Shaping Your Ecommerce Strategy in 2022: Key Industry Trends


The worldwide ecommerce market has skilled unprecedented development for the reason that begin of the pandemic. The so-called “pandemic impact” generated giant spikes in web shoppers, and particularly first-timers, in addition to the accelerated arrival of newer ecommerce enterprise codecs like on-line grocery buying and last-mile deliveries.

Whereas the ecommerce increase continued via 2020, the world has tailored in some ways. We’re seeing softer restrictions to offline experiences, and continued disruptions to the worldwide provide chain and output. Have these points impacted the growing enchantment of on-line buying? What traits have vanished into skinny air, and which of them are right here with us to remain?

This report makes use of insights from the Semrush .Developments platform to handle these questions. We assess the depth of the ecommerce increase in 2021 and spotlight some ecommerce traits which might be right here to remain—all that can assist you form a wiser, insight-driven digital advertising technique on your ecommerce enterprise in years to return.


In {dollars}, the ecommerce business has seen double-digit growth rates for the previous decade. Site visitors-wise, we’ve seen the same sample—consumers are more and more transferring to on-line platforms to lookup merchandise for buy.

COVID solely fueled this development. 12 months-over-year (YoY) site visitors traits throughout your entire business exhibits that from 2019 to 2020, e-tailers noticed 27% extra site visitors. If we take a look at the most popular months for ecommerce—specifically, pre- and winter vacation months—the November 2020 site visitors reached an all-time excessive.

However has this development development continued in 2021? Site visitors knowledge exhibits that whereas curiosity in on-line buying platforms stays excessive, it hasn’t grown. On the contrary, it appears like consumers’ on-line craze cooled down—if we stack Q3 2020 stats up towards the Q3 2021 numbers, we will see that 2021 ecommerce site visitors went down by 2%.

What does this imply: As an ecommerce enterprise, you possibly can not simply depend on the increasing market to capitalize on the general development. Because the market stops rising, you must refocus your advertising technique to market share growth.

On-line Customers’ Person Conduct Shifts


Relating to person conduct adjustments, the pandemic was marked by an amazing improve in desktop utilization. As extra individuals stayed at dwelling, on-the-go internet browsing grew to become much less common, so a number of customers turned to good outdated desktops each time they wanted to lookup one thing on-line.

Has this affected the machine breakdown inside ecommerce, although?

As of 2021, cellular site visitors nonetheless dominates the ecommerce business, with greater than 56% of web shoppers nonetheless browsing ecommerce websites from their telephones. 

But ever for the reason that begin of the pandemic, desktop utilization has grown, and through November 2020, mobile-desktop breakdown did come extraordinarily shut. After that—simply because the world was slowly rolling again on some pandemic restrictions—the hole widened as soon as once more.

Nonetheless, desktop’s development seems to have caught for the lengthy haul, and at this time’s desktop site visitors exceeds that of pre-pandemic by round 60%.

What does this imply: Whereas we do all function now within the mobile-first period and cellular experiences are nonetheless the precedence, don’t disregard desktop fully. In ecommerce, desktop site visitors share is akin to that of cellular, so it’s important to tailor to each cellular and desktop customers and supply an impeccable cross-device expertise.

What International locations Are On-line Customers Coming From?

*the calculations are based mostly on the site visitors stats for ecommerce web sites that our Semrush .Developments answer locations throughout the Ecommerce class

The ecommerce increase has taken over your entire world. However as you’d anticipate, it’s the international locations with a few of the highest GDP throughout the globe that herald probably the most site visitors to ecommerce websites. 

The US, the UK, and Germany high the record of nations bringing the biggest shares of web shoppers. The remainder of the record additionally is smart, with the highest 10 right here nearly completely synchronized with the highest 10 international locations by GDP. 

What does this imply: The English-speaking world completely dominates the ecommerce panorama. But when interested by rising your market share, you would possibly need to take into account different markets like France, Germany, and Japan and translate your web site (or like Amazon, even have a separate website) for non-English-speaking guests.

Prime Ecommerce Market Gamers (International)


Relating to high ecommerce gamers, US-based companies make up the bulk. Amazon, eBay, and Walmart have the biggest site visitors share with the latter displaying a development price of 21%, the very best of 2021.

Whereas Asian corporations are undoubtedly a pressure to reckon with, as Asia (and particularly China) has a few of the most digital-first inhabitants, the China-based Aliexpress noticed the largest -19% YoY site visitors drop—we will ‘blame’ the availability chain or smarter advertising ways of different gamers, however the sample is right here.

