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市场调查报告书
商品编码
1549951
零售和消费品领域的网络分析 -市场占有率分析、行业趋势和统计、成长预测（2024-2029）Web Analytics In Retail And CPG - Market Share Analysis, Industry Trends & Statistics, Growth Forecasts (2024 - 2029) |
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价格
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简介目录
零售和消费品领域的网路分析市场预计将从 2024 年的 12.2 亿美元成长到 2029 年的 28 亿美元，预测期内（2024-2029 年）复合年增长率为 18.19%。
主要亮点
- 零售和消费品领域的网路分析对于企业来说极为重要。我们帮助您增强线上形象、提高客户参与、优化您的行销策略并增加销售额。随着数位转型的进展，这些领域的网路分析变得越来越重要，在现代零售和消费品策略中发挥着至关重要的作用。
- 透过先进的资料分析咨询，零售和 CGP 公司可以提高行销投资报酬率。这些服务提供的对消费者行为和购买趋势的即时洞察非常宝贵。透过分析社交媒体和品牌网站等平台的指标，公司可以确定其当前策略的有效性。
- 随着越来越多的企业转向线上，透过网路分析来了解和优化其数位化存在的需求也在增长。根据 Wunderman Thompson Commerce 的数据，eBay、阿里巴巴和京东等线上市场占全球网路购物订单的三分之一以上。 2023 年，15% 的数位购物者在电子杂货店和超级市场进行购物，其中品牌网站以 14% 的比例排名第三，紧随其后的是零售商网站 (13%)。
- 此外，公司越来越依赖资料洞察来指南其策略和业务。网路购物的成长推动了对电子商务分析的需求，以了解客户行为并提高转换率。根据 NEPA 的数据，截至 2023 年初，大约 43% 的美国消费者表示，他们更喜欢网上购物而不是实体店购物，这使得美国成为最喜欢网路购物的国家。
- 人工智慧和机器学习等分析技术的不断进步正在增强网路分析工具的功能。中国国务院最近详细制定了到 2030 年成为人工智慧强国的战略，打造 1500 亿美元的国家人工智慧产业。此类政府措施可能会进一步促进所研究市场的成长。
- 网路分析整合了来自不同来源的资料，例如搜寻引擎优化、社群媒体、电子邮件行销和付费广告。这种整体方法使零售和消费品公司能够了解不同的行销管道如何相互作用，使他们能够微调其数位策略。根据 We Are Social 的报告，印度有 4.62 亿活跃社群媒体用户。尤其是 WhatsApp 和 Instagram 处于领先地位，到 2023 年第三季渗透率分别超过 83% 和 80%。
- 严格的政府和资料隐私法规可能会带来挑战，并为零售和消费品网路分析市场提出合规要求。这些法规旨在保护使用者隐私并确保负责任地处理个人资料，但它们也可能限制并影响网路分析业务的某些方面。
- 通膨上升可能会对零售和消费品 (CPG) 网路分析市场的成长产生重大影响。当通货膨胀影响消费者的购买力时，他们的购物习惯可能会改变。消费者可能会对价格敏感并转向折扣店和替代产品。网路分析可协助企业即时追踪和回应这些变化，提供对新兴趋势的洞察并允许快速调整行销策略。
网路分析市场趋势
搜寻引擎优化和排名领域是市场成长的主要驱动力
- SEO 和排名方面的持续努力极大地推动了零售和消费品 (CPG) 行业对网路分析的需求。企业投资 SEO 是为了提高搜寻引擎排名并增加网站的自然流量。网路分析工具对于衡量此类 SEO 工作的有效性至关重要。透过分析页面浏览量、跳出率和转换率等资料，企业可以评估其 SEO 策略的有效性并做出必要的调整。
- 此外，SEO排名的提高将导致网站流量的增加。网路分析提供了有关这些访客如何与您的网站互动、他们造访哪些页面、他们停留的时间以及他们离开的位置的详细资讯。了解这种行为可以让零售商和消费品公司改善网站内容、布局和使用者体验，以满足消费者需求并提高参与度。
- 2024 年 1 月，Ahrefs 发布了 Rank Tracker Overview 2.0 和 Site Explorer 的新功能。透过此增强功能，用户将能够精确找到 Ahrefs 认为好的连结。此滤波器基于预先定义的参数组，例如 DR 大于 30 且流量大于 500 的引用域。
- 网路分析可以透过分析搜寻引擎排名、关键字策略和流量模式来深入了解竞争对手的 SEO 表现。零售和消费品公司可以利用这些资讯将其绩效与竞争对手进行比较，并发现改进的机会。随着越来越多的零售企业转向线上，对搜寻搜寻引擎结果可见性的竞争日益激烈。因此，对先进的 SEO 工具来提高竞争力的需求不断增长。
- 电子商务的持续成长需要可靠的搜寻引擎优化策略来吸引和留住客户。有效的搜寻引擎优化可以显着提高零售商的线上形象并推动销售。根据AMI报告称，2023年，亚洲将主导全球电子商务，交易额将超过1.8兆美元。
亚太地区占主要市场占有率
- 亚太地区许多国家正在快速数位化。企业越来越多地采用线上平台，并且需要网路分析来了解和增强他们的线上形象。亚太地区电商市场蓬勃发展，中国、印度、东南亚等国家呈现强劲成长。零售商和消费品公司正在利用网路分析来优化其电子商务策略、改善用户体验并增加销售额。
