2024年电子商务现状：数字化趋势与制胜策略报告-Similarweb

Investment Rating - The report indicates a cautious optimism for the e-commerce industry, with a slight overall growth of 1.4% year-on-year, suggesting a recovery trend in the market [5][10][11]. Core Insights - Consumer purchasing behavior is dynamically adjusting in response to ongoing economic changes, with specific categories like fashion and personal care driving growth due to their appeal and affordability [5][11]. - The luxury goods and jewelry sector remains the fastest-growing industry, benefiting from high inflation rates that have led affluent consumers to increase their spending [5][11]. - The report highlights the need for e-commerce businesses to adapt to changing global market conditions and consumer preferences [5][10]. Summary by Category Beauty and Cosmetics - The beauty and cosmetics sector experienced a 10.5% year-on-year growth, driven by increased online shopping and a consumer trend towards self-care as a form of indulgence [20][21]. - The U.S. remains the largest market for beauty products, with a traffic share of 20.1% and a growth rate of 6.9% [21]. - The rise of Korean beauty products has significantly influenced the market, with brands like ANUA and others gaining popularity due to their focus on natural ingredients and effective solutions [30][26]. E-commerce Platforms - The e-commerce platform category saw a slight growth of 0.8%, with significant competition from new entrants like Temu, which achieved an impressive 838.5% growth [36][42]. - The U.S. market for e-commerce platforms experienced a minor decline of 1.3%, indicating a shift in consumer behavior towards direct-to-consumer models [36][38]. - Emerging markets, particularly in Asia, present substantial growth opportunities for e-commerce platforms, with Vietnam showing a notable increase in traffic [39][40]. Consumer Electronics - The consumer electronics sector faced a decline of 2.1% year-on-year, attributed to inflation and changing consumer priorities [55][56]. - India and the U.S. reported significant drops in traffic, with declines of over 10% and nearly 7%, respectively [55][58]. - Despite the overall decline, China's consumer electronics market is growing, driven by foreign brands like Samsung increasing their focus on the region [60][62].