Curiously, simply as we noticed in our country-by-country site visitors breakdown, Germany exhibits a number of promising indicators. Its native Amazon web site has the fifth largest market share among the many ecommerce business, and it exhibits the second-fastest development traits.

Prime Ecommerce Gamers by Area 


Whereas main gamers like Amazon dominate the ecommerce market in nearly each nation, there are some regional nuances.

Amazon is the #1 ecommerce model throughout North America and Europe. The latter’s high 3 options some Europe-local manufacturers—the Netherlands-based and Сhina-based

The most important variations to the worldwide ecommerce image happen throughout the non-western areas—MEA (the Center East and Africa), LATAM (Latin America), and APAC (Asia-Pacific).

The MEA area’s high 3 manufacturers are all Turkey-based—the nation has seen one of many quickest development traits, with the ecommerce increase greater than doubling from 2017 to 2021 and reaching greater than $22 billion in gross sales.

LATAM’s hottest e-tailers are additionally extra native, with the Argentina-based MercadoLibre (MercadoLivre in Brazil) and Brazil-based Americanas making up the highest.

APAC’s high options extra acquainted names like Rakuten and Flipkart—manufacturers which might be famend on a worldwide scale.

As the vast majority of web shoppers and high manufacturers all come from the US, we’ve determined to see how the traits from the earlier part differ for the top-performing ecommerce area.


Much like its worldwide place, Amazon holds the #1 spot throughout the preferred ecommerce websites within the US. {The marketplace} has a whopping 40% market share—greater than its 5 closest rivals mixed.

If we dig into the YoY market share development, although, we will see that in 2021, the market chief has misplaced a big a part of the market, nearly 10%. Among the many high 3 market gamers, Walmart (+8%) was the one one to see its market share go up in 2021.

The quickest development charges belong to the smaller rivals—Lowe’s (+14%) and Etsy (+10%). 

Normally, we’re seeing some blended traits within the US—whereas some gamers are nonetheless capitalizing on the earlier yr’s ecommerce increase, others, and particularly the larger manufacturers, are already seeing the impact of the market’s total cooldown.

What does this imply: For those who’re competing for the eye of the US viewers, the race is barely getting more durable. The smaller gamers develop whereas the large ones nonetheless maintain a big—even dominant in Amazon’s case—market share. With this in thoughts, it’s important to deal with aggressive intel and create game-changing methods that may enable you break via the competitors. 

US Ecommerce Market Dimension (Dec 2020-Dec 2021)


Any market has untapped development potential. However most gamers don’t even know the dimensions of the prevailing market. So we mixed potential audiences for the highest ecommerce gamers within the US to evaluate the market dimension for the nation. 

We seemed on the demand stats for merchandise the US e-tailers are providing (based mostly on key phrase volumes and site visitors to those key phrases) and topped this off with their precise viewers. We found: 

  • The full addressable market (TAM) for ecommerce items within the US is at 6.7 billion. This, in fact, doesn’t imply that if you happen to had a 100% market share, you’d get nearly 7 billion guests. This quantity implies that if you happen to have been to promote all of the merchandise obtainable on the ecommerce market within the US, you possibly can anticipate round 7 billion curiosity factors in these merchandise, not essentially gross sales, although.
  • The full serviceable market (SAM) within the US is at 5.8 billion. This quantity is extra sales-focused and exhibits what number of gross sales you possibly can doubtlessly see if you happen to held a 100% market share throughout the ecommerce house within the US.

What does this imply: Actually nobody can have a 100% market share in any business, however this quantity, particularly if you happen to take a look at it throughout time, provides a extra life like view of the net market dimension than precise site visitors numbers, hinting precisely on the unrealized market potential.

Prime US Ecommerce Gamers: Are Market Leaders Nonetheless within the Lead, and Who Has the Potential to Change the Sport?

learn this picture: every model has two bubbles of the identical colour—the brighter one exhibits the place the model stands as of December 2021, the paler one displays the place it was again in December 2019. The dotted line showcases every model’s market place all through the 2 analyzed years, serving to to pinpoint the important thing shifts within the total aggressive panorama.

