In 2021, the value share of US e-commerce sales conducted via mobile devices continued to increase, just as it has in every year that Euromonitor International has measured this metric. The reason for this is straightforward; simply put, US residents cannot get enough of their smartphones.
In August 2021, Target – the dominant player in the US mass merchandisers channel and the closest thing that Walmart has to a competitor in the US bricks-and-mortar space – announced that its loyalty programme, Circle Rewards, had surpassed 100 million members. Given that the Circle Rewards programme was only launched in 2019, this is an extremely impressive feat.
Over the course of the last two years, one of the most remarkable stories in all of US retailing has been the stunning rise of Shein. Shein – which is owned and operated by Nanjing Lingtian Information Technology Co Ltd, a Chinese company – is a digitally-native retailer that specialises in fast fashion.
Over the last two years, the COVID-19 pandemic has encouraged more US consumers than ever before to shift a portion of their spending online. While e-commerce sales have surged, mobile e-commerce sales have advanced at an even more rapid clip, with US residents across all age groups spending progressively more time glued to their smartphones.
Instagram is one of the most popular social media platforms in the US. Although it is owned and operated by the company formerly known as Facebook (but which is now called Meta after a formal name change in October 2021), Instagram has differentiated itself from its parent company by keeping its focus on being a place for users to share photos – a decision that continues to attract individuals to the platform who are turned off by the rambling political screeds and misinformation shared by their so-called friends on Facebook.
TikTok, a video-sharing service, may have entered the US mainstream public consciousness in 2020, but it truly captured the zeitgeist in 2021, with the renown of the social media platform exploding as its most ardent users spent hours a day on their smartphones watching short video content through the platform’s wildly popular mobile app. However, ByteDance, the Chinese company that owns and operates TikTok, is not content to turn a profit by relying on advertising alone.
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Understand the latest market trends and future growth opportunities for the Mobile E-Commerce (Goods) industry in USA with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Mobile Internet Retailing includes sales through mobile devices such as smartphones and tablets. Please note that these sales are also included in the Internet Retailing Channel. Mobile Internet Retailing is also known as m-commerce.See All of Our Definitions
This report originates from Passport, our Mobile E-Commerce (Goods) research and analysis database.
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