Consumers are increasingly researching purchases online. At the same time, they are reining in spending. After years of double-digit growth rates, US retail e-commerce sales (excluding travel) grew by only 4.6% in 2008. This year will be worse.
The E-Commerce in a Recession report analyzes the effects the economic downturn is having on online sales.
Pundits once thought the online world was inoculated against economic woes in the brick-and-mortar world. A few of them still do.
In fact, after years of unbroken growth, eMarketer forecasts that continued recessionary pressure will cause online sales to contract in 2009—by 0.4%.
But there is a silver lining to the dismal news, at least for nimble and well-funded online merchants.
The current economic upheaval is weakening many traditional retailers. Online retailers that can fill the void with superior customer service, rich product information and greater shopping conveniences have a chance to win new customers for life.
Key questions the “E-Commerce in a Recession” report answers:
- Is there a “new breed” of online shopper?
- How has the recession changed the way consumers shop online?
- Why has research become an important aspect of shopping?
- What are Internet retailers doing to cope with slower online spending?
- What opportunities have opened up for Web retailers?
- How are sites attracting new customers?
- And many others…
eMarketer Reports—On Target and Up to Date
The E-Commerce in a Recession report aggregates the latest data from marketing and communications researchers with eMarketer analysis to provide the information you need to make fast, whip-smart business decisions.
Consumers are increasingly researching purchases online. At the same time, they are reining in spending. After years of double-digit growth rates, US retail e-commerce sales (excluding travel) grew by only 4.6% in 2008. This year will be worse.
Executive Summary
US Retail E-Commerce Sales, 2004-2009 (billions and % change)
Key Questions
The eMarketer View
The Recession’s Impact on E-Commerce Sales
US Retail E-Commerce Sales, by Quarter, Q1 2008-Q4 2008 (billions and % change*)
US Retail Industry Sales, by Quarter, Q1-Q4 2008 (billions and % change*)
US Retail E-Commerce Sales, 2008-2013 (billions and % change)
US Retail E-Commerce Spending, by Household Income, Q4 2008 (% change* and % of total spending)
Recession Shoppers and Buyers Online
Changes* in Shopping Behavior due to the Economic Downturn According to US Internet Users**, August 2008 (% of respondents)
How have you seen consumer behavior change during the recession?
Importance of the Internet for Making Buying Decisions* According to US Internet Users, January 2009 (% of respondents)
Change* in Amount of Online Research Conducted Before Making a Purchase According to US Internet Users, December 2008 (% of respondents)
Products/Services that US Online Shoppers Would Research Significantly Before Buying, October 2008 (% of respondents)
Most Frequently Used Source of Product/Service Information for Making Purchase Decisions According to US Online Shoppers, October 2008 (% of respondents)
Online Resources that US Online Shoppers Consider Useful for Researching or Purchasing Products, by Spending Plans, November 2008 (% of respondents)
Types of Shopping Sites that US Internet Users Found Very Important in the Past Three Months, January 2009 (% of respondents)
Demographic Profile of US Internet Users Who Have Ever Redeemed a Coupon Online*, October 2007-December 2008 (% of respondents)
Attitudes Regarding Online Purchasing During the Holiday Season According to US Online Buyers, 2007 & 2008 (% of respondents)
Effect of the Economy on US Consumers' Green Product Purchases, January 2009 (% of respondents)
Online Retailers in a Recession
Leading Methods of Reducing Expenses this Holiday Season According to US Online Retailers, October 2008 (% of respondents)
How are you marketing differently in the recession?
Key Customer Service Metrics of US Online Retailers, Q4 2007 & Q4 2008 (% of total)
Select Rich Media and Community Features Offered by US Online Retailers, Q4 2007 & Q4 2008 (% of total)
Change in Social Media Investment According to Social Media Marketers Worldwide, December 2008 (% of respondents)
Change in Expected Paid Search Spending During the Recession According to US Online Retailers, March 2009 (% of respondents)
Marketing Tactics that US Online Retailers Expect to Outperform Paid Search During the Recession, March 2009 (% of respondents)
Free Shipping Promotions Offered by US Online Retailers, Q4 2007 & Q4 2008 (% of total)
Conclusions
Endnotes
102511
Change in Social Media Investment According to Social Media Marketers Worldwide, December 2008 (% of respondents)
Related Information and Links
Related Links
Contact
Report Contributors
Consumers are increasingly researching purchases online. At the same time, they are reining in spending. After years of double-digit growth rates, US retail e-commerce sales (excluding travel) grew by only 4.6% in 2008. This year will be worse.
Bazaarvoice
comScore Inc.
eMarketer
EnviroMedia Social Marketing
Experian
Forrester Research
Green Seal
Internet Retailer
JupiterResearch
Miller Zell
Penn, Schoen & Berland Associates (PSB)
richrelevance
the e-tailing group
TNS Retail Forward
US Department of Commerce