Retail & Ecommerce


One in five smartphone owners say they don’t trust anyone to make them a mobile wallet—and no brand got agreement from more than 43% of smartphone users as far as its trustworthiness. Older respondents are least likely to trust mobile payments.

Alex Misseri, senior vice president and head of ecommerce practice at digital marketing agency Razorfish in Shanghai, spoke with eMarketer about the challenges marketers in China confront in the race to adapt to an online-to-offline (O2O) world.

Many digital buyers across Western Europe expect to be informed of the availability of products when visiting brand and retail sites, but those in Germany are the most likely to say this feature is necessary when shopping online. There were other differences in expectations of ecommerce experiences from country to country.

Consumers were pretty satisfied with Amazon Prime Day, July 2016 research found. More than half of US digital buyers who made a purchase that day said their shopping experience was excellent, and more than a third described it as good.

Ecommerce in the UK is well advanced, and further growth in this type of activity is being fueled by mobile shopping and buying. This, in turn, is being driven by young consumers’ fondness for shopping via their smartphones. Millennials, in particular, are happy to use their mobile phones for myriad product purchases.

As the core back-to-school shopping season approaches, retailers need to let go of the idea that they can create demand for products. According to Julie Krueger, Google’s retail industry director, consumers now have control over when and where they make a purchase—if they want a product, they’ll find it somewhere. eMarketer spoke with Krueger about the consumer behaviors that retailers need to adapt to this back-to-school season.

Consumers are no longer just purchasing food products from a grocery store. Indeed, many are purchasing their produce digitally, according to June 2016 research. For some, it’s because they’re looking to buy items they can’t find on their routine grocery trip.

The average internet user in North America belongs to roughly 13 customer loyalty programs for various industries. Yet, according to research, members are only actively participating in about half of the initiatives they have signed up for.

Prime Day beat out all other digital shopping events in the summer of 2015, according to research. And this year the pool of potential shoppers is even bigger.

Buy buttons may be the next step in social commerce, but some consumers are not jumping on that bandwagon quite yet. In fact, April 2016 research found that nearly half of internet users said they would not shop via social media sites, and more than a quarter said they had never heard of buy buttons.

Around half of parents have already started their back-to-school shopping, according to June 2016 research. And another 37% plan to do it soon, at least a month before school starts.

Reviews can be an important aspect of the shopping experience because many consumers rely on them to help influence whether they should make a purchase or not. According to July 2016 research, roughly half of internet users said they always, or at least most of the time, check online reviews before making a purchase. But when it comes to leaving a review, they rarely do so.

Retailers have traditionally focused on pushing specific products for the back-to-school shopping season. Now, they are shifting their approach to cater to customers’ specific needs. eMarketer spoke with Jem Ripley, managing director of retail vertical at digital agency SapientNitro, about what retailers can expect this back-to-school season and how to put the customer first.

Nearly half of iPhone users who hadn’t tried Apple Pay as of June 2016 said it was because they said they were already happy with their current payment method. And according to research, this reasoning has grown significantly over time.

It can take a lot for retailers to get smartphone users to install an app: Being a regular customer isn’t enough incentive. And once an app is installed, poor performance can easily lead to deletion.

Digital travel sales in Asia-Pacific will surpass those in North America next year, making it the largest regional market in the world. According to eMarketer’s worldwide digital travel sales forecast, sales in APAC will grow by more than 21% next year, reaching $215.92 billion, compared with North America’s $200.43 billion.

Generally, US mobile phone users are satisfied with their primary mobile service provider, May 2016 research revealed. And many said they’re likely to recommend the carrier to friends or family.

While over 50% of digital purchase payments in India were made via cash on delivery (COD) in 2015, such payments will fall to 45% by 2020, primarily due to the embrace of mobile wallets. Mobile purchasing more generally is also going up.

Taobao users tend to be younger, and prefer the app over international sites like Amazon. According to research, users of Taobao are also shopping at the marketplace more frequently.Alibaba

The share of digital buyers who buy via mobile is higher in Mexico than in Colombia, Chile or Argentina, at nearly 36%. More connected devices are the No. 1 purchase category in the country.