The spending categories with the highest online growth in 2022 were event tickets, digital content and apparel & accessories.
A record-breaking fourth quarter helped make 2022 the highest single year ever of digital commerce in the United States.
U.S. digital spending rose roughly 11% to $1.09 trillion in 2022 from $904.3 billion in 2022, according to the annual “State of Digital Commerce” study from ComScore.
The top digital spending categories in 2022 were grocery (includes baby/pet) at $219 billion, apparel/accessories ($175 billion), and computers & peripherals $117.7 billion).
Meanwhile, the spending categories with the highest growth were event tickets (75%), digital content (60%) and apparel & accessories (37%).
Looking specifically at some interesting digital commerce trends in the fourth quarter of 2022, ComScore found that mobile commerce’s share of overall digital spending for the quarter reached an all-time high of 38%, or $127.5 billion. Desktop spending for the quarter reached $204.7 billion.
This represented 26% year-over-year growth in mobile commerce spending during the quarter, while desktop commerce spending increased 13.5%. Total digital commerce spending rose 18% year-over-year in the quarter.
Meanwhile, online holiday spending broke $200 billion during 2022, growing 20% from the 2021 holiday season. Mobile holiday spending totaled $92.6 billion, or about 46% of the total. As a result of early promotional efforts by retailers, November’s share of total quarterly digital spending rose from 38% to 44%.
Other interesting findings include:
Online grocery spending rose 333% in four years, to $64 billion in the fourth quarter of 2022 from $14.8 billion in the fourth quarter of 2018.
TikTok views of U.S. retail and CPG videos rose 407% to 12.1 billion in 2022 from 2.4 billion in 2020.
Eighty-six percent of U.S. consumers who had visited TikTok in the past month had also visited Amazon.
Fans and followers of coupon rebate sites reached 19.2 million in December 2022, up 9% from 17.6 million in December 2019.
Adobe: Holidays, Prime Day set 2022 records
Data from Adobe indicates that record-breaking 2022 digital sales were bolstered by new heights in online spending during two key promotional periods – the holiday season and July’s Amazon Prime Day online sales extravaganza.
According to Adobe, online holiday sales from Nov. 1 to Dec. 31 totaled $211.7 billion, growing 3.5% year-over-year and reaching a new all-time high, according to Adobe Analytics. Cyber Week (the five days between Thanksgiving and Cyber Monday) was a key contributor, driving $35.3 billion in online spend and growing 4% year-over-year.
In addition, Adobe Digital Economy Index data indicates total U.S. online spend across retailers reached an all-time high of $11.9 billion (including $6 billion on day one and $5.9 billion on day two), representing 8.5% growth compared to $11 billion in Prime Day total online revenue in 2021.