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EMARKETER

US Mcommerce 2023

Growth Is Slowing, but the Smartphone Revolution Continues as Shein and Temu Make Moves

Report by Carina Perkins  |  Aug 31, 2023
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Executive Summary
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Table of Contents
Executive Summary
Mcommerce is the powerhouse of US ecommerce.
Mobile is a fast-evolving channel—and consumers have high expectations.
A mobile-first strategy is crucial to ecommerce success.
Sources
Media Gallery
About This Report
Mcommerce sales growth will slow again this year as the market normalizes from the pandemic peak. But the channel is growing twice as fast as desktop as people do more online shopping on smartphones.
Topics
Mcommerce
Retail Mcommerce Sales
United States
Table of Contents
Executive Summary
Mcommerce is the powerhouse of US ecommerce.
Mobile is a fast-evolving channel—and consumers have high expectations.
A mobile-first strategy is crucial to ecommerce success.
Sources
Media Gallery

Mcommerce sales will slow again this year as the market normalizes from the pandemic peak. Even so, as people do more shopping from smartphones, the channel is growing twice as fast as desktop. To stay competitive, retailers need to adopt a mobile-first approach and keep ahead of developments in this dynamic channel.

Key Question: What are the latest developments in US retail mcommerce, and where should retailers and brands invest?

US Retail Mcommerce Sales, 2019-2027 (billions, % change, and % of total retail ecommerce sales)
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KEY STAT: By 2027, mcommerce will account for almost half (49.8%) of US ecommerce sales.

Here’s what’s in the full report

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12charts

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Table of Contents

  1. Executive Summary
  2. Mcommerce is the powerhouse of US ecommerce.
  1. Mobile is a fast-evolving channel—and consumers have high expectations.
  2. A mobile-first strategy is crucial to ecommerce success.
  1. Sources
  2. Media Gallery

Charts in This Report

US Retail Mcommerce Sales, 2019-2027 (billions, % change, and % of total retail ecommerce sales)US Retail Mcommerce Sales Share, 2019-2027 (% of total retail sales)
US Mcommerce Shopper Penetration, by Device, 2021-2027 (% of digital shoppers)US Mobile Buyers, 2021-2027 (billions, % change, and % of digital buyers)
US Smartphone Mcommerce Sales, 2021-2027 (billions, % change. and % of retail mcommerce sales)
US Smartphone Social Network Users, 2021-2027 (millions and % of social network users)US Social Buyers, by Age, 2022 (% of social network users)
US Smartphone Shopping/Retail App Users, 2019-2025 (millions and % of smartphone users)Smartphone Apps Used per Month in the US, 2019-2026 (units and % change)
Top 10 US Mobile Apps, Ranked by Downloads, Q1 2023 (rank change vs. Q4 2022)US Unique Visitors to AliExpress, Shein, Temu, and Wish, April 2022-March 2023 (millions)

authors

Carina Perkins

Contributors

Suzy Davidkhanian
Principal Analyst, Retail & Ecommerce
Angela Kim
Senior Researcher
Wendy Louie-Lam
Senior Forecasting Analyst
Yoram Wurmser
Principal Analyst
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