Online retailers saw a 10% drop in sales conversion rates in the UK during this year’s Black Friday bonanza
So, now that the John Lewis festive advert has appeared on television, we’re officially allowed to use the C-word. With the ticking down of the advent calendar in mind, millions of us hit the internet to get started on our Christmas shopping with a few Black Friday and Cyber Monday bargains.
The true value of some of these so-called deals is challenged by commentators every year. But one thing’s for sure: over the last 10 years or so, online retailing has changed the face of the Christmas shopping season forever.
Figures concerning UK consumer behaviour vary from one study to the next, but it has been estimated that anything between 40% and 65% of shoppers will buy their presents entirely online. Of those, around a fifth will shop on the fly using a mobile device. The challenges facing high street traders since the start of the internet revolution have been well-publicised, but life is no piece of Christmas cake for cyber retailers either, it seems.
Data has revealed that although online shopping in the UK has increased by over 12% this year, the overall spend has dropped and there’s also been a distinct rise in the number of cart abandonments going on. Online shops have seen a dip of 10.3% in conversions, as customers apparently change their minds or find better deals elsewhere.
Apps have long been considered important weapons in the battle for the online pound, especially if they offer faster checkouts and less distraction from other websites. But this doesn’t seem to be quite enough to keep the online tills ringing reliably so, what will the tech world come up with next to seal the online deal?
If you’re working on innovative tech to keep online customers happy, let us know on 0800 772 0800.