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  • Unwrapping Holiday 2015: E-Commerce Trends and Outlook

    June 22, 2015

  • Todays Speakers

    Scot WingoExecutive Chairman

    ChannelAdvisor

    Sarah ODeaSr. Manager, Corporate Communications

    ChannelAdvisor

    #ECOMholiday | 2Copyright ChannelAdvisor 2015

  • Tips For Attendees

    Todays presentation will last about 50 minutes, plus time at the end for questions.

    Have a question? Type it into the Chat With the Presenters box located on the left side of your ReadyTalk panel and hit SEND.

    Join the conversation about this webinar or submit your questions on Twitter.

    #ECOMholiday

    The recording and slides will be available after the webinar.

    #ECOMholiday | 3Copyright ChannelAdvisor 2015

  • Stay Informed With E-Commerce News

    www.channeladvisor.com/blog

    #ECOMholiday | 4Copyright ChannelAdvisor 2015

    http://www.channeladvisor.com/blog

  • ABOUT CHANNELADVISOR

  • ChannelAdvisor Overview

    #ECOMholiday | 6Copyright ChannelAdvisor 2015

  • Trusted By Top Sellers Globally

    #ECOMholiday | 7Copyright ChannelAdvisor 2015

    http://www.toolup.com/http://www.toolup.com/

  • The ChannelAdvisor Platform

    #ECOMholiday | 8Copyright ChannelAdvisor 2015

  • ChannelAdvisor Same Store Sales

    Measures, through a monthly report, the relative performance of various online channels such as Amazon, eBay, search, CSEs and more

    Uses real transactional data captured by ChannelAdvisors software; measures ChannelAdvisor customers GMV by channel

    Defines store as one customer that is selling through a particular channel

    Store is not active until that customer has been with ChannelAdvisor for a year

    Glossary of terms:

    Other 3PM: Third-party marketplaces excluding Amazon and eBay, such as Best Buy, Newegg, Sears

    GS: Google Shopping/Product Listing Ads (PLAs).

    We lump Google Shopping in with CSEs in monthly reports, but break out Google Shopping during the holidays

    Search: This refers to AdWords

    #ECOMholiday | 9Copyright ChannelAdvisor 2015

  • Agenda

    Trends:

    Looking back at 2014

    Changes in consumer behavior

    Priorities and Strategies for Holiday 2015

    Marketplaces

    Digital Marketing

    Checklists

    Q&A

    Copyright ChannelAdvisor 2015 #ECOMholiday | 10

  • E-Commerce Trends

    LOOKING BACK: 2014

  • 2014 Holiday News Headlines

    #ECOMholiday | 12Copyright ChannelAdvisor 2015

  • Looking Back: 2014 Trends

    Earlier shopping than in previous years

    Source: ChannelAdvisor SSS

    E-Commercegrowth rate

    #ECOMholiday | 13Copyright ChannelAdvisor 2015

  • Haunted By 2013

    #ECOMholiday | 14Copyright ChannelAdvisor 2015

  • Looking Back: 2014 Trends

    Amazon and other third-party marketplaces were dominant

    #ECOMholiday | 15Copyright ChannelAdvisor 2015

    Source: ChannelAdvisor SSS

  • Looking Back: 2014 Trends

    Consumers were much more mobile during Cyber Five Weekend

    Mobile traffic accounted for 52.1% of online traffic on Thanksgiving Day, 49.6% on Black Friday, 41.2% on Cyber Monday.

    #ECOMholiday | 16Copyright ChannelAdvisor 2015

    Source: IBM

  • Looking Back: 2014 Trends

    iOS vs. Android

    Average Order Value iOS: $121.86 per order

    Android: $98.07 per order

    Online traffic iOS: 32.4% of total online traffic

    Android: 15% of all online traffic

    Online sales iOS: 21.9% of total online sales

    Android: 5.8% of all online sales

    #ECOMholiday | 17Copyright ChannelAdvisor 2015

    Source: IBM

  • Looking Back: 2014 Month of Black Friday

    #ECOMholiday | 18Copyright ChannelAdvisor 2015

    2014 Black Friday Deals Start Early

  • Looking Back: 2014Industry

    Online holiday growth Y/Y:

    Online holiday spend:

    Black Friday growth:

    Cyber Monday spend:

    Cyber Monday growth:

    15%

    $53b

    26%

    $2b

    17%

    #ECOMholiday | 19Copyright ChannelAdvisor 2015

    Source: comScore and IBM

  • Looking Back: 2014ChannelAdvisor

    Total growth rate during Cyber Five: 20.6%

    Thanksgiving SSS:

    Black Friday SSS:

    Cyber Saturday SSS:

    Cyber Sunday SSS:

    Cyber Monday SSS:

    22%

    20%

    27%

    18%

    17%

    #ECOMholiday | 20Copyright ChannelAdvisor 2015

    Source: ChannelAdvisor SSS

  • Looking Back: 2014 Cyber Five SSS (Total)

    #ECOMholiday | 21Copyright ChannelAdvisor 2015

    Source: ChannelAdvisor SSS

  • What We Learned In 2014

    Earlier shopping than previous years

    Month of Black Friday/ Christmas Creep

    Amazon and other third-party marketplaces (3PM) dominant

    Consumers much more mobile during Cyber Five weekend

    #ECOMholiday | 22Copyright ChannelAdvisor 2015

  • E-Commerce Trends

    LOOKING FORWARD: 2015

  • E-Commerce Trends

    LOOKING FORWARD: RETAILER EXPECTATIONS

  • 2015 Online Retail Survey: Holiday Results

    Retailers insight: Holiday 2014 performance, expectations for Holiday 2015 and strategies to increase sales

    8%5%

    20%15%

    2%

    15%

    35%

    What are your average online sales per year? US

    8% 10%17% 17%

    11%

    38%

    What are your average online sales per year?

