US Ecommerce by Category 2022 - Automotive and Grocery Poised for Significant Growth - eMarketer
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MAR 2022
Blake Droesch
US Ecommerce by
Category 2022
Automotive and Grocery Poised for Significant Growth
After two tumultuous years, we expect US ecommerce sales to grow 14.1% this year.
What’s driving ecommerce growth and the way certain products are bought online?
This eMarketer report reveals our outlook for US retail and ecommerce sales, which
ecommerce companies will come out on top, and the ecommerce categories expected
to grow the fastest in 2022.
presented by
Dear eMarketer Reader,
eMarketer is pleased to make this report, US Ecommerce by Category 2022:
Automotive and Grocery Poised for Significant Growth, available to our readers.
This report covers eMarketer’s outlook for US retail and ecommerce sales growth
through 2026, what share ecommerce will command of total US retail sales, the rate
at which certain ecommerce categories will grow, and more actionable insights for
marketers looking to improve their strategies.
We invite you to learn more about eMarketer’s approach to research and why
we are considered the industry standard by the world’s leading brands, media
companies, and agencies.
We thank you for your interest in our report, and we thank Goodway Group for
making it possible to offer this report to you today.
Best Regards,
Nancy Taffera-Santos
Nancy Taffera-Santos
SVP, Media Solutions and Strategy, eMarketer
eMarketer, Inc. www.emarketer.com
11 Times Square, Floor 14 nancyts@emarketer.com
New York, NY 10036
US Ecommerce by Category 2022: Automotive and Grocery Poised for
Significant Growth
US retail and ecommerce sales growth will return to pre-pandemic levels in 2022. But shifts in consumer behavior
during the pandemic have changed the way certain products are bought online, particularly in the automotive and
grocery categories.
3 KEY QUESTIONS THIS REPORT WILL ANSWER
US Retail Ecommerce Sales Growth, by Category,
2022-2026
1 What is the outlook for US retail and ecommerce sales
% change
growth in 2022?
2022 2023 2024 2025 2026
Auto and parts 30.1% 22.7% 21.4% 19.6% 18.8%
2 What share will ecommerce (and its categories)
Food and beverage 20.7% 19.6% 17.2% 16.5% 16.3%
command of total US retail sales?
Apparel and accessories 15.4% 14.6% 14.5% 14.1% 13.4%
3 Which ecommerce categories will grow the fastest —Jewelry 6.8% 21.3% 18.2% 14.2% 11.6%
in 2022? Health and personal care and beauty 15.1% 14.7% 14.4% 14.1% 13.9%
—Cosmetics and beauty 19.6% 14.5% 14.3% 12.5% 12.2%
WHAT’S IN THIS REPORT? The US retail ecommerce —Fragrance 19.4% 13.8% 13.2% 12.3% 11.9%
forecast for 2022, including our numbers on sales —Pet products 17.7% 13.4% 12.4% 12.0% 10.8%
growth and ecommerce’s share of overall sales for Computer and consumer electronics 15.0% 14.1% 13.9% 13.2% 10.5%
product categories. Office equipment and supplies 14.0% 13.6% 12.6% 10.2% 9.1%
Toys and hobby 12.0% 11.4% 11.2% 11.0% 10.8%
Furniture and home furnishings 10.3% 9.3% 8.9% 8.6% 8.5%
Books/music/video 8.4% 9.9% 8.3% 7.4% 7.3%
Other -4.5% 4.1% 3.9% 3.7% 3.4%
Total 14.1% 13.8% 13.4% 12.9% 12.1%
Note: includes products or services ordered using the internet, regardless of the method of
payment or fulfillment; excludes travel and event tickets, payments such as bill pay, taxes or
money transfers, food services and drinking place sales, gambling and other vice goods sales
Source: eMarketer, Feb 2022
273109 eMarketer | InsiderIntelligence.com
KEY STAT: Auto and parts, and food and beverage—two
categories with historically low levels of online purchases—
will be the fastest-growing product categories in ecommerce
this year.
Contents
3 US Ecommerce by Category 2022: Automotive and
Grocery Poised for Significant Growth
4 Key Points
6 US Retail Overview
10 Categories Driving Ecommerce Growth
12 Spotlight on Key Categories
17 Editorial and Production Contributors
PRESENTED BY: Copyright © 2022, Insider Intelligence Inc. All rights reserved. Page 3Key Points
■ US retail sales will return to pre-pandemic growth
trends in 2022. After two unusual years, the annual
rate of US ecommerce sales growth will return to the
mid-teens, while non-ecommerce growth will remain in
the low single digits.
■ Annual ecommerce sales will surpass $1 trillion for
the first time in 2022. This year, it will make up 15.2%
of total retail sales.
