2024年第三方商业状况报告：通过多渠道销售释放收入增长

Table of Contents 01Executive Summary 02Key Findings 03Retailers and brands agree:Third-party (3P) commerce is crucial to growth 073P sales channel revenue accounts formore than half of retailers’ and brands’ total revenue 09Technology integral to successfully managing3P commerce strategy 12Emerging trends: AI, cross-border commerce, socialcommerce, retail media and supply chain challenges 15Conclusion Executive Summary E-commerce has entered a new era of disruption. Strategies that worked in the past can no longer keepup with consumer expectations. Today’s consumer demands options – and retailers and brands mustmeet them where they’re shopping online by adopting a multichannel selling strategy. Third-party (3P)commerce is a paradigm shift in online retail that can lead to substantial revenue growth. In this report,global retailer and brand executives identify why selling through multiple marketplaces is essential to theirbusiness success. What is 3P commerce? 3P commerce is different for retailers compared withbrands. For retailers, 3P commerce helps them accessunowned inventory. This is a business model where brandssell products directly to consumers through a retailer’sstorefront, typically through a dropship or marketplaceapproach. This model shifts inventory risk away fromretailers, who instead act as facilitators between brandsand consumers. For brands, 3P commerce helps themextend their owned inventory to unowned channels.This allows brands to reach more consumers through amultichannel selling strategy. Key Findings 3P sales channels revenue accountsfor more than half of total revenue Retailers and brands agree:3P commerce is crucial to growth 70% of global executives say that up to half oftheir total revenue comes through 3P selling.Nearly one-third (29%) say it’s more than 50% oftheir total revenue. Nearly every global retailer and brandexecutive surveyed (95%) say that sales fromtheir companies’ 3P commerce channels areimportant. 51% say sales from 3P channels arevery important to their overall revenue, with 23%noting it is critical. Three out of five executives say they planto increase the use of 3P commerce overthe next 12 months. Artificial intelligence (AI), cross-border commerce, social commerce,retail media, and supply chain issuesare top of mind •AIis allowing businesses to be more efficientby automating otherwise tedious and labor-intensive tasks. 71% of global executives sayAI is very important to their business’ ability tosuccessfully manage e-commerce operations. •82% of executives heavily rely onsocialcommerce, with many fully embracing itspotential and others integrating it as part oftheir 3P commerce strategy. •Retailers and brands are usingretail mediaadvertisingto target consumers online.85% say they are very or completelyconfident that retail media is an effectivedigital marketing channel. Multi-platform dilemma: While 3Pcommerce boosts sales, managingan average of four platforms iscumbersome and erodes profits •56% of global executives “strongly agree”they would never be able to sellcross-borderwithout third-party opportunities. A resounding 97% of retailers and brandsagree that a single, unified commerce solutionwould revolutionize their operations. Otherwise,it is difficult to compare ROI across platformsand maintain consistency with product listingsmanually. •Supply chainproblems persist: 96% ofexecutives say they will never be able tomeet growth expectations without gettinga handle on supply chain challenges. Retailers and brands agree:Third-party (3P) commerce is crucial to growth Nearly every global executive at companies involved in 3P commerce (99% globally) says that lower marginshave made it necessary for them to change their e-commerce selling strategy. From that group, 41% of globalexecutives strongly agree that tighter margins are driving change while 58% somewhat agree. Global executives agree lowermargins have made it necessary tochange sales models for e-commerce. Retailers andbrands accelerateadoption of 3Pcommerce strongly agreeof businesseshave used a3P model for< 1 year Why are more retailers and brands adding 3P commerce to their e-commerce strategy? More consumers areshopping online than ever before. When asked what the primary motivations are for using a 3P commercebusiness model, global retailers and brands say: Nearly everyone (95%) polled says sales from 3P channels areimportant to their business’ ability to achieve profitable growth. 3P commerce will continue to be in demand With 3P commerce a decidedly important piece to retailers’ and brands’ overall multichannel selling strategy,executives also share whether they plan to increase or decrease use of 3P selling over the next 12 months. Three out of five global executivessay they plan to increase use of 3Pcommerce over the next year. The rate at which they plan to expand varies,with 45% saying they plan to increase some 3Puse, 38% plan to remain steady and 14% intendt