Mary Meeker's 2016 Internet Trends Report

Retail Evolution

The report analyses trends in retail in some detail, reporting that the evolution of retail is shaped by the evolution of technology and distribution. It shows that millennials are impacting and evolving retail, noting that this generation currently comprises 27% of the US population (the largest generation group), whose spending power should rise significantly over the next 10-20 years.

The report states that in retail, technology, media and distribution are increasingly intertwined. It charts a historical path illustrating the journey over the decade to 2015 that saw physical retailers become digital retailers, that in turn is leading to digital retailers becoming data-optimized physical retailers. A circle closes, as it were.

Now, internet-enabled retailers, products and brands are on the rise bolstered by always-on connectivity, hyper-targeted marketing, images and personalization.