■ The pandemic will have a lasting impact on online
shopping behavior in different product categories.
Changes to consumer behaviors during the pandemic—
including online car buying and digital grocery—will
make auto and parts and food and beverage the
fastest-growing ecommerce categories in 2022.
■ By 2025, more than half of sales will come from
online in three new categories: apparel and
accessories; office equipment and supplies;
and toys and hobbies. They will join books, music,
and video and computer and consumer electronics
as the five categories where most sales come
from ecommerce.
PRESENTED BY: Copyright © 2022, Insider Intelligence Inc. All rights reserved. Page 4US Retail Snapshot 2022
US Retail Ecommerce vs. Non-Ecommerce Sales, 2020-2026
trillions and % change
$5.9 $6.0 $6.0 $6.0
$5.7 $5.8
$4.8
32.4%
18.5%
14.5%
14.1% 13.8% 13.4% 12.9% $1.7
$1.2 $1.3
$1.5 12.1%
$0.8 $0.9
1.3% 1.3% 1.2%
$1.0 1.0% 0.8%
0
2020 -0.2% 2021 2022 2023 2024 2025 2026
Non-ecommerce sales Non-ecommerce % change Ecommerce sales Ecommerce % change
Notes: includes products or services ordered using the internet, regardless of the method of payment or fulfillment; excludes travel and event tickets, payments (such
as bill pay, taxes, or money transfers), food services and drinking place sales, gambling and other vice goods sales
Methodology: Estimates are based on the analysis of data from other research firms and government agencies, historical trends, reported and estimated revenues
from company reports, consumer online buying trends, and macro-level economic conditions.
Retail Ecommerce Sales Share in the US, Top 10 Companies, ranked by Retail
by Product Category, 2020-2026 Ecommerce Sales, 2022
% of total retail sales in each category % of total retail ecommerce sales
16.8% Total 83.2% Amazon 39.5%
Ecommerce Dominant
Walmart 7.0%
68.4% Books, music & video 31.6%
56.3% Computer & consumer electronics 43.7% Apple 4.2%
Ecommerce Advanced eBay 3.9%
42.4% Toys & hobby 57.6%
39.9% Office equipment & supplies 60.2% Target 2.3%
37.0% Apparel & accessories 63.0% The Home Depot 2.1%
32.6% Furniture & home furnishings 67.4%
Caravana 1.8%
Ecommerce Rising
17.2% Health & personal care 82.8% Best Buy 1.8%
6.4% Food & beverage 93.6%
Costco Wholesale 1.7%
5.2% Auto & parts 94.8%
3.6% Other 96.4% Kroger 1.4%
Ecommerce Brick-and-Mortar
i273256
PRESENTED BY: Copyright © 2022, Insider Intelligence Inc. All rights reserved. Page 5US Retail Overview US Retail Sales Growth, by Segment, 2020-2026
% change
After two tumultuous years, retail growth will return to 32.4%
somewhat normal levels in 2022.
This year, total US retail sales will increase 3.0% year over
year (YoY), the same growth rate as before the pandemic in 18.5%
2019. Ecommerce sales growth skyrocketed in 2020 due to 17.9%
the pandemic, while brick-and-mortar sales contracted for
14.5% 14.1%
the first time since the Great Recession. In 2021, ecommerce 13.8% 13.4% 12.9% 12.1%
remained strong, but rebounding in-store sales outpaced
online growth. This resulted in total retail sales growing a 3.4% 1.3% 3.2% 1.2% 3.2% 1.0% 3.2% 0.8% 3.1%
3.0%
strong 17.9% last year. -0.2% 1.3%
0
2020 2021 2022 2023 2024 2025 2026
US Total Retail Sales, 2020-2026 Retail ecommerce sales Retail sales Non-ecommerce sales
trillions and % change Note: retail ecommerce sales includes products or services ordered using the internet,
regardless of the method of payment or fulfillment; non-ecommerce sales excludes products
$7.702 or services ordered using the internet; all segments exclude travel and event tickets,
$7.470
$7.239 payments such as bill pay, taxes or money transfers, food services and drinking place sales,
$7.013 gambling and other vice goods sales
$6.597 $6.796
Source: eMarketer, Feb 2022
273090 eMarketer | InsiderIntelligence.com
$5.594
Ecommerce
For the first time ever, annual US ecommerce sales will
17.9% surpass $1 trillion in 2022. This milestone would not have
3.4% 3.0% 3.2%
been reached if it wasn’t for the massive spike in online sales
3.2% 3.2% 3.1%
seen in 2020. Prior to the pandemic, we did not forecast US
2020 2021 2022 2023 2024 2025 2026 ecommerce surpassing $1 trillion until 2024.
