IAB direct brands report 01 - The Disrupted Consumer Economy - 2018-2019

Oct 13, 2026

The IAB direct brands report section titled “The Disrupted Consumer Economy, 2018-2019” examines how the consumer retail landscape has been disrupted during 2018 and how digital channels accelerated growth. It highlights projected store closures and the widening impact on malls, then quantifies the shift from brick-and-mortar to e-commerce using estimated quarterly retail sales tables and e-tail as a share of total retail sales. Sources include Cushman & Wakefield Research, Moody’s Analytics, and U.S. Census Bureau retail e-business measurement data, with supporting industry references.

LanguageEnglish

CategoryPresentations

FormatPDF

Pages71

Reading Time25 min

AccessFree to download

The Disrupted Consumer Economy, 2018-2019

Retail apocalypse and store closures (2018-2019)

Growth in digital channels and e-tail share

Quarterly retail sales estimates and sourcing

Cross-category digital retail growth

the IAB direct brands report How To Build a 21st Century Brand 2019-2020 Direct Brand Initiative Strategic Partners: Indirect brand economy, 1879-2010 2 publisher advertising agency finance sourcing manufacturing logistics distribution integration consumer retailer Direct brand economy, 2010 + 3 consumer product services Identity community data analytics programmatic storytelling retailing measurement brand production stack attention stack fulfillment stack data stack The IAB direct brands report 01 .The Disrupted Consumer Economy, 2018-2019 2018 was peak retail apocalypse… 6 Source: Cushman & Wakefield Research and Moody’s Analytics [https://sourcingjournal.com/topics/business-news/retail-apocalypse-2018-cushman-wakefield-prediction-76866/](https://sourcingjournal.com/topics/business-news/retail-apocalypse-2018-cushman-wakefield-prediction-76866/)[ ](https://sourcingjournal.com/topics/business-news/retail-apocalypse-2018-cushman-wakefield-prediction-76866/)[https://money.cnn.com/2017/12/26/news/companies/retail-toughest-year-store-closings/index.html](https://money.cnn.com/2017/12/26/news/companies/retail-toughest-year-store-closings/index.html) [http://time.com/4865957/death-and-life-shopping-mall/](http://time.com/4865957/death-and-life-shopping-mall/) • More than 12,000 stores were projected to close in 2018—up from roughly 9,000 in 2017, and the largest number of closures in U.S. history, according to Cushman & Wakefield • 2017 retail closures were ~4x 2016 closures • By 2022, analysts estimate that 1 out of every 4 malls in the U.S. could be out of business ...while growth in digital channels accelerated Table 1. Estimated Quarterly U.S. Retail Sales: Total E-commerce1 (Estimates are based on data from the Monthly Retail Trade Survey and administrative records. Unless otherwise specified, all estimates are revised based on the 2016 Annual Retail Trade Survey. ) 3rd quarter e-tail sales=$131B or 9.8% total sales 7 A decade of steady, uninterrupted brick-and-mortar transition to e-tail Estimated Quarterly U.S. Retail E-commerce Sales as a Percent of Total Quarterly Retail Sales: 1st Quarter 2009 – 3 rd Quarter 2018 Adjusted: E-Retail Q3: $130 .9Bil +3 . 1% over Q2 And y/y Q3 +14 .5% Total Retail Q3: $1340 .2Bil +9 over Q2 And y/y Q3 +5.3 The Quarterly Retail E-Commerce sales estimate for the fourth quarter of 2018 is scheduled for release on February 20, 2019 at 10:00 A. M. EST. For information, including estimates from 4th quarter 1999 forward, visit the Census Bureau's Web site at [http://www.census.gov/retail. For additional](http://www.census.gov/retail. For additional)[ ](http://www.census.gov/retail. For additional)information about Census Bureau e-business measurement programs and plan visit [https://www.census.gov/programs-surveys/e-stats.html](https://www.census.gov/programs-surveys/e-stats.html). * The 90% confidence interval includes zero. The Census Bureau does not have sufficient statistical evidence to conclude that the actual change is different from zero. 8 Source: [https://www.census.gov/retail/mrts/www/data/pdf/ec_current.pdf](https://www.census.gov/retail/mrts/www/data/pdf/ec_current.pdf) Digital shopping’s retail share grew 2.5x in a decade 9 eCommerce as a Percent of Total Retail Sales 2007 $136B 5% 9… $2,535B Source: Internet Retailer, U.S. Commerce Dept. [https://www.digitalcommerce360.com/article/e-commerce-sales-retail-sales-ten-year-review/](https://www.digitalcommerce360.com/article/e-commerce-sales-retail-sales-ten-year-review/) 2007 : 5.1% 2012: 7.9% 2017: 13.0% 2017 13% 8… $3,496B Across categories, digital retail $ growth vastly exceeds brick-and-mortar Absolute Dollar Growth FMCG categories are seizing outsized growth from e-commerce 10 Source: Nielsen, 2017. [https://www.nielsen.com/us/en/insights/reports/2017/total-consumer-rep

FAQs

What does the report section focus on for 2018-2019?

It focuses on how the consumer economy in retail was disrupted, emphasizing retail apocalypse dynamics and the acceleration of digital channel growth during 2018-2019.

What evidence does the section use to show the shift toward e-commerce?

It uses estimated quarterly U.S. retail sales data and shows e-tail sales as a percent of total quarterly retail sales across multiple periods.

Which sources are cited for the retail sales and measurement data?

The section cites sources including Cushman & Wakefield Research, Moody’s Analytics, and U.S. Census Bureau retail e-business measurement data, along with industry references such as Internet Retailer and Nielsen.

Oct 13, 2026

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