1、Trends and Predictions for E-commerce and Marketplaces2023 Edition2 FEEDVISORFrom inventory shortages to inventory gluts,e-commerce strategies continue to adapt to meet new consumer demands and changing behaviors following an overheating economy.As we head into 2023,the still-complex global economic

2、 environment has impacted e-commerce from all sides:above-target inflation,global instability,and what is now called the tripledemic.2023:The Year of Transformation and Rebuilding1 Insider Intelligence 2022In the coming year,retail businesses will fight even harder for their share of e-commerce sale

3、s as competition intensifies.New tactics will need to be deployed as growth from digital advertising,once the answer for success,will slow considerably in 2023.While year-over-year growth is still anticipated,the growth from the two ad powerhouses,Google and Meta,will be significantly lower than in

4、previous years.Their combined net new digital ad spend is projected to only account for 15.8%of the total digital ad spend predicted for 2023,down from 79.5%in 2015,as advertisers look for other platforms to put their ad dollars towards.This leaves a considerable gap,which Amazon is already filling,

5、and creates an opportunity for new retail media networks to emerge,and for others not as well-known to forge ahead.Retail media networks will be of utmost importance in the coming year,due to privacy policy constraints,accountability and measurement across the funnel,and heightened consumer shopping

6、 expectations,evolving the shopping experience to now require deep knowledge of consumer behavior and purchase data.This report looks at both the economic and newly formed consumer behaviors to present the ten trends and predictions for e-commerce and marketplaces in the year ahead.16%of net new dig

7、ital ad spend will be attributed to Google and Meta in 20231Marissa Incitti Associate Director of Content for Feedvisor3 FEEDVISORTable of ContentsTHREE DRIVERS INFLUENCING CONSUMER BEHAVIOR10 TRENDS AND PREDICTIONSLOOKING AHEAD:OMNI-CHANNEL WILL SIMPLY BECOME“COMMERCE”IN 20234 12 224 FEEDVISORThree

8、 Drivers Influencing Consumer BehaviorNecessity has prompted a number of new technologies and strategies this year,influencing not only the way consumers purchase but why.Our experts have narrowed down three main drivers of consumer purchasing behavior to help formulate your 2023 strategies.Consumer

9、s Shift Focus to Price and ValueDuring the height of the pandemic,name-brand goods were flying off the shelves or out of stock within hours,opening the door for many consumers to try private-label or white-label products,which historically carried a stigma of being“lesser than”brands due to a lower

10、price point.Often the cheaper of the two,private label products had the advantage of being both available and more cost-effective for financially-constrained shoppers.As supply chains eased,experts hypothesized private label preferences would be a pandemic habit only.However,current economic conditi

11、ons have led to a continued surge in demand for private label goods and a shifting of perspective.35%31%16%9%6%3%Does not matterDepends on the productPrefer brand labelsDepends on the dealPrefer private labelsDepends on product availabilityWhile consumers prefer brands(16%),they are more open to pri

12、vate labels,and 6%prefer them over brands.The younger generations(Gen Z and Millennials)are more likely to have a preference than older generations,with 21%preferring brand names.This makes sense given the social media usage and prevalence of brand influencers younger generations are exposed to.Addi

13、tionally,those in the low and middle-income classes have no preference,whereas the decision is more product-dependent for high earners.66%of consumers remain open to purchasing private labels versus brand names,with about half reporting it depends on the products Consumer Purchasing PreferencesDRIVE

14、R#1:5 FEEDVISOR76%of shoppers on Amazon are more likely to purchase an Amazon private label product versus a brand name productYet,when asked about Amazon private label products,76%of shoppers indicated they are more likely to purchase an Amazon private label product instead of a brand name product.