Total retail sales % change
Note: excludes travel and event tickets, payments such as bill pay, taxes or money transfers,
food services and drinking place sales, gambling and other vice goods sales
US Retail Ecommerce Sales, 2020-2026
Source: eMarketer, Feb 2022 billions, % change, and % total retail sales
273088 eMarketer | InsiderIntelligence.com
$1,688.51
$1,506.26
US ecommerce sales will grow 14.1% in 2022. That annual
growth rate will remain in the low-to-mid teens over our $1,334.15
$1,176.50
forecast period, as it did in the years leading up to the
$1,033.83
pandemic. Similarly, non-ecommerce retail growth will return $906.11
to an annual growth rate of low single digits, increasing by $791.70
1.3% in 2022. 32.4%
18.4% 20.2% 21.9%
14.5% 15.2% 16.8%
14.2% 13.7% 14.1% 13.8% 13.4% 12.9% 12.1%
2020 2021 2022 2023 2024 2025 2026
Retail ecommerce sales % change % total retail sales
Note: includes products or services ordered using the internet, regardless of the method of
payment or fulfillment; excludes travel and event tickets, payments such as bill pay, taxes or
money transfers, food services and drinking place sales, gambling and other vice goods sales
Source: eMarketer, Feb 2022
273089 eMarketer | InsiderIntelligence.com
PRESENTED BY: Copyright © 2022, Insider Intelligence Inc. All rights reserved. Page 6Ecommerce will account for 15.2% of total retail in 2022.
The resurgence in brick-and-mortar sales caused ecommerce
to lose some sales share in 2021. But ecommerce’s share of
total retail sales will continue to rise going forward. By 2025,
ecommerce will make up more than 20% of all US retail sales.
When Excluding Automotive and Fuel Sales,
Ecommerce’s Share of Total Sales Is Much Higher
Automotive and fuel, which are sold mostly offline, make up a
very large percentage of overall retail sales. When excluding
the auto and parts category and the “other” category (which
includes auto fuel, as well as home improvement and building
materials), ecommerce would make up more than one-
quarter (25.3%) of total retail sales in 2022.
Mcommerce
This year, mcommerce will grow slightly faster than overall
ecommerce. Its share of ecommerce sales will surpass
40% for the first time in 2022.
Mcommerce sales increased significantly in 2020, but its
share of total ecommerce sales remained flat through 2020
and 2021.
US Mcommerce Sales, 2020-2026
billions, % change, and % of total US retail ecommerce
sales
$768.27
$665.76
$571.02
$489.42
39.4% $418.70
41.4% $357.01
44.2% 45.5%
40.5% 41.6% 42.8%
39.4%
$311.93
14.5% 17.3% 16.9% 16.7% 16.6% 15.4%
2020 2021 2022 2023 2024 2025 2026
Mcommerce sales % change % of total US retail ecommerce sales
Note: includes products or services ordered using the internet via mobile devices, regardless
of the method of payment or fulfillment; includes sales on tablets; excludes travel and event
tickets, payments such as bill pay, taxes or money transfers, food services and drinking place
sales, gambling and other vice goods sales
Source: eMarketer, Feb 2022
273409 eMarketer | InsiderIntelligence.com
We expect mcommerce sales to continue outpacing overall
ecommerce and make up more than 45% of ecommerce
sales by 2026. The increased fluidity of conversion through
services like Apple Pay and Google Pay will aid future
mcommerce growth.
PRESENTED BY: Copyright © 2022, Insider Intelligence Inc. All rights reserved. Page 7Top Ecommerce Companies
Amazon continues to dominate and will increase its share of retail ecommerce sales to 39.5% in 2022, from 39.3% in 2021.
Walmart Inc. will remain a distant second. Walmart’s share of ecommerce sales will grow but at the expense of smaller players, and
not Amazon.
For a complete category breakdown of Amazon’s US ecommerce sales, look out for our upcoming report, “Amazon US Ecommerce Sales
by Category 2022.”
