USA
The United States rightfully occupies a place among the leaders in terms of electronic commerce market: the country ranks the second place in the world in terms of the e-commerce market after China. In 2018 online-retail in the United States established about 9.5% of total retail sales.
The largest online retailers by turnover in 2018 will be Amazon, eBay, Walmart, Etsy, Target, AliExpress. Top-10 also includes Wish.com service, specializing in the sale of goods from China.
According to eMarketer, the US online advertising market size in 2018 was about $ 111 billion, of which more than a third (34.1%) was accounted for mobile devices. It is expected that by 2020 the share of mobile advertising will be almost half of all costs - 48.8%.
The average check in all segments in the US was $ 124 for 2018.
Distribution of advertiser turnover by traffic type e-commerce
The most active sales were dropship sites. The second and third places were taken respectively by cashback and coupons. Websites on the fourth line, arbitration closes the list of leaders.
In the US market, the “Products from China” segment remains the key category. “Tourism and travel” is in second place, “Clothes and shoes”, “Digital and household appliances” and “Furniture and household goods”.
The average commission of webmasters was very high in the categories “Food Delivery”, “Pet Stores” and “Internet Services”. The lowestit was in the "Digital and home appliances."
Distribution of advertiser turnover by traffic type segmet travel
In the US segment of Tourism and Travel the most profitable sites are coupons and cashback, arbitration and websites. The final line is occupied by financial windows.
The largest sales revenue was demonstrated by webmasters working with YouTube channels, price comparison services, cashback services, e-mail newsletters and communities on social networks.
France
Amazon remains the most popular online retailer in the French market. This site occupies the most prominent share - almost 20% of the e-commerce market. On the second and third place with small resignations were local sites Cdiscount.com (19%) and Vente-privee.com (about 19%). Thus, three of these retailers hold more than half of the e-commerce market. In the mobile segment, according to the Ecommerce Foundation survey, the Wish platform is leading (at least within the iOS platform). Also in the top 5 were Zalando and SHEIN.
The key product category in the French market remains Clothing and Footwear, occupying approximately 31.6% of the market. The Beauty and Health and Tourism and Travel segments are also included on the leaderboard.
Germany
According to Statista, according to the indicator, Germany ranks the second place in the world after the United States - the volume of the e-commerce market in Germany for 2018 is estimated at about 70.3 million US dollars. With an average annual growth of 6.3%, this figure will already exceed $ 95 billion by 2023.
Like many developed markets, Germany demonstrates a desire to monopolize: if earlier it was the most popular online sites, that is local and pan-European networks (Otto, Zalando, H & M, Rossmann, Spock, Bonprix, IKEA, MediaMarkt) Now global trading platforms are becoming the largest online stores, e-commerce mastodons - Amazon, eBay, wish, AliExpress.
As in most Western European countries, where Admitad operates, the main turnover is formed by sales of goods from China according to the dropshipping model. Coupon sites are popular in the “Clothes and Shoes” segment, cashback services in “Digital and home appliances”. The most important segment of the “Internet services” is blogs and vlogs (traffic from YouTube), and “Tourism” in 2018 was best sold through contextual advertising.
Great Britain
Top foreign sites are AliExpress, DealExtreme, Borderfree, Macy's and Newegg.
Mostly they buy products from China from desktops: computers brought the lion's share (95%) of CPA revenue through networks. Android devices ranked the second place, but the amount of orders from them was only 1% more than with iOS.
Spain
Spain’s e-commerce continues to grow rapidly after the economic crisis, annually demonstrating growth in key indicators and maintaining high competitiveness in the European market. So, the country is one of the largest B2C markets, second only to the UK, Germany and France. Most Spaniards (83%) prefer local sites. Popular online stores are Amazon, Ebay, El Corte Ingles, MediaMarkt, PC Componentes, Vente-Privee, Zalando, Zara, Carrefour. The vast majority of cross-border trade is conducted with EU countries, which account for 92% of all cross-border relations.
A promising area of the Spanish e-commerce market is food and beverages, as well as media and entertainment. Following the results of 2018, one of the fastest growing sectors was Tourism and Travel, which accounted for almost 15% of the total e-commerce. One of the trends in 2019, according to forecasts, will be the transition to marketplace. These sites will become the main channel for the purchase of equipment, mobile phones, household goods and sports. Another trend of 2019 is the growing popularity of dropshipping, which will allow online and offline retailers to compete with the American giant Amazon.