Amazon Global Selling released the semi-annual "Global E-commerce Consumer Trends and Product Selection Insights Report"

Amazon Global Selling released the semi-annual "Global E-commerce Consumer Trends and Product Selection Insights Report"

Revealing the six latest global consumer trends in 2024 to help sellers accurately locate overseas demand

July 19 , 2024​​​   Today, Amazon Global Selling released the 2024 Semi-annual Global E-commerce Consumer Trends and Product Selection Insights Report (hereinafter referred to as the Report). Based on Amazon data, the Report deeply analyzes the consumer trends and high-potential product selection in the United States, Europe, Japan and other places, and is committed to providing valuable references for cross-border e-commerce sellers to formulate more targeted product selection strategies and plans. The Report reveals the six latest global consumer trends, including the demand for comprehensive gardening products from "seeds to gardens", the "soft experience" trend of hard-core technology, new business opportunities for paying for "emotional value", the pursuit of new experiences of "silent travel", the increasing attention to sleep problems, and the outdoor lifestyle changes of "living elsewhere", as well as in-depth analysis of related sub-categories.

Qiu Sheng, Vice President of Amazon China and Head of Market and Partnership Development for Amazon Global Selling in Asia Pacific, said: "Product innovation has always been the top priority for cross-border e-commerce sellers to build core competitiveness and achieve high quality and long-term development. To this end, Amazon has launched a series of effective mechanisms and innovative tools over the years, integrating cutting-edge technologies such as artificial intelligence, big data and machine learning, providing sellers with real feedback and data-based tools from multiple dimensions such as consumer evaluation and actual purchasing behavior, to help cross-border e-commerce sellers continuously improve their 'product power'. The release of the Amazon Global Selling 's Global E-commerce Consumer Trends and Product Selection Insights Report is undoubtedly another excellent practice of this strategy. "

Based on data insights from product selection compass and business opportunity detector, the report reveals six global consumer trends:

Trend 1: “From seeds to gardens”, consumption momentum is strong in all links of the horticultural industry chain

The survey shows that the US gardening market is huge, with 55% of households owning gardens and 80 % of households participating in gardening activities . At the same time, young people, represented by the millennials, have become an important force in US gardening consumption, with a higher willingness and spending than older households .

The growth of gardening consumption demand is reflected in all aspects from seeds and soil, planting and cultivation to decoration and display. The main consumption trends include: in terms of containers, the demand for potted plants and multifunctional container tools has increased, and higher requirements have been put forward for the portability, diversity and ornamental performance of containers; in terms of gardening style, more and more consumers are pursuing beauty and personalization, hoping to create different styles of environments such as retro and natural or home comfort; in terms of gardening equipment, some consumers are turning their interest from traditional gardening tools to intelligent, electric and other innovative equipment with high efficiency and strong sense of technology. Starting from the three major categories of lawn and garden, clothing and hats, and toys, the "Report" deeply analyzes 25 specific selections such as garden furniture, garden decorative statues, solar fountains, handheld lawn mowers, gardening aprons, garden waterproof shoes, and gardening outdoor toys .

Trend 2: "Hard-core technology and soft experience" to satisfy consumers' yearning for quality life with technology

Technology products have penetrated into the lives of American consumers and become an indispensable part of their daily lives. At the same time, consumers have also put forward higher requirements. The survey shows that 76% of the consumers interviewed believe that the functionality and experience of technology products are equally important, and they expect to provide more comfortable and convenient soft experiences in all aspects of "food, clothing, housing and transportation " through hard-core technology.

The integration of traditional categories and technology is constantly satisfying people's yearning for quality life. Taking home furnishings as an example, modern consumers' requirements for home furnishing products have gone beyond simple basic functions. They are eager to enjoy a more comprehensive experience and sensory pleasure at home, such as visual beauty, auditory comfort, and fresh smell. Under this trend, home technology products such as smart kitchen appliances, mural speakers, and smart pet products are becoming the "new favorites " of consumers. Based on consumer surveys, the "Report" presents a more panoramic view of the specific dimensions of the " soft experience " expected by consumers , and deeply analyzes the selection opportunities in categories such as electronics, wireless, beauty, health and personal care, and pet products.