15、This could be because of the pains Amazon has taken to ensure the quality of their private label products match that of the brand name products they are mimicking.The main factors influencing consumers private label choices on Amazon are:Low shipping costFast Shipping60%52%PriceProduct Appearance/Li

16、sting Quality72%54%Product reviewsFlexible Return Policy57%49%THREE DRIVERS INFLUENCING CONSUMER BEHAVIORTo optimize your Amazon strategy,get in touch with us at FEEDVISORConsumers Expect Convenient Shopping ExperiencesAs online shopping grows in popularity,retailers continue to develop new ways to

17、make buying even more convenient for consumers that fit their needs and expectations.Consumers now expect an interactive shopping experience that provides convenience and the flexibility to purchase products quickly and safely.They want to explore product features virtually to ensure the right fit o

18、r use before spending,and they want these capabilities available throughout the shopping journey.To accommodate,several new technology options have been adopted to oblige this shift of preference.DRIVER#2:Use the 360 option to see products from all angles:Viewing a product in their space before purc

19、hasing:Purchasing products within a game:Flexible payment options like“buy now,pay later”:Using a QR code to purchase:Currently use49%24%32%36%31%31%30%24%24%30%Anticipate usingTechnology advancements consumers use throughout their purchase journey for a more integrated and seamless experience onlin

20、e:Our survey found use and adoption by consumers of these new technologies is growing.The most popular tool being used today is the“360”viewing option,which allows you to see products from all angles,with 49%of shoppers currently using it and 24%anticipate using this feature for future purchases.For

21、 those that decided to renovate their home offices or invest in home improvements,32%of consumers used a feature to view a product in their space before making a purchase and 36%anticipate using this technology for a future purchase.THREE DRIVERS INFLUENCING CONSUMER BEHAVIORTo optimize your Amazon

22、strategy,get in touch with us at FEEDVISORLong thought of as an in-store-only feature,QR codes are re-emerging in the e-commerce world as their popularity during the pandemic solidified a new behavior.They have consistently been helping bring more customers to sites or driving to standalone rich exp

23、eriences through applications,such as virtual worlds and virtual product showrooms.THREE DRIVERS INFLUENCING CONSUMER BEHAVIOR1 Feedvisor 2022 2 Shopify 2022Aura Bora,a sparkling water company,also utilizes QR codes as refrigerator magnets that come with every purchase that takes customers to a pers

24、onalized replenishment cart for previous purchases for easy one-click purchases.2Some of the most popular ways e-commerce retailers use QR codes include:sending messages or emails,saving contact information,and opening a webpage.Image source:Business InsiderQR codes are going digital and currently u

25、sed by 24%of shoppers with 30%anticipating using them in the futureAt Amazon Style,a brick-and-mortar fashion store,consumers can use their phones to scan QR codes as they shop the floor and choose between different colors,sizes,and styles in the app.1 Their clothing selections will then be sent to

26、their choice of a fitting room,a physical checkout,or a no-line digital checkout experience for an easily integrated shopping experience that brings online and offline shopping together.8 FEEDVISORWhile still a relatively new feature for e-commerce,the future of augmented reality(AR)looks bright,esp

27、ecially as a component of the metaverse.Many consumers are currently using augmented reality in their online shopping journeys.Currently,18%of shoppers use this feature online,while 33%anticipate using it.While there is a fairly low usage rate,we expect this number to rise since new research suggest

28、s nearly 75%of the global population and almost all smartphone users will be frequent AR users by 2025.1 Brands are jumping on board the AR bandwagon,and for a good reason,as a recent study found that interacting with products with AR experiences leads to a 94%higher conversion rate.2Augmented reali

29、ty has been around for years since the publics first mass adoption and use happening with Snapchats geo and dog face filters.It has recently become a powerful lever for both retailers and brands,as they continue to use augmented reality in a way that replaces a consumers need to physically interact

30、with a product.Augmented reality looks bright as 18%currently use and 33%anticipate using itFor example,in January of 2022,Ulta created an AR filter for Snapchat users that consumers could us to“try on”make-up looks and purchase directly in the app.3 Ikea and Amazon have also recently leveraged AR f

31、or furniture and hard line products,allowing users to save time,effort,and even money by virtually evaluating the photo-realistic representations and viewing the product from different angles.This is one feature where retailers and brands must start experimenting to be better prepared for the future

32、.THREE DRIVERS INFLUENCING CONSUMER BEHAVIOR1 Snapchat Business 20222 Harvard Business Review 20203 Shopify 2022To optimize your Amazon strategy,get in touch with us at FEEDVISORTHREE DRIVERS INFLUENCING CONSUMER BEHAVIORGaming has seen tremendous growth as a retail driver,with in-game advertising e

