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Shopify’sStateof

CommerceReport

JUNE2019

*Merchantcountryexamined:Global**ThisdataisbasedonShopify’sMerchantSurvey

Overthelastyear,theretailindustryhasexperienced

tremendousdisruptionandwiththesechanges,both

merchantsandtheircustomershavefoundnew

opportunities.InitsfirstStateofCommerceReport,

Shopifyfoundthatonlinestorefrontsrepresentover

80%ofsalesandover62millionbuyershavebought

fromthesamestoretwice.

Shopifyhascontinueditsglobalgrowthwithmore

than820,000merchantsontheplatforminover

175countries,withnewinsightsonwhat'sdriving

commerceandbuyingbehavioraroundtheworld.

AtShopify,ourecosystemconsistsofavarietyofmerchants,somesellingservices,

sellinggoodsorsellingboth.

Shopifyfoundthatourmerchantsreportsellingavarietyofgoods:Physicalgoodsdominate

withover80%,2%sellingservicesonly,13%arehybrid(goods+services),3%other.*

Methodology

Thisreportisbasedon:

1.AsubsectionofglobalsalesdataonShopifyfromApril2018toApril2019.

2.Anonlineglobalsurveyof3,832ShopifymerchantsinMarch2019.

3.QuantitativeandqualitativeresearchonconsumersinCanadaandtheUnitedStatesinDecember2018,includinginterviewsandanonlinesurveyof2,653consumers.

Shopify’sStateofCommerceReport04

NorthAmericanConsumer

BuyingBehavior

We’vedeterminedtherearefourdifferenttypesofbuyersinNorthAmerica:

TrendTrackers,EngagedExplorers,SavvySearchersandPragmaticPlanners.

TrendTrackers

Hesitanttoprovidepersonalinformation,maketheleastamountofmoney,leastlikelytospendmoney,yettheyareimpulsiveandtheystronglyprefertobuyin-store,evenafterdoingtheirresearchonline.

EngagedExplorers

Liketobuynewthingsandshoptomakethemselvesfeelgood.Theywillprioritizeagreatdealonafamiliarbrandandrelyheavilyonreviewsandshareadvicewiththeirnetworkswhenmakingpurchasedecisions.

SavvySearchers

Comfortablewithusingdigitaltoolsandprefertoresearchproductoptionsonlineandneedalotofinformationbeforemakingapurchasedecision.Theyhavehighexpectationsinthequalityoftheirpurchases.

PragmaticPlanners

Donotparticularlyenjoyshoppingasanexperienceandtendtosticktothebrandstheyknowandtrust.Theyprefertoresearchtheiroptionsonline,yetprefertobuyin-store,likelyonpre-plannedone-stop-shoptrips.

Shopify’sStateofCommerceReport05

NorthAmericanConsumer

BuyingBehavior

TrendTrackersEngagedExplorersSavvySearchersPragmaticPlanners

%ofBuyerPopulation

28%

13%

28%

31%

BuyingMotivation

Wantingit

Experiencingit

Findingit

Needingit

AttitudeToMarketing

andPersonalization

Indifferenttomarketing

engagement

Wantstoengagewith

marketing

Wantstodiscoverfor

themselves

Doesnotwantto

engagewithmarketing

*ThisinformationisbasedontheNorthAmericanConsumerBuyerSurvey

Shopify’sStateofCommerceReport06

01

Thebattleforbrandloyalty

Brandloyaltyisslowly

takingtheleadover

individualpurchases.

Over50%

ofshopsseeabuyerpurchase2ormoretimesfromtheirstore.

Over62millionbuyers

haveboughtfromthesamestoretwice-representingover14%of

buyersoverall.

Lastyear,onaverage,

buyerspurchased3.8timesfromthesamestore.

*Merchantcountryexamined:Global

WhileTrendTrackersarelesslikelytogotothesamestoreseachtimetheyshop,bothEngagedExplorersandPragmaticPlannersdemonstratethehighestbrandloyalty.

*Merchantcountry:CanadaandtheUnitedStates

Shopify’sStateofCommerceReport07

01

Thebattleforbrandloyalty

Brandloyaltyisslowly

takingtheleadover

individualpurchases.

ShopsinJapan

aremorelikelythananyothercountrytohaverepeatbuyers.

*Merchantcountryexamined:Australia,Canada,China,France,Germany,HongKong,Ireland,Japan,NewZealand,Singapore,UK,UnitedStates

73%

ofNorthAmericanrespondentsagree

that"oncetheyfindaproductorbrand

theylike,theystickwithit.”

