Amazon’s rapid growth in consumer electronics sales has persisted in recent years. Consumer electronics contributed to 18% of the online retail giant’s sales growth in 2016 — more than any other product category — according to a recent analysis of more than 4 million online purchases by Slice Intelligence. In 2015, Amazon surpassed Walmart as the No. 2 consumer electronics retailer in the world, taking 17% of the market, up from 6.2% in 2010, according to This Week In Consumer Electronics (TWICE). Walmart had a 16% share of the market at the time.
While sales at other major consumer electronics retailers have either declined or held steady, Amazon is driving nearly all of the sales growth in the category. The company contributed $5.1 billion of the $5.6 billion in sales growth in consumer electronics in 2015, according to Deutsche Bank. Costco was the only other top 25 consumer electronics retailer besides Amazon to grow its market share during the year. Overall consumer electronics sales among the top 100 consumer electronics retailers increased 4.3% in 2015 to reach $136 billion, an improvement over 2014, when sales were flat, TWICE’s report said.
The consumer electronics market shares of the other top four retailers in the category have declined slightly in recent years but were fairly stable in 2015:
- Best Buy’s market share had fallen in previous years but leveled off in 2015 thanks to a minor increase in sales. That trend likely continued in 2016: It reported domestic revenue of $8.2 billion for its fiscal Q3 ending in November 2016, up 1.3% year-over-year (YoY). Global revenue grew 3.3% YoY to reach $753 million. However, Best Buy doesn’t break out electronics sales and appliance sales.
- Walmart’s consumer electronics sales rose 2.6% in 2015, according to TWICE’s report. That was better than the previous year, when electronics sales dropped 3.1%. The company doesn’t break out electronics sales in its earnings statements, so more recent numbers aren’t available.
- Apple’s retail sales increased 4.3% in 2015, keeping its market share steady at 9.5%, TWICE found. However, iPhone and Mac sales declined slightly last year. And service revenues from the App Store and other sources are making up more of Apple’s overall revenue compared with product sales. It’s therefore possible that Apple’s [...]