2024电子商务指南报告-多渠道酒类品牌的电子商务基准与见解

eCommerce Benchmarks & Insights for Multichannel Alcohol Brands

Overview

• Market Trends: The alcohol eCommerce market is rapidly transforming, with significant shifts in consumer behavior and regulatory challenges.
• Market Growth: The alcohol eCommerce market is projected to reach over $51 billion by 2029, driven by increasing online sales.

Key Findings

• Consumer Preferences: Non-alcoholic drink alternatives are gaining popularity, with 41% of Americans making an effort to drink less.
• Clicks and Intentions:
  • Purchase Intent Clicks: The percentage of shoppers who click through to at least one retailer.
  • Purchase Intent Rate: The rate at which shoppers convert to purchases.
  • Top Performers: MikMak Commerce-enabled brand websites lead in Purchase Intent Rates at 13.3%, followed by Search at 7.4%.

Traffic Sources

• Social Media: Social platforms drive the most eCommerce traffic for alcohol brands, with Meta dominating at 96.4% of Purchase Intent Clicks.
• Channel Performance:
  • Meta: Highest conversion rate at 8.2%.
  • YouTube: Second at 3.7%.
  • Pinterest: 0.6%.
  • X (Twitter): 0.5%.

Market Share and Competition

• Top Retailers: Instacart is the most popular online retailer for alcohol brands, with 34% of Purchase Intent Clicks.
• Performance Trends: Purchase Intent for alcohol brands peaks in the first half of the year, particularly on Valentine’s Day (11.8%).
• Recent Shifts: In March 2024, Drizly’s services were halted, shifting consumer preference towards Instacart.

Product Visibility and Compliance

• MikMak’s Role: Provides a seamless path to checkout across various channels, ensuring compliance with industry-specific regulations.
• Compliance Features:
  • Tied-House Control: Ensures two non-marketplace retailers are shown.
  • Marketplace Control: Ensures only marketplaces are shown.
  • State Retailer Control: Allows a retailer category allowlist by state.
  • Age Gate Control: Supports COPPA compliance with an age gate option.

Case Studies

• AriZona SunRise: Increased purchase intent and collected valuable first-party shopper data by making Hulu CTV pause ads shoppable.
• Multi-Brand Experience: A leading alcohol brand showcased multiple brands within its portfolio, achieving a 400% higher Purchase Intent Rate from Hulu Ads compared to other platforms.

Competitive Advantage

• Benchmark Insights: MikMak helps brands compare and optimize performance against competitors.
• Community Building: Emphasizes building a strong brand and community, being relevant in culture, and having amazing products.

Retailer Partnerships

• Top Checkout Options: Instacart leads with 37.3% of Purchase Intent Clicks, followed by Total Wine (28.7%), Walmart (23.5%), Minibar (7.9%), and Kroger (5.9%).

Conclusion

Understanding and leveraging these key insights can significantly enhance a brand’s market share and sales in the rapidly evolving alcohol eCommerce landscape.