PRESENTED BY: Copyright © 2022, Insider Intelligence Inc. All rights reserved. Page 8What’s new for 2022: US Retail Ecommerce Sales, by Category, 2022
billions and % of total retail ecommerce sales
■ Apple will replace eBay as No. 3 in the ranking of US Retail ecommerce % of total retail
retail ecommerce sales by company. In 2017, eBay’s sales ecommerce
sales
ecommerce sales were nearly twice that of Walmart,
Computer and consumer electronics $219.33 21.2%
placing it firmly in second place. But it has slipped in
Apparel and accessories $203.75 19.7%
recent years, falling to the No. 3 slot in 2020, and will
—Jewelry $9.16 0.9%
drop again to fourth in 2022. Apple, on the other hand,
Furniture and home furnishings $129.45 12.5%
has performed very well during the pandemic, since Health and personal care and beauty $111.03 10.7%
work-from-home and learn-from-home trends have —Pet products $21.38 2.1%
fueled online sales in the computer and consumer —Cosmetics and beauty $18.60 1.8%
electronics category. —Fragrance $0.24 0.0%
Auto and parts $86.26 8.3%
■ Target cracks the top five. Several years of strong
Food and beverage $78.28 7.6%
ecommerce growth (including a 143.8% sales increase
Toys and hobby $74.03 7.2%
in 2020) has transformed the big-box retailer into an
Books/music/video $54.02 5.2%
ecommerce powerhouse. Target has risen quickly in the
Office equipment and supplies $19.35 1.9%
rankings, from being tied for 10th place in 2019 to fifth Other $58.32 5.6%
place this year. Total $1,033.83 100.0%
Note: includes products or services ordered using the internet, regardless of the method of
■ Carvana pulls into the No. 7 slot. The online used-car payment or fulfillment; excludes travel and event tickets, payments such as bill pay, taxes or
money transfers, food services and drinking place sales, gambling and other vice goods sales
retailer had a very successful few years because of Source: eMarketer, Feb 2022
the pandemic and subsequent supply chain issues 273092 eMarketer | InsiderIntelligence.com
increasing demand for used cars. (See spotlight on the
auto and parts category for more on Carvana.) Changes on the Horizon
Furniture and home furnishings will be the third-largest
■ Qurate Retail Group will fall from the top 15 in
category in US ecommerce sales this year, but two emerging
2022. Last year, it was in a three-way tie with Etsy Inc.
categories—auto and parts and health, personal care,
and Lowe’s.
and beauty—will grow much faster in the coming years.
By 2026:
Ecommerce by Category
Together, the computer and consumer electronics and ■ Health, personal care, and beauty will be the third-
apparel and accessories categories will make up more largest ecommerce category with 11.2% of total sales.
than 40% of all US ecommerce sales in 2022. They have
led US ecommerce sales since at least 2010, when we began ■ Furniture and home furnishings will be tied for
tracking category ecommerce sales. They’ll also continue to fourth with auto and parts, each with 10.8% of
make up the largest pieces of the ecommerce pie through ecommerce sales.
2026, the end of our current forecast period.
PRESENTED BY: Copyright © 2022, Insider Intelligence Inc. All rights reserved. Page 9Categories Driving ■ Health, personal care, and beauty (15.1% YoY
growth): The pandemic increased online purchases
Ecommerce Growth of everyday essentials, including hygiene products
and toiletries. The same factors causing apparel
Auto and parts and food and beverage will be the ecommerce sales to spike—the resumption of weddings
fastest-growing ecommerce categories; both will see and other formal events—will also drive growth in the
double-digit growth but from a relatively small base. beauty sector.
Computers and consumer electronics and apparel
US Retail Ecommerce Sales Growth, by Category,
and accessories—two categories that already generate 2022-2026
a large portion of sales through ecommerce but are still % change
growing steadily—will be the largest contributors to overall 2022 2023 2024 2025 2026
ecommerce sales growth, in terms of dollars. Auto and parts 30.1% 22.7% 21.4% 19.6% 18.8%
Food and beverage 20.7% 19.6% 17.2% 16.5% 16.3%
Apparel and accessories 15.4% 14.6% 14.5% 14.1% 13.4%
Fastest-Growing —Jewelry 6.8% 21.3% 18.2% 14.2% 11.6%
Health and personal care and beauty 15.1% 14.7% 14.4% 14.1% 13.9%
Ecommerce Categories —Cosmetics and beauty 19.6% 14.5% 14.3% 12.5% 12.2%
Despite overall retail returning to a more normal pace of —Fragrance 19.4% 13.8% 13.2% 12.3% 11.9%
growth this year, the pandemic will still have an impact on —Pet products 17.7% 13.4% 12.4% 12.0% 10.8%
certain product categories. Many of the factors driving Computer and consumer electronics 15.0% 14.1% 13.9% 13.2% 10.5%
growth in 2022 in the four fastest-growing categories will be Office equipment and supplies 14.0% 13.6% 12.6% 10.2% 9.1%
directly tied to the pandemic and its aftermath. Toys and hobby 12.0% 11.4% 11.2% 11.0% 10.8%
Furniture and home furnishings 10.3% 9.3% 8.9% 8.6% 8.5%
■ Auto and parts (30.1% YoY growth): Several Books/music/video 8.4% 9.9% 8.3% 7.4% 7.3%
Other -4.5% 4.1% 3.9% 3.7% 3.4%
pandemic-driven factors revved up demand for used
Total 14.1% 13.8% 13.4% 12.9% 12.1%
cars, which benefited auto ecommerce companies
Note: includes products or services ordered using the internet, regardless of the method of
like Carvana and Vroom. We expect sales from these payment or fulfillment; excludes travel and event tickets, payments such as bill pay, taxes or
money transfers, food services and drinking place sales, gambling and other vice goods sales
companies to remain strong in 2022, bolstering sales Source: eMarketer, Feb 2022
growth in an ecommerce category with a comparatively 273109 eMarketer | InsiderIntelligence.com
underdeveloped ecommerce presence.