Shifting away from an summary view of the market to actual figures, we’ll see that the ecommerce business within the US was experiencing a number of volatility all through the previous yr:

  • The general slowdown of market development left its mark on the important thing e-tailers’ market positions—half of all of the main ecommerce manufacturers noticed their positions weakening in 2021 in comparison with 2020.
  • With no robust game-changers–aka manufacturers which might be seeing the quickest site visitors development price however have decrease site visitors share–we see the vast majority of gamers sticking to the established order. As an illustration, Kohl’s and Etsy misplaced their game-changer standing and have turn into area of interest gamers. BestBuy and Goal additionally dove even deeper into the area of interest participant phase.
  • The most important shifts have been seen throughout the Leaders and Established Gamers positions. Because of excessive site visitors share and comparatively excessive development price, Walmart is the one e-tailer that even competes for the Chief standing in 2021. Amazon and eBay—2020’s Leaders—misplaced their positions in 2021 and at the moment are amongst Established Gamers, or manufacturers with giant market shares however a gradual development tempo.

How Do the Prime Ecommerce Manufacturers Generate Site visitors?

Because the US ecommerce gamers have at all times led the best way in terms of advertising methods, we’ll dissect their most profitable site visitors acquisition methods. However do the highest US market gamers’ methods differ from the worldwide site visitors era traits?

Learn on to see.

E-tailers’ Site visitors Technology Technique (International)


After we take a look at the general site visitors acquisition patterns among the many main ecommerce manufacturers worldwide, we will see that direct site visitors dominated your entire business.

This suggests that model consciousness is probably the most highly effective instrument in ecommerce entrepreneurs’ toolbox. Direct site visitors has at all times accounted for over 40% of site visitors throughout the ecommerce house, and this development solely grew all through the pandemic and has continued to develop since. 

Paid and social site visitors share has seen little to no change for the previous few years, which signifies that adjustments come from elsewhere. 

It appears search has given method to referral because the second most essential site visitors supply for e-commerce websites, that means that robust advertising partnerships and link-building efforts can go a good distance as a future site visitors acquisition technique. 

What does this imply: Ecommerce companies have at all times relied on model consciousness, however in 2021 that is more and more the case. So if it’s important to make decisions when investing in advertising campaigns, give precedence to model consciousness and partnerships that may convey referral site visitors. 

The Main US Ecommerce Gamers’ Site visitors Acquisition Methods 

To evaluate the US manufacturers’ site visitors era ways, we seemed on the high three hottest e-tailers—Amazon, eBay, and Walmart.

The general image is much like the worldwide one—the three manufacturers get the vast majority of their site visitors from direct, and referral comes because the second most essential site visitors supply.

But when we take a look at the YoY site visitors breakdown for the three ecommerce websites, we’ll get a extra nuanced view:

  • Amazon, the US model that misplaced probably the most market share in 2021, has seen a big drop (-13%) in direct site visitors. So if we take into account model consciousness as the important thing site visitors era technique for ecommerce websites, Amazon’s lack of site visitors comes as no shock. Amazon additionally noticed an enormous decline in search (-23%) and paid (-8%) site visitors, a sample that goes together with the overall business traits.
  • The identical story is true for eBay, one other market chief that noticed its site visitors go down in 2021. They noticed a lower in direct site visitors (-10%), in addition to paid and search channels, however realized development in referral site visitors (+17%). This in all probability saved the model from dropping a better market share within the US.
  • Now, Walmart, the one US model that has each excessive market share and noticed its site visitors solely go up, has been doing one thing proper in 2021. In contrast to the opposite two market leaders, all Walmart’s site visitors sources introduced in increased numbers of holiday makers, with the one exception being paid. Curiously, Walmart’s social site visitors expanded by 24%, so it’s price looking at its social media technique for some inspiration.

What does this imply: It’s curious to see such a good correlation between the business’s greatest practices and adjustments within the precise channel-by-channel site visitors breakdown for choose e-tailers. As direct site visitors seems to be probably the most beneficial site visitors supply for the business, those who lose some viewers numbers from that channel are instantly displaying slower development charges. 

Why Individuals Flip to E-tailers: Most Wished Merchandise and Calls-to-Motion


The main query for any ecommerce enterprise is, “What do clients need?” From nation to nation, individuals flip to e-commerce websites for varied merchandise. For the US, it’s primarily high-tech merchandise that entice customers to buy on-line:

  • Amazon’s hottest pages are devoted to AirPods and the Fireplace TV Persist with Alexa Voice Distant. Pandemic-related speedy exams for COVID have been additionally high three.
  • eBay’s guests additionally love headphones, however choose Harman Kardon and JBL.
  • Customers who flip to Walmart seem like most involved in all issues gaming, with Sony PlayStation 5 and Xbox topping probably the most wished record. Simply to notice, Sony’s console web page attracts double the variety of guests in comparison with Xbox!

