E-Commerce in a Recession: The Impact on Consumers and Retailers

Table of Contents

Executive Summary

• US Retail E-Commerce Sales, 2004-2009 (billions and % change)
• Key Questions

The eMarketer View

The Recession' s Impact on E-Commerce Sales

• US Retail E-Commerce Sales, by Quarter, Q1 2008-Q4 2008 (billions and % change*)
• US Retail Industry Sales, by Quarter, Q1-Q4 2008 (billions and % change*)
• US Retail E-Commerce Sales, 2008-2013 (billions and % change)
• US Retail E-Commerce Spending, by Household Income, Q4 2008 (% change* and % of total spending)

Recession Shoppers and Buyers Online

• Changes* in Shopping Behavior due to the Economic Downturn According to US Internet Users**, August 2008 (% of respondents)
• How have you seen consumer behavior change during the recession?
  • Importance of the Internet for Making Buying Decisions* According to US Internet Users, January 2009 (% of respondents)
  • Change* in Amount of Online Research Conducted Before Making a Purchase According to US Internet Users, December 2008 (% of respondents)
  • Products/Services that US Online Shoppers Would Research Significantly Before Buying, October 2008 (% of respondents)
  • Most Frequently Used Source of Product/Service Information for Making Purchase Decisions According to US Online Shoppers, October 2008 (% of respondents)
  • Online Resources that US Online Shoppers Consider Useful for Researching or Purchasing Products, by Spending Plans, November 2008 (% of respondents)
  • Types of Shopping Sites that US Internet Users Found Very Important in the Past Three Months, January 2009 (% of respondents)
  • Demographic Profile of US Internet Users Who Have Ever Redeemed a Coupon Online*, October 2007-December 2008 (% of respondents)
  • Attitudes Regarding Online Purchasing During the Holiday Season According to US Online Buyers, 2007 & 2008 (% of respondents)
  • Effect of the Economy on US Consumers' Green Product Purchases, January 2009 (% of respondents)

Online Retailers in a Recession

• Leading Methods of Reducing Expenses this Holiday Season According to US Online Retailers, October 2008 (% of respondents)
• How are you marketing differently in the recession?
  • Key Customer Service Metrics of US Online Retailers, Q4 2007 & Q4 2008 (% of total)
  • Select Rich Media and Community Features Offered by US Online Retailers, Q4 2007 & Q4 2008 (% of total)
  • Change in Social Media Investment According to Social Media Marketers Worldwide, December 2008 (% of respondents)
  • Change in Expected Paid Search Spending During the Recession According to US Online Retailers, March 2009 (% of respondents)
  • Marketing Tactics that US Online Retailers Expect to Outperform Paid Search During the Recession, March 2009 (% of respondents)
  • Free Shipping Promotions Offered by US Online Retailers, Q4 2007 & Q4 2008 (% of total)

Conclusions

Endnotes

• 102511
  • Change in Social Media Investment According to Social Media Marketers Worldwide, December 2008 (% of respondents)

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