Christmas shoppers behaviour differs in online shop industry

anatomie-des-onlineshoppers-adaptions-5The closer Christmas is coming, the more people shop online. We don’t share a secret telling you that Christmas is the most lucrative time of the year. We asked how many additional visitors and revenue online shops really generate during the Christmas season.

Traffic increase for all branches

Our Akanoo Data Insights tool provides relevant benchmarks for online retailers to evaluate the performance of their shops and enables us, to dive deep into the Christmas season and the performances of different branches. A comparison of the yearly average with the figures of December clearly shows that many online shops have a significantly higher amount of shop visitors. On average, online shops show a traffic increase of 123.0%.

Thus, a closer look at different industries like fashion, DIY and consumer goods shows that the traffic increase differs between the different portfolios. In the fashion segment the traffic amount climbs up by 97.1 %. DIY shops show a rise of 112.2% in visits. Compared to fashion and DIY can shops increase their visits with consumer goods by remarkable additional 169.4% visitors.

Conversion increase differs massively

While higher traffic is often going with weaker conversion rates, the additional Christmas traffic shows even a higher conversion rate. On average, the conversion rate increases by 15.4 % during the Christmas season. Comparing fashion, DIY and consumption we recognize the following: Fashion online shops create 4% more conversions in the Christmas season. Shops which offer consumer goods show an increase of 8%. DIY shops are one of the segments which realise double-digit growth of 14.3 % in conversions.

Our benchmark shows the enormous potential for online shops to generate additional revenue. In order to make the best use of the Christmas traffic, it is necessary to evaluate permanently the shop performance and to compare it to industry and product benchmarks.

We support you in identifying the best optimisation areas for your online shop. Contact us today.

 

Published by

Sina Mylluks

Sina Mylluks works as a Corporate Communications Manager at Akanoo. She is responsible for everything from keeping you updated on our blog to taking care of our Social Media channels.