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eComm Showing Strong In Earnings

Shoe Companies Report Direct-To-Consumer Successes

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Ecommerce sales continue to drive growth, according to the latest earnings reports from Walmart, other retailers and brands.

Walmart, the second largest retailer behind Amazon, reported a 24 percent jump in overall online sales, led by a 24 percent surge in U.S. online sales. International online dipped slightly, by 3 percent, with global ecommerce showing a 15 percent increase in Q3 results ending Oct. 27.

Online-only Amazon, reporting Q4 numbers ending Dec. 27, reported a 14 percent year over year Q4 jump and an overall full year increase of 12 percent.

Target, on the other hand, reported declines in Q3 sales (4.9 percent), year over year online sales (6 percent), and nine-month year over year online (6.7 percent.) The #5 retailer’s number reflect their fiscal Q3 ending Oct. 28.

Sixth-largest retailer Costco particularly called out e-gift cards, snacks and pet items as strong drivers in ecommerce sales. Costco saw 6.3 percent growth in ecommerce comparables, and net 6.1 percent sales growth, in reporting Q1 numbers ending Nov. 26.

In other notable ecommerce takeaways:

Tractor Supply Company pointed to ecommerce bright spots despite overall net sales declining 8.6 percent in Q4 numbers ending Dec. 30. Ecommerce numbers weren’t broken out specifically, but annual online sales topped $1 billion for the first time ever in $3.66 billion overall sales. The retailer also surpassed 7 million app downloads, with 2 million last year alone, and digital visitors now outnumber those in stores.

Several footwear companies cited direct-to-consumer onlines sales as particular growth avenues. Sketchers saw 20 percent growth in the DTC space for Q4 and 24 percent for the full calendar year, supporting a 4.4 percent overall sales increase for 2023.

Deckers reported revenue grew 16% to a record $1.56 billion in the fiscal third quarter ended Dec. 31.

Deckers Brands, makers of HOKA and UGG footwear brands, also cited direct to consumer sales as a growth engine, company executives said. Other apparel manufacturers, however, showed declines in ecommerce and overall sales. Columbia Sportswear reported only a 1 percent drop in online sales, but 9 percent in overall sales in year end numbers.

Ecommerce performance in the hardware sector will be updated later this month, when both Home Depot (Feb. 20) and Lowe’s (Feb. 27) will release updated earnings.

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