Grasp both Amazon and independent websites! What will brand sellers rely on for growth in 2022?

It is learned that on May 24, research firm Yottaa released the "2022 E-commerce Brand Key Initiatives Survey Report", which surveyed 128 e-commerce executives from various vertical industries. More than half of the respondents said that their brands experienced 26% to 50% online revenue growth in 2021, and 87% of the respondents hoped to achieve a year-on-year conversion rate increase of 5% to 15% in 2022.

How to grow in 2022

56% of respondents said the top initiative for achieving e-commerce sales growth in 2022 is to maximize the return on investment in e-commerce technology (56%), while other top priorities include optimizing the shopping experience (48%) and reducing page load times (47%).

43% of respondents said they were re-building their brand website, with the top five choices being Salesforce Commerce Cloud, Netsuite, Oracle Commerce Cloud, SAP Hyperis, and Shopify Plus.

It is worth noting that in 2021, 33% of respondents to this annual survey viewed Amazon as a competitor. In the 2022 survey, only 11% of respondents viewed Amazon as a competitive threat. 57% of respondents said that recent innovations and investments in e-commerce sites and digital experiences have leveled the playing field for brands to compete with Amazon.

Looking at e-commerce investment plans for 2022, the survey found that about 80% of brands will invest 25% to 50% more in customer acquisition than in previous years. Survey respondents also said they plan to spend $300,000 to $450,000 per month on customer acquisition.

In addition, the brands surveyed are increasing their investments in data security, improving website speed and website data analytics. More than 86% of respondents acknowledged that website speed is one of the most important factors for successful e-commerce sales.

Independent Station and Amazon

According to a January 2022 survey of e-commerce retailers by RSR Research and Coveo Solutions, acquiring new website traffic is the top priority (83%), significantly higher than driving more conversions from existing traffic (59%).

When asked about their strategies to compete with Amazon, more than half (55%) of RSR study respondents said they also sell on Amazon, with an additional 23% selling some of their product lines through Amazon and 6% selling through Amazon in certain regions.

Of the remaining 16% of businesses that do not currently sell through Amazon, 10% are considering doing so, and only 6% have no plans to sell through Amazon. The survey also showed that the single largest starting point for respondents’ customer shopping journey is Amazon (34%), followed by their own website (28%).

Editor✎ Ashley/

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