eCommerce trends 2019 by Divante.co

1. 1ECOMMERCE TRENDS 2019 eCommerce TRENDS 2019

2. 2ECOMMERCE TRENDS 2019 Tom Karwatka CEO / Divante For the last 10 years, we have been observing the changes that have taken place on the eCommerce market. We cooperate with industry leaders and together we are looking for future- oriented solutions. This is why, for 6 years, we have been asking eCommerce Managers, Consultants, Retailers, Producers and other decision-makers in eCommerce for their opinion on the most important trends observed in the market. These responses help us prepare the annual eCommerce Trends Report, which is meant to inspire and also help make decisions that translate into tangible business results. This year, we have involved 150 specialists and 6 partner companies, which you will find at the end of the report. We analyzed 70 trends and their impact on the current market situation, as well as the condition of the eCommerce market in the B2C and B2B sectors. This extensive report is supplemented with mini interviews featuring industry experts, along with additional useful content you can find on our blog. We hope you will like this year’s edition. Enjoy! Introduction

3. 3ECOMMERCE TRENDS 2019 Introduction • 2 Market Overview • 4 B2C eCommerce Sales • 5 Top eRetailers (Based on Revenue) • 7 Top eCommerce Sites (Based on Traffic) • 8 Capital Market • 9 eCommerce Startups to Watch • 10 Survey Results • 11 eCommerce Investments 2018 • 12 eCommerce Investments 2019 • 13 Changes in Investments 2018-2019 • 14 Which Investments Had the Biggest ROI in 2018? • 15 Most Impactful eCommerce Trends for the Next 5 years • 16 Trends Matrix • 17 Inspirations • 18 Marketplaces: Better Prices, Free or Discounted Shipping and a Broader Selection • 19 Voice Interfaces • 20 Big Data & Business Intelligence: IoT as a Source • 21 Chatbots: Growing Popularity • 22 Microservices & Headless: Micro Frontends • 23 Content Marketing & Digital Content • 24 CRM: AI & Social CRM • 25 Mobile CRO • 26 Free Shipping/Returns • 27 Mobile Approach: PWA • 28 Personalization: Hyper-Personalization • 29 Social Commerce: See. Tap. Shop. • 30 Customer Lifetime Value and Referral Programs • 31 Methodology • 32 Research Methodology • 33 Demography • 34 TL;DR - Quick Summary of the Report • 35 Content Marketing: Still Important • 36 Personalization & Loyalty for the Win • 37 Cryptocurrencies and the GDPR: Things of the Past • 38 Content Marketing With the Biggest ROI • 39 Voice Interfaces & Big Data Revolutionize eCommerce • 40 Quick Wins vs. Highest ROI • 41 What do experts say? • 42 Paul Rogers • 43 Signe Burke • 44 Läslo van den Broek • 45 Estera Dugulan • 46 Contents

4. eCommerce Trends 2019 Market Overview

5. 5ECOMMERCE TRENDS 2019 B2C eCommerce Sales Sources: https://www.statista.com/statistics/251666/number-of-digital-buyers-worldwide/ https://www.statista.com/statistics/534123/e-commerce-share-of-retail-sales-worldwide/ https://chargebacks911.com/internet-trends-for-2019/ How will B2C eCommerce look in 2019? In 2019, 6 out of 10 purchases consumers make will be through digital channels. Retail eCommerce sales worldwide from 2014 to 2021 (in billion U.S. dollars) 0 1000 2014 1336 2015 1548 2016 1845 2017 2304 2018 2842 2019 3453 2020 4135 2021 4878 3000 2000 SalesinbillionU.S.dollars 4000 1.92B 13.7% $3.453B online shoppers of total retail is online eCommerce sales worldwide

6. 6ECOMMERCE TRENDS 2019 B2B eCommerce Sales Sources: https://www.cloudfy.com/what-to-expect-from-b2b-ecommerce-in-2019/ https://www.statista.com/statistics/273104/us-b2b-e-commerce-share/ eCommerce share of total B2B sales in the United States from 2015 to 2021 In the US alone, the B2B market is set to top $1.8 trillion by 2021, according to a report from Forrester. In 2015, 9.7% of B2B sales were generated digitally. In 2021, this share is projected to increase to 13.1%. 77% of B2B marketers consider digital marketing to be a high priority. 0% 3% 6% 9% 12% 2015 9.7% 2016 10.4% 2017 11% 2018 11.5% 2019 12% 2020 12.6% 2021 13.1% Shareofsales

