In Consumer Insights

Last week, just in time for the Black Friday/Cyber Monday shopping onslaught, we published the latest Verto Index on E-Commerce, which ranks the current top digital retail brands in the U.S.

Next, we’re setting our sights on the future: what’s in store for e-commerce in 2017? We took a look at the big trends that emerged from this blockbuster shopping weekend – the first billion-dollar mobile shopping day in U.S. history – to see what consumers, brands, and advertisers can expect in the year ahead.


Cross-device shopping is the new norm

Mobile shopping is no longer confined to millennials. As this past Black Friday has proven, we’re facing an increasingly cross-device and mobile-first paradigm. According to Verto Analytics data on adult consumers in the U.S. (ages 18 and above), the average U.S. adult consumer owns five devices, and almost 40% of of these consumers use smartphones, tablets, and PCs concurrently. As seen below, this concurrent, cross-device activity has distinctive peaks and ebbs over the course of the day. Browsing and buying will continue to develop across devices, especially mobile: 27% of this year’s Thanksgiving sales took place on mobile this year, and that number will continue to increase in the year ahead.


The rise of regional players

Mobile shopping has quickly gained traction in markets like China and Japan. And India’s Flipkart is one of the most popular apps in India (surpassing Amazon), and in 2017, e-commerce apps from India and other key Asian markets have the opportunity to gain traction in the global e-commerce landscape.

Closer to home, we’ve noted the growth of local players like Kroger, the Ohio-based supermarket chain that recently made its debut on Verto’s E-Commerce Index. While the company is not a known e-commerce player, it’s shown promising engagement numbers and user demographics: 89% of Kroger customers also use Amazon, demonstrating an ingrained predisposition for online shopping. Over the next year, global giants like Amazon and Walmart could face threats from local and regional competitors.

Interested in learning more about what’s in store for 2017? Click here to download a full copy of the report, 2017: The year of the multi-screen consumer.

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