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What: We looked at the results of the e-commerce marketing strategy of the top 15 online retail sites visited by shoppers in the U.S. in February of 2019 and how the sites scored in numbers of visitors.
Why it matters: Amazon’s relentless e-commerce marketing strategy and its increase of visits to its retail website continued in the second month of this year, topping 23-percent of all visits to the top 15 retail sites in the U.S.—nearly double that of its closest e-commerce rival Walmart at 12.2-percent of visits.

Number of visitors to the Top 15 e-commerce sites in the U.S., February 2019
Total Audience, Home and Work, PC/Laptop 869,590
Site Total Unique Visitors*
Amazon Sites 204146
Wal-Mart 106453
eBay 96790
Apple.com Worldwide Sites 61629
Target Corporation 50061
Samsung Group 46969
ETSY.COM 43289
WISH.COM 41006
Ticketmaster 39786
The Home Depot, Inc. 34677
Kohl’s Corporation 30904
Wayfair 30721
Best Buy Sites 30268
Macy’s Inc. 26913
LOWES.COM 25978

Source: Comscore
*Numbers reported as shown

Amazon Expansion Continues

Amazon continued to expand its online e-commerce dominance in the U.S. in February, gaining more than 2-percentage points compared to January, to reach 23.4-percent of all visits to the top 15 retail sites in the U.S. as measured by Comscore. The behemoth internet retailer expanded its online market share at the same time that brick-and-mortar retailers have closed 4,800 stores this year alone, according to the Financial Times. Analyst Deborah Weinswig told the newspaper she expects approximately 12,000 retail stores to be shuttered in the U.S. this year.

Brick-and-mortar retailer Best Buy saw its share of visits to the top 15 retail site in the U.S. slip from 4-percent in January to 3.4-percent in February. Macy’s, too, lost ground going from 4.3-percent in January to just 3-percent in February. Walmart continues to be the most successful brick-and-mortar retailer online, holding at second place in February with 12.2-percent of all visits to the top 15 ranked retail sites in the U.S.—but still well behind Amazon in online visits.

Best Buy, Home Depot slip

  • Best Buy slipped from 11th to 13th place from January to February in Comscore ranking.
  • The Home Depot, too, lost ground, going from 9th place in January to 10th place in February.
  • Apple held steady in 4th place with 7 percent of all site visits in February.
  • eBay, too, held its ground in third place with 11.1-percent of all visits, matching its share in January.
  • Macy’s saw a decline in its site visits from 4.3-percent of all visits in January to 3-percent in February.
  • The top eight most-visited sites in the Comscore ranking held their positions from January to February, with Target ranking 5th.
  • Retailer Kohl’s continued to see a downward trend in its share of visits to the top 15 sites, from 5.5-percent in December to 3.8-percent in January to 5-percent in February.

A bi-weekly summary of the most exciting recent news in marketing technology and trends. If you’re trying to keep up, consider this your one-stop shop.

  • Spotify is going gangbusters on podcasting. The streaming platform developed by Swedish company Spotify AB has announced plans to purchase the narrative podcasting company Gimlet Media for US $230 million as well as Anchor, a platform for creating and distributing podcasts. Spotify’s expansion is fueled by a purchasing budget up to US $500 million year, according to reporting by Yahoo Finance.

 

  • The South American dairy company Conaprole has announced it’s the first business in Uruguay to launch a marketing campaign on Snapchat. A campaign to promote Yoprole yogurt product Banatilla on Snapchat targeted youths between the ages of 13 and 20. Snapchat offers the dairy products company the opportunity to build brand recognition among younger consumers, according to Alejandra Miranda, director of the Snapchat initiative.

 

  • Advertising technology giant Taptica has announced its intention to create a new, more powerful and independent video advertising company with the acquisition of RhythmOne. The programmatic video capabilities of RhythmOne, plus its expertise in connected-TV devices will be combined with Taptica’s subsidiary company Tremor Video DSP which specializes in TV retargeting.

 

  • San Francisco-based mobile and marketing analytics leader AppsFlyer predicts that investment in mobile apps will grow 65% worldwide by 2020. Their growth forecast foresees a 34% annual increase in spending on mobile apps each year.