7. 7ECOMMERCE TRENDS 2019 Top eRetailers (Based on Revenue) Sources: https://en.wikipedia.org/wiki/List_of_largest_Internet_companies (date: Nov 22, 2018) Meituan-Dianping is a Chinese group buying website for locally found consumer products and retail services. B2W is an online retail company in Latin America, founded as a result of the merger between Americanas. com and Submarino.com. Country Company Revenue (in B) United States Amazon $177.86 China JD.com $55.7 China Alibaba $39.90 United States eBay $9.567 Japan Rakuten $6.3 China Meituan-Dianping $5.4 Germany Zalando $5.55 United States Groupon $3.143 Brazil B2W $2.10 United Kingdom ASOS.com $1.40

8. 8ECOMMERCE TRENDS 2019 Top eCommerce Sites (Based on Traffic) Sources: https://www.similarweb.com/top-websites/category/shopping (date: Nov 22, 2018) https://en.wikipedia.org/wiki/Main_Page (date: Nov 22, 2018) Avito.ru is a Russian classified advertisements website with sections devoted to general goods for sale, jobs, real estate, personal ads, cars for sale, and services. JD.com, also known as Jingdong and formerly called 360buy, is a Chinese eCommerce company headquartered in Beijing. Country Company Traffic United States Amazon 2.41B United States eBay 1.09B China Tao Bao 1.04B United States Aliexpress 599M United States Craigslist 444.43M China Tmall 445.4M China JD.com 431.52M Japan Rakuten 353.80M Russia Avito.ru 322.43M Brazil Mercadolivre 320.52M

9. Capital Market Important shifts in the capital market: • Adobe acquired Marketo for $4.75 billion and Magento for $1.68 billion. • PayPal acquired Swedish fintech firm iZettle for $2.2 billion. • Amazon bought smart doorbell company Ring for more than $1 billion. Sources: https://www.computerworlduk.com/galleries/it-business/most-notable-tech-acquisitions-of-2018-3672332/ https://techcrunch.com/2018/10/09/after-its-acquisition-magento-starts-integrating-adobes- personalization-and-analytics-tools/ Tom Karwatka CEO / Divante Joining Magento Commerce Cloud to the Adobe portfolio will complement Adobe Experience Cloud by adding commerce solutions that work for B2B and B2C. It’s like adding the last missing piece of the puzzle. With that, customers and businesses can expect that every interaction in Adobe will be shoppable on the web, mobile, social, in-product or in-store. After its acquisition, Magento has started integrating Adobe’s personalization and analytics tools. 9ECOMMERCE TRENDS 2019

10. 10ECOMMERCE TRENDS 2019 eCommerce Startups to Watch Sources: https://www.businessinsider.com/50-startups-to-boom-in-2018-according-to-vcs-2017-11?IR=T#diaco-fashion-for-real-women-17 Narvar - Narvar provides software for tracking shipping and return options for over 400 top commerce sites, including 50% of the Internet Retailer Top 100 and 250 million customers per year. Rent the Runway - This startup enables its users to rent designer clothing. After 9 years in business, the company has grown to $100 million in revenue with 9 million members. Rent the Runway - Users can either reserve an outfit for one night or choose a convenient monthly plan.

11. eCommerce Trends 2019 Survey Results

12. eCommerce Investments 2018 Analysis of eCommerce Investments 2018 showed that Content Marketing was the most important trend for business. The eCommerce market knows how meaningful it is to engage customers with unique and valuable content. It is crucial to adapt content to users’ preferences. Today’s content should be created with mobile devices in mind, as users spend a great amount of time on them. Trends Investments made in 2018* Content Marketing 43% CRM 36% Marketplaces 35% Big Data 32% Cloud Hosting 32% Omnichannel 31% Business Intelligence 30% Free Shipping / Returns 30% Digital Content 28% General Data Protection Regulation 28% Personalization 28% Chatbots (Conversational Commerce) 27% Mobile App 24% Data Driven UX 21% Social Commerce 20% Mobile-First Approach 19% Automated Pricing Optimization 17% Own Brands 17% Push Notification 17% Cross Border Commerce 16% Predictive Analysis 16% Trends Investments made in 2018* Automated Promotion Management 14% Data Driven Loyalty 14% Drop Shipping 14% Multimedia Content - Better Photos / Videos 14% Customized Products 14% Order Management System 14% Recommendation Systems 14% Same Day Delivery 14% Algorythmic Driven Supply & Demand 13% In-Store Pick-Up 12% Microservices Architecture 11% Progressive Web Apps 11% Augmented Reality 11% Alexa and Other Voice Interfaces 9% Subscription Business Models 9% Customer Lifetime Value & Referral Program 8% Headless Approach 8% mPayments 8% Online Security 8% Price Intelligence 8% Trends Investments made in 2018* Security 8% Virtual Reality 8% IoT 8% Open API Economy 8% Programmatic Ad buying 7% 3D Printing 6% Drones 6% Design Sytems 5% In-Store Digital Touchpoints 5% Other AI-Based Tools 5% Serverless Architecture 5% Visual Search 5% Cryptocurrencies (Bitcoin / Ethereum) 5% Personal Shopping 3% Beacon Technology 2% Wearables 1% * % of people who have indicated that the trend is leading 12ECOMMERCE TRENDS 2019