    UK

    17%

    48%

    32%

    3%

    36%41%

    23%

    Under 100 staff 100 to 999 staff 1000+ staff Unknown

    Company Size

    US

    UK

    #ECOMholiday | 25Copyright ChannelAdvisor 2015

    Source: ChannelAdvisor 2015 Online Retail Survey

  • Importance Of Holiday

    7%

    19%

    43%

    23%

    7%

    1%

    0%

    5%

    10%

    15%

    20%

    25%

    30%

    35%

    40%

    45%

    50%

    1-10% 11-19% 20-29% 30-39% 40-49% 50% or more

    What percentage of your annual sales come during the holiday/Christmas season?

    70% said Cyber Monday and Black Friday are the two most profitable days

    throughout the calendar year

    #ECOMholiday | 26Copyright ChannelAdvisor 2015

    Source: ChannelAdvisor 2015 Online Retail Survey

  • 2015 Holiday Expectations

    0%

    5%

    12%

    19%

    42%

    21%

    I expect my online sales to decrease

    The holiday season does not influence my online sales

    I expect my online sales to remain flat

    Increase 1-10%

    Increase 10-15%

    Increase over 15%

    How do you expect your 2015 holiday/Christmas season to compare to your 2014 holiday/Christmas season?

    #ECOMholiday | 27Copyright ChannelAdvisor 2015

    Source: ChannelAdvisor 2015 Online Retail Survey

  • Timing For Holiday Promotions

    6%4%

    11%

    33%31%

    10%

    5%8%

    3%

    12%

    36%

    27%

    9%

    5%

    0%

    5%

    10%

    15%

    20%

    25%

    30%

    35%

    40%

    June or earlier July August September October November December

    When did you start/will you begin your holiday/Christmas season promotions in 2014/ in 2015?

    2014 2015

    #ECOMholiday | 28Copyright ChannelAdvisor 2015

    Source: ChannelAdvisor 2015 Online Retail Survey

  • Top Strategy For Increasing Holiday Sales

    1%

    6%

    14%

    15%

    17%

    22%

    24%

    Other

    Stock more product quantities

    Start holiday promotions earlier than last year

    Offer free shipping/returns

    Add products to your catalog

    Increase digital marketing/advertising budget

    Offer more holiday promotions than last year

    What is your top strategy for increasing holiday/Christmas season this year?

    #ECOMholiday | 29Copyright ChannelAdvisor 2015

    Source: ChannelAdvisor 2015 Online Retail Survey

  • Holiday Challenges

    1%

    18%

    19%

    27%

    34%

    Other

    Inventory management/overselling

    Converting mobile traffic

    Adjusting to competitor activity (such as promotions)

    Fulfilling orders on time

    What is your biggest e-commerce challenge during the holiday/Christmas season?

    #ECOMholiday | 30Copyright ChannelAdvisor 2015

    Source: ChannelAdvisor 2015 Online Retail Survey

  • Cut-Off Date For Christmas Deliveries

    11% 11%

    15%

    31%

    13%

    7%9%

    3%

    7%

    11%9%

    34%

    13%

    10%11%

    5%

    16%

    11%

    21%

    28%

    13%

    4%

    7%

    1%

    December 17 orearlier

    Dec-18 Dec-19 Dec-20 Dec-21 Dec-22 Dec-23 Dec-24

    What date will be your cut-off day for guaranteed on-time Christmas deliveries?

    Total USA UK

    #ECOMholiday | 31Copyright ChannelAdvisor 2015

    Source: ChannelAdvisor 2015 Online Retail Survey

  • E-Commerce Trends

    LOOKING FORWARD: CONSUMER BEHAVIOR

  • Changing Consumer Behavior

    Mobile

    Social

    Zero Friction

    Value Consumer

    Cross-Border Trade (CBT)

    We see five changing consumer behaviors driving enormous change in the e-commerce landscape.

    #ECOMholiday | 33Copyright ChannelAdvisor 2015

  • Consumer Behavior: Mobile

    #ECOMholiday | 34Copyright ChannelAdvisor 2015

  • Consumer Behavior: Mobile

    M - C O M M E R C E

    1 %

    D E S K T O P

    8 %

    T R A D I T I O N A L R E T A I L

    9 1 %

    #ECOMholiday | 35Copyright ChannelAdvisor 2015

    Source: http://www.slideshare.net/FlurryMobile/source14-the-age-of

  • Consumer Behavior: Mobile

    85%

    5%9%

    79%

    7%

    14%

    Last 12 Months: Next 12 Mon

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