Jet.com | Eyeing the Future

Jet.com was launched in the US ecommerce market 2 ½ years ago and is now one of the top 10 ecommerce retailers in this highly competitive market. Its differentiated basket-building platform with real-time savings and smart shipping algorithms make it a future-focused business with an eye for innovation and technology. 

Jet is a key part of Walmart’s ecosystem with a winning 3P marketplace and strong projected growth. As a successful pureplay retailer in a competitive, digitally-driven market, Jet is a platform that must be understood and tracked by all suppliers and retailers.

Jet has accelerated its growth over a short period of time (launched in 2015) through strong marketing investment, innovative customer engagement, and smart savings on its website. It has a strong sales forecast (projected to reach almost USD10 billion by 2022, compared to USD1.6 billion in 2017), having the advantage of growing off a small base with a great deal of untapped consumers to access.

Jet is one of Walmart’s large portfolio of US ecommerce banners. Jet is concentrating its marketing investment in certain urban metros to capture the more affluent city shopper. As Walmart.com’s main marketplace continues to gain traction, Jet, as a proportion of total Walmart ecommerce sales, will slow in growth.

Figure 1: Jet.com is one of Walmart's many online banners in the US

Third party sellers are critical to Jet’s operation with around 93% of Jet’s sales being via its 3P marketplace; through to 2022 the ratio will remain the same. 

Figure 2: Majority of sales is through Jet's 3P marketplace

Jet’s smart-cart system acts like a game for shoppers. Customers try to save the most money possible by adding new items to their cart. Prices can be seen dropping dynamically with each shopping decision. This engagement is a differentiation point for Jet and encourages bigger basket size. Jet’s online platform that is filled with innovation and new technologies mean it is well placed to capitalise on drivers of change in the US market, such as the growing adoption of technologies, and the spread of technologies enabling seamless shopping experiences.

Latest initiatives such as Jet’s partnering with BuzzFeed’s Tasty recipe app indicate how it is engaging with consumers on more platforms and is creating new paths to customers. It will also help capture more millennial shoppers, Jet’s target demographic. Suppliers should stay aware of popular social channels as these digital intermediaries attract tremendous viewership and serve to redirect consumer behaviour in meaningful ways.

Jet’s launch of its own private label, Uniquely J, shows its focus on the millennial consumer through eco-friendly, organic and allergen-free products. It is a challenge to suppliers with heavy signposting on Jet.com, but there is an opportunity for brands to work with Jet to help produce some of its private label products (white labelling).

Keeping track of retailer’s performances and understanding the implications of their latest initiatives can be challenging. PlanetRetail RNG’s pureplay retailer reports help retailers and suppliers to:

  • Understand how pureplay retailers are developing for the future
  • Learn from best-in-class examples of brand initiatives, organised by Winning Strategy and CPG category
  • Interpret on why these developments should matter to suppliers and the potential action to take
  • Learn about the major drivers of change and how these will influence the retailer in the future
  • Access the latest forecasts from PlanetRetail RNG's global database

PlanetRetail RNG’s latest pureplay retailer report focuses on Jet.com, providing comprehensive insight that will be valuable to all FMCG suppliers, especially those operating in ecommerce and third party sales.

To read the full report and gain access to our other retailer reports, or get recommendations on how we work with Jet.com, please contact us by completing the “Contact us” form.

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