13. eCommerce Investments 2019 Along with the Content Marketing, Big Data was one of the most important trends for eCommerce in 2018. In 2019, Big Data will be even more essential as it drives the high- paced growth of other areas including Business Intelligence, Customer Relation Management and Conversational Commerce. Data-driven eCommerce delivers great value to even more areas, e.g. the Internet of Things, which gives us new opportunities to shape the future of the market. Trends Investments planned in 2019* Business Intelligence 38% CRM 37% Big Data 36% Content Marketing 36% Chatbots (Conversational Commerce) 31% Personalization 31% Digital Content 30% Omnichannel 29% Marketplaces 28% Data Driven UX 27% Cloud Hosting 25% Customer Lifetime Value & Referral Program 24% Free Shipping / Returns 24% Mobile App 24% Predictive Analysis 23% Mobile-First Approach 22% Social Commerce 20% Automated Promotion Management 19% Cross Border Commerce 18% Recommendation Systems 18% Own Brands 17% Trends Investments planned in 2019* Order Management System 16% Alexa and Other Voice Interfaces 16% Algorythmic Driven Supply & Demand 16% Automated Pricing Optimization 16% Data Driven Loyalty 15% Drop Shipping 15% Multimedia Content - Better Photos / Videos 14% Other AI-Based Tools 14% Price Intelligence 14% In-Store Digital Touchpoints 13% Same Day Delivery 13% Augmented Reality 13% In-Store Pick-Up 13% Security 13% Virtual Reality 13% Customized Products 12% Online Security 12% Push Notification 12% Subscription Business Models 12% Headless Approach 11% mPayments 11% Trends Investments planned in 2019* Progressive Web Apps 11% IoT 10% Personal Shopping 10% General Data Protection Regulation 9% Programmatic Ad Buying 9% Visual Search 9% Microservices Architecture 7% Design Sytems 6% Drones 6% Beacon Technology 6% Open API Economy 6% 3D Printing 3% Wearables 2% Cryptocurrencies (Bitcoin / Ethereum) 2% Serverless Architecture 2% * % of people who have indicated that the trend will be leading 13ECOMMERCE TRENDS 2019

14. Changes in Investments 2018-2019 Personal Shopping, Customer Lifetime Value, Wearables are trends that they have changed the most compared to last year. Interest in Serverless Architecture, Cryptocurrencies and GDPR decreased by the highest percentage compared to last year. Trends Changes in Investments* Personal Shopping 240% Customer Lifetime Value & Referral Program 192% Wearables 188% Other AI-Based Tools 166% In-Store Digital Touchpoints 151% Beacon Technology 139% Visual Search 77% Price Intelligence 70% Alexa and Other Voice Interfaces 67% Security 51% Virtual Reality 51% Predictive Analysis 44% Online Security 41% Programmatic Ad buying 38% IoT 36% Recommendation Systems 33% Automated Promotion Management 31% Headless Approach 31% mPayments 31% Subscription Business Models 30% Data Driven UX 26% Trends Changes in Investments* Business Intelligence 25% Algorythmic Driven Supply & Demand 22% Order Management System 21% Augmented Reality 19% Design Sytems 19% Mobile-First Approach 16% Chatbots (Conversational Commerce) 15% Big Data 14% Cross Border Commerce 14% Personalization 10% Digital Content 7% Drones 5% In-Store Pick-Up 4% Data Driven Loyalty 3% Dropshipping 3% CRM 2% Mobile App 0% Multimedia Content - Better Photos / Videos -1% Own Brands -1% Same Day Delivery -1% Progressive Web Apps -4% Trends Changes in Investments* Social Commerce -4% Omnichannel -6% Automated Pricing Optimization -10% Customized Products -13% Content Marketing -16% Free Shipping / Returns -20% Marketplaces -20% Cloud Hosting -21% Open API Economy -27% Push Notification -32% Microservices Architecture -38% 3D Printing -48% Cryptocurrencies (Bitcoin / Ethereum) -64% General Data Protection Regulation -66% Serverless Architecture -70% * % of change between 2018-2019 14ECOMMERCE TRENDS 2019

