Only 4.5% of Spanish brands are starting to prepare for the Christmas sales at the end of the second quarter, compared to 54% who are thinking about it in August and September and 40% who are postponing the sales strategy to October or November. This is highlighted by the E-commerce trend report (Ecommerce Trend Report 2021) published by packing help. The report is based on a survey of more than 400 e-commerce companies in Europe and these are some of the conclusions.
How do others sell more?
strategies. The most common strategies developed by European e-commerce to increase sales during the holiday season tend to be the same: activate promotions to generate brand discovery, improve engagement with new audiences, and endorse existing customers of the brand and its products. . Still others harness the power of influencers share branded content. The usual tactic is also to increase the advertising budget (15.8%).
The offer: 76% of e-commerce companies in Spain are adding new products to their portfolio this season, 55% are focusing on driving their growth on social media and 54% are redesigning or updating the online experience for their customers.
incentives: When it comes to incentivizing conversions leads Among consumers, Spanish brands are committed to including products or novelties as a courtesy when purchasing a product (52%), offering free shipping (50%) and discounts (43%). While these are the most popular incentives in the national online market, 2-for-1 offers are more popular in markets like France and the UK. In contrast, prioritizing last-minute consumers in local stores is a common practice in the US that is not yet very widespread in European e-commerce
multichannel. Most e-commerce companies take a multi-channel approach to their sales. In addition to articulating actions that activate purchases on their online store, they increase communication on social networks or resort to large marketplaces, a practice, the latter very widespread in the UK considering that 90% of the British consumers they use platforms like Amazon.
Another peculiarity is the one that occurs in markets like German or French, where they tend to prefer physical stores over online markets. This may be influenced by the immense popularity of Europe’s Christmas markets, a tradition loved by locals and tourists alike.
Mobile devices. The mobile phone is proving to be the device most used by consumers shopping online. For example, mobile orders grew 62% year over year in the first quarter of 2021, growth that’s been steady to date, suggesting it will continue to be the preferred option for holiday shopping.
To capitalize on this trend, eCommerce businesses should ask themselves how long their website takes to load, as according to a Google analysis, 53% of visitors abandon a mobile website if it takes longer than 3 seconds. Ease of use and easy navigation are also key factors,
MUltimate localism. Although the main benefits of e-commerce are giving local businesses a window on the world, the reality is that consumers prefer to feel more at home when making a purchase. This forces the adaptation of electronic shops not only to the different languages, but also to their culture and traditions.
Local businesses, the personalization of the offer and the traceability of the products are also more appreciated. For example, a 2020 study by Integral Ad Science reported that a third of UK consumers say they are willing to support independent local businesses while shopping for gifts to add to their Christmas shopping list.
The sustainability. Another major concern of today’s consumers is that businesses need to make efforts to reduce their carbon footprint. The reuse of materials, the use of sustainable raw materials or a Km0 philosophy are some of the strategies available, although we must also highlight the type of containers and packaging used, which must also be designed with sustainability in mind. A sustainable design, for example, consciously integrates recycled materials into the packaging or is able to ascribe different uses to it.
According to a Nielsen study, 63% of European consumers are very or very concerned about packaging waste and 68% not only want but expect companies to take care of the environment.
social tradingwith Instagram at the forefront
81% of ecommerce brands agree those who don’t invest in social commerce are left behind. In this case, we have to understand social commerce as the use of social networks as a supplementary channel to the marketing and sales website. The Salesforce Shopping Index showed orders from social media channels increased by 87% in the second quarter of 2020.
In this scenario, most brands find network presence necessary and opt for the multi-channel approach. According to the Packhelp study, while most rely on their own online channel to drive purchases (80%), other channels like social media (73%), marketplaces like Amazon, Etsy, Ebay, etc. (19%) and even brick-and-mortar stores play a relevant role in presenting their products to holiday shoppers (7%).
When it comes to the social networks of choice for the upcoming holiday season, the majority of e-commerce businesses use Instagram to showcase their products (97%). Facebook is the second most preferred social media platform (59%), while YouTube (20%) and TikTok and Pinterest (both 13%) are the lowest priority channels.