33、stimated to grow at a CAGR of 7.08%during the forecast period to reach$221.511 billion by 2027,from$137.266 billion in 2020.2The newest digital space,the Metaverse,is already here,opening up a new realm of opportunities for product discoverability,brand awareness,and purchase for brands and retailer

34、s.As an untapped space,this is an opportunity for experimentation as each brand figures out what will work for them.Endless possibilities are available,as Gucci discovered with their Roblox Gucci Garden Experience where they found success selling a digital twin of a purse for a higher price than its

35、 real-world counterpart.3Adoption is picking up speed as our survey revealed 31%of consumers have already purchased within a game,while 19%anticipate doing so in the future.With over half of consumers saying more of their lives and livelihoods are now happening in digital spaces,the key to success i

36、n the Metaverse for brands and retailers will be to create virtual experiences and products that provide the community consumers are looking for in these environments.Over half of consumers say more of their lives and livelihoods are now happening in digital spaces11 Accenture 20222 Business Wire 20

37、223 Gucci 2022Image source:SharkBlox/Youtube10 FEEDVISORConsumers Are Looking for Community With Added-Value Opportunities Consumers are spending more time on social platforms,with the average consumer spending two and a half hours daily on social media.1 These platforms have taken advantage of the

38、increased engagement by providing commerce capabilities.Dubbed social commerce,this activity became quite popular during the pandemic as most shoppers were forced to stay inside and scroll their feeds instead of shopping in a mall.This is one habit that appears to be sticking as 52%of consumers surv

39、eyed reported making a purchase from social media in the past six months.52%of consumers have made a purchase from social mediaConsumers Shop Through:45%80%19%19%This social purchasing behavior has become an integral driver of the“shoppability movement”as social feeds continue to move away from life

40、 updates and friend requests to in-app purchasing,product tagging,and product review sharing.Part of the shoppability movement involves social influencers who have become a movement of their own.Previously geared toward brand awareness,social influencers have now taken on a much larger role in ecomm

41、erce strategies.Millennials and Gen X are more likely to make purchases after seeing influencers,with 43%saying they have The rise of social commerce has provided an outlet for influencers to build a more organic,trustworthy,and candid product review and promotion space,and for shoppers to tell thei

42、r stories and express their opinions.Now over 50 million people worldwide consider themselves a creator or influencer,and even more shoppers feel more empowered to share their opinion of their favorite or least favorite products with friends or the online communities they are a part of.2The authenti

43、city of influencer marketing is shown in the sheer number of consumers going to social platforms to seek out the“real reviews”of products from user-generated content and influencers.Over 53%of global Internet users between 18 and 24 use social media to research brands,3 and our survey revealed that

44、Millennials and Gen X are more likely to make purchases after seeing influencers than any other age group.New shoppable experiences like TikToks Product Tag feature,Instagrams“Checkout”feature,and Amazon Live in-app purchasing make it even easier for shoppers to click the“Buy Now”button directly and

45、 instantaneously make a spontaneous purchase.1 Techjury 20222 No Good 20223 Hootsuite 2022THREE DRIVERS INFLUENCING CONSUMER BEHAVIORDRIVER#3:11 FEEDVISORTHREE DRIVERS INFLUENCING CONSUMER BEHAVIOR37%of consumers have made purchases after seeing Amazon influencers talk about or recommend themThe mos

46、t popular social channels that consumers shop through are Amazon(60%),Facebook(56%),and Instagram(43%).While Amazon is not a traditional social network,they are headed towards a more social experience and have successfully competed with the top social networks in terms of social commerce adaptation.