The Largest Total Retail Sales Categories
■ Food and beverage (20.7% YoY growth): This Will See Big Ecommerce Growth
category was growing swiftly from a low base prior to
2020. But the pandemic was a huge accelerator of Auto and parts, food and beverage, and health, personal
digital-grocery adoption, which has driven online sales care, and beauty make up more than half (51.9%) of total US
of food and beverage. This change in behavior will stick retail sales in 2022. They are the largest retail categories in
post-pandemic, further driving ecommerce sales. the US, excluding “other,” which is comprised largely of auto
fuel, home improvement, and building material sales.
■ Apparel and accessories (15.4% YoY growth):
Consumers slowly emerging from their pandemic-
lockdown cocoons made apparel and accessories the
fastest-growing ecommerce category in 2021. It will
continue to be a high-growth category this year, as new
coronavirus variants and resurging cases have further
delayed many weddings and other formal events, as
well as return-to-office plans.
PRESENTED BY: Copyright © 2022, Insider Intelligence Inc. All rights reserved. Page 10US Total Retail Sales, by Category, 2022 US Retail Ecommerce Sales Penetration, by
billions and % of total retail sales Product Category, 2020-2026
Total retail sales % of total % of category retail sales
retail sales
2020 2021 2022 2023 2024 2025 2026
Auto and parts $1,658.78 24.4%
Books/music/video 63.1% 64.5% 68.4% 73.2% 77.2% 80.8% 84.5%
Food and beverage $1,225.08 18.0%
Computer and consumer 49.7% 50.0% 56.3% 63.0% 70.4% 78.2% 84.8%
Health and personal care and beauty $645.53 9.5% electronics
—Cosmetics and beauty $88.44 1.3% Toys and hobby 40.8% 39.0% 42.4% 45.9% 49.5% 53.3% 57.4%
—Fragrance $6.95 0.1% Office equipment and 34.9% 35.8% 39.8% 44.0% 48.2% 51.7% 54.9%
supplies
—Pet products $59.39 0.9%
Apparel and accessories 36.3% 32.9% 37.0% 41.0% 45.4% 50.1% 54.9%
Apparel and accessories $550.67 8.1%
—Jewelry 2.7% 3.0% 3.4% 3.8% 4.1% 4.5% 4.9%
—Jewelry $51.49 0.8%
Furniture and home 29.7% 30.1% 32.6% 34.6% 36.7% 38.8% 41.1%
Furniture and home furnishings $397.70 5.9% furnishings
Computer and consumer electronics $389.72 5.7% Health and personal care 14.9% 15.7% 17.2% 19.2% 21.3% 23.7% 26.2%
Toys and hobby $174.69 2.6% and beauty
Books/music/video $78.98 1.2% —Pet products 31.0% 33.1% 36.0% 39.0% 42.2% 45.7% 49.0%
Office equipment and supplies $48.59 0.7% —Cosmetics and beauty 18.5% 18.6% 21.0% 23.3% 25.9% 28.3% 30.8%
Other $1,625.76 23.9% —Fragrance 12.3% 18.2% 17.8% 21.0% 24.2% 27.0% 29.5%
Total $6,596.56 100.0% Food and beverage 5.3% 5.5% 6.4% 7.4% 8.5% 9.6% 10.8%
Note: excludes travel and event tickets, payments such as bill pay, taxes or money transfers, Auto and parts 4.3% 4.1% 5.2% 6.2% 7.2% 8.4% 9.6%
food services and drinking place sales, gambling and other vice goods sales
Source: eMarketer, Feb 2022 Other 4.8% 3.8% 3.6% 3.6% 3.6% 3.6% 3.6%
273064 eMarketer | InsiderIntelligence.com Total 14.2% 13.7% 15.2% 16.8% 18.4% 20.2% 21.9%
Note: includes products or services ordered using the internet, regardless of the method of
payment or fulfillment; excludes travel and event tickets, payments such as bill pay, taxes or
The majority of sales in these categories occur offline, and money transfers, food services and drinking place sales, gambling and other vice goods sales
that won’t change anytime soon. But ecommerce sales are Source: eMarketer, Feb 2022
273110 eMarketer | InsiderIntelligence.com
growing fast. Given the size of these sectors, they have
the potential to become major sales generators in the
ecommerce space, even if a smaller share of their total
Categories with Strong Online Sales Poised
sales occur online when compared with other categories. for Growth
Computer and consumer electronics and apparel and
accessories sit in a sweet spot of ecommerce sales,
Ecommerce Share of Total Sales already constituting a high share of overall sales, while
by Category still seeing steady ecommerce growth.
