全球在線市場前景及投資研究報(bào)告-培訓(xùn)課件外文版2024.4

DIGITAL

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TRENDSOnlinemarketplacesCHAPTER

01OverviewMarketcapofleadinglargecape-commercecompaniesworldwideasofJune2023(inbillionU.S.dollars)Leadinglargecape-commercecompaniesworldwide2023,bymarketcapMarketcapinbillionU.S.dollars600

80002004001,0001,2001,4001,600Amazon(UnitedStates)Mean1,337.5262.9213.6Alibaba(China)Prosus*(Netherlands)Pinduoduo(China)Median101.191.991.9JD.com(China)53.523.918.7eBay(UnitedStates)Pinterest(UnitedStates)3Description:WithamarketcapofoveronetrillionU.S.dollars,Amazonranksfirstamongtheleadinglargecape-commercecompaniesworldwide.AccordingtoJune2023data,thee-commercegiantranksaheadofAlibaba,Prosus,andPinduoduo.Duringthemeasuredperiod,Alibaba'smarketcapamountedtonearly214billionU.S.dollars.ReadmoreNote(s):Worldwide;June30,2023;*Prosusincludes:OLX,PayU,iFood,DeliveryHero,Swiggy,Tencent,Mail.ruandothersmallere-commercecompanies.Figureshavebeenrounded.

ReadmoreSource(s):GPBullhound;S&PCapitalIQFastest-growingonlinemarketplacesworldwidebetween2021and2023,byrevenueCAGRLeadingonlinemarketplacesworldwide2021-2023,byrevenueCAGRRevenueCAGR30%0%10%20%40%50%60%58%70%Zomato(India)PTBukalapak(Indonesia)Uber(UnitedStates)61%47%Allegro(Luxembourg)RoverGroup(UnitedStates)MercadoLibre(Uruguay)DeliveryHero(Germany)DoorDash(UnitedStates)ATRenew(China)43%40%38%32%30%30%Acast(Sweden)25%4Description:AccordingtoaJune2023study,India-basedonlinefooddeliveryplatformZomatowouldhavethehighestrevenuegrowthintheonlinemarketplacesector,witha61percentCompoundAnnualGrowthRate(CAGR)from2021to2023.Indonesiane-commercecompanyBukalapakrankedsecondwithaCAGRof58percent.UberandAllegrocamenext,witha47and43percentincrease,respectively.

ReadmoreNote(s):Worldwide;June30,2023;forecastsSource(s):GPBullhound;S&PCapitalIQMostpopularonlinemarketplacesworldwidein2022,basedongrossmerchandisevalue(inbillionU.S.dollars)Leadingglobalonlinemarketplaces2022,byGMV800701700600500400300200100066336824778TaobaoTmallAmazonJD.comShopee5Description:In2022,ChineseonlineshoppingplatformTaobaowastheworld'smostpopularonlinemarketplacebasedongrossmerchandisevalue,withaGMVofapproximately701billionU.S.dollars.AlsobasedinChina,B2Ce-commercesiteTmallrankedsecond,withaGMVof663billiondollars.U.S.-basedAmazoncameinthird,witha368billiondollarsgrossmerchandisevalue.ReadmoreNote(s):Worldwide;2022Source(s):DigitalCommerce360MostvisitedonlinemarketplacesworldwideasofApril2023,bymonthlytraffic(inmillionvisits)Leadingonlinemarketplacesworldwide2023,bymonthlyvisitsNumberofvisitsinmillions2,000

