{"id":145787,"date":"2023-04-04T17:45:41","date_gmt":"2023-04-04T17:45:41","guid":{"rendered":"https:\/\/www.similarweb.com\/blog\/?p=145787"},"modified":"2025-02-13T09:17:28","modified_gmt":"2025-02-13T09:17:28","slug":"ecommerce-traffic-dips-2022","status":"publish","type":"post","link":"https:\/\/www.similarweb.com\/blog\/insights\/ecommerce-news\/ecommerce-traffic-dips-2022\/","title":{"rendered":"Ecommerce Traffic Dips 3% in 2022, but Opportunities Persist"},"content":{"rendered":"<h2>Global Ecommerce report finds pockets of growth amid a slowdown in the digital economy<\/h2>\n<p>Following COVID-fueled growth in ecommerce, the digital economy has experienced a slowdown in 2022 due to factors such as war, inflation, and economic downturn. <a href=\"https:\/\/www.similarweb.com\/corp\/lps\/global-digital-economy-trends\/\" rel=\"noindex, nofollow\">Similarweb\u2019s Digital Ecommerce Landscape report<\/a> analyzes the numbers behind this slowdown, using customer behavior on websites and mobile apps to identify trends and growth opportunities.<\/p>\n<p><strong>Key findings:<\/strong><\/p>\n<ul>\n<li>Overall 3% drop in <a href=\"https:\/\/www.similarweb.com\/website\/\">desktop &amp; mobile web traffic<\/a> across all online categories, worldwide<\/li>\n<li><a href=\"https:\/\/www.similarweb.com\/blog\/ecommerce\/retail-insights\/online-marketplaces\/\">Online marketplaces<\/a> received over 185.5B visits in 2022 globally, accounting for 60% of all traffic to the industries analyzed<\/li>\n<li><a href=\"https:\/\/www.similarweb.com\/website\/etsy.com\/\">Etsy.com<\/a> experienced a 12% year-over-year (YoY) increase in desktop &amp; mobile web traffic, the only major global marketplace to show growth in 2022<\/li>\n<li>The <a href=\"https:\/\/www.similarweb.com\/top-websites\/home-and-garden\/\">Home &amp; Garden category<\/a> saw the biggest YoY traffic drop at 7%<\/li>\n<li><a href=\"https:\/\/www.similarweb.com\/top-websites\/lifestyle\/jewelry-and-luxury-products\/\">Luxury and jewelry category web traffic<\/a> increased by 9% YoY, while <a href=\"https:\/\/www.similarweb.com\/top-websites\/lifestyle\/beauty-and-cosmetics\/\">beauty and cosmetics category web traffic<\/a> grew by 7% YoY<\/li>\n<\/ul>\n<p>Despite the turbulence of 2022, some industries continue to grow. The beauty industry experienced a 9% YoY traffic growth, aligning with the famous &#8220;<a href=\"https:\/\/www.similarweb.com\/blog\/insights\/ecommerce-news\/measuring-the-lipstick-effect-on-online-retail\/\">Lipstick Effect<\/a>,&#8221; where consumers replace larger expenses with affordable items during economic downturns. However, categories associated with real estate, such as Home &amp; Garden, declined due to the current economic climate.<\/p>\n<p><strong>Industry matrix, 2022 traffic &amp; YoY traffic growth<\/strong><\/p>\n<p>Global, desktop &amp; mobile web, Jan-Dec 2022<\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-145786 size-full\" src=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/04\/global_ecommerce_1.png\" alt=\"chart: ecommerce activity by sector\" width=\"1418\" height=\"1000\" srcset=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/04\/global_ecommerce_1.png 1418w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/04\/global_ecommerce_1-300x212.png 300w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/04\/global_ecommerce_1-1024x722.png 1024w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/04\/global_ecommerce_1-768x542.png 768w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/04\/global_ecommerce_1-512x361.png 512w\" sizes=\"(max-width: 1418px) 100vw, 1418px\" \/><\/p>\n<p>Online demand across all industries remains above pre-Covid levels, and opportunities remain for retailers. Factors such as buyer journeys and user experience should be prioritized alongside price sensitivity. For example, the <a href=\"https:\/\/www.similarweb.com\/blog\/research\/market-research\/bnpl-industry-analysis\/\">Buy Now, Pay Later (BNPL) trend<\/a> has helped online retailers offering BNPL technologies at checkout outpace their non-BNPL counterparts by 13% in converted visits.<\/p>\n<p>Adapting to meet new demand is vital in declining industries. Although the Home &amp; Garden category has seen a decrease in overall traffic, online demand for DIY tools doubled on Amazon, with a 25% hike in revenue from March 2022 to February 2023.<\/p>\n<p>The report provides a performance overview of the digital economy by country and industry, highlighting opportunities for ecommerce retailers to expand into new product lines, geographies, or payment technologies. The opportunities are framed within the context of the <a href=\"https:\/\/www.similarweb.com\/blog\/research\/market-research\/market-sizing\/\">Total Addressable Market<\/a> (TAM) for the countries studied, emphasizing that despite the challenging landscape, opportunities still exist.