Ecommerce accounts for more than 50% of total sales in These two categories will contribute the most growth to
two categories: overall ecommerce sales in terms of dollar figures in 2022.
Combined, they will be responsible for more than 43% of the
■ Books, music, and video became the first category to new sales dollars coming into ecommerce this year.
cross this threshold in 2019.
■ Computers and consumer electronics saw Ecommerce Will Account for at Least Half of
ecommerce sales hit 50.0% of total sales in 2021. In All Sales in Three Other Categories by 2025
2022, that share will increase to 56.3%—growing faster ■ Ecommerce sales as a share of total sales for apparel
than any other category this year. and accessories will increase from 37.0% this year to
50.1% in 2025.
■ Two smaller retail categories—toys and hobby and
office equipment and supplies—will surpass 50.0%
in 2025.
PRESENTED BY: Copyright © 2022, Insider Intelligence Inc. All rights reserved. Page 11Spotlight on Key Categories US Auto and Parts Retail Ecommerce Sales,
2020-2026
Below is a closer look at the fastest-growing billions, % change, and % of category retail sales
$182.48
categories in ecommerce this year, as well as two new
forecast breakouts. $153.64
$128.47
Auto and Parts $105.81
$86.26
In 2022, auto and parts ecommerce sales will grow $66.31
more than 30%, making it the fifth-largest category in $56.29 30.1%
22.7% 21.4%
US ecommerce sales. 20.0% 17.8% 19.6% 18.8%
4.3% 4.1% 5.2% 6.2% 7.2%
The pandemic has had a wide-ranging impact on the 8.4% 9.6%
automotive industry, with several factors playing into the rise 2020 2021 2022 2023 2024 2025 2026
of ecommerce sales: Auto and parts retail ecommerce sales
% change % of category retail sales
■ In 2020, auto dealerships made up for lost foot traffic Note: includes products or services ordered using the internet, regardless of the method of
payment or fulfillment; excludes travel and event tickets, payments such as bill pay, taxes or
by moving sales operations online. This helped some money transfers, food services and drinking place sales, gambling and other vice goods sales
Source: eMarketer, Feb 2022
regional dealerships stay afloat during the early stages 273066 eMarketer | InsiderIntelligence.com
of the pandemic.
Despite the rise in ecommerce sales, the overwhelming
■ Many urban dwellers became less reliant on public
majority of car-buying will still be conducted offline.
transportation or left cities all together, increasing
But, given the sheer size of the automotive market,
demand for both new and used cars. At the same
companies like Carvana have the potential to become
time, supply chain disruptions and semiconductor chip
even bigger online players, even as the share of auto and
shortages slowed the production of new cars.
parts purchased online remains in the high-single/low-
■ This increased demand for used cars, which was a boon double digits.
for digitally native companies like Carvana and Vroom.
A Closer Look at Carvana
■ In 2021, the release of pent-up demand led to a surge in
new vehicle sales and drove up the price of used cars. Carvana’s US ecommerce sales more than doubled in
2021 and will grow another 50.0% this year. It will be the
Most of this category’s ecommerce sales previously came seventh-largest company in terms of US ecommerce sales.
from car accessories and parts, but the rise of online car The company’s sales will exceed those of major players in
buying has created an entirely new outlook for growth categories with mature ecommerce sales levels, like Best
potential moving forward. Buy, Wayfair, and Macy’s.
PRESENTED BY: Copyright © 2022, Insider Intelligence Inc. All rights reserved. Page 12US Carvana Retail Ecommerce Sales, 2018-2022 ■ Restaurant delivery services like DoorDash and
millions and % change Uber Eats expanding into grocery, pharmacy, and
$19,106.1 convenience store delivery.
127.7% 128.0%
■ The rise of quick commerce startups like Gopuff and
101.5% Gorillas that use micro-fulfillment centers to deliver
$12,737.4 food and beverage items in a little as 15 minutes.