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3,00005001,0001,5003,5004,0004,5005,0004,7905,500AmazoneBay1,210RakutenShopee563.4559.6AliExpressEtsy525.5447.3WalmartMercadoLibreWildberriesOzon407.6362.9342.93166Description:AsofApril2023,Amazonwasbyfarthemostpopularonlinemarketplaceworldwide,averagingabout4.8billionvisitsthatmonth.ThesecondmostvisitedshoppingsitewaseBay,withroughly1.2billionvisits.Inaddition,bothwerealsotheworld'stoponlineretailersintermsofmobilewebtraffic.ReadmoreNote(s):Worldwide;April2023;traffictodifferentdomainsforthesamemarketplacehasbeencombinedSource(s):SimilarWeb;WebRetailerMostpopularonlinemarketplacesworldwideasofApril2023,basedonshareofvisitsLeadingonlinemarketplacesworldwide2023,byvisitshareMarketshareofvisits10%0%5%15%20%25%20.18%4.76%amazon.co.jpamazon.de4.04%3.62%3.4%7Description:InApril2023,wasthemostvisitedonlinemarketplaceglobally,single-handedlyaccountingformorethan20percentofdesktopvisitswithinthiscategory.rankedsecondwith4.8percentofalldesktoptraffictomarketplacesworldwide.ReadmoreNote(s):Worldwide;April2023;desktoponly;category:E-commerceandshopping-MarketplaceSource(s):SimilarWebLeadingmarketplaceappsworldwidein2023,bynumberofdownloads(inmillions)Mostdownloadedmarketplaceappsworldwide2023Numberofdownloadsinmillions100050150200250234.96Temu:ShopLikeaBillionaireAmazonShoppingShopee9.9SuperShoppingDayFlipkartOnlineShoppingAppAliExpress140.48120.57105.9780.8274.02MercadoLibre:ComprasonlineA-B2BmarketplaceLazada-10.10SuperSale57.954.58Description:FromJanuary1sttoOctober10th,2023,Temureignedastheworld'smostpopularmarketplaceapp,boastingnearly235milliondownloads.AmazonShoppingrankedsecondwithover140milliondownloads,followedbyShopee,downloadedapproximately120.6milliontimesoverthatperiod.ReadmoreNote(s):Worldwide;January1toOctober10,2023;oniPhoneandiPadAppStoreandGooglePlaySource(s):AppMagicCHAPTER

02KeymarketsMostpopularonlinemarketplacesintheUnitedStatesin2022,basedongrossmerchandisevalue(inbillionU.S.dollars)LeadingU.S.onlinemarketplaces2022,byGMV40036735030025020015010050743332140AmazoneBayWalmartOfferupHouzz10Description:In2022,AmazonwastheonlinemarketplacewiththehighestgrossmerchandisevalueintheUnitedStates,amountingtoapproximately367billiondollars.ItwasfollowedbyeBay,withaGMVof74billiondollars.Amazonwasalsoamongtheleadingonlinemarketplacesworldwide,albeitbehinditsChinesecompetitors,TaobaoandTmall.ReadmoreNote(s):UnitedStates;2022Source(s):DigitalCommerce360LeadingonlinemarketplacesintheUnitedStatesasofApril2023,basedonnumberofmonthlyvisits(inmillions)LeadingonlinemarketplacesintheU.S.2023,bymonthlyvisitsNumberofU.Svisitsinmillions1,00005001,5002,0002,500AmazoneBay2,200654.5Etsy445.8WTWayfair350.4150.79782.256.2RakutenPoshmark11/statistics/270884/most-visited-websites-in-the-retail-sector-in-the-usAsofApril2023,AmazonwasthemostvisitedonlinemarketplaceintheUnitedStates,withabout2.2billionvisitspermonth.SecondplacewenttoeBay,withapproximately655millionvisits,followedinthirdplacebyEtsy,withcloseto446million.ReadmoreNote(s):UnitedStates;April2023;includespure-playmarketplacesorretailerswithathird-partymarketplaceSource(s):SimilarWeb;WebRetailerNumberofuniquevisitorstoAmazon,Temu,Shein,andAliExpressintheUnitedStatesfromSeptember2022toMarch2023(inmillions)UniquevisitorstoAmazon,Temu,Shein,andAliExpressintheU.S.2022-2023Amazon217.1TemuShein228AliExpress25020015010050223.1217.6214.8210.9205.670.770.565.244.541.122.93378.

