E-commerce is back to “normal”

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Is ecommerce back to normal
Posted in: Magento Trends

This year will be the first time in its long history that the e-commerce market will see negative revenue growth — a 2.5% drop versus the 10% growth predicted for 2022 a year ago.

Many e-commerce players experienced a degradation in performance due to the global recession. As a result, they had to deal with downsizing human resources, redirecting advertising budgets, and optimizing processes.

Are figures below expectations “normal” and is there something to be done about this? Let's try to get this straight.

Current situation in figures

Despite the fact that in terms of revenue e-commerce won’t break the previous record this year, the share of e-commerce in the digital economy is still the largest and makes 68%.

ecommerce holds largest share in digital marketMany major players in the market this year were forced to take measures to prevent businesses from “eating themselves” through optimizing processes. Some of the ways were not the most pleasant for employees, but that’s the price of getting a business out of a loss-making state. The average change in stock prices of key players like Amazon and Etsy made up -55.2%. The situation with the stock prices of Shopify is even worse.

stock prices decrease in 2022One thing is for sure, e-commerce will see negative growth in 2022.

ecommerce lose revenue in 2022If we talk in categories, the most breakeven of them turned out to be the food and beverages, which is natural. Yet, the showings are still worse than they used to be in 2021.ecommerce revenue by categoryWith the easing of anti-epidemic measures, people began to pump money into traveling and tourism. So these e-commerce domains felt much better than, say, streaming platforms.

travelling gets revenue in 2022

Challenges for e-commerce

Pressure on supply chains is back again at its highest peaks.

supply stress ecommerceInflation consequences are predicted to be substantial, which is already confirmed by the statistics.

inflation rate by countries in 2022The rise in prices and declining purchasing power have had a bad effect on many industries, including e-commerce.

rise in prices 2022Pressure on supply chains, inflation consequences, and decline in purchasing power — are the products of the global situation and the impacts on the negative revenue growth for e-commerce in 2022.

Blockchain, artificial intelligence, augmented and virtual reality, together with cryptocurrency payment platforms continue forming seamless shopping for both B2B and B2C. The metaverse furthermore blurs the lines between the physical and digital worlds immersing shoppers in an omnichannel experience. Deeper integration of new technologies in online commerce creates new opportunities for both businesses and end users.

ecommerce metaverse

In B2C, experts report a smooth transition from a marketing-first to a direct-to-customers (D2C) approach. Direct appeal to the customer and rejection of traditional advertising methods are already giving greater profit margins to companies that have opted for the D2C approach.

direct to customer approach

Yet, this is definitely not the one-size-fits-all approach. Many companies preferred increasing their costs on advertising instead.

advertising costs 2022If we talk about B2B in terms of geo, we’ll see that dramatic growth is predicted for China and India, where all other countries also go into the positive rise, but with less sharp amplitudes.

china ecommerceindia ecommerce
canada ecommerceus ecommerce
europe ecommerceuk ecommerce

Another trend in the B2B market is that the horizontal marketplace model gives way to the vertical.

vertical ecommerce model

Personalization is a timeless trend that is always with us. Now businesses are maximizing their personalization through leveraging big data, AI, ML, flexible quoting, account-specific buying agreements, and more.

personalization in ecommerce

B2B is shifting to mobile e-commerce. As for today, mobile influences over 40% of revenue in leading B2B organizations, and the trend doesn’t seem to be decreasing.

mobile commerceBusinesses give preference to cloud platforms, as they overcome homegrown systems in many ways, which is why they are growing in popularity.

cloud platforms

Far from being a new trend, omnichannel is still growing in popularity, and more and more businesses are abandoning multichannel strategies and switching to omnichannel.


Business to everyone (B2E) is becoming a new approach, both for B2C and B2B. It mainly results in the fact that certain characteristics of B2C are adopted by B2B and vice versa. Mobile commerce, which is now catching on in B2B, is a feature that used to be more inherent in the B2C market.

business to everyone

What the future holds for e-commerce

While the situation for e-commerce is not ideal right now, experts are predicting growth for online commerce by 2025.

online commerce growthRevenue growth is expected to recover next year and increase by 14% by 2023.

ecom revenue growth in 2023Even if there are a certain number of problems that we all have to work with at the moment, experts are confident that online stocks will eventually grow and revenue growth will return to its previous level.

List of sources

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