While online marketplaces such as eBay also increased their share of the week’s online retail landscape.
Amazon traffic up 3% YoY over UK Black Friday and Cyber Week, as eBay enjoyed early week activity
Despite a 3% drop in total retail visits on Black Friday 2018, online marketplaces showed strong growth and increased their share of the total industry, according to a report by consumer insights expert Hitwise.
Here are a few key takeaways from Black Friday 2018 and what the retail scope looks like for online sellers going forward:
Total online retailer traffic during Cyber Week down 1% YoY
This year, Cyber Week dated from Monday 19th to Sunday 25th November and featured 1.2 billion online retail visits in the UK. This was down 1% when compared with Cyber Week 2017. With 194 million visits on Black Friday itself, the industry experienced a 3% drop in visits on the big day.
To put this into perspective, online visits during last year’s Cyber Week were up 6% against 2016’s data.
Black Friday continues growth for online sellers
Amazon continues to grow like no other online retailer, with the latest Cyber Week delivering a 26% share of the industry for the retail giants. While many other retails such as Currys, Debenhams, Next and John Lewis suffered a dilution of their share in the market, Amazon saw their Cyber Week traffic rise 3%.
Other online marketplaces such as eBay also experienced this trend, with eBay showing a 7.3% share of the industry across Cyber Week.
Online visits spread across Cyber Week
As mentioned, online retailers experienced a 3% decrease in total visitors on Black Friday itself, but showed growth in traffic earlier in the week. The Tuesday and Wednesday November grew in terms of online shoppers when compared with 2017, helping to reduce the impact felt on Friday 23rd.
Amazon’s visitors also reflected this trend, while notably eBay’s 7.3% share of the Cyber Week market in total was 1.5% higher against their 5.8% share on the big day itself.
What this means for online sellers
The growth for online marketplaces such as Amazon and eBay during Black Friday amongst industry-wide stagnation and the decline of the high-street retailer is only good news for online sellers.
The beginning of Cyber Week marked a huge growth in traffic, indicating a key opportunity for online sellers to maximise their profits over the course of the week and achieve growth for the period.
Customer interaction with websites changes
As has been the case over the last few years and the last few Black Fridays, customer interaction with websites is changing. A Monetate report involving 290 million UK online shopping touchpoints revealed that this Black Friday, the average page views per retailer rose by 25.5% YoY.
This indicates an increase in customers’ curiosity, as more time is spent browsing for offers and evaluating the market before making a purchase. Coupled with a 10.4% increase in cart abandonment emails, this shows the prominence of the savvy customer and the time and thought they will put in before making a purchase.
With more time spent on online marketplaces shopping for the best deal out there, as long as the product and price is on point, there is more chance of customers interacting with online sellers.
How moneycorp help online sellers
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