535.116.735.617.436.217.434.330.317.15.117.715.813.90Sep'22Oct'22Nov'22Dec'22Jan'23Feb'23Mar'2312Description:Thelong-standinge-commercegiantAmazonhasrecentlyfacedcompetitionfromemergingChineserivals.Whilethefast-fashiononlineretailerSHEINhassteadilygainedtractionamongU.S.consumersoverthepastyears,TemuhasexperiencedameteoricriseinpopularityinNorthAmerica.Injustafewmonths,TemuwentfromhavingslightlyoverfivemillionregisteredusersinSeptember2022toapproximately70.5millionbyMarch2023.ReadmoreNote(s):UnitedStates;September2022toMarch2023Source(s):comScore;eMarketer;InsiderIntelligenceLeadingonlinemarketplacesinEuropeasofApril2023,basedonnumberofmonthlyvisits(inmillions)LeadingonlinemarketplacesinEurope2023,bymonthlyvisitsNumberofEuropeanvisitsinmillions*600

80002004001,0001,2001,400AmazoneBay1,270474.4AllegroZalandoVinted198.6138.984.713Description:AsofApril2023,AmazonappearedasthemostpopularonlinemarketplaceinEurope,registeringapproximately1.3billionmonthlyvisits.eBayrankedsecond,withmorethan474millionvisits,followedinthirdplacebyAllegro,whichattractedcloseto199millionvisits.ReadmoreNote(s):Europe;April2023;*ExcludingtheUnitedKingdom/Includingpure-playmarketplacesorretailerswithathird-partymarketplaceSource(s):SimilarWeb;WebRetailerLeadingonlinemarketplacesintheUnitedKingdomasofApril2023,basedonnumberofmonthlyvisits(inmillions)LeadingonlinemarketplacesintheUK2023,bymonthlyvisitsNumberofUKvisitsinmillions050100150200250300350AmazoneBay328.1218.8ASOS70.8WayfairVinted10.5914Description:AsofApril2023,themostpopularonlinemarketplacesintheUnitedKingdomwastheU.S.AmericanbehemothAmazon,registering328.1millionvisitspermonth.SecondplacewasforeBay,withnearly218.8millionvisits.RoundingoutthetopthreemostvisitedonlinemarketplacesintheUKisASOSat70.8millionvisitspermonth.ReadmoreNote(s):UnitedKingdom;April2023;includespure-playmarketplacesorretailerswithathird-partymarketplaceSource(s):SimilarWeb;WebRetailerMostpopularonlinemarketplacesinGermanyasofApril2023,basedonshareofvisitsLeadingonlinemarketplacesinGermany2023,byvisitshareShareofvisits30%0%10%20%40%50%60%amazon.deebay.de53.23%22.23%otto.de5.03%2.74%2.28%15/statistics/1256352/germany-leading-marketplaces-visitsAmazon'swebsiteforGermanywasthemostpopularonlinemarketplaceinthecountryinApril2023.Amazon.deaccountedformorethan53percentofdesktopvisitstomarketplaces,followedbyrivalebay.dewithjustover22percentofvisits.

ReadmoreNote(s):April2023;desktoponly;category:E-commerceandshopping-MarketplaceSource(s):SimilarWebLeadingonlinemarketplacesinChinaasofApril2023,basedonnumberofmonthlyvisits(inmillions)LeadingonlinemarketplacesinChina2023,bymonthlyvisitsNumberofChinavisitsinmillions050100150200250300350TaobaoPinduoduoJD.com303.4227.6138.4Tmall81.3Vipshop3.916Description:AsofApril2023,themostpopularonlinemarketplaceinChinawasAlibaba'sB2Ce-commerceplatformTaobao,registeringmorethan300millionvisitspermonth.InsecondplacewastheonlinediscounterPinduoduo,withroughly228millionmonthlyvisits.Domesticcompaniesmakeupthetopfivemost-visitedonlinemarketplacesinChina.ReadmoreNote(s):China;April2023;includespure-playmarketplacesorretailerswithathird-partymarketplaceSource(s):SimilarWeb;WebRetailerMainonlinemarketplacesinLatinAmericaasofApril2023,bynumberofmonthlyvisits(inmillions)LeadingonlinemarketplacesinLatinAmerica2023,bymonthlyvisitsNumberofLatAmvisitsinmillions050100150200250300350400450500MercadoLibreAliExpressAmazon447408.9240.3Shopee77.4Falabella5417Description:AsofApril2023,MercadoLibrewasthemostvisitedonlinemarketplaceinLatinAmerica.Combiningthetrafficofallitsdomainsintheregion,theUruguay-basede-commercecompanytotaledalmost447millionvisitspermonth.SecondplacewasheldbyAliExpress,withapproximately409millionsiteaccesses.ReadmoreNote(s):April2023;includespure-playmarketplacesorretailerswithathird-partymarketplaceSource(s):SimilarWeb;WebRetailerCHAPTER

