groupm：2022年电子商务与零售媒体预测报告（英文版）（24页）.pdf

1、E-COMMERCE&RETAIL MEDIA FORECASTA Report From GroupM,WPPs Media Investment GroupSEPTEMBER 2022SEPTEMBER 2022THIS YEAR NEXT YEARIE-COMMERCEINTRODUCTIONTHE STATE OF RETAILMARKET GROWTHGEOGRAPHIC TRENDSU.S.U.K.AUTHOR&CONTRIBUTORSCHINAGERMANYJAPANCANADAAUSTRALIARETAIL SALESGLOBAL E-COMMERCE SALES0305081

2、4161723141819202105062E-COMMERCE RANKINGSDEFINING RETAIL MEDIA0811INTRODUCTIONSEPTEMBER 2022THIS YEAR NEXT YEARIE-COMMERCE3The smart money for 2022s Word of the Year may very well be on“hybrid.”It encompasses so much of our current multi-front transformation where we are neither back to old forms of

3、 communication,energy,shopping and working,yet neither are we fully green,virtual or automated.We are living in a world of hybrid working,hybrid cars and hybrid shopping behaviors.Retailers who spun up or invested in e-commerce capabilities during the pandemic(2020s Word of the Year),are continuing

4、to target ever greater ratios of e-commerce sales.Andyet the trend line isnt simply up and to the right as some physical shopping has returned in markets with high production and adoption figures for the COVID-19 vaccine(2021s Word of the Year).This year,the underlying digitization trends have been

5、complicated by ongoing supply chain disruptions(and the resulting call for de-globalization),soaring inflation and decelerating retail sales.China has reduced their economic growth estimates for the year amid strict and long-lastingCOVID-19 containment strategies and a range of other economic and fi

6、nancial risks.The U.K.,which saw a massive leap ine-commerce sales and penetration as well as digital advertising revenue throughout the pandemic,is now facing double-digit inflation and the specter of rising gas and heating costs,withthe lowest income households disproportionately affected.Yetas we