Comscore’s recent State of Digital Commerce webinar showed incredible growth and provided insights into key drivers.

Growth

US digital commerce grew past $1 trillion for the first time in 2022, up +21% YoY
The largest category was Grocery/Baby/Pet at $219 billion

Drivers

The category with strongest growth was Event tickets (+75%), showing a continued return to social gatherings post-COVID
While growth spanned all digital platforms, mobile was the highest at +26% versus 2021. Mobile now represents 38% of digital commerce dollars.

Over the past 4 years, online Grocery spending has increased 333%. Continued growth indicates this is a long-term trend driven by convenience and seamless digital shopping experiences.
After Events, Grocery was the second-largest category for mobile share of ordering
While desktop still represents the highest share of dollars, larger phones and more robust retail interfaces have driven the consumer’s ease of conducting mobile commerce in this category
Social engagement (i.e. likes, shares, etc.) has grown at a higher rate in Grocery versus other categories like Apparel, indicating social’s increasing influence on the CPG space

Establish a solid base of digital commerce technology ASAP. Even for brands that rely on retailers, it is essential to develop your ecom infrastructure and make the online path to purchase frictionless
Ensure your digital properties are designed with mobile user experiences in mind and plan to increase digital spend on mobile devices in the future
Engage with your audience across social media platforms and share content featuring sales and promotions