- 据 EBANX 称，到 2023 年，印度的数位购物者数量将超过 3.45 亿。据预测，到2027年，这一数字将迅速上升至4亿多人。此外，2023年7月，拼多多旗下超低价电商平台Temu开始向日本销售，首次进军区域市场。此外，中国折扣电子商务平台拼多多的姊妹网站向国际客户运送各种产品，从电子产品、服饰到家居用品，主要从中国商家采购，价格都非常有竞争力。该地区电子商务行业的扩张可能会进一步推动所研究市场的成长。
- 此外，该市场见证了主要企业的合併、收购和投资，作为其策略的一部分，以改善其业务并增加其影响力，以接触客户并满足各种应用的要求。例如，2024 年 4 月，数位解决方案、技术咨询和 IT 服务的多产业供应商 Cognizant 宣布与 Shopify 和 Google 建立合作伙伴关係，帮助品牌和零售商为其网路商店提供支援。此次合作将把 Shopify 的线上销售平台与 Google Cloud 的系统集成，并利用 Cognizant 零售技术专家的专业知识。
- 机器学习 (ML)、人工智慧和巨量资料分析等先进技术正在引入。这些技术增强了网路分析能力，并提供对消费行为和市场趋势的更深入的洞察。此外，亚太地区各国政府正在推动数位经济措施。支持数位基础设施和创新的政策正在鼓励公司投资网路分析。
- 2023 年 8 月，电子与资讯科技部 (MeitY) 宣布启动「数位印度」倡议。该计划旨在推动印度迈向数位赋能社会和知识密集型经济。我们的主要目标是弥合数位鸿沟，专注于确保数位存取、包容性和赋权。
- 此外，社群媒体在亚太地区具有很大的影响力。网路分析工具可衡量社群媒体宣传活动的影响力、追踪影响者的表现并了解社群媒体主导的流量和转换。根据 GSMA 的数据，截至 2024 年 1 月，中国公民在网路上拥有强大的影响力，拥有约 10.6 亿社群媒体使用者帐号。印度和印尼在社群媒体上排名第二和第三，分别拥有 4.62 亿和 1.39 亿社群媒体用户帐号。
网路分析产业概述
零售和 CPG 网路分析市场由 Google LLC、IBM Corporation、Meta 和 Cloudflare 等重要参与者细分。公司不断投资于策略联盟和产品开拓，以获得市场占有率。近期市场趋势如下：
- 2024 年 3 月 - Google 宣布过渡到新的 Google Analytics 4。此更新版本着重于保护消费者隐私，并引入了从网站和应用程式安全收集资料的增强功能。负责人可以期待更强大的平台来确保永续的资料收集和彙报。
- 2024 年 2 月 - Wipro Limited 宣布推出Wipro 企业人工智慧 (AI) 就绪平台。 Wipro 企业 AI-Ready 平台利用 IBM Watson AI 和资料平台，其中包含 watsonx.ai、watsonx Data 和 watsonx Governance 以及 AI 助理。这种整合使客户能够快速采用人工智慧。该服务透过一组工具和广泛的语言模型为业务提供支持，以确保简化的流程和强有力的管治。此外，它还为未来以 WatsonX Data 和 AI 为中心的产业分析解决方案奠定了基础。
其他好处：
- Excel 格式的市场预测 (ME) 表
- 3 个月分析师支持
目录
第一章简介
- 研究成果
- 研究场所
- 调查范围
第二章调查方法
第三章执行摘要
第四章市场动态
- 市场概况
- 市场驱动因素
- 网路购物需求不断增长趋势
- 更多采用分析工具来了解客户偏好
- 更多地使用以客户为中心的方法和建议引擎
- 市场限制因素
- 资料隐私和安全
- 实施所需时间
- 案例研究分析
- 生态系分析
- 产业吸引力－波特五力分析
- 新进入者的威胁
- 买方议价能力
- 供应商的议价能力
- 替代品的威胁
- 竞争公司之间敌对关係的强度
- 主要宏观经济趋势对市场的影响
第五章市场区隔
- 透过提供
- 解决方案
- 服务
- 按组织规模
- 小型企业
- 大公司
- 按用途
- 搜寻引擎优化和排名
- 网路行销和行销自动化
- 客户分析和回馈
- 应用效能管理
- 社群媒体管理
- 其他的
- 地区
- 北美洲
- 欧洲
- 亚太地区
- 拉丁美洲
- 中东/非洲
第六章 竞争状况
- 公司简介
- Google LLC
- IBM Corporation
- Meta
- Cloudflare
- Adobe
- Microsoft
- Splunk
- SAS
- Teradata Corporation
- Salesforce
第七章 投资分析
第八章市场的未来
简介目录
Product Code: 50002600
The Web Analytics Market In Retail And CPG Industry is expected to grow from USD 1.22 billion in 2024 to USD 2.80 billion by 2029, at a CAGR of 18.19% during the forecast period (2024-2029).
Key Highlights
- Web analytics in the retail and CPG sectors is crucial for businesses. It assists in strengthening their online presence, refining customer engagement, optimizing marketing strategies, and boosting sales. With the ongoing digital transformation, the significance of web analytics in these sectors is set to grow, cementing its role as a crucial of modern retail and CPG strategies.