47、Currently,Amazon has an extensive influencer network with livestreaming that consumers look to for live product demonstrations,especially beauty and personal care products,as well as clothing.Consumers prioritize getting to see candid reactions to products and services,providing the social proof tha

48、t shoppers feel they can trust.The convenience of purchasing directly through the livestream,rather than being redirected in order to complete a transaction is a welcome feature removing purchasing barriers and blocks in the path to purchase other livestreaming platforms have yet to address.With the

49、 recent announcements from TikTok and Meta removing live shopping features from their platforms,Amazon is poised to benefit.1But not every product does well on social media,even with an influencer.Consumers tend to purchase products from influencers that present themselves well,where proof of“benefi

50、t”can be shown.For instance,beauty products that claim to even skin tone after just one use could work well in front of a live audience,where a product that needs more time to show results would do better as a before and after shot.Aligning your brands target audience with the influencers audience w

51、ill ensure a more successful partnership.Influencer-Driven Categories Consumers Shop From on AmazonMost Popular Social PurchasesBeauty&Personal Care39%Home&KitchenCell Phones and AccessoriesElectronics28%26%21%Clothing,Shoes,Jewelry&Watches42%Clothing,Shoes,Jewelry&Watches45%Home&KitchenCell Phones

52、and Accessories31%28%Beauty&Personal Care50%1 Insider Intelligence and CNET 202212 FEEDVISORFeedvisors 10 E-Marketplace Trends and Predictions for 2023M-Commerce and Social Commerce Will DominateMobile phones have become a necessity and,in most cases,an appendage,as 6.6 billion people1 use them dail

53、y to perform simple tasks such as checking messages,browsing sites,watching videos,and,most recently,making more and more purchases.While e-commerce has seen a massive rise in popularity and use,m-commerce is touted as the next retail frontier,accounting for 39%of retail e-commerce sales in 2022 and

54、 expected to double its share of total retail sales between 2022-2025.2 As a consequence,social media usage has exploded in recent years,with billions of people around the world using platforms like Facebook,Instagram,and TikTok on a daily basis.This has provided a large audience for businesses to r

55、each and sell to,with many retailers and brands taking advantage by launching their own pages,running ads,and collecting data.Particularly popular among adult members of the Gen Z generation,social buying is a growing trend in the US,expected to be a$79.64 billion industry by 2025.3 The ability to d

56、iscover and buy products directly from social media without having to leave the platform to go to a separate website,is proving to be very convenient for other generations as well.Millennials,in particular,use social channels for information and shopping research,and almost half(48.6%)have made a pu

57、rchase.Taking into account both the current economy as well as the newly formed consumer behaviors,Feedvisor is sharing the ten most influential trends and predictions for e-commerce and marketplaces for 2023.In 2023,almost all new U.S.digital buyers will be Gen Zers,whose shopping habits rely mostl

58、y on social commerce.Amazon has also adopted a similar style akin to a social feed over the course of 2022,especially with the launch of their new feed-Amazon Inspire.Featuring short-form videos and photos,this feed allows consumers to explore products and ideas and shop from content created by infl

59、uencers,brands,and other customers.The feature aims to lure consumers away from apps like TikTok,where brands can directly market to consumers and instead keep them on Amazons platform for both increased sales and views.The battle for sales is a given,however the battle for views is crucial since th

60、ey provide more first-party data about the products consumers search for and buy,making Amazons advertising strategies even more effective.1 Oberlo 20222 Insider Intelligence 20223 Insider Intelligence 2022113 FEEDVISORThe popularity of social commerce created a new line of work for socially savvy c

61、onsumers and created an opportunity for brands as they battled for attention and wallets in the form of influencers.1Currently a numbers game,influencers with large followings classified as mega or macro influencers(those with followings above a million)often see the greatest results when promoting

62、products or services on their social media accounts.However,we predict it will be the micro influencers,those with a follower count between 5,000-100,000,that will continue to resonate with their audiences and draw more attention from brands given the limited budgets brands and retailers will have t

63、o work with going into 2023.The audiences of micro-influencers tend to have a much higher engagement rate as well,making their involvement a strong strategy play.Influencers imagery and personas will need to become more relevant no matter how many followers they have,as up until now,influencers succ

64、ess can be attributed to their depiction of lavish and enviable lifestyles,which creates demand and brand awareness through envy.1 Influencer Marketing Hub 2022 FEEDVISORS 10 E-MARKETPLACE TRENDS AND PREDICTIONS FOR 2023As economic pressures increase,influencers with unattainable lifestyles will los

65、e relevance with shoppers as they look for content they can better relate to.Choosing influencers that still fit your brand but also relate to your target audience will become the challenge in 2023.One way to search for influencers is using the popular“TikTok Made Me Buy It”articles and searching ha