03AmazonMarketplaceNetsalesrevenueofAmazonfrom1stquarter2007to2ndquarter2023(inbillionU.S.dollars)Amazonquarterlynetsalesrevenue2007-2023160140120100806040200Q1

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'2319Description:Duringthesecondquarter2023,Amazongeneratedtotalnetsalesofapproximately134.38billionU.S.dollars,surpassingthe121.23billionU.S.dollarsinthesamequarterof2022.

ReadmoreNote(s):Worldwide;Q12007toQ22023;consolidatednetsalesSource(s):AmazonValueofthird-partysellerservicesofAmazonworldwidefrom4thquarter2017to2ndquarter2023(inbillionU.S.dollars)QuarterlyvalueofAmazonthird-partysellerservices2017-202340353036.3432.3330.3229.8228.6727.3327.3825.3425.0924.2523.7125201510520.4418.217.4514.4813.3813.2111.9611.1410.5210.49.79.27Q4'17

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Q2'2320Description:Amazon'snetsalesgeneratedthroughitsthird-partysellerservicesreached32.3billionU.S.dollarsasofthefirstquarter2023,growingbyapproximately18percentonayear-over-yearbasis.Third-partysellerservicesincludedcommissions,fulfilment,shippingfeesandotherservicesrelatedtothird-partysellers.ReadmoreNote(s):Worldwide;Q42017toQ22023Source(s):AmazonGrossmerchandisevolume(GMV)ofAmazon'smarketplacein2022,bytopdomains(billionU.S.dollars)Amazonmarketplacegrossmerchandisevolume2022,bytopdomains400362.7350300250200150119.510064.960.657.450027.7amazon.co.jpamazon.co.ukamazon.deamazon.caOtherdomains21Description:In2022,Amazon'sglobalmarketplacerecordedatotalgrossmerchandisevalue(GMV)ofapproximately693billionU.S.dollarsacrossits22operatingdomainsworldwide.Awasthemostfrequenteddomain,accountingformorethanhalfoftheGMV,amountingto362.7billiondollars.Itwasfollowedbyamazon.co.jpandamazon.co.uk,eachsurpassing60billiondollars.ReadmoreNote(s):2022Source(s):ecommerceDB.comShareofpaidunitssoldbythird-partysellersonAmazonplatformfrom2ndquarter2007to2ndquarter2023Amazonthird-partysellershare2007-202365%60%55%50%45%40%35%30%25%20%Q2

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'2322Description:Amazonnotonlyboastsahugelysuccessfulonlineretailplatformbutalsoathrivingdigitalmarketplacewhichisseamlesslyintegratedwiththemainretailshoppingexperience.Thatbeingsaid,inthesecondquarterof2023,60percentofpaidunitsweresoldbythird-partysellers.ReadmoreNote(s):Worldwide;Q22007toQ22023Source(s):AmazonLeadingproductcategoriesforsmallandmedium-sizedbusiness(SMB)sellersonAmazon2022MainAmazonproductcategoriesforsmallandmedium-sizedbusiness(SMB)sellers2022Shareofrespondents15%0%5%10%20%25%30%35%35%40%Home&KitchenBeauty&PersonalCareClothing,Shoes&JewelryToys&Games26%20%18%17%16%Health,Household&BabyCareBabyElectronics16%16%Sports&OutdoorsPetSupplies13%13%OfficeSupplies23Description:Accordingtoa2022surveyconductedamongsmallandmedium-sizedbusinessessellingonAmazon,HomeandKitchenwasthemostpopularcategoryamongsmallsellersonAmazon'sonlinemarketplace,withoverathird(35percent)ofrespondentssayingtheyhadsuchproductslistedthereforsale.Inaddition,26percentofthesellerssurveyedreportedsellingproductsintheBeautyandPersonalCarecategory.

