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【正文】 THE STATE OF ONLINE RETAILING THIRD QUARTER 2023 UPDATE December 10, 2023 1 2160610Workshop BACKGROUND This document provides the findings from the Third Quarter 2023 Update of “The State of Online Retailing”, a survey conducted by The Boston Consulting Group The third quarter findings are based on data provided by 63 online retailers who pleted the survey, supplemented with retailer interviews conducted between November 27 and December 4 Data collected were for the calculation of our core metrics, which represent a subset of the performance benchmarks published in our most recent annual report, The State of Online Retailing 2 2160610Workshop PROGRESSIVE REDUCTION IN ACQUISITION COST CONTINUED ThirtyThree Percent Decline So Far This Year 3829357145402023181412010203040506070801999 2023 Q31999Q41999Q12023 Q22023Q32023Q42023Q12023Q22023Q32023Customer Acquisition Cost ($) 2023 Average ($29) Source: The State of Online Retailing Third Quarter 1999 Update, , First Quarter 2023 Update, Second Quarter 2023 Update, Third Quarter 2023 Update, , First Quarter 2023 Update, Second Quarter 2023 Update, and Third Quarter 2023 Update, surveys conducted by The Boston Consulting Group Marketing 33% 3 2160610Workshop USE OF OFFLINE MEDIA DOWN MORE THAN HALF VERSUS 2023 AVERAGE 0102030405060708090100Q 1 2 0 0 0 Q 2 2 0 0 0 Q 3 2 0 0 0 Q 4 2 0 0 0 Q 1 2 0 0 1 Q 2 2 0 0 1 Q 3 2 0 0 1Share of Marketing Spend (%) 51 41 36 45 39 49 59 64 55 61 Offline media 2023 Offline Average (46%) 1999 Offline Average (62%) Online Media Source: The State of Online Retailing First Quarter 2023 Update, Second Quarter 2023 Update, Third Quarter 2023 Update, , First Quarter 2023 Update, Second Quarter 2023 Update, and Third Q
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