2021年电子商务报告.docxVIP

1 1 The State of Ecommerce 2021 Navigating the new world of omnichannel commerce and retail media Table of Contents Foreword Executive Summary Key Stats Insights Evolving shopper expectations: Prioritize convenience and discovery Breaking media silos: Eliminate waste and improve effectiveness across platforms More than conversion: The power of the product detail page Going beyond ROAS: Integrate media and KPIs for sustained growth Open for collaboration: Brands need retailers and retailers need brands The race to own “The Third Shelf”: The exceptional rise of online grocery and last mile delivery The new momentum mindset: Putting progress over perfection Recommendations Acknowledgements 22 2 page 3 page 4 page 5 page 6 page 7 page 11 page 15 page 19 page 22 page 25 page 28 page 32 page 36 Foreword “The State of Ecommerce 2021” is a landmark study by Catalyst and Kantar intended to inform the marketing efforts of brands and advertisers across ecommerce and retail media. The concept was simple: create a foundational study that includes perspectives from shoppers, marketers, retailers, and partners that accurately reflects the opportunities and challenges of the industry going into 2021. We found that there was no single body of work that pulled together stakeholders to deliver a holistic view of the rapidly evolving ecommerce and retail media landscape, so we set out to write one of the most comprehensive studies available today. To achieve this goal, we launched two quantitative surveys to 500 online purchasers and 200 industry professionals across brand, shopper marketing, ecommerce, and advertising specialties. The professional survey targeted industry leaders holding titles from manager through executive vice president who work for, or with, companies that have annual sales ranging from USD 100 million to more than USD 10 billion, across more than 17 categories. Additionally, our report was informed by nearly two dozen qualitative interviews from leading manufac