US Food and Beverage Retail Ecommerce Sales,
2020-2026
41.8% 50.0% billions, % change, and % of category retail sales
$3,939.9 $5,586.6
$148.73
99.0%
$1,955.5
$127.86
2018 2019 2020 2021 2022 $109.72
Carvana retail ecommerce sales % change $93.62
Note: rRepresents the gross value of products or services sold on Carvana.com (browser or $78.28
app), regardless of the method of payment or fulfillment; excludes travel and event tickets
Source: eMarketer, Feb 2022 $64.85
$59.69
273070 eMarketer | InsiderIntelligence.com
20.7% 19.6% 17.2% 16.5% 16.3%
This year, Carvana will account for more than 22% of 8.7%
US ecommerce sales in the auto and parts category. 10.8%
6.4% 7.4% 8.5% 9.6%
We expect online sales in the category will more than 5.3% 5.5%
2020 2021 2022 2023 2024 2025 2026
double between 2022 and 2026, giving Carvana significant
Food and beverage retail ecommerce sales
potential to climb the list of the top ecommerce companies. % change % of category retail sales
Note: includes products or services ordered using the internet, regardless of the method of
But Carvana could face some headwinds as demand payment or fulfillment; excludes travel and event tickets, payments such as bill pay, taxes or
money transfers, food services and drinking place sales, gambling and other vice goods sales
for used cars cools off. Sales growth in Q4 in 2021 was Source: eMarketer, Feb 2022
tapered compared with earlier in the year, although sales 273065 eMarketer | InsiderIntelligence.com
were still up 57% versus Q4 2020. Carvana will also face
competition from online competitors like Vroom, as well Food and beverage is the second-largest category when
as traditional used-car dealers like CarMax, which are measured by total retail sales. Like auto and parts, it
generating more sales online. won’t require significant ecommerce category penetration
to become a legitimate ecommerce player. However,
ecommerce’s share of total sales in the category won’t
exceed 8.8% through 2026.
Food and Beverage
Food and beverage ecommerce sales nearly doubled YoY in
For further insights into online food and beverage sales, read
2020 thanks to the pandemic-driven adoption of new digital
our September 2021 report, “US Digital Grocery Forecast
grocery buying habits. Such large gains caused growth to
2021: Defining the Key Players and Trends in a Rapidly
taper off in 2021, but double-digit growth will resume in Evolving Market.”
2022 and continue through 2026.
Sales growth is coming from several different sectors of this
rapidly evolving market:
New Category Breakout: Jewelry
(Subset of Apparel and Accessories)
■ Continued investments in digital grocery and same-day
Online jewelry sales contracted during the first year of the
delivery infrastructure from leading players Walmart,
pandemic, but nearly doubled in 2021.
Amazon, and Kroger.
■ Third-party delivery services like Instacart, Target’s
■ Lower gold prices, a rise in disposable income, and an
Shipt, and Walmart’s GoLocal that partner with ongoing wedding boom drove significant growth in
traditional grocers to facilitate digital sales. jewelry sales.
PRESENTED BY: Copyright © 2022, Insider Intelligence Inc. All rights reserved. Page 13■ Growth will be tempered in 2022 but will hit double US Fragrance Retail Ecommerce Sales, 2020-2026
digits in 2023 through 2026. billions, % change, and % of category retail sales
72.9% $0.38
US Jewelry Retail Ecommerce Sales, 2020-2026 $0.34
billions, % change, and % of category retail sales $0.30
$16.76 $0.27
88.6% $0.24
$15.01
$0.20
$13.14
$11.12
$0.11
$9.16 13.8% 13.2%
$8.58 12.3% 11.9%
0.9% 19.4%
2.7% 3.0% 3.4% 3.8% 4.1%
27.0% 29.5%
$4.55 24.2% 4.5% 4.9%
17.8% 21.3%
18.2% 2020 2021 2022 2023 2024 2025 2026
12.3%
21.0% 18.2% Fragrance retail ecommerce sales % change % of category retail sales
14.2% 11.6%
2020
0 6.8% Note: includes products or services ordered using the internet, regardless of the method of
2021 2022 2023 2024 2025 2026 payment or fulfillment; excludes travel and event tickets, payments such as bill pay, taxes or
money transfers, food services and drinking place sales, gambling and other vice goods sales
-6.6% Source: eMarketer, Feb 2022
Jewelry retail ecommerce sales % change % of category retail sales 273068 eMarketer | InsiderIntelligence.com
Note: includes products or services ordered using the internet, regardless of the method of
payment or fulfillment; excludes travel and event tickets, payments such as bill pay, taxes or Sales are growing, but fragrance doesn’t look ripe for
money transfers, food services and drinking place sales, gambling and other vice goods sales
Source: eMarketer, Feb 2022 major ecommerce disruption anytime soon. It is only a
273067 eMarketer | InsiderIntelligence.com
small fraction of online cosmetic and beauty sales (1.3%
in 2022). That larger category will grow faster than the
The jewelry industry will see a significant shift toward
fragrance subset between 2022 and 2026. Only 3.4% of
ecommerce in the coming years. By 2025, more than
fragrance sales dollars will be generated online in 2022, and
one-quarter of jewelry sales will occur online.
online sales will account for less than 5% of total sales in the
category through 2025.