ReadmoreNote(s):Worldwide;December1,2022toJanuary3,2023;2,000Amazonsellers*;18yearsandolder;Multipleanswerspossible;*Respondentsfrom78countries,onall20Amazonmarketplaces.

ReadmoreSource(s):JungleScoutOthermarketplacesusedbyAmazonMarketplacesellersin2021and2022Amazonsellerusageofothermarketplaces2022Shareofrespondents202220210%5%10%15%20%25%24%30%eBayShopify28%16%15%15%Walmart12%13%FacebookMarketplaceEtsy12%13%13%24Description:Accordingtoa2022worldwidesurvey,thetope-commercealternativeforAmazonsellerswaseBay,with24percentofrespondentsstatingtouseitfortheirsales.Shopifyfollowedintherankingwith16percentofsellersusingthecommerceplatform.Walmartrankedthirdwith15percentofpreferences,upfrom12percentin2021.ReadmoreNote(s):Worldwide;December1,2022toJanuary3,2023;2,600respondents;18yearsandolder;MultipleanswerspossibleSource(s):JungleScoutMonthlyvisitstoAmazonMarketplacesasofFebruary2023,bycountrywebdomain(inmillions)MonthlyvisitstoAmazonMarketplaces2023,bycountrywebdomainNumberofmonthlyvisitsinmillions1,00005001,5002,0002,500amazon.co.jpamazon.deamazon.co.ukamazon.in2,200533408328286amazon.it160153152150amazon.fr.bramazon.caamazon.es12925Description:TheUnitedStatesremainsbyfarthemostimportantmarketforAmazon.InFebruary2023,itsdomainregisterednearly2.2billionmonthlyvisits.Thatisalmostfourtimesmorethanthevisitsrecordedtoamazon.co.jp,Amazon'swebdomainforJapan.ReadmoreNote(s):Worldwide;February2023Source(s):MarketplacePulse;SimilarWebCHAPTER

04eBayeBay'srevenuefrom1stquarter2014to2ndquarter2023(inbillionU.S.dollars)eBay:quarterlynetrevenue2014-20233.53.02.52.01.51.00.50.0Q1

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'2327Description:eBay'srevenueinthesecondquarterof2023amountedtoapproximately2.54billionU.S.dollars.Thisfigureisslightlyhigherthanthereportednetrevenuefromthepreviousquarter.eBay'snetrevenuepeakedinthefourthquarterof2018whenitreachedalmost2.9billionU.S.dollars.ReadmoreNote(s):Worldwide;Q12014toQ22023;excludingPayPalSource(s):eBayeBay'sannualnetrevenuefrom2013to2022,byregion(inmillionU.S.dollars)eBay:annualnetrevenue2013-2022,byregionUnitedStatesGermanyUnitedKingdomSouthKoreaRestoftheWorld12,00010,0008,0006,0004,0002,0000201320142015201620172018201920202021202228Description:ThestatisticgivesinformationontheregionaldistributionofeBay'sworldwiderevenuefrom2013to2021,highlightingtheplatform'soperationsinleadingmarkets.In2021,theauctionsitegeneratedover1.2billionU.S.dollarsinrevenueinGermany.TheUnitedStatesweretheregionwiththebiggestannualrevenue.ReadmoreNote(s):Worldwide;2013to2022;*InNovember2021,eBayKoreawassoldtoEmart.ReadmoreSource(s):eBayAnnualnetincome/lossofeBayfrom2004to2022(inmillionU.S.dollars)eBay:annualnetincome2004-202216,00013,60814,00012,00010,0008,0006,0004,0002,00007,2665,6673,2292,8562,6092,5302,3891,7791,8011,7251,7861,082.041,125.64778.22348.2546-1,017-2,000-4,000-1,2692004