15. Which Investments Had the Biggest ROI in 2018? Content Marketing, CRM and Big Data are the actions with highest ROI in 2018. It’s worth noting that the top investments are also chosen as Top Trends to Invest In 2019. Trends Investements With the Biggest ROI* Content Marketing 19% CRM 15% Big Data 14% Business Intelligence 13% Omnichannel 13% Marketplaces 12% Digital Content 11% Mobile App 11% Data Driven UX 10% Free Shipping / Returns 9% Personalization 9% Recommendation Systems 7% Customer Lifetime Value & Referral Program 6% Mobile-First Approach 6% Automated Pricing Optimization 5% Cloud Hosting 5% Cross Border Commerce 5% Data Driven Loyalty 5% In-Store Pick-Up 5% Order Management System 5% Own Brands 5% Trends Investements With the Biggest ROI* Predictive Analysis 5% Social Commerce 5% Automated Promotion Management 4% Chatbots (Conversational Commerce) 4% Drop Shipping 4% General Data Protection Regulation 4% Headless Approach 4% Alexa and Other Voice Interfaces 3% Multimedia Content - Better Photos / Videos 3% Personal Shopping 3% 3D Printing 2% Algorythmic Driven Supply & Demand 2% Augmented Reality 2% Beacon Technology 2% Design Sytems 2% IoT 2% Microservices Architecture 2% Online Security 2% Other AI-based Tools 2% Price Intelligence 2% Programmatic Ad Buying 2% Trends Investements With the Biggest ROI* Progressive Web Apps 2% Same Day Delivery 2% Security 2% Subscription Business Models 2% Virtual Reality 2% Visual Search 2% Cryptocurrencies (Bitcoin / Ethereum) 1% Customized Products 1% mPayments 1% Serverless Architecture 1% Drones 0% In-Store Digital Touchpoints 0% Open API Economy 0% Push Notification 0% Wearables 0% * % of people who have indicated that the trend has highest ROI 15ECOMMERCE TRENDS 2019

16. Most Impactful eCommerce Trends for the Next 5 years In the long term, Alexa and other Voice Interfaces, and Big Data are seen as the most impactful eCommerce trends of the next 5 years. The new experiences that Voice Interfaces and usage of Big Data offer can change the way people shop online and the eCommerce market as we know it. Trends The Most Impactful Trends in the Future* Alexa and Other Voice Interfaces 27% Big Data 27% Augmented Reality 19% Personalization 18% Chatbots (Conversational Commerce) 17% Business Intelligence 15% Mobile-First Approach 15% Algorythmic Driven Supply & Demand 15% Data Driven UX 15% Marketplaces 15% Predictive Analysis 15% Progressive Web Apps 12% Automated Pricing Optimization 11% Omnichannel 11% CRM 10% IoT 10% Social Commerce 10% 3D Printing 9% Data Driven Loyalty 9% Price Intelligence 9% Same Day Delivery 9% Trends The Most Impactful Trends in the Future* Automated Promotion Management 8% Customer Lifetime Value 8% Customized Products 8% Mobile App 8% Headless Approach 7% In-Store Digital Touchpoints 7% Other AI-Based Tools 7% Virtual Reality 7% Content Marketing 6% Drones 6% Beacon Technology 5% Cross Border Commerce 5% Free Shipping / Returns 5% Microservices Architecture 5% Open API Economy 5% Own Brands 5% Visual Search 5% Drop Shipping 5% Programmatic Ad Buying 5% Recommendation Systems 5% Cloud Hosting 4% Trends The Most Impactful Trends in the Future* Digital Content 4% mPayments 4% Multimedia Content - Better Photos 4% Security 4% Cryptocurrencies (Bitcoin / Ethereum) 3% In-Store Pick-Up 3% Design Sytems 2% General Data Protection Regulation 2% Online Security 2% Wearables 2% Order Management System 2% Personal Shopping 2% Subscription Business Models 2% Serverless Architecture 1% Push Notification 0% * % of people who have indicated that the trend will be the most impactful in the next 5 years 16ECOMMERCE TRENDS 2019

17. 17 Trends Matrix

18. eCommerce Trends 2019 DOWNLOAD FULL REPORT

19. Check out our latest product and increase mobile revenue by 20% One app across all browsers and platforms Save up to 75% on development costs No App Store submissions or rejections Ready to launch in just 60 days Always up-to-date with the latest version Easy to integrate through API, no IT risk SCHEDULE A DEMO

20. 20ECOMMERCE TRENDS 2019 Well, this is the end of the report, but we hope that’s the beginning of a great year for your business! If you’d like to talk about your eCommerce, have any thoughts regarding the report or just want to say hi, contact us on: hello@divante.co Tom Karwatka CEO / Divante