eMarketer has just released an update to their US eCommerce growth estimates. The list includes the top 15 US retailers by eCommerce sales. These top 15 companies accounted for 72.3% of eCommerce sales in the US this year—a 10.5 percent increase from 2019.
Eight of the top 15 retailers will "outpace the US retail eCommerce sales growth rate of 17.9% in 2021." These eight retailers capitalized on pandemic-induced spending.
Summary chart is above... Some observations:
- Amazon continues to dominate the US market: They are nearly 6X Walmart's size and their continued high growth rate (24.9%) should keep them at the top of the pack for years to come. For most CPG brands, winning at eCommerce continues to mean winning at Amazon first - it deserves the lion's share of effort.
- Walmart.com, however, is now outpacing Amazon's growth: The retailer's 26.4% year-on-year growth is a testament to improvements they've made in shopping as well as their successful efforts to capitalize on the growth of grocery pickup and delivery. Brands who invest the time to ensure their items are presenting well on the retailer's website can expect to grow with Walmart (or outpace it!). The massive retailer continues to pour millions into their eCommerce strategy and innovation - this will benefit both vendors and brands competing in Walmart's growing marketplace.
- While most are growing quickly, the rest of the Top 10 are individually small: On average, each has 2.4% of the market. When it comes to the Digital Shelf, Retail Media, and other marketing at these banners, brands should make the most of technology to drive efficiency (especially Digital Asset and Campaign Management tools). In addition, they should work to strike the right balance between "customized" and "standardized" content and campaigns.
Bottom line? If you aren't gaining market share at Amazon, that needs to be your focus. If you do have a healthy Amazon business, however, it's time to grab incremental growth from Walmart and other high-growth etailers. New tools make this easier than ever!
We'd love to discuss how your brand can win at eCommerce. Book your free expert consult here!
