2018全球电子商务研究总结报告（英文版）-10mb

2018 Global Ecommerce Study Summary Report

Core Content Overview

This report provides insights into the US domestic and cross-border ecommerce landscape, focusing on consumer behavior, retailer strategies, and the impact of post-purchase experiences on customer loyalty and satisfaction. It includes data from consumer and retailer surveys across multiple countries and highlights key trends in shipping, delivery, returns, and customer acquisition.

Main Findings

US Domestic Ecommerce

• Peak Adoption: US consumers have reached peak ecommerce adoption, with increased frequency of online purchases.
• Brand Conscious vs. Brand Aghost Shopping:
  • Brand Conscious: 61% of online purchases are made with a known brand, and 46% with a known brand and product.
  • Brand Agnostic: 39% of online purchases are made without a specific brand in mind, with 23% knowing the product but not the brand.
• Purchase Behavior:
  • Brand-conscious shoppers tend to purchase from online retailers and brands.
  • Brand-agnostic shoppers are more likely to use marketplaces.
• Post-Purchase Experience:
  • Shipping and Delivery: 56% of US consumers feel let down during the holidays due to post-purchase issues. Free shipping is the top criteria for consumers when choosing where to shop.
  • Delivery Speed: 2-day free shipping is the prime option, while 3- and 4-day is acceptable. High-growth retailers are more likely to offer guaranteed delivery times.
  • Returns: Consumers prefer returns labels included in the box and postal returns are as popular as in-store returns. Fast refunds are expected, with most consumers willing to wait up to 4 days, except millennials.
  • Customer Retention: A single bad experience can lead to 36% of consumers shopping elsewhere, with 25% never returning. Millennials are more likely to share negative experiences.
• Customer Acquisition:
  • High-growth retailers are more likely to focus on high-value customers, offer subscription services, and expand fulfillment locations.
  • Subscription box services present a unique opportunity for brand discovery, especially among brand-agnostic shoppers.

Cross-Border Ecommerce

• Growing Despite Challenges:
  • Cross-border ecommerce is growing despite headwinds like currency fluctuations and logistics complexities.
  • Consumers are more FX-savvy, with fewer non-US shoppers buying from the US as the USD strengthens.
• Top Concerns:
  • Shipping Cost and Speed: Top reasons for cross-border cart abandonment.
  • Fraud Management: Fraud is now a top concern for retailers entering new markets, with cross-border orders being rejected at a higher rate due to suspected fraud.
• Country-Specific Insights:
  • Canada: Prefers DDP and DDU options and is sensitive to shipping costs.
  • Mexico: Lacks localized payment methods.
  • Germany: Concerned about fraudulent checkout processes.
  • Australia: Only concerned with shipping cost, not speed.
  • India: Rarely sees prices in local currency.
  • South Korea: Concerned with slow delivery.
• Marketplace Dominance:
  • Marketplaces dominate cross-border shopping, even more than domestic purchases in some regions.
  • Chinese cross-border .com shoppers look for unique products, but both groups prioritize apparel and accessories.
  • Chinese .com shoppers value unique products more than price or selection.

Key Strategies for Retailers

US Domestic

• Enhance Post-Purchase Experience: Focus on free and fast shipping, personalized packaging, and efficient returns.
• Customer-Centric Approach: Cater to high-value customers, offer guaranteed delivery times, and utilize subscription services.
• Logistics Optimization: Expand fulfillment locations and invest in quality logistics to build a post-purchase moat.

Cross-Border

• Diversify Carrier Networks: High-growth cross-border retailers use more carriers (83% vs. 52% of low-growth).
• Localize Payment Methods: Accept regional payment options to improve customer acquisition and reduce fraud.
• Outsource Fraud and Logistics: Use specialized services for fraud management and logistics to focus on unique selling propositions (USPs).
• Optimize Delivery Options: Offer multiple shipping options and DDP/DDU choices at checkout to meet diverse consumer preferences.

Summary of Retailer Focus Areas

Conclusion

The 2018 Global Ecommerce Study highlights the importance of post-purchase experiences in retaining customers and driving growth. Retailers must adapt to evolving consumer expectations by improving shipping, delivery, and returns processes, while also leveraging subscription services and localized strategies to stand out in a competitive market. Cross-border ecommerce presents both opportunities and challenges, requiring careful attention to logistics, fraud management, and regional preferences.