Trend 3: Paying for "emotional value " and products that awaken positive emotions have huge commercial value

In 2024 , the "dopamine economy" is becoming a consumer trend worth paying attention to, especially in Europe, referring to the popularity of products or services that can evoke positive emotions. The latest survey shows that two-thirds of respondents hope that a brand can help them notice their strong emotions and hope that their emotions can be recognized, valued and paid attention to.

There are many ways to care for consumers' "emotional value " through products , including emotional appearance design, such as using soft and smooth shapes, warm colors, good materials and textures to stimulate positive emotions; interactive experience design, which conveys emotions by incorporating interactive elements to give users responses and fun; personalized customization to meet users' desire to express their personality and make them feel cherished; and story-telling products or brands that convey product values ​​and spirit and stimulate consumers' emotional resonance. The report provides a perspective on the popular keywords that consumers search for and the emotional appeal dimensions that they highly value in many popular products such as headboards, puzzles, magnetic building blocks, skin care, and safety razors.

Trend 4: “Silent travel ” urgently needs “quiet tools” to assist

Quiet travel is becoming an increasingly popular health trend. The 2024 Summer Travel Report shows that the proportion of people using and searching for "quiet life" and "quiet places" has increased by 530 % and 50 % year-on-year respectively . This trend is particularly evident in Europe, where 56% of European consumers surveyed said they plan to take one or more quiet trips in the next six months .

Quiet travel does not mean monotony, its forms are diverse and rich, and it needs the assistance of "quiet tools". Specifically, it includes tools that can help create a quiet environment, such as white noise machines, quiet lighting lamps, soft music playback equipment, etc.; silent and low-noise design tools, such as low-noise vehicles, portable silent appliances such as fans, etc.; equipment for sound insulation and noise reduction, such as soundproof tents, soundproof panels, noise-reducing headphones and microphones, etc.; and products that return to low-tech, such as retro cameras, film cameras, candles and matches, etc., which reduce interference and noise from electronic devices, have also returned to the public's attention.

Trend 5: “Sleep is awakening”, improving sleep quality is imperative

The problem of insufficient sleep is particularly prominent in Japan, where the average sleep time is 6 hours and 50 minutes, which is relatively low in the world . Japanese consumers expect to improve their sleep conditions in various ways, and 98 % of the consumers surveyed said that the amount of money spent on improving sleep will remain the same or increase in the future .

Focusing on the product level, the survey shows that 61% of respondents hope to optimize the comfort of their beds, such as comfortable, high-quality mattresses, pillows, quilt covers and other bedding; 56% of respondents are willing to buy steam eye masks, sleep-aiding essential oils, sleeping masks and other products that can relax and relieve stress; 40% of respondents will improve their sleeping environment, including using blackout curtains, earplugs, white noise machines and other products; and 24% of respondents hope to use technological products to assist sleep, such as sleep tracking devices, smart mattresses, smart bedside tables and other products.

Trend 6: "Live elsewhere", Japan's outdoor sports equipment market is stable and huge

Japan's rich natural landscape and the popularity of outdoor culture have kept Japan's outdoor activity consumption stable and large. In addition to sports, outdoor relaxation, dining, entertainment and cultural experience activities have also become popular in recent years. In addition, moving the home outdoors and living outdoors for a day is becoming more and more popular than a single specific outdoor activity.

These innovations in outdoor lifestyles have brought huge business opportunities to related products, including relaxation and rest products, such as inflatable mattresses, outdoor sofas, cabin-style tents, etc.; cooking and dining products, such as barbecue grills, mini gas stoves, camping cookers, etc.; leisure and entertainment products, such as portable projectors, waterproof speakers, etc.; reading and creation products, such as reading lights, storage racks, portable power supplies, etc.; and care and cleaning products, such as toiletries bags, sunscreen, outdoor showers, etc.

In addition to the above trends, the report also shows more detailed information about popular keywords, search volume trends, consumer focus, price range distribution, popular product features and examples for subcategories and potential products, providing valuable reference for sellers to plan and adjust products. Click here to view the full report.

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Global e-commerce consumption trends and product selection insights report