2024年全球电商平台市场年度回顾报告

Everyyear,forsevenyears,IputeverythingIthought,talked,andwroteaboutintoa report. Thereisanendlessstreamof news,yetsolittlethatasks,"Sowhat?"Thisisanattempttotiethetrendsintoa narrative that answersthat. Likealways,thereisso muchmoretoe-commercethanthisreportfocusesonThesearethetopicsMarketplacePulseresearchedthisyear. If youknow,you know Chinadominatedtheconversation Chineseretail apps,Super Bowl ads,thefakeSNL ad,advertising billions,TikTokban,deminimusthresholds,customstariffs,sanctions,andelections. Sheinand TemumadeuspayattentionBut we've beenbuying more goodsmade in ChinaandsolddirectlybyChinesecompaniesforyears. Theymade us angrybecause of thedeminimisthreshold,whichallowsthemtoshipgoodsto shopperswithout payingdutiesand/ortaxes.Aslongastheorderisbelow$8oointheU.s. LongbeforeSheinandTemu,AmazonmarketplacehasbeenthebiggestonlinechannelforChinesesellerstoselltotheWest.Anopensecretthecompanyonlyadmittedin2024. "Because China-basedsellersaccountforsignificantportionsofourthird-partysellerservicesand advertisingrevenues,andChina-basedsuppliersprovidesignificantportions ofour components andfinished goods[...J' Amazondisclosedthe"sianificant"relianceon Chinesesellersonlyonceitreachednearly50% Walmart marketplaceis adding Chinese sellers,too.Theynowrepresent30%ofactivesellers,upfrom20%ayearago. "MadeinChina"beganinthe8OsAmazonwasthenextevolution.The new Chineseretail apps are thethird. Threecharts that alignalmost perfectly Made inChina Promoted byChina China is no longertheworld'sfactoryTheworldisChina'smarketplace "PromotedbyChina"meanspayinglessandwaitinglonger.Whileoftenusedinthesamesentence,SheinandTemuaredifferent. SHEN Mostlyaretailer,doestheirownsourcingThousands of new designs everydayHuge social following andnamerecognition.AreplacementforZaraorH&M. AfreshtakeonAliExpressAmarketplaceof500,000+sellersLittlefollowingAnincompletereplacementfordollarstoresand Amazonorotherretailers Temuisnow2ndmost-visitede-commercewebsiteintheworldItdidn'texist2yearsago. Asfastasthey'vegrown,theyaremorphingevenfaster. Both started with shipping 100% of orders on-demand from China. Now, Shein has established manufacturing capacity in Turkey andMexicoandhaswarehousesintheEU/U.S. AndTemunowshipsover5o%ofordersfromdomesticwarehouses(The Information)intheUS,thoughstill fromChinesesellers WhileAmazonisUsbrands,USsellers,andChinesesellersSheinand TemuhavepracticallyzeroUssellersorbrands But bothUsbrandsandsellersprobablydon'twantthem. InNovember,AmazondecidedtocopyTemu.NotShein,AmazonHaul isTemu. "Aftermonthsofiterations,inAugust,weproposedanewsupplychainmodelandshoppingexperiencethatlowerspricesbyreducingriskforsellersandencouragesshoppersto orderproductHauls,ratherthan individual items. Like Temu,Amazon Haul shipsfrom Chinabyintegratingthe supplychainat the source.FBAwasat the destination. AmazonHaul spikedduringBlackFridaybecauseofthe5o%-offpromotionandfeatureontheapp'shomepage. Amazonnowsells$1engagement rings and$45,000rings.OneisAmazonHaul,andtheotherisAmazonLuxuryStores.Itsellsveryfewofeither. Amazon HaulisadistractionforAmazon.It spentdecadesgettingshoppershookedonconvenience-fastdelivery,whichcontinuestogetfaster-alltoofferaknockoff Temu.Itwill notchallengethereal Temu. And,finally,TikTokShop.ItlaunchedintheU.S.inSeptember2023.Ithostedafew$1m+livestreams,butmostgoodssellafterusersseeinfluencespromotingthemin-feed.Somesold millionsof units. InitiallyTikTokShopallowedonlyUssellerswithinventoryintheUS.Later,TikTokrelaxedthoserequirements. Thereareno majorbrands withsignificant sales on TikTok.All topsellersfiguredoutauniguestrategyforit,wentviralearlywhentheplatformlaunched,orpouredalloftheirmarginsintoaffiliatepayments.IncludingsellersfromChina TikTokShopwantedtoreach$17.5billion intheU.S.(Bloomberg)Itgottolessthanhalfofthat. Andyet,despiteunderperformingitsowntargets,TikTokShopisthebiggestsocialcommerceplatformintheU.s "AtTikTokShop,we'veseenhowmicro-influencers,suchassmall-businessownersandhobbyists,canwieldsignificantsway overconsumerpurchasing decisions.Theircontent,perceivedasgenuineandtrustworthy,resonatesdeeplywithaudiences seekingrelatableandauthenticrecommendationsAndthisresultsina'seeit,likeit,buyit'effectwherethecustomercan immediatelytransactinthemoment. TikTok Shop has replaced the antiguated affiliate marketingmodel ("usemy discount code")with a native in-appexperience.That alonemakesTikTok Shopfascinating DespitetheloomingTikTokbanorforceddivestitureintheU.S.,manybrands,sellers,andagenciescontinuetoinvestinit Amazon,Temu,andTikTokShoparedifferentshoppingexperiences.Buttheunderlyinggoodsareoftenthesame DoesDirect-from-China survive? JeffBezos answered,"l can't imaginethat10yearsfrom now [our customers] are going to say,I loveAmazon, but if only they could deliver my productsalittlemoreslowly" Butwhataboutthenext1oyears?Becausedirect-from-Chinaretaildefinedthepast1Oyears Isthefourthstepof"Made-Sold-PromotedbyChina'acompletewipeoutofthefirstthree? "Made in Chin