Shopify’sStateofCommerceReport08

02

SeasonalShopping

It’snosecretthatretailholidayslikeBlackFriday,CyberMondayandSinglesDayplayaroleinimpactingtheholidayshoppingseason.Butwhathappensout-sideoftheholidayseason?JanuarycomesinatthetopofthelistasthebusiestsalesmonthoutsideofNovemberandDecember,likelyduetocarry-oversalesandoverstock.

November

isthemostpopularshoppingtimeworldwide.ThisislikelyduetobigretaileventslikeBlackFriday,CyberMonday,SinglesDayandpre-holidayshopping.

February

ispredominantlytheleastactiveshoppingmonth

*Merchantcountryexamined:UnitedStates,UK,Canada,Australia,China

ThebiggestgrowthYoY

wasinthe3rdweekofJanuary,possiblyindicatingthatmorepeopleareshoppingonMartinLutherKingDayweekendthanlastyear.

*Merchantcountryexamined:Global

Shopify’sStateofCommerceReport9

02

SeasonalShopping

It’snosecretthatretailholidayslikeBlackFriday,CyberMondayandSinglesDayplayaroleinimpactingtheholidayshoppingseason.Butwhathappensout-sideoftheholidayseason?JanuarycomesinatthetopofthelistasthebusiestsalesmonthoutsideofNovemberandDecember,likelyduetocarry-oversalesandoverstock.

January

istheshoppingmonthwiththelargestyearoveryeargrowthoutsideoftheholidayseason.

*Merchantcountryexamined:Global

ThisalsoalignswiththebiggestYoYgrowthforstorelaunches.MerchantsmaybelaunchingstoresinJanuaryasaNewYearsresolutionorhavecarry-oversalesandoverstock.

WhileJanuaryisthemonthwiththelargestYoYgrowthoutsideoftheholidayseason,the4thoverallbiggestYoYgrowthbyweekisValentine’sDayweek.Despiteindustrybeliefthatallholidaysalesaredeclining,ourdataisshowingtheopposite—YoYsalesgrowthpeaksaroundholidays.

Shopify’sStateofCommerceReport10

03

OnlinePurchasingHabits

Morepeoplearebuyingonlinethaneverbefore.Complementingthis,buyersarealsomorelikelytobuyfromthesamestorewhentheymakeanonlinepurchase.

ThenumberofbuyersbuyingfromShopifymerchantscontinuestogrow.

2018

218million

2017

163million

ConsumersintheUS

buynearlytwiceasmuch(6items)asanyothercountry(2-3items).

*Merchantcountryexamined:UnitedStates,UK,Australia,Canada,Germany,France,NewZealand,Singapore,Ireland,Japan

ThenumberofbuyersbuyingfromShopifyin2018is25timesthepopulationofNewYorkCity.

*Merchantcountryexamined:Global

Shopify’sStateofCommerceReport11

03

OnlinePurchasingHabits

Morepeoplearebuyingonlinethaneverbefore.Complementingthis,buyersarealsomorelikelytobuyfromthesamestorewhentheymakeanonlinepurchase.

ConsumersinGermany

makethefastestshoppingchoicesonline.

Germany

17.68min

UK

19.32min

France

18.97min

vs

US

23.47min

Canada

26.90min

Japan

27.60min

Singapore

28.23min

*Merchantcountry:Germany,France,UnitedKingdom,Ireland,UnitedStates,Australia,NewZealand,Canada,Japan,Singapore

Shopify’sStateofCommerceReport12

03

OnlinePurchasingHabits

Morepeoplearebuyingonlinethaneverbefore.Complementingthis,buyersarealsomorelikelytobuyfromthesamestorewhentheymakeanonlinepurchase.

ConsumersinJapan

spendthemostonaveragepertransaction.

￥

$

$

€

￡

Japan

$141.72USD

Signapore

$91.09USD

UnitedStates

$81.26USD

Ireland

$73.26USD

UnitedKingdom

$67.13USD

$$$€

€

Canada

$100.66USD

Australia

$85.42USD

NewZealand

$76.26USD

Germany

$72.43USD

France

$65.04USD

*Merchantcountry:Germany,France,UnitedKingdom,Ireland,UnitedStates,Australia,NewZealand,Canada,Japan,Singapore

Shopify’sStateofCommerceReport13

04PeakTransactionTime

Canada:5PMEST

UnitedStates:5PMEST

ShopAround

TheClock

dayshopper,it’sapparentthatacrossgeographiesandnomatterwhatthepeakbrowsing/transactionhouris,consumersshoptounwind.

