Retail & Ecommerce


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

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.

More marketers say they are interested in utilizing customer experience, a discipline that uses analytics and personalization, to form lasting relationships with consumers. But despite the recognition of its potential, many marketers say their organizations fall short on the implementation of customer experience strategies.

A study recently conducted by Culturati, a research and consulting company, looked at how to approach language in TV advertising geared toward US Hispanics, with a specific focus on the effectiveness of “Spanglish,” or mixing English and Spanish. eMarketer spoke to Rene Sanchez, Culturati’s vice president of client strategy and insights, about the key findings of this study.

Tight finances hold millennials back from spending freely, and when it comes to grocery shopping, this group is always on the lookout for coupons. Indeed, millennials say coupons enhance the grocery experience and they use their mobile devices to look for offers while they shop, May 2016 research revealed.

For ecommerce site Overstock.com, the back-to-college shopping season isn’t just for selling products—it’s a chance to transform students into lifetime customers. eMarketer spoke with Jeanne McPhillips, vice president of merchandising at Overstock.com, about the company’s philosophy on back-to-college shopping and what types of marketing will have the most influence on those consumers.

Shoppers spent slightly more time visiting a retail site via their desktop or laptop device early this year compared to a year prior, according to research. However, they spent less time on a retailer’s ecommerce site when they accessed it from their mobile phone.

UK retail ecommerce sales are set to exceed £67 billion in 2016, fueled by some impressive growth in smartphone-based buying, according to eMarketer’s latest forecast. The UK is a world leader in terms of retail ecommerce’s share of total retail sales, and by 2020 digital retail sales will represent a 22.6% share.

As connectivity in Asia-Pacific grows, so does the desire for on-demand customer service. And as executives employ such services, they expect, most commonly, to find improved customer service. More than two in five say they expect a benefit of on-demand customer service to be an uptick in consumer satisfaction.

Digital purchasing in Spain is still largely a PC-based activity, according to May 2016 polling. Though it may have become slightly less common in the past few years, nearly all digital buyers have made a recent purchase on a desktop or laptop.

The back-to-college shopping season requires retailers to target parents and students simultaneously, but with different messages. Furniture retailer Ikea, for example, is zeroing in on specific aspects of its products for each audience, as well as creating content aimed primarily at college students. eMarketer spoke with Ashley Wahl, customer relationship management (CRM) specialist at Ikea, about the many elements of the retailer’s 2016 back-to-school strategy.

eMarketer expects the back-to-school season to ride a moderate rebound in the retail sector—and to continue the long-running shift to ecommerce. At the same, the shopping season itself is lengthening, and the web of influence for purchases is growing more complicated.

This year, many people plan to celebrate July 4 with a cookout, barbecue or picnic—especially young people. In fact, young internet users plan to spend more on food products for Independence Day than older users.

Digital retailers in Germany beware: A number of poor experiences would turn solid majorities of your customers away, according to April 2016 research. Customer service, returns and deliveries can all turn into major problems.

Shopping digitally in the UK is a common habit for the vast majority of the population. Digital grocery sales are growing, meanwhile, but put next to overall retail sales, the figures seem less than impressive.

More smartphone users in Canada have plans to increase their mobile payment usage this year than last year, according to research breaking out intentions by demographic. Regardless of age or gender, mobile payments appear to be getting more popular.

The typical idea of sharing economy services involves apps like Uber and services like Airbnb. But US adults are more likely to use sharing economy or on-demand services to buy used goods online or purchase event tickets than to hail a ride or rent a room.

Consumers have choices when it comes to how the products they purchase are delivered to them, and drones may be another preference to add to the list. According to February 2016 research, more than three-quarters of US internet users are at least somewhat likely to select drones as a delivery option.

When it comes to shipping, consumers are willing to wait days for their order. February 2016 research found that many US digital buyers prefer the economy ground delivery option—up to seven days from time of purchase to delivery—for their items.

Generally, more US internet users prefer to purchase clothing, food, home goods and luxury items in-store than via other channels, including online, May 2016 research found.