Shoppers are turning to Amazon for bulky products not typically associated with ecommerce, and it’s growing its Tools and Home Improvement category by 35 percent, according to research from One Click Retail, which issued the following press release on Tuesday:
Amazon’s sales of bulkier non-traditional eCommerce items – including those in the Tools & Home Improvement, Outdoor & Sporting Goods and Home Appliance groups – are steadily gaining traction. This according to research from One Click Retail, a market leader in eCommerce data measurement, sales analytics and search optimization for global brand manufacturers.
Tools & Home Improvement
In the Tools and Home Improvement market, the most revealing figure is the overall growth rate: 35% for Amazon.com, much larger than the U.S. domestic market’s total growth of 6%. With many highly-connected (read: ecommerce junkies) young professionals new to home ownership and putting together their own woodshops from scratch, carpentry tools are in big demand right now. This helps to drive Amazon’s sales in Woodworking (30%), Tool Organization & Garage Storage (35%) and Power Saws (25%).
“Though often seen as an Amazon-proof industry, the old-fashioned American hardware store is not untouchable,” explains One Click Retail’s VP Nathan Rigby. “Amazon has all the same advantages in the Tools & Home Improvement sector that it has in Grocery, Beauty Products and Health Care — and we’ve seen plenty of evidence of those industries feeling the Amazon Effect. As more uber-connected millennials enter home ownership, Amazon’s share of this product group, like many others, will continue to grow at a disruptive rate.”
Outdoor & Sporting Goods
With dozens of U.S. sporting goods retailers filing for bankruptcy over the last two years, the shift in consumer purchasing preferences and platforms has never been so evident. The reality is that these retailers have failed to compete in a new market paradigm. One Click Retail’s Outdoor & Sporting Goods report confirms that Amazon’s 20% YoY growth in this product group is four times the rate of the overall market, valued at $120 billion in 2016.
“Amazon understands that it’s the consumer driving the company’s success,” says Rigby. “The ways they are innovating new services and offerings, they are doing so with one thing in mind: is this what the consumer wants? Amazon isn’t just selling you the bike, they’re selling you the service to professionally assemble it and deliver it to your door. It’s no surprise that Amazon bike sales increase 50%.”
According to One Click Retail data, in 2016 Amazon saw sales in major home appliances upwards of $16.5 million with the top performers in refrigeration, cooking and laundry. While still a relatively small portion of the total retail market, if sales on Amazon mirror the 30%+ growth in Housewares, Amazon is positioned to disrupt the Home Appliances industry. More and more consumers are opting to buy large and mid-size appliances online, deciding that the high shipping expense for these items is worth the ease of having them delivered right to their doorstep.
“Much of this growth can be credited to millennials, who spend more than twice as much on housewares online vs other demographics” says One Click Retail’s CEO Spencer Millerberg. “They are not only digital natives, but they’re eCommerce natives. As this demographic becomes a larger portion of homeownership, traditional brick-and-mortar retailers who do not embrace an online strategy will see sales dwindle. Similarly, if brand manufacturers think they can employ a brick-and-mortar retail strategy without considering both the researching and purchasing habits of today’s eCommerce consumer (and the distinctive features of the Amazon platform), they will ultimately lose.”
One Click Retail uses a combination of website indexing, machine learning and proprietary software to estimate weekly online sales figures at the SKU level on Amazon.
About One Click Retail
One Click Retail is a market leader in eCommerce data measurement, sales analytics and search optimization for brand manufacturers in North America, Europe and Asia. Thanks to their proprietary sales calculations that are 98.5% accurate down to the SKU level, OCR’s accuracy is unrivaled in the marketplace.
The OCR Product Suite provides 1st and 3rd party business intelligence across the 30 largest retailers such as Amazon, Walmart, Target, Staples and Home Depot. The world’s top brands, such as Procter & Gamble, Panasonic, Nestle, Hamilton Beach and HP, rely on OCR insights to drive sales and profitability across eCommerce.
One Click Retail was acquired by Ascential plc in 2016.
For more information, visit the company’s website OneClickRetail.com, and visit One Click Retail on Twitter and LinkedIn.
Source: One Click Retail Press Release10