<\/p>\n<p>Online demand for all consumer goods categories remains significantly above pre-Covid levels despite the impact of various macroeconomic factors. Only four nations saw positive traffic growth in 2022 among the top 20 geographies analyzed: India (+5.2% YoY), Russia (+7.3% YoY), Indonesia (+1.9% YoY), and Vietnam (+16.3% YoY). Brands and retailers looking to grow in 2023 should focus on Asia.<\/p>\n<p>The US remains the core ecommerce market in traffic, with 2022 traffic three times larger than the runner-up, Japan (93.6B visits vs. 31.4B visits). Interestingly, despite high inflation (17.2% as of January 2023), Poland experienced a spike in online traffic to pricey consumer goods retailers, such as Consumer Electronics (+3.9% YoY in 2022), Luxury &amp; Jewelry (+9.7%), and Fashion &amp; Apparel (+6.2%). The influx of Ukrainian refugees, often skilled workers, is likely contributing to the growth of ecommerce in Poland.<\/p>\n<p>The <a href=\"https:\/\/www.similarweb.com\/corp\/lps\/global-digital-economy-trends\/\" target=\"_blank\" rel=\"nofollow noindex noopener\">full report<\/a> provides many more details.<\/p>\n<p><a href=\"https:\/\/support.similarweb.com\/hc\/en-us\/articles\/360001631538-Similarweb-Data-Methodology\"><strong>Methodology<\/strong><\/a><\/p>\n<p><strong>Disclaimer: All names, brands, trademarks, and registered trademarks are the property of their respective owners.<\/strong> The data, reports, and other materials provided or made available by Similarweb consist of or include estimated metrics and digital insights generated by Similarweb using its proprietary algorithms, based on information collected by Similarweb from multiple sources using its advanced data methodologies. Similarweb shall not be responsible for the accuracy of such data, reports, and materials and shall have no liability for any decision by any third party based in whole or in part on such data, reports, and materials.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Global Ecommerce report finds pockets of growth amid a slowdown in the digital economy Following COVID-fueled growth in ecommerce, the digital economy has experienced a slowdown in 2022 due to factors such as war, inflation, and economic downturn. Similarweb\u2019s Digital Ecommerce Landscape report analyzes the numbers behind this slowdown, using customer behavior on websites and [&hellip;]<\/p>\n","protected":false},"author":488,"featured_media":145791,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[8272,7892],"tags":[],"class_list":["post-145787","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ecommerce-news","category-insights"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Ecommerce Traffic Dips 3% in 2022, but Opportunities Persist | Similarweb<\/title>\n<meta name=\"description\" content=\"Global ecommerce report finds pockets of growth amid a slowdown in the digital economy. Online marketplaces received over 185.5B visits in 2022 globally\" \/>\n<meta name=\"robots\" content=\"max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.similarweb.com\/blog\/insights\/ecommerce-news\/ecommerce-traffic-dips-2022\/\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"In\u00e8s Durand\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.similarweb.com\/blog\/insights\/ecommerce-news\/ecommerce-traffic-dips-2022\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.similarweb.com\/blog\/insights\/ecommerce-news\/ecommerce-traffic-dips-2022\/\"},\"author\":{\"name\":\"In\u00e8s Durand\",\"@id\":\"https:\/\/www.similarweb.com\/blog\/#\/schema\/person\/e97307867da12691c0d3b5c28c15b0b2\"},\"headline\":\"Ecommerce Traffic Dips 3% in 2022, but Opportunities Persist\",\"datePublished\":\"2023-04-04T17:45:41+00:00\",\"dateModified\":\"2025-02-13T09:17:28+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.similarweb.com\/blog\/insights\/ecommerce-news\/ecommerce-traffic-dips-2022\/\"},\"wordCount\":597,\"publisher\":{\"@id\":\"https:\/\/www.similarweb.com\/blog\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.similarweb.com\/blog\/insights\/ecommerce-news\/ecommerce-traffic-dips-2022\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/04\/shutterstock_169474442-scaled.jpg\",\"articleSection\":[\"Ecommerce News\",\"Insights\"],\"inLanguage\":\"\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.similarweb.com\/blog\/insights\/ecommerce-news\/ecommerce-traffic-dips-2022\/\",\"url\":\"https:\/\/www.similarweb.com\/blog\/insights\/ecommerce-news\/ecommerce-traffic-dips-2022\/\",\"name\":\"Ecommerce Traffic Dips 3% in 2022, but Opportunities Persist | Similarweb\",\"isPartOf\":{\"@id\":\"https:\/\/www.similarweb.com\/blog\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.similarweb.com\/blog\/insights\/ecommerce-news\/ecommerce-traffic-dips-2022\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.similarweb.com\/blog\/insights\/ecommerce-news\/ecommerce-traffic-dips-2022\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/04\/shutterstock_169474442-scaled.jpg\",\"datePublished\":\"2023-04-04T17:45:41+00:00\",\"dateModified\":\"2025-02-13T09:17:28+00:00\",\"description\":\"Global ecommerce report finds pockets of growth amid a slowdown in the digital economy. 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