2013 : An Online Christmas Shopping Odyssey
2012 has been a great year for Ecommerce and online shopping. As Ecommerce specialists we’ve seen this impact positively on our clients’ campaigns, with a large majority of clients’ websites receiving an increase in traffic and sales.
The UK is one of the world leaders when it comes to online shopping, with an average of around 60% of adults purchasing goods or services online according to the Organisation for Economic Co-operation and Development (OECD) – double the average of the survey. This is a fantastic figure when comparing the UK to countries such as the United States with around 35% of adults purchasing online, ironic as the US established a lot of the brands and infrastructure related to online searching and purchasing.
The rising number of smart devices and tablets on the market, combined with the affordability of certain technology, is likely to translate into both visits and online purchases. This was a trend recorded in previous years by the OECD with an increase of £10 billion on 2010’s online spend to £68.2 for 2011. This pattern is also noticed by a consumer research survey carried out by Ofcom in October 2012, with online shopping value per head per year being £1083 for the UK, followed by Australia (£842), Sweden (£747), Ireland (£683) and the USA (£620).
Ecommerce: Not Just for Christmas
This Christmas has marked a change in behaviour for some consumers. On the one day when most shopping centres and retail stores are closed, the reality of online shopping is that it is growing – fast. For example, Amazon.co.uk have commented that Christmas Day sales have almost doubled in the past 5 years. An estimated £307 million will be spent online this year; a 17 per cent predicted increase on last year’s spending.
Companies such as John Lewis have seen this trend and have noticed a 70 per cent rise in sales on Christmas Eve, and a 24 per cent Christmas Day. Is this a sign of things to come for the retail industry on a whole? Should companies look to investing more in online business opportunities?
The nature in which we buy online has changed and companies need to capitalise on this previously underestimated amount of traffic and potential sales. With a predicted rise in tablet sales this year and the constant increase in market share for these types of devices, it is becoming much easier to browse and purchase online. I recommend that any company wanting to improve online performance over the Christmas holidays should invest time and money into creating an excellent 2013 strategy to enjoy Ecommerce success throughout the year.