 

  • A survey of 501 marketing and branding decision-makers by Bynder reveals marketers struggle most with deciding which technologies to invest in. Marketers also reported relying more on social media while they said they struggle with the threat of algorithm changes to online brand engagement.

 

  • Who’s more likely to click on your paid internet ads? A lot depends on your ad viewers’ ages and the search engine they use, according to an analysis by Clutch. Baby boomers (38%) were found to be the most prone to click on branded paid search ads, while Google users (36%) were more likely to click on paid search ads related to their searches. Viewers of ads on YouTube and Amazon (33%) were more likely to click if the ad featured a familiar brand.

 

  • Marketers are in love with influencer marketing, according to survey results performed by SocialPubli.com and published in the 2019 Influencer Marketing Report. More than 90 percent of marketers surveyed said they were using influencers to promote their brands, and 60 percent said they expect to increase spending on influencers this year.

What: Global eCommerce market will grow at an average of 11% over the next five years with Latin America leading the way, according to new data from leading payments company Worldpay.
Why it matters: Latin American eCommerce market is set to grow at a CAGR of 19% over the next five years, rising from US$59bn today to US$118bn in 2021 – the biggest rise of any region.

The global eCommerce market will grow at an average of 11% over the next five years with Latin America leading the way, according to new data from leading payments company Worldpay.

In its annual Global Payments Report, Worldpay found that the Latin American eCommerce market is set to grow at a CAGR of 19% over the next five years, rising from US$59bn today to US$118bn in 2021 – the biggest rise of any region.

The research also found that the three fastest-growing countries for eCommerce are Colombia, Nigeria, and Argentina. These “CAN countries” are forecast to lead the world with annual rises in eCommerce of 31, 30 and 24% respectively.

Worldpay’s research also examined the growth in mobile commerce, and found that total mCommerce penetration is set to rise from 38% in 2017 to 47% in 2021, driven by increased smartphone ownership and faster mobile networks. Latin America is set to be in the vanguard of mCommerce growth, with Colombia seeing a 64% rise, and 45%  in Argentina – putting them in first and fifth position globally.

With its incredibly strong growth in both eCommerce and mCommerce, Argentina provides a fascinating case study that illustrates the rapidly rising Latin America market. In spite of a difficult economic history in recent years, Argentina benefits from an Internet penetration rate of over 80%, and the largest proportion of mobile Internet users of all Latin American countries. The country is now on track to become an eCommerce powerhouse, on par with Brazil as early as 2024.

Strong connectivity is helping to power the Argentinian eCommerce revolution, as the country’s recovery has taken hold thanks to the greater integration with world markets and economic deregulation that followed President Macri’s election in 2015.

Latin America is set to be in the vanguard of mCommerce growth, with Colombia seeing a 64% rise, and 45%  in Argentina – putting them in first and fifth position globally.

According to the PEW Research Center, Argentina also benefits from a population with higher spending power and a larger middle class compared to its regional neighbors. These factors help to explain Argentina’s outstanding predicted growth in both eCommerce and mCommerce, and demonstrate the investment and growth opportunities for the world’s retailers and other merchants.

Shane Happach, Chief Executive Officer – Global eCom at Worldpay explained: “No-one can predict the global economic climate over the next five years, but we can be sure that consumer appetite for online and mobile shopping will continue to see extremely strong growth. The rise in smartphone adoption and the continued improvement in mobile networks have important implications for merchants looking to take advantage of an increasingly well-connected middle class with greater disposable income.

“However, it’s important for retailers to understand the idiosyncrasies of each territory. No two markets are the same in terms of the population’s preferred payments methods, and each has different regulatory requirements, mobile penetration and banking practices. That is why it’s so important that merchants do their homework before they invest in new countries to ensure that they make the right strategic decisions.

“With the right support, however, retailers can seize a unique opportunity to take a lead in these emerging eCommerce markets,” Happach concluded.

Worldpay’s Global Payment Report 2017 report also highlighted how the payments landscape is continuing to fragment, with options such as bank transfers, cash on delivery and pre-paid cards stealing market share from more traditional methods like credit and debit cards. The research found that bank transfers are set to overtake both credit and debit cards as the second most popular global payment method behind e-wallets, adding an additional factor for retailers to consider when planning their eCommerce strategies.