US subscription ecommerce sales will grow in 2022, but digital subscription buyer growth will slow.

Insider Intelligence spoke with Liyia Wu, founder and CEO of ShopShops, about why livestream shopping will take off in the US.

Insider Intelligence spoke with Duncan Blair, SVP of marketing, support and sales at Article, about best strategies to convey to customers the “feel” of products and shoppable video.

Established brands—and not DNVBs—will drive the vast majority of D2C ecommerce sales.

Christina Cubeta, chief merchandising officer of Florists’ Transworld Delivery (FTD), shared with Insider Intelligence how cultural trends impact the creation of their products.

In the US, desktop computers had the highest ecommerce conversion rate of any device during Q4 2021, at 3.8%. Tablets followed with a 3.2% conversion rate, while mobile registered a substantially lower rate of 2.3%.

Despite slowing growth, US marketplace ecommerce sales are expected to hit $357.26 billion in 2022, making up 34.6% of all online sales.

In Latin America, ad buys on ecommerce channels consist of lower-funnel actions like sponsored product ads. Although brands are shifting spending to more upper-funnel formats, such as sponsored display and video, these performance-driven formats will remain the cornerstone of marketers’ retail media strategies in the near term.

In 2022, US meal-kit subscription services will deliver $7.63 billion in digital sales to make up 22.8% of the country’s subscription ecommerce sales. The meal-kit subscription market has seen slowing growth since mushrooming by 85.0% in 2020, though its 17.0% increase this year is healthy nonetheless.

In 2022, 40.7% of China’s digital ad spending will go toward the ecommerce channel, for ads offered by retailers like Alibaba and JD.com. This eclipses the share in the US, where 14.5% of digital ad spending will flow to ecommerce channel ads sold by the likes of Amazon, Walmart, and eBay.

Increasing digitization among the 32 million US small businesses is changing the competitive landscape and forcing banks, acquirers, and fintechs to invest in next-generation features. These features range from payments and value-added services to outreach.

TikTok is the social commerce platform of the moment, as brands and marketers look to cash in on the #TikTokMadeMeBuyIt phenomenon. While TikTok may not have as large a shopper base as Facebook or Instagram, its shoppers are highly active and engaged.

During a recent Insider Intelligence webinar about strategies for commerce success on TikTok, three questions rose to the top. Here, principal analysts Jasmine Enberg and Debbie Williamson weigh in on them.

Around the world, Facebook is the most popular social app for livestream purchases. Among internet users who had bought a product via a social media livestream, 57.8% did so on the blue app. Meanwhile, 45.8% have made a livestream purchase on Instagram, and just 15.8% have on TikTok.

Fragrances will see about $240 million in US ecommerce sales this year, following a massive 72.9% growth rate in 2021, when consumers returned to social activities but stuck with their pandemic-induced habit of shopping online.

Amazon’s digital sales will grow significantly faster than the overall market in four categories this year.

US food and beverage ecommerce sales will approach $80 billion in 2022, up 20.7% from nearly $65 billion last year. While the growth is impressive, it’s far slower than the 99.0% surge the category saw in 2020, when wary consumers pivoted to buying online at the onset of the pandemic.

Amazon will account for 39.5% of all US retail ecommerce sales in 2022, or nearly $2 in $5 spent online. Altogether, the next 14 biggest digital retailers will make up just 31.0%, with the remaining 29.5% of the ecommerce pie going to everybody else.