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202229Description:Inthemostrecentlyreportedfiscalyear,theonlineauctionandsellingwebsiteeBaysawitsnetlossamountingto1.3billionU.S.dollars,downfrom13.6billionU.S.dollarnetincomeinthepreviousyear.ReadmoreNote(s):Worldwide;2004to2022Source(s):eBayeBay'sgrossmerchandisevolume(GMV)from2007to2022(inbillionU.S.dollars)eBay:grossmerchandisevolume2007-20221009089.8388.487.687.3785.5183.4982.7581.38076.4273.967.767060.336053.534848.3546.575040302010020072008200920102011201220132014*2015201620172018201920202021202230Description:Inthemostrecentlyreportedfiscalyear,theauctionsite'sgrossmerchandisingvolume(GMV)amounted73.9billionU.S.dollars,downfrom87.37billionU.S.dollarsintheprecedingyear.ReadmoreNote(s):Worldwide;2007to2022;*Upuntilandincluding2014,GMVexcludedvehiclesales.Asof2016,GMVincludes"vehiclesclassifiedslistingsonMarketplaceplatforms".Duringthefirstquarterof2014,eBayrevisedtheirdefinitionofGMVfor[...]ReadmoreSource(s):eBayNumberofeBay'stotalactivebuyersfrom1stquarter2010to2ndquarter2023(inmillions)eBay:quarterlyactivebuyersworldwide2010-202320018016014012010080Q1

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'2331Description:Inthesecondquarterof2023,U.S.-basede-commerceplatformeBayhadsome132millionactivebuyersworldwide,down4.3percentfromthe138millionrecordedayearearlier.

ReadmoreNote(s):Worldwide;Q12010toQ22023;TTMactivebuyersSource(s):eBayAdvertisingexpenseofeBayworldwidefrom2014to2022(inbillionU.S.dollars)eBay:globaladspend2014-20221.41.31.21.21.21.11.11.11111.00.80.60.40.20.020142015201620172018201920202021202232Description:In2022,eBayinvested1.2billionU.S.dollarsinadvertisingactivities.Thespendinghasbeenrelativelystable,oscillatingbetweenonebillionand1.3billiondollarsacrossthepresentedperiod.

ReadmoreNote(s):Worldwide;2014to2022Source(s):eBayCHAPTER

05EtsyRevenueofEtsyInc.from2012to2022,bysegment(inmillionU.S.dollars)Etsy:annualrevenue2012-2022,bysegmentMarketplaceServicesOther3,0002,5002,0001,5001,00050002012201320142015201620172018201920202021202234Description:In2022,thee-commerceplatform,Etsy,whichspecializesincraftandvintageitems,generatedamarketplacerevenueof1.9billionU.S.dollars,accountingforapproximately75percentofthecompany'soverallrevenue.

ReadmoreNote(s):Worldwide;2012to2022;consolidatedEtsyInc.revenueSource(s):EtsyAnnualgrossmerchandisesales(GMS)ofEtsyInc.from2005to2022(inmillionU.S.dollars)Etsy:annualgrossmerchandisesales2005-202216,00014,00012,00010,0008,0006,0004,0002,000020052006200720082009201020112012201320142015201620172018201920202021202235Description:FollowingariseinpopularityduringtheCOVID-19pandemicin2020,thee-commerceplatformfocusedonvintage,handmade,andspecialtywholesaleitems,Etsy,continuedtoseetheresultsofitspopularityin2022.Whilegrossmerchandisesalespeakedin2021,in2022,Etsy'sgrossmerchandisesalesvolumestillamountedtoabout13.3billionU.S.dollars.ReadmoreNote(s):Worldwide;2005to2022Source(s):EtsyMobileshareofEtsyInc.'sgrossmerchandisesalesvolumefrom2013to2022Etsy:mobileshareofgrossmerchandisesales2013-202280%70%60%67%64%61%58%55%51%48%50%43%40%30%20%10%0%37%30%20132014