E-commerce

Six Black Friday trends we learned from performance marketing in 2015

With the dust settled on another record-breaking trading period, what does the underlying data tell us?

This year Affiliate Window’s publishers generated £100m in revenue for 1,600 UK and US retailers across the four day Black Friday weekend bookended by Cyber Monday. That’s a 46% hike in sales revenue for 2015.

Here are six underlying trends.

How does internationalisation work for online retailers?

If 95% of success is showing up then in online retail business the arrival of good platforms, cheap translation services and global banking means pretty much anyone can ‘show up’.

The service can be transferred into the new market, the website translated, the new currency added and you’re ready to sell to the new region.

Window shopping has gone virtual. Are you ready?

36% of the top 100 brand sites in the UK have not been optimised for mobile and yet we’re seeing window shopping going virtual.

So if your mobile site isn’t ready, you’re missing out on the first stage of the buying process.

Even if shoppers don’t trust their touch-screen devices enough to make the final purchase via a mobile connection, they are definitely using it to browse, share and fill up their baskets.

Sports Direct: check out those calls to action!

Sports Direct is brilliant. Ok, it had some problems last year as its reputation took a blow thanks to the retailer’s use of zero hour contracts, but on the sales front, it’s flying along.

New stores are opening, other sports retailers are being battered into submission and 2,000 staff members are to receive a cool £100k bonus after profits climbed by 40% to £200m last year.

With 12 languages and 10 currency options, the Sports Direct website should continue to aid the company’s growing profits.

The website has been praised in many quarters. It’s certainly easy to use and strongly conveys the brand’s identity.

Visiting the site I was struck by just how good its calls to action are, and how easy it is to get around (unlike their stores). I thought I’d round up a few of the best bits.

Enjoy them in all their enormous garish glory. I think they’re part of a growing lust for simplicity that is driving web design forward.

Online sporting goods industry set to reach $1 billion in Australia

Australia’s online sporting and physical recreation goods industry is expected to hit a huge $1.04 billion by 2018, thanks in large part to a changing retail landscape and an ageing population

A new IBISWorld report has forecasted that online stores selling goods such as bicycles, camping equipment, exercise and fitness tools (excluding apparel) will see revenue increase by an annualised 6.3% over the next five years. 

And one of the reasons for this expected rise in revenue is Australia’s ageing population, who are focusing more on health and fitness after retirement. 

Is editorial the new e in ecommerce?

Since the very first emergence of an add-to-basket logo, brands and publishers have been evolving their product content to create a more inspirational offering, one that can lead smoothly to a transaction.

However, the road from inspiration to transaction has often been a bumpy one.

Online shopping: China leads the pack in the Asia-Pacific region

It seems China has some of the keenest online shoppers in the Asia-Pacific region, with Chinese consumers more likely purchase online than any other APAC country.

A new Mastercard study measured consumers’ tendencies to shop online between November and December 2012 and found that Chinese internet users shop online the most, registering a score of 102 on Mastercard’s Index for 2012, a figure that is up four points on the year prior.

According to the report, one of the main reasons for this rise in online shopping popularity in China is due to increased consumer confidence. Of those surveyed, only 21.4% felt unsecure when shopping online, down from 32.8% in 2011 and 35.3% in 2010.