- Through advanced data analytics consulting, retail and CGP companies can boost their marketing RoI. Real-time insights into consumer behavior and purchasing trends, obtained through these services, are invaluable. By analyzing metrics from platforms like social media and brand websites, businesses can determine the efficacy of their current strategies.
- As businesses increasingly move online, the need for web analytics to understand and optimize digital presence grows. According to Wunderman Thompson Commerce, online marketplaces such as eBay, Alibaba, or JD.com accounted for over one-third of global online shopping orders. In a 2023 survey, 15% of digital shoppers purchased from e-grocers and supermarkets, while branded websites secured the third spot at 14%, closely followed by retailer websites at 13%.
- Furthermore, companies are increasingly relying on data insights to guide their strategies and operations. The rise of online shopping boosts the demand for e-commerce analytics to understand customer behavior and improve conversion rates. According to NEPA, as of early 2023, around 43% of consumers in the United States said they would prefer to shop mostly online rather than in-store, making it the country with the highest online shopping preference.
- Continuous advancements in analytics technologies, such as AI and machine learning, enhance the capabilities of web analytics tools. The State Council of China recently detailed its strategy to become the leading AI superpower by 2030 by building a USD 150 billion national AI industry. Such governmnet initiatives may further propel the studied market growth.
- Web analytics consolidate data from diverse sources like SEO, social media, email marketing, and paid advertising. This comprehensive approach aids retail and CPG firms in grasping how various marketing channels interact, enabling them to fine-tune their digital strategies. We Are Social reports that India boasted a staggering 462 million active social media users. Notably, WhatsApp and Instagram led the charge, with penetration rates exceeding 83% and 80%, respectively, by Q3 2023.
- Rigid government and data privacy regulations can pose challenges and create compliance requirements for the web analytics market in retail and CPG. These regulations aim to protect user privacy and ensure responsible handling of personal data, but they can also impose limitations and impact certain aspects of web analytics practices.
