According to the latest IMRG Capgemini e-Retail Sales Index, online retail sales growth slowed down in 2017 to an average of 12.1% year-on-year, almost two percentage points below the forecast of 14% and a sharp drop from 2016’s 15.9% average growth. IMRG and Capgemini said the fall in annual growth is one of multiple indicators of a maturing online retail market.
- In 2018, online retail is forecast to slow down again to a growth of 9% – the first time it has fallen into single-digit territory.
- Sales growth through smartphones averaged 77% each month from July to December 2016 but in the in the same period in 2017, it fell to 50%.
- Sales via tablets grew just 0.7% in 2017.
One opportunity for growth and differentiation will come from emerging technology as we saw as a focus in 2017 – voice and social commerce, connected devices and artificial intelligence all drove interest and investment and will continue to do so – the big challenge will remain as how to drive value and industrialising this capability.