66、shtags like#amazonfinds and#amazon on TikTok and Instagram to find people already promoting products.Look at their audiences to see if they are your target,and research past videos and posts to see if the tone matches your brand.If everything aligns,reach out and offer to send the product for free w

67、hile including a promotional social media code.Amazon also has a built-in tool that helps you find influencers through their affiliate network thats easily accessible through your account.To optimize your Amazon strategy,get in touch with us at EconomyEvolves214 FEEDVISORWith competition as fierce a

68、s ever and the average attention span holding at 8 seconds,the most successful way to engage and convert consumers in 2023 will be shoppable videos.Video has proven to be a powerful form of advertising for brands and retailers because it allows them to effectively communicate their message and engag

69、e with their audience in a way that is more dynamic and immersive than other types of media.As video advertisements and DSP video ads become more important,Amazon has introduced new metrics to better help advertisers.Previously,advertisers could only measure if customers watched their videos based o

70、n clicks and CTR%,but did not know how many customers actually watched their ads.Using the new view metrics,advertisers can now measure campaign performance across video viewing engagement,providing insight into Sponsored Brands video creatives added value beyond clicks and return on investment.One

71、of the main advantages of video is that it allows brands to showcase their products or services in action,which can be particularly effective for demonstrating how they work or what makes them unique.This can be especially useful for complex or technical products that may be difficult to understand

72、through text or static images alone.An added bonus of product videos is the increased likelihood a consumer will make a purchase(73%)2 and the versatility of use across platforms.Length of the video should be unique to each platform,with emphasis placed on creating short-form shoppable content that

73、is quick,engaging,and product-focused.Platforms like Amazon Live have seen great success allowing sellers to showcase products and features to new audiences through interactive live streams and videos.Each video is shoppable,driving customers directly to product pages.54%of consumers want to see mor

74、e videos from brands they support11 University of New Hampshire Inquire Journal 20222 Hubspot 2022FEEDVISORS 10 E-MARKETPLACE TRENDS AND PREDICTIONS FOR 2023Brands and Retailers Break Through the Noise with Shoppable Videos315 FEEDVISORFEEDVISORS 10 E-MARKETPLACE TRENDS AND PREDICTIONS FOR 2023Adver

75、tising had a tumultuous year with ad costs rising 13.6%since 2021,totaling$211.2 billion,1 with costs and competition for ad space only expected to continue to rise.However,inflation and the subsequent budget slashing will force brands and sellers to look for cost-effective ways to drive traffic to

76、their stores in 2023.Many will use their own social channels and ads with guaranteed further reach,such as DSP,while still others will expand into the over-the-top(OTT)space,making it the center of their strategies.In an effort to generate more cost-effective off platform traffic,TV ads will make a

77、comeback,but see the most impact with streaming services.The popularity of streaming has opened a new window for media,one where advertisers can show viewers personalized ads,buy media,and measure performance in a much smarter way.More and more people consume video through streaming services like Ne

78、tflix,Amazon Prime Video,Hulu,and Disney+,and 62%of households in the U.S.are current subscribers to at least one of these services.2 In addition to the growing audience,advertisers will find OTT advertising to be cost efficient.Due to the nature of its flexibility,retailers and brands can start wit

79、h modest ad spend amounts and ramp up or down dependent on targeting and business needs.By the end of 2023,U.S.OTT video ad spend will account for 3.4%of all digital ad spend and 10%of all video ad spend,becoming a key component of advertising strategies.3 One way brands can capitalize on TV ads is

80、through QR codes to drive TV watchers and streamers to their store or to purchase directly from their TV.By leveraging OTT,marketers can create more targeted ads and increase engagement with relevant audiences who seek personalized experiences.1 Oberlo 20222 Statista 20223 Insider Intelligence 2022O

81、TT Ad Strategies Will Be a Lifeline 416 FEEDVISORFEEDVISORS 10 E-MARKETPLACE TRENDS AND PREDICTIONS FOR 2023Defined as selling products directly to customers,rather than through intermediaries such as retailers or wholesalers,direct-to-consumer(DTC)businesses tend to be as close to where the consume

