Research & Advisory

B2C Ecommerce Study


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Product Overview

Date of PublicationDecember 7, 2020

Clearly the rise of digital orders has been a trend for two decades, but in 2020 we saw the growth go into hyperdrive.  This study looks at the market and growth of business to consumer e-commerce spend, the changes in recent years, regional growth, and how the market has two distinct sectors – traditional retailers growing their e-commerce operations often with the store as the fulfilment location and then your pure-play online retailers.

Retailers can use this study to look at key vendors to consider for each of their segments.  Vendors and investors can use this study for market share and to benchmark their performance against their competitors.  The study includes IHL MarketView positioning maps show which vendors are winning in this market and those best positioned to take advantage of the growth.

The goal of this report, as well as the entire IHL Retail Executive Advisory Program (REAP), is to provide the retail community with the most detailed and complete picture imaginable of the retail technology landscape. We do this to assist retailers in vendor selection and to help the industry understand the trends, drivers and barriers that are fundamentally transforming our industry.

NOTE: This study is available individually or at a discount as part of the IHL Retail Executive Advisory Program.

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Readers of this research will get a B2C E-Commerce regionally and by segment for the next 5 years.  As well we go into deep detail around the software and vendors that make this part of retail work with rankings, market share and competitive positioning for vendors.

Then we discuss market trends, drivers and market barriers.

What makes this research different and more rigorous is that it is based on a very sophisticated and highly objective research model.  It allows vendors, retailers and analysts to see who are the real leaders in retail software, true software market rankings, who is leading in the fast growing services market, and which vendors are leading in sales, innovation, market reach and can implement a complete unified commerce approach to retail.


Consumer Spending in Retail and Hospitality
Retail E-Commerce Software Market
Trends, Drivers and Barriers
Vendor Positioning Maps
Appendix with Region and Segment Charts


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What Segments Constitute Your Definition of Retail and Hospitality?

We use the following segments to define Retail and some examples.  This research uses all of these segments.

Food/Grocery (Kroger, Safeway, Trader Joe’s, Wakerfern, Tesco,)
Drug Stores (Walgreens, CVS)
Superstore/Warehouse Clubs/Hypermarkets (Walmart, BJ’s Wholesale, Costco, Auchan)
Mass Merchants (Target, Meijer Stores, Amazon, Rakuten, Alibaba, JD.Com)
Department Stores (JC Penney, Kohls, Kaufaf, Marks and Spencer)
Specialty Hard Goods (Home Depot, Lowes, Best Buy, Rooms to Go, Canadian Tire)
Specialty Soft Goods (H&M, Abercrombie, Lululemon)
Convenience/Gas/Forecourt (Chevron, Exxon,)Fast Food (McDonald’s, Subway, Burger King, Pizza Hut, Taco Bell)
Bar/Restaurant (Applebees, Buffalo Wild Wings, Chipotle)
Lodging (Marriott, Sheraton, Hilton)
Entertainment:Casinos and Cruises (Carnival, Harrah’s, Wynn, Caesar’s Palace)
Entertainment:Museums, Theme Parks, Theaters, Others (Disney, Universal, AMC, Carmike)

Is there a delineation between Pure-Play E-Commerce and Traditional Retailers doing E-Commerce?

Yes, we include separate breakouts and forecasts for the % of sales

Does this include data by country?  For instance China?

Yes, e-commerce sales are computed by country in the study showing specific growth for China verses other countries.

Is this put together by primary research, secondary research?

Yes, all of the above.  We utilize our Sophia Data Service, WorldView IT Sizing Forecast Model, custom primary and secondary research and vendor interviews to put this together.  Contact us and we would be happy to go over the methodology with you.

Can I share this study in my company?

Yes, if your company has an advisory relationship with IHL, you can share internally.

Can I share the data externally?

With written permission from IHL we allow certain components to be shared externally.  However, as a standard rule IHL research studies and content cannot be shared externally with clients and partners.  That being said, we are open to individual queries and do make exceptions for marketing purposes with the appropriate licenses.  Once again, we just ask those be made in writing to ihl(at)

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This research is available individually or via a subscription of our Retail Executive Advisory Program.  Please click here or contact us at and we can customize a program specifically for your company.

Each of the research studies comes with an Enterprise license so the data, studies can be shared internally among your entire team. For more questions and to begin, contact us.

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