Whetheranightowloramid-

Canada

USA

PeakBrowsingTime

Canada:8PMEST

UnitedStates:12AMEST

Shopify’sStateofCommerceReport14

04

ShopAroundTheClock

Whetheranightowloramid-dayshopper,it’sapparentthatacrossgeographiesandnomatterwhatthepeakbrowsing/transactionhouris,consumersshoptounwind.

BuyersinNorthAmericashopat5PMEST.

Theseshoppingtrendscouldbereflectiveofa9-5culture,withNorthAmericansusingtheirtimerightafterworktounwindandshop.Orpotentiallykillingtimejustbeforeworkendstoshop.US’speakbrowsingtimeismidnight,whileCanada’sis8PM.

Acrossallbuyersegments,36%ofNorth

Americanrespondentsagreethat“they

oftenbuythingstocheerthemselvesup.”

36%

Shopify’sStateofCommerceReport15

05

Mobile,

Desktop

orTablet?

Geographyhasanimpactonwhichmediumbuyersprefertomakeapurchasefrom.Thiscouldbeduetotheavailabilityoffeaturesandcertaintech-nologiesinthoselocationsandculturalpreferences.

Vietnam,NewZealand,Netherlands,Singapore,Morocco,Ireland,Malaysia,Denmark

purchasemoreontabletthanmobile.

US,Canada,Australia,China,UK

useallthreemediumsforpurchasing.

India

purchasesmoreondesktopandtabletthanmobile.

Shopify’sStateofCommerceReport16

05

Mobile,

Desktop

orTablet?

UnitedArabEmirates

purchasesmoreontabletthan

anyothermedium.

Brazil

purchasesmoreonmobile

thandesktop.

Geographyhasanimpactonwhichmediumbuyersprefertomakeapurchasefrom.Thiscouldbeduetotheavailabilityoffeaturesandcertaintech-nologiesinthoselocationsandculturalpreferences.

Mexico

purchasesmoreondesktopthan

anyothermedium.

Denmark

purchasesmoreontabletand

theleastonmobile.

Shopify’sStateofCommerceReport17

06

Marketing

Makingthesale

Whilesocialmediaplaysabigroleindiscovery,brandsonShopifymakemorerevenuethroughtheironlineandphysicalstores.Merchantsalsomakemorerevenuefromtheirownedchannels,whentheyownthedirectrelationshipwiththebuyercomparedtootheravenuessuchasmarketplaces.

GapForBusiness

Owners

Online

Storefronts

representover80%ofsales.

Secondlargestsaleschannel

ispoint-of-sale(POS).

*Merchantcountryexamined:Global

Shopify’sStateofCommerceReport18

06

MarketingGapForBusinessOwners

Marketingcontinuestobethebiggest

challengebusinessesface

Over30%ofmerchantsstatethatmarketingisoneoftheirbiggestchallenges,followedbybuildingabrandat22%.**

Accordingtoourmerchantsurvey,

socialmediaplaysabigroleindiscovery,butonlinestorefrontsaretwiceaslikelytobethemainsourceofrevenue.**

*Merchantcountryexamined:Global**ThisdataisbasedonShopify’sMerchantSurvey

e

O

n

o

s

r

e

P

I

$75

$62

Averageonlineorder

$75vs.$62forin-personspending.

*Merchantcountryexamined:Global

Shopify’sStateofCommerceReport19

07

100,000+retailers

We'reseeingmorein-storesellingwith

100,000+retailersusingShopifyPOS

softwaretosellin-personin2018.*

Retail

Reborn

*Merchantcountry:Global

14%increase

From2018to2019,merchantsusingShopifyPOSincreasedby14%.

In-personsellingisanimportantandeverevolvingpartofthedirecttoconsumerretailstrategyforbusinessowners.Anomni-channelapproachiskeyformerchants,asmanybuyersdoproductresearchonlinebeforewalkingintheshop.

*Merchantcountry:Global

SignificantlymoreNorthAmericanbuyerspreferresearchingonlinethanin-store,butsignificantlymorebuyerspreferbuyingin-storethanonline.

*Merchantcountryexamined:CanadaandtheUnitedStates

*Merchantcountryexamined:Global

Shopify’sStateofCommerceReport