82、r is as possible.In order to survive,DTC businesses will need to loosen some of their control and partner with marketplaces to expand their audience reach.What better marketplace to partner with than Amazon?While many brands and retailers are uneasy about the high fees and high competition,those who

83、 view Amazon as a marketing channel rather than a profit center will be most successful.Using Amazons 2022 program,Buy With Prime(BwP),is another avenue DTC businesses can take to tap into an already engaged consumer audience and compete with rivals on fast delivery.DTC Businesses Will Rely on Marke

84、tplaces 5Image source:RetailWireBy adding BwP to their sites,DTC businesses will enable shoppers with an Amazon Prime membership to buy products using their prime accounts,but directly from the DTC website.This removes the barrier to purchase by providing a streamlined transaction without having to

85、enter in credit card information or leave the current site.It also means shoppers get free and fast shipping and access to Amazon customer service.Other Benefits for DTC Businesses Using BwP:Increased visibility in Amazon SearchDisplay reviews from Prime shoppers on their own eCommerce sites with Re

86、views from AmazonEasy shipping and fulfillment for those using FBA(although no longer a requirement to participate)Consumers trust Amazon and use it not only to buy products but also to read reviews,and discover or research new brands.Those who take advantage of that built-in consumer-trusted system

87、 and combine it with other marketing efforts such as ads,email,and social media,will have a solid foundation to any e-commerce strategy.17 FEEDVISORDue to inflation and recessionary threats,consumers are taking a closer look at their budgets and the brands they support,making 2023 the year of the pr

88、ice-conscious consumer.This becomes an even bigger dilemma as excess inventory is now the problem many brands and sellers are facing.The outcome?An increase in trading down.Strategies Will Adapt to New Consumer Realities6FEEDVISORS 10 E-MARKETPLACE TRENDS AND PREDICTIONS FOR 2023Advertisements that

89、appeal to the current consumers plight while appearing genuine will be the winners of businesses and loyalty this year.Brands will need to become more reactive and responsive to feedback in reviews,on social,and throughout their customer journey.This ensures the consumer feels“seen and heard,”buildi

90、ng a relationship and increasing brand loyalty.You will often see this empathic messaging paired with different payment offerings like Buy Now,Pay Later,and other ways to pay to help consumers stretch their budgets.Price-conscious consumers and an excess of inventory are leading many shoppers to tra

91、de down by reconsidering brands they have been buying consistently and seeking alternative products that can give them the quality they want at a lower price.As the impact of the economy reaches deep into consumers wallets,patience is running thin for issues brands are facing related to staffing cha

92、llenges or lack of a good customer experience.To combat this problem,brands and retailers will lean into empathic messaging and accommodating pricing.But businesses need to keep their margins in mind too.Consumers are more likely to look for the lowest-cost product rather than brand-name products in

93、 this economic environment.One way to meet the growing challenge of balancing profit with sentiment is by using an AI-powered repricing platform that optimizes pricing in real-time.This ensures your product is at the market rate while meeting your floor and ceiling limits.Exceed your 2023 goals with

94、 Feedvisors AI-powered repricer at FEEDVISORFEEDVISORS 10 E-MARKETPLACE TRENDS AND PREDICTIONS FOR 2023In addition to ensuring messaging is correct,subscriptions and memberships will be more in demand.With inflation still a concern,and the end of the third party data era nearing as Google gradually

95、removes cookies,they are more attractive than ever to both consumers and retailers alike.Members especially will seek out the exclusive deals and discounts coupled with the convenience of faster or free shipping that generally accompany them,while retailers will see them as a central tool for retain

96、ing customers and increasing their involvement.In the past year,memberships have risen,but especially for grocery and retailer combo businesses such as Costco and Target Circle.Other memberships,like Amazon Prime,are at their highest subscription level yet,with Walmart pivoting their strategy to foc

97、us on high-income consumers,with limited success.Loyalty memberships are effective ways for retailers to acquire new customers,as well as maintain relationships with existing ones.Since cost saving is the main motivator,it makes sense that 64%of consumers say their loyalty program membership influen

