Digital channels play a key role in the consumer electronics market. When it comes to searching for product inspiration or engaging in pre-purchase browsing, consumer electronics is one of the segments that shoppers in the United States are most likely to look for online. Be it a smartphone, a laptop, a TV set or wearable smart device, nearly
before purchasing, substantially more than in any other product category. Since the COVID-19 pandemic, U.S. shoppers are more familiar with buying their electronic devices online than ever before. In fact, consumer electronics ranks among the
Homegrown players take over the world
The United States does not only stand out for its tech-savvy consumer that purchases electronic devices via digital channels, but it also boasts a lucrative consumer electronics e-commerce segment that generated
revenues exceeding 90 billion U.S. dollars in 2022. Home to the world-renowned Silicon Valley, it comes as no surprise that homegrown tech companies in the U.S. went on to take over the world. When looking at the
leading consumer electronics online stores globally, all but one of the companies featured in the top five were U.S.-based enterprises. With a brand value inching close to 300 billion U.S. dollars, both Amazon and Apple were ranked as the top two
most valuable brands worldwide in 2023.
Where do U.S. online shoppers buy electronics?
Amazon, Amazon, and Amazon. The online shopping platform's dominion over
U.S. e-commerce will not take anyone by surprise. In fact, Amazon captures
nearly half of all retail e-commerce sales in the computers and consumer electronics category in the United States. This is also reflected in the ranking of the
top consumer electronics online stores in the U.S., where Amazon was the uncontested market leader. In 2022, the e-commerce giant generated over 44 billion U.S. dollars in e-commerce net sales, overtaking industry powerhouse
Apple by a staggering fifteen-billion-dollar margin.
Online sales versus brand performance
As far as online sales go, any comparison with Amazon may seem unfair. But if we compare major online stores by advertising reach and brand performance, differences might look dimmer. In the second quarter of 2023, Apple Inc. led the U.S. ranking of the
top electrical retail websites by share of voice, a measure of the online search visibility of a brand vis-à-vis the entire online market. With a 9.2 percent share of voice, Apple’s brand outperformed Amazon’s, which had a score of 7.6 percent. Another important player in the U.S. electronics market is homegrown Best Buy, which trailed closely behind Amazon in third place, with nearly seven percent share of voice. Headquartered in Minnesota and operating mainly in North America,
Best Buy has asserted a stronghold on the American electronics market, despite increasing competition from e-commerce giants like Amazon. The company even increased its e-commerce reach significantly over the years, with its
online revenue share more than doubling between 2018 and 2023.
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