- Increasing inflation can significantly impact the growth of the web analytics market in retail and consumer packaged goods (CPG). As inflation affects consumer purchasing power, shopping habits may change. Consumers might become more price-sensitive, shifting towards discount retailers or alternative products. Web analytics can help companies track and respond to these changes in real time, offering insights into emerging trends and allowing for quick adjustments in marketing strategies.
Web Analytics Market Trends
Search Engine Optimization and Ranking Sector Significantly Driving the Market Growth
- The increase in SEO and ranking efforts significantly propels the demand for web analytics in the retail and consumer packaged goods (CPG) sectors. Companies invest in SEO to improve search engine rankings and increase organic website traffic. Web analytics tools are crucial for measuring the effectiveness of these SEO efforts. Companies can assess how well their SEO strategies are working and make necessary adjustments by analyzing data such as page views, bounce rates, and conversion rates.
- In addition, higher SEO rankings lead to increased website traffic. Web analytics provide detailed insights into how these visitors interact with the site, which pages they visit, how long they stay, and where they drop off. Understanding this behavior helps retail and CPG companies refine their website content, layout, and user experience to meet consumer needs better and increase engagement.
- In January 2024, Ahrefs announced Rank Tracker's Overview 2.0 and a new feature in Site Explorer, allowing users to filter by "best links." This enhancement empowers users to pinpoint what Ahrefs deems "good" links. The filter is based on a predefined group of parameters, which contains referring domains with a DR of at least 30, traffic of 500 or more, and so on.
- Web analytics can provide insights into competitors' SEO performance by analyzing search engine rankings, keyword strategies, and traffic patterns. Retail and CPG companies can use this information to benchmark their performance against competitors and recognize opportunities for improvement. As more retailers move online, the competition for visibility in search engine results intensifies. This drives demand for sophisticated SEO tools to gain a competitive edge.
- The continuous growth of e-commerce necessitates robust SEO strategies to attract and retain customers. Effective SEO can significantly enhance a retailer's online presence and drive sales. In 2023, as AMI reported, Asia dominated the global e-commerce landscape, surpassing a staggering USD 1.8 trillion in transaction volume.
Asia Pacific to Witness Significant Market Share
- Many countries in the APAC region are experiencing fast-paced digitalization. Businesses are increasingly adopting online platforms, necessitating web analytics to understand and enhance their online presence. The e-commerce market in APAC is booming, with countries like China, India, and Southeast Asia showing significant growth. Retailers and CPG companies leverage web analytics to optimize their e-commerce strategies, improve user experience, and drive sales.
- According to EBANX, in 2023, India boasted a digital buyer base exceeding 345 million. Projections indicate that this figure will surge, surpassing 400 million by 2027. Additionally, in July 2023, Ultra-low-cost e-commerce platform Temu, owned by PDD Holdings, started selling to Japan, marking its first foray into the regional market. Additionally, the sister site of the Chinese discount e-commerce platform Pinduoduo ships a significant range of products, from electronics and clothing to home goods primarily sourced from Chinese merchants to international customers, all at highly competitive prices. Such expansion in the e-commerce sector in the region may further propel the studied market growth.
- Moreover, the market studied is witnessing key players' mergers, acquisitions, and investments as part of its strategy to improve business and their presence to reach customers and meet their requirements for various applications. For instance, in April 2024, Cognizant, a company that offers digital solutions, technology consulting, and IT services to multiple industries, announced a partnership with Shopify and Google to assist brands and retailers in enhancing their online stores. This collaboration integrates Shopify's online selling platform with Google Cloud's system, utilizing the expertise of Cognizant's retail technology specialists.
- There is a growing adoption of advanced technologies such as machine learning (ML), AI, and big data analytics. These technologies enhance web analytics capabilities, providing deeper insights into consumer behavior and market trends. Also, various governments in the APAC region are promoting digital economy initiatives. Policies supporting digital infrastructure and innovation encourage businesses to invest in web analytics.