98、ces where they shop,and has increased by 7%from the previous year.This increase could be attributed to the current economic climate as shoppers continue to search for savings.The number rises to 73%if consumers are parents,as their budgets are tighter than most.As more consumers are looking to conti

99、nue to purchase their products quickly and get them in a timely manner,they are much more likely to consider memberships or subscription models.This provides an opportunity for brands and retailers to capitalize on the need for convenience with membership programs that offer subscriptions or exclusi

100、ve shipping offers.64%of consumers say having a membership influences where they shop1Memberships Influence Where Consumers Shop1 Feedvisor Amazon Consumer Behavior Report 2022Subscriptions and Memberships Will Be Key Loyalty Drivers719 FEEDVISORFEEDVISORS 10 E-MARKETPLACE TRENDS AND PREDICTIONS FOR

101、 2023Retail media networks will be the biggest winners in 2023,with Amazon,Walmart,and Instacart leading the pack.Google and Meta alone no longer dominate the digital ad spending space,as collectively Google and Meta will account for only 15.8%of net new digital ad spending growth in 2023,down from

102、79.5%in 2015.2Amazon remains the top retail network,as the single largest and most important advertising platform disrupting the space with retail media,search,and video.This is especially thanks to a huge boost in views with their newly announced NFL deal,giving Amazon media rights to Thursday Nigh

103、t Football games from now through 2032.4 The NFL deal paired with the rest of their Amazon DSP advertising options,gives them the largest platform not just online but across traditional channels like print and TV ad dollars through the Amazon DSP platform.As a result,Amazon will earn$5.48 billion in

104、 net ad revenue next year,surpassing Meta($2.66 billion)and Google($2.07),and total ad revenue will grow nearly 19%to reach$34.59 billion next year.5The trend to watch out for is retail media aggressively moving linear TV dollars to streaming TV like Amazon,Hulu,and Apple TV.11%of total ad spend is

105、retail media11 Forbes 20222 Insider Intelligence 20223 Insider Intelligence 20224 Amazon Advertising 20225 Insider Intelligence 202277%of retail ad spend is commanded by Amazon in the U.S.3As the year progresses,we will continue to see more new retail media networks emerge,paired with more brands se

106、eing retail media networks as interconnected advertising channels rather than unconnected and unrelated platforms.Retail Media Networks Scale and Standardize8Standardized reporting and ad formats will emerge,making it easier for brands and retailers to compare performance across different campaigns

107、and allowing for greater informed decisions for allocating marketing budgets and resources.Though,as operating costs and a potential recession looms,overall marketing and advertising dollars will be trimmed resulting in the amplified importance of unified real-time optimizations made across retail m

108、edia networks.In order to make these changes across retail media networks smaller and more centralized,the formation of retail media teams will pop up across agencies and large CPGs.20 FEEDVISORFEEDVISORS 10 E-MARKETPLACE TRENDS AND PREDICTIONS FOR 2023Tightening wallets will result in a greater emp

109、hasis on measuring the true return on investments across businesses in 2023.One area that will see a major impact is advertising.This year,global ad spend is expected to see only a marginal increase of 4%,indicating an overall ad spend slowdown.1 The result will force businesses to review their adve

110、rtising budgets carefully and renew their interest in understanding the impact of their budgets against their full funnel efforts;specifically to shed light on how upper-funnel efforts impact mid and lower-funnel efforts in driving engagements and conversions.This is especially true as newer upper-f

111、unnel advertising types like connected TV(CTV),OTT,and ad-supported streaming become more popular,not only for their wider audience reach but also for their relatively cheaper costs.Historically,assigning the right metrics and understanding the full impact of dollars spent has been difficult to meas

112、ure.Advertisers will need to look at metrics such as share of voice,increases in branded searches,and video engagements to get better visibility into the downstream influence on sales.1 Forbes 20222,3 Forbes 202255%of all ad spend is digitial,with CTV growing faster270%of digital spending will be tr

113、ansacted programmatically across various platforms,including online,CTV,and digital audio3To optimize your Amazon strategy,get in touch with us at Emphasis Placed on Measuring Return on Ad Investment9By analyzing metrics such as the increase in branded search,brands and retailers can identify which