Whereas the cumulative view of the preferred gadgets for a number of e-tailers usually featured electronics and pandemic-related merchandise, Amazon’s most trending inner searches have been totally different. 

Because of Sellzone Keyword Wizard tool, we might pinpoint which merchandise individuals looked for probably the most on Amazon all through 2021.

*Sellzone is a Semrush-powered platform designed to assist develop anybody’s Amazon enterprise. You may study extra about Sellzone’s instruments for locating successful Amazon merchandise, boosting Amazon visibility, rising site visitors, enhancing conversions, and taking advantage of Amazon promoting here.

What Truly Makes On-line Customers Click on?

Every market has its personal triggers—phrases, or CTAs (calls-to-action), that entice surfers to click on on the product advert and select one platform over one other.

We’ve analyzed a whole bunch of digital advertisements from the highest 10 e-tailers within the US and pinpointed the preferred CTAs inside their advert copies:


Phrases like “deal”, “free transport”, and “free/simple returns” are current throughout a lot of the marketplaces’ advertisements. The important thing messaging is constructed round these three guarantees, with some nuances:

  • Pharma-related e-tailers like CVS function health-related CTAs, with COVID testing topping the record of hottest set off phrases.
  • Kohl’s usually emphasizes its sale alert service and hassle-free on-line buying.
  • BestBuy usually guarantees a one-hour supply, which means that {the marketplace} places an even bigger wager on the promptness of transport. So does Goal, solely its provide has a extra prolonged timeframe—in the future.
  • eBay appeals to clients by specializing in its providing of high manufacturers.
  • Etsy, not like the remainder of the e-tailers, underlines safe buying.

After all, we will’t declare that these messages are probably the most environment friendly, but when ecommerce companies’ advertisements function sure phrases repeatedly, it implies they work probably the most. 

Perception-Pushed Suggestions to Shaping Your 2022 Advertising and marketing Technique for Ecommerce 

A whole lot of ecommerce entrepreneurs thought that the pandemic-induced development was right here to remain. Pre-COVID forecasts additionally prompt that 2020 can be bigger than 2019, and 2021 can be higher nonetheless. 

However COVID reshuffled this regular development and predictable market patterns, driving an unbelievable site visitors surge to e-tailers all through 2020. In 2021, nonetheless, because the offline world began its gradual however regular reopening, market growth slowed down and even obtained overturned. 

This report tackled a few of the key 2021 digital traits throughout the ecommerce business particularly to assist those that make the calls throughout the ecommerce house. So listed here are a few of the most important factors to remove for shaping your advertising technique within the upcoming yr:

2020’s ecommerce market growth was promising an ever-growing viewers base and, therefore, decrease competitors. However the ecommerce increase has slowed down, so your advertising methods ought to now goal rivals and market share growth.

  • Desktop experiences additionally matter

As a lot as cellular nonetheless dominates the panorama, ecommerce websites appeal to a comparable share of desktop customers. So cross-device optimization is the one method to go as a way to provide a bump-free UX and UI expertise to all customers.

  • Contemplate increasing your goal market

Whereas the English-speaking world is answerable for the biggest site visitors share for ecommerce websites, different geos might help you increase your total market share and herald an inflow of latest consumers, therefore, extra gross sales, and, because of this, extra cash circulation to put money into extra advertising campaigns. 

France, Germany, and Japan have giant audiences involved in on-line buying, so you could need to embrace them earlier than your rivals do.

  • The US ecommerce market is getting more durable to win

Greater gamers are dropping some chunk of their market share to smaller gamers. Appears to be like like a promising development, however you’ll should compete towards the largest chips on the worldwide ecommerce market—Amazon, eBay, and Walmart.

It looks like the one successful technique right here is to study concerning the competitors out and in and give you robust artistic methods that may enable you beat the stronger rivals. 

  • Prioritize model consciousness campaigns over all the things else

The post-pandemic period of ecommerce is marked by the rise of direct site visitors. And in contrast to many different traits that disappeared throughout 2021, this one seems to have caught. So model consciousness campaigns are the important thing to serving to you appeal to extra guests and increase your market share. Something that brings you referral site visitors—co-marketing campaigns, varied partnerships, and link-building—must also be inside your focus.

  • Usually examine your premises

Whereas we’ve tried to spotlight ecommerce traits which might be right here to remain for the lengthy haul, the business adjustments very quick. So that you’ll at all times be navigating uncharted waters and attempting new issues, new platforms, and new ways. To try this efficiently, you want all of the insights you may get—from each the market and the competitors. Semrush .Developments does simply that.