- In August 2023, the Ministry of Electronics and Information Technology (MeitY) announced the launch of the 'Digital India' initiative. The program aims to propel India towards a digitally empowered society and a knowledge-based economy. It focuses on ensuring digital access, inclusion, and empowerment, with a critical goal of bridging the digital divide.
- Furthermore, social media's influence in the APAC region is substantial. Web analytics tools measure the impact of social media campaigns, track influencer performance, and understand social media-driven traffic and conversions. According to GSMA, Chinese citizens displayed a solid online presence, having approximately 1.06 billion social media user accounts as of January 2024. India and Indonesia, the second and third-ranking countries for social media, had 462 and 139 million social media user accounts, respectively.
Web Analytics Industry Overview
Web Analytics Market in Retail and CPG is fragmented with significant companies like Google LLC, IBM Corporation, Meta, Cloudflare, and many more. The companies continuously invest in strategic collaborations and product developments to gain market share. Some of the recent developments in the market are:
- March 2024 - Google has announced its shift to the new Google Analytics 4. This updated version emphasizes safeguarding consumer privacy and introduces enhanced features for secure data collection from websites and applications. Marketers can now look forward to a more robust platform that ensures sustainable data collection and reporting.
- February 2024 - Wipro Limited announced the launch of the Wipro Enterprise Artificial Intelligence (AI)-Ready Platform, a unique service that allows clients to create enterprise-level, fully integrated, and customized AI environments. The Wipro Enterprise AI-Ready Platform harnesses the IBM Watson AI and data platform, incorporating watsonx.ai, watsonx Data, and watsonx Governance, along with AI assistants. This integration enables clients to embrace AI swiftly. The service boosts operations with a suite of tools and large language models and ensures streamlined processes and robust governance. Moreover, it sets the stage for future industry analytics solutions anchored on watsonx Data and AI.
Additional Benefits:
- The market estimate (ME) sheet in Excel format
- 3 months of analyst support
TABLE OF CONTENTS
1 INTRODUCTION
- 1.1 Study Deliverables
- 1.2 Study Assumptions
- 1.3 Scope of the Study
2 RESEARCH METHODOLOGY
3 EXECUTIVE SUMMARY
4 MARKET DYNAMICS
- 4.1 Market Overview
- 4.2 Market Drivers
- 4.2.1 Growing Demand for Online Shopping Trends
- 4.2.2 Rising Adoption of Analytics Tools to Understand Customer Preferences
- 4.2.3 Increasing Customer Centric Approach and Use of Recommendation Engines
- 4.3 Market Restraints
- 4.3.1 Data Privacy and Security
- 4.3.2 Time Consumption in Implementation
- 4.4 Case Study Analysis
- 4.5 Ecosystem Analysis
- 4.6 Industry Attractiveness - Porter's Five Forces Analysis
- 4.6.1 Threat of New Entrants
- 4.6.2 Bargaining Power of Buyers
- 4.6.3 Bargaining Power of Suppliers
- 4.6.4 Threat of Substitute Products
- 4.6.5 Intensity of Competitive Rivalry
- 4.7 Impact of Key Macroeconomic Trends on the Market
5 MARKET SEGMENTATION
- 5.1 By Offering
- 5.1.1 Solution
- 5.1.2 Services
- 5.2 By Organization Size
- 5.2.1 SMEs
- 5.2.2 Large Enterprises
- 5.3 By Application
- 5.3.1 Search Engine Optimization and Ranking
- 5.3.2 Online Marketing & Marketing Automation
- 5.3.3 Customer Profiling and Feedback
- 5.3.4 Application Performance Management
- 5.3.5 Social Media Management
- 5.3.6 Others
- 5.4 Geography
- 5.4.1 North America
- 5.4.2 Europe
- 5.4.3 Asia Pacific
- 5.4.4 Latin America
- 5.4.5 Middle East & Africa
6 COMPETITIVE LANDSCAPE
- 6.1 Company Profiles
- 6.1.1 Google LLC
- 6.1.2 IBM Corporation
- 6.1.3 Meta
- 6.1.4 Cloudflare
- 6.1.5 Adobe
- 6.1.6 Microsoft
- 6.1.7 Splunk
- 6.1.8 SAS
- 6.1.9 Teradata Corporation
- 6.1.10 Salesforce
