Shopping season "chaos"! These platforms may become the top winners

This year's holiday season has begun, and it is the "carnival" for cross-border people. According to data released by eMarketer, a world-renowned market research organization, total sales in the US holiday season this year are expected to reach 1.317 trillion US dollars, an increase of 4.5% from 1.26 trillion US dollars in 2022.

In general, the final performance of the platforms in the 2023 holiday shopping season still depends on consumers' willingness, such as when, which platform, and how much money they spend on the platform, but there will always be some platforms that have more advantages. In this regard, eMarketer analyst Andrew Lipsman made an analysis , such as who is in an advantageous position in this "war" and where their advantages lie.

1. Amazon

Lipsman said at a recent seminar that eMarketer expects Amazon to have its first $100 billion holiday season in history this year. According to the agency's forecast, the giant's e-commerce sales in the United States this quarter will reach $106.18 billion, accounting for 41.9% of total holiday e-commerce sales.

One of Amazon's biggest advantages over other platforms is its delivery speed. According to NielsenIQ data , in June this year, Amazon's home delivery speed has been shortened from 4.6 days during the epidemic to 1.5 days. Although the delivery time of other platforms is also shortening, the average time is still more than three times that of Amazon.

2. Walmart

If Amazon is the king of e-commerce, then Walmart is the big winner in omnichannel sales, Lipsman said. Lipsman predicts that Walmart's online and offline sales performance will continue to maintain good momentum and will continue to benefit from consumers who pay more attention to product value.

Lipsman also believes Walmart has an advantage over Amazon in click-and-collect, and can grab market share during the holiday season when consumers worry about delivery delays.

3. Temu

Since its launch in the United States in September 2022, Temu has been booming. According to Comscore data, Temu's visits reached 90.5 million in July this year, ranking fourth among the top 15 e-commerce platforms in terms of unique visitors.

Lipsman said Temu is a latecomer, but it will seize business opportunities with disruptive commodity prices; Temu provides commodities, Christmas gifts and all kinds of things people want at very cheap prices; if consumers can buy Christmas gifts for a few dollars, people will be attracted.

4. TikTok

Lipsman believes that although TikTok may not be a traditional e-commerce platform, it has indeed captured people's hearts. There have been media reports that TikTok has an increasing influence on people's purchasing decisions, especially Generation Z. According to Jungle Scout data, 43% of American Generation Z adults began searching for products on TT.

In addition, other retailers with mobile apps will also become key touchpoints during this holiday shopping season. Especially when it is becoming increasingly difficult to reach consumers through social advertising, operations must be creative and let consumers see themselves without investing a lot of money. Lipsman also mentioned that retailers with high mobile app adoption rates, such as Amazon and SHEIN, will account for the vast majority of mobile e-commerce transactions.

American Holiday Season

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