  • 17% are already using or will use PWAs.
  • 30% will not use it.
  • 28% are still evaluating.

• Product Subscription Services:

  • 30% plan to introduce or continue.
  • 33% will not use.
  • 30% are still evaluating.

• Voice Commerce:

  • 42% will not use voice commerce.
  • 19% will continue or begin using it.
  • 24% are still undecided.

• Digital Wallets:

  • Digital wallets are seen as a way to enhance customer experience, reduce cart abandonment, and increase security.

• Other Trends:

  • AR/VR is expected to improve product visualization.
  • Cryptocurrencies are being considered for payment solutions.
  • Omnichannel strategies are being adopted to bridge online and offline experiences.
  • AI is being integrated to optimize operations and customer engagement.
  • Analytics & Data Insights are being used to make informed decisions.
  • Marketing Automation is being used to improve efficiency.
  • Fraud Prevention is a growing concern.
  • Payments & Checkout are being optimized.
  • Order Management is being enhanced.
  • Product Feeds and PIM (Product Information Management) are being improved.
  • Ecommerce Platform Trends include scalability, personalization, and integration with emerging technologies.

8. Ecommerce Site Search Trends

• Site Search Importance:

  • Personalization is a key focus.
  • Omnichannel integration is being emphasized.
  • User experience and efficiency are critical.

• Site Search Solutions:

  • AI-powered search and voice search are gaining traction.
  • Mobile-first approaches and real-time search are being implemented.

• Site Search Satisfaction:

  • High satisfaction with current site search solutions.
  • Continuous improvement is expected in 2021.

• Workforce Involvement:

  • Specialized roles in search optimization and data analysis are growing.

9. Ecommerce Personalization and Marketplace Trends

• Personalization:

  • High importance in improving customer engagement and conversion rates.

• Ecommerce Marketplace:

  • Growth in marketplace participation.
  • Focus on trust, transparency, and customer service.

10. Ecommerce Sustainability Trends

• Sustainability is becoming a key factor in consumer decision-making.
• Green initiatives, ethical sourcing, and eco-friendly packaging are being prioritized.

11. Ecommerce Marketing Trends

• Social media marketing is being leveraged more.
• Content marketing and influencer partnerships are gaining popularity.
• Email marketing and targeted ads are still effective.

Final Word

The report concludes that the eCommerce industry is resilient and adaptable. Despite the challenges posed by the pandemic, the sector has continued to grow and evolve. The focus on digital transformation, customer experience, and sustainability is expected to shape the future of eCommerce in 2021 and beyond. Companies are investing in new technologies, expanding their strategies, and prioritizing both profit and revenue. The report encourages a forward-thinking approach to ensure long-term success in the ever-changing eCommerce landscape.