Amazon ranked fourth in global shopping app downloads in 2021 - they were the number one most-downloaded app in 2020. Amazon is still first in the U.S. rankings, but Shopee, Shein, and Meesho leapfrogged it in global rankings.
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The fourth edition of Year in Review is a collection of stories, insights, and data, all told through forty charts. 2021 was the year of broken supply chains, Amazon aggregators, more advertising, Shopify's almost-marketplace, and one unanswered question - did the pandemic boost e-commerce after all?
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Amazon aggregators raised over $12 billion in 2021 - that's at least a billion dollars for twelve months in a row. The amount raised includes both equity and debt financing.
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Amazon seller valuations have doubled since the start of 2020. There were only a few buyers then, and the concept of selling an Amazon seller business seemed far-fetched. Sellers were heavily undervalued, and the market is now catching up.
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Shopify insists that they won't build a marketplace, but the Shop app has recently become one. The app now allows discovering merchants, adding their items to a shopping cart, and checking out - all without leaving the app.
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U.S. e-commerce penetration is currently at levels it would have reached even if the pandemic didn't happen. While Covid boosted e-commerce spending in 2020, that acceleration perhaps wasn't a step-change after all.
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WFS, a fulfillment service Walmart launched less than two years ago, already fulfills 1/4 of Walmart marketplace sales. Walmart is on a path to making the marketplace invisible to shoppers.
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The U.S. is Amazon's least competitive marketplace. Despite having the highest number of sellers, they each receive more traffic per seller than on the other marketplaces.
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Two years ago, Nike stopped selling its clothes and sneakers directly to Amazon. The brand has since done exceptionally well scaling its digital sales. And yet, consumers continue to look for Nike on Amazon.
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In the third quarter, Amazon reached sales levels it would have gotten to even without the pandemic boost. Amazon appears to have lost all the e-commerce spending acceleration.
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