2024年全球电商市场回顾报告

Everyyear,forsevenyears,Iputeverything Ithought,talked,andwroteaboutintoareport. Thereisanendlessstreamofnews,yet so littlethat asks,"Sowhat?"Thisisanattempt totie the trends intoa narrative that answers that. Likealways,thereissomuchmoretoe-commercethanthisreportfocuseson.ThesearethetopicsMarketplacePulseresearchedthisyear. -JuozasKaziukenas,December2024 If you know,you know. Chinadominatedtheconversation Chineseretailapps,SuperBowlads,thefakeSNLad,advertisingbillions,TikTokban,deminimusthresholds,customstariffs,sanctions,andelections Sheinand Temu madeuspayattentionBut we've beenbuying more goodsmadein ChinaandsolddirectlybyChinesecompaniesforyears They made us angry because of thede minimis threshold, whichallowsthemtoshipgoodsto shopperswithoutpayingdutiesand/ortaxes.Aslongastheorderisbelow$8oo inthe U.s LongbeforeSheinandTemu,AmazonmarketplacehasbeenthebiggestonlinechannelforChinesesellerstoselltotheWest.Anopensecretthecompanyonlyadmittedin2024. "Because China-basedsellersaccountforsignificantportionsof ourthird-partyseller servicesand advertisingrevenues,andChina-based suppliersprovidesignificantportions of our components and finishedgoods[...J' Annual Form10-KfilingwiththeSECfiledFebruary2024 Amazondisclosedthe"significant"relianceonChinesesellersonlyonceitreachednearly50% Walmart marketplaceis adding Chinese sellers,too.Theynowrepresent30%ofactive sellers,upfrom20%ayearago "MadeinChina"beganinthe8Os;Amazonwasthenextevolution.The new Chinese retail apps are the third. Threechartsthatalignalmostperfectly MadeinChina Promoted byChina China is no longerthe world's factoryThe worldis China'smarketplace. "PromotedbyChina"meanspayinglessandwaiting longer.Whileoften used inthe same sentence,Shein andTemuare different SHEN Fasterthanfast-fashionMostlyaretailer,doestheirownsourcingThousandsofnewdesignseverydayHugesocial followingandnamerecognition.A replacement for Zara or H&M. GeneralmerchandiseAfreshtakeonAliExpressAmarketplaceof500,000+sellers.Littlefollowing.AnincompletereplacementfordollarstoresandAmazonorotherretailers. Temuisnow2ndmost-visitede-commercewebsiteintheworldItdidn't exist2yearsago. Asfastasthey'vegrown,theyaremorphingevenfaster. Both started withshipping 100% of orders on-demand from China. Now,Shein hasestablished manufacturingcapacityin TurkeyandMexico and has warehouses in the EU/U.S. AndTemunowshipsover5o%ofordersfromdomesticwarehouses(The Information)intheUS,thoughstill from Chinesesellers WhileAmazonisUsbrands,Ussellers,andChinesesellersSheinandTemuhavepracticallyzeroUssellersorbrands They are trying, though.They both want Us brands and sellers.But bothUsbrandsandsellersprobablydon'twantthem. InNovember,AmazondecidedtocopyTemu.NotShein,Amazon Haul isTemu. "Aftermonthsofiterations,inAugust,weproposedanewsupplychainmodelandshoppingexperiencethatlowerspricesbyreducing riskforsellersandencouragesshoppersto orderproductHauls,ratherthan individual items. FromanAmazonemployeepostonLinkedln Like Temu,AmazonHaul shipsfromChinabyintegratingthe supply chainat the source.FBAwasat thedestination. Amazon Haul spikedduring Black Fridaybecauseofthe5o%-offpromotionandfeatureontheapp'shomepage. Amazonnowsells$1engagementringsand$45,000rings.OneisAmazon Haul,andtheotherisAmazonLuxuryStores.Itsellsveryfewofeither. Amazon Haul isa distractionforAmazon.It spentdecadesgettingshoppershooked onconvenience-fastdelivery,whichcontinuestogetfasterall tooffera knockoff Temu.Itwill not challenge the real Temu. And,finally,TikTokShop.ItlaunchedintheU.S.inSeptember2023.Ithostedafew$1m+livestreams,butmostgoodssell afterusersseeinfluencespromotingthem in-feed.Somesold millionsof units InitiallyTikTokShopallowedonlyUssellerswithinventoryintheUS.Later,TikTokrelaxedthoserequirements. Therearenomajorbrandswithsignificantsaleson TikTok.All topsellers figured out a uniguestrategyfor it, went viral earlywhentheplatformlaunchedorpouredalloftheirmarginsintoaffiliatepayments.IncludingsellersfromChina TikTok Shopwantedtoreach$17.5billion intheU.S.(Bloomberg)Itgottolessthanhalfofthat. Andyet,despiteunderperformingitsowntargets,TikTokShopisthebiggestsocialcommerceplatformintheU.s "AtTikTokShop,we'veseenhowmicro-influencers,suchassmall-businessownersandhobbyists,canwieldsignificantswayoverconsumerpurchasingdecisions.Theircontentperceivedasgenuineandtrustworthy,resonatesdeeplywithaudiences seeking relatable andauthenticrecommendationsAnd thisresultsina'seeit,likeit,buyit'effectwherethecustomercan immediatelytransactinthemoment. Future Commerce quoting a source who works closely with TikTok Shop TikTok Shop has replaced the antiguated affiliate marketingmodel ("use mydiscount code")with anative in-appexperience.Thatalonemakes TikTok Shopfascinating DespitetheloomingTikTokbanorforced divestitureintheU..,manybrands,sellers,andagenciescontinuetoinvestinit. Amazon,Temu,andTikTokShoparedifferentshoppingexperiences.But theunderlyinggoodsareoftenthesame Does Direct-from-Chinasurvive? JeffBezos,