New Category Breakout: Fragrance
(Subset of Beauty and Cosmetics)
Similar to jewelry, online fragrance sales spiked in 2021,
after seeing little growth the year prior. Growth in the overall
beauty and cosmetics category was aided by the resumption
of social activities.
PRESENTED BY: Copyright © 2022, Insider Intelligence Inc. All rights reserved. Page 14How ecommerce brands can find success with multichannel marketing
This sponsored article was contributed by Goodway Group.
Adam Herman
Senior Vice President, Business While social media remains a viable advertising
Development and Strategy channel option for ecommerce brands, a YouGov
Goodway Group study found that 46% of consumers still find print
and television advertising to be trustworthy, while
only 19% think social media advertising is reliable.
Let’s face it, the consumer shopping journey is With differing opinions among consumers,
very fragmented. In a study conducted by GWI, multichannel marketing allows you to capture the
people research products they’re looking for attention of more people based on their preferred
across multiple mediums, including search engines method of media consumption.
(52%), social media (43%), and customer reviews In multichannel marketing, consistency is key. By
(37%). Since consumers have access to multiple delivering a similar strategy and branding across
avenues for product discovery, it can be difficult for each channel, ecommerce companies can curate a
marketers to understand consumer behaviors and cohesive experience that promotes brand recall and
meet them at the times when they’re most likely to customer loyalty. As you iterate on your strategy, it’s
make a purchase. important to remember that not every audience is the
Ecommerce brands need a full-funnel view of their same, and each channel has its purpose within the
customers during this buying journey to enable smarter purchase funnel. You might use display ads for brand
digital media strategies and better, more personalized awareness and turn to Instagram’s shopping ads to
experiences. Since consumer shopping data is so reach consumers who are in the consideration phase of
fragmented, brands need to buy into more channels making a purchase. Although each of these channels
just to capture the consumer’s attention again. serves a different purpose or reaches a distinct type
of consumer, they all come together for a common end
Using a multichannel marketing strategy, you can goal: to drive more purchases.
create a seamless, continuous experience for your
target consumers, leading to brand recognition,
and ultimately building trust among your audience.
According to SAS, multichannel customers spend By delivering a similar strategy
three to four times more than single-channel
customers. Ecommerce is a rapidly growing industry, and branding across each
and as the pandemic continues, consumers are
continuing to go online to purchase items that they
channel, ecommerce companies
previously bought in-store. This includes categories can curate a cohesive experience
like food and beverage, and auto and parts, as shown
in this eMarketer report. that promotes brand recall and
When deciding on a multichannel approach, the sky’s
the limit. Although some users are skeptical of social
customer loyalty.
media advertising, it is still becoming a huge asset to
multichannel strategies as we see an increase in user- Learn six steps to build a smarter ecommerce strategy,
generated content and growth in social media app grow your brand presence, and deliver a strong ROI by
usage—especially TikTok. According to GWI research, downloading our ecommerce advertising playbook or
the number of users who log into TikTok daily has registering for a consultation.
increased by 54%.
PRESENTED BY: Copyright © 2022, Insider Intelligence Inc. All rights reserved. Page 15Connecting You and Your
Audience in a Digital World
Client-Centric Performance Bespoke
Digital Media Strategy Measurement and Data and Technology
and Execution Insights Engagements
goodwaygroup.comEditorial and
Production Contributors
Anam Baig Director, Report Editing
Rahul Chadha Director, Report Editing
Jason Clinkscales Senior Report Editor
Matthew Corkins Copy Editor
Justin DeVoursney Graphic Designer
Joanne DiCamillo Senior Production Artist
Magenta Fox Senior Chart Editor
Donte Gibson Senior Chart Editor
Katie Hamblin Director, Charts
Dana Hill Director, Production
Erika Huber Line Editor
Ann Marie Kerwin Vice President, Content
Na Li Senior Data Research Manager
Penelope Lin Senior Copy Editor
Reuben Loewy Director, Report Editing
Jennifer Merritt Executive Editor
Stephanie Meyer Product Specialist
Heather Price Senior Director, Managing Editor
Amanda Silvestri Senior Copy Editor
Julia Woolever Senior Report Editor
Ali Young Senior Copy Editor
PRESENTED BY: Copyright © 2022, Insider Intelligence Inc. All rights reserved. Page 17Power your next move with
clear and credible insights.
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