US e-commerce topped $1 trillion - How can brands capitalize?

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Comscore’s recent State of Digital Commerce webinar showed incredible growth and provided insights into key drivers.

Growth

  • US digital commerce grew past $1 trillion for the first time in 2022, up +21% YoY

  • The largest category was Grocery/Baby/Pet at $219 billion

Drivers

  • The category with strongest growth was Event tickets (+75%), showing a continued return to social gatherings post-COVID

  • While growth spanned all digital platforms, mobile was the highest at +26% versus 2021. Mobile now represents 38% of digital commerce dollars.

Grocery

  • Over the past 4 years, online Grocery spending has increased 333%. Continued growth indicates this is a long-term trend driven by convenience and seamless digital shopping experiences.

  • After Events, Grocery was the second-largest category for mobile share of ordering

  • While desktop still represents the highest share of dollars, larger phones and more robust retail interfaces have driven the consumer’s ease of conducting mobile commerce in this category

  • Social engagement (i.e. likes, shares, etc.) has grown at a higher rate in Grocery versus other categories like Apparel, indicating social’s increasing influence on the CPG space

Implications

  • Establish a solid base of digital commerce technology ASAP. Even for brands that rely on retailers, it is essential to develop your ecom infrastructure and make the online path to purchase frictionless

  • Ensure your digital properties are designed with mobile user experiences in mind and plan to increase digital spend on mobile devices in the future

  • Engage with your audience across social media platforms and share content featuring sales and promotions