114、specific aspects of their upper funnel efforts are most effective in driving conversions,so they can then optimize.Thankfully,new advancements in powerful measurement tools like Amazon Marketing Cloud(AMC)will allow businesses to measure these results and allocate resources to the most effective ad

115、channels,campaigns,and types.Utilizing new measurement tools will give brand-rich insights that they have not had in years past,leaving many struggling to find out how to act on these new insights.Brands that take this opportunity to integrate their data into their business workflows across new prod

116、uct innovations,SKU-prioritization,pricing,content,ads,and more will see the most success and highest return on their advertising investments.21 FEEDVISORFEEDVISORS 10 E-MARKETPLACE TRENDS AND PREDICTIONS FOR 2023AI is no longer a convenience of the future,it is now,and it has gone mainstream.Used i

117、n a variety of contexts,the power of AI tech lies in its near human style of crafting content and original,although not quite the norm,imagery.The latest AI tech that has the market abuzz is ChatGPT,a free platform used to answer complex questions with a human style of response and DALL-E 2,also a f

118、ree platform,which is being used to create original images.Example of DALL-E 2 in Action Exceed your 2023 goals with Feedvisors AI-powered repricer at are helping businesses optimize workflows and reduce costs,as they benefit from the speed and near-accuracy of the results.However,AI has the potenti

119、al to play a greater role in e-commerce in 2023,as it can be used to personalize recommendations,improve the accuracy of product search results,and also be used to help customers find the products they are looking for more quickly and easily.Currently,the biggest draw for using AI as an e-commerce s

120、eller is to analyze customer behavior and predict their purchasing interest,which can be useful for targeted marketing campaigns.The current economy dictates the need for efficiency within businesses due to a limited budget,and lends itself to a growing number of businesses relying on AI to improve

121、their overall business efficiency.As we look to 2023,the most practical use for AI with Amazon sellers is for pricing.Sellers will be moving further and further away from traditional pricing to dynamic and AI-based pricing as rapid fluctuations in market conditions and changes in consumer behavior c

122、ontinue to dominate.Traditional pricing models are stagnant and obsolete,while dynamic pricing is adjusted in real-time based on supply and demand.While AI is currently used for repricing tools,it will be heavily relied on to learn and even predict the changes in market conditions in 2023.The core o

123、f every connected ecosystem will be based in AI.AI Will be Infused Throughout the Workflow of E-Commerce1022 FEEDVISORLooking Ahead:Omni-Channel will Simply Become“Commerce”in 2023To consumers,it is all commerce.As the world continues to become rapidly digitized,the lines between e-commerce and phys

124、ical commerce will continue to blur to the point where 2023 will be the year where both are simply referred to as just“commerce.”Meeting shoppers needs instantaneously will be at the forefront of business survival,requiring purchasing technology to be responsive and mobile-friendly on various platfo

125、rms and provide shoppers with convenience when accessing its products and services.Customers now expect to shop on any channel,be it social media,online,or in-store.Looking ahead to 2023,consumer expectations of commerce will continue to adapt.Businesses need to plan for creative solutions to barrie

126、rs that would complicate a seamless shopping experience while being mindful of the changing consumer sentiment as the economy shifts.Remember,consumers do not segment their shopping by channel,so businesses must re-evaluate their channel goals and strategies to ensure a holistic view of the customer

127、 journeys across channels of influence.23 FEEDVISORGet 30-Day Free TrialSchedule DemoDrive demand and conversion with real-time pricing and advertising optimization Holistic analyses and actionsPrecise,SKU-level insights and actionsActionable market intelligenceStrategic planning and customer journe

128、y managementSaas Technology and managed servicesOne Platform.One Team.360 Optimization.Unlock Your Amazon PotentialAdvertising|Pricing|Intelligence|Strategy|Brand Experience|Content87%average YoY sales growth 81%average YoY profit growth 57%average YoY ad sales growthStart the New Year Fresh with a FREE Personalized Demo We know budgets are tight this quarter,let us help you manage expectations and reduce ad spend.Your demo covers:Discuss your overall business and Amazon goalsNo commitment to start your FREE 30 day trialSee a live demo of Feedvisor360 in actionClient Results Spotlight