Christmas ecommerce beats High Street again!

Figures released so far demonstrate that online retailers in the UK have experienced disproportionate growth over the Christmas shopping season compared to their High Street counterparts. For example, sales at johnlewis.com were up 42% on Christmas 2009. What can retailers learn from this?

Christmas shoppingAround 86% of UK consumers logged onto the Internet over Christmas Day and Boxing Day this year, an increase of over 10% when compared with figures from 2009. The biggest beneficiaries of the surge in traffic were department stores and fashion retailers, which combined accounted for 13 of the top 20 most visited retail websites in the UK on Boxing Day.

The most visited UK e-commerce sites on Boxing Day were eBay and Amazon with 9.96% and 7.02% of visits respectively, closely followed by Argos, Next, and M&S.

44% of Britain’s online adult population increased their online spending this Christmas compared to 2009, pushing the total amount spent online to £2.8bn. No doubt this would have been significantly greater had the weather not led to timely delivery fears. One of the presents I was buying didn’t arrive in time for the big day so I purchased another and sent the first back when it did finally see fit to grace us with its presence.

Of those who shopped online, 45% encountered website problems while doing their Christmas shopping, and 32% abandoned purchases as a result.

Points to take away:

  • Online retail continues to out perform the High Street.
  • Every link in the ecommerce chain must work, from marketing to website sale to fulfilment.

If you need any assistance improving or getting started with any part of your ecommerce operation, then please contact me and I will explain how we might be able to help.

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Vikky Littlewood
I have specialised in marketing in a business environment for 20 years and am a member of the Chartered Institute of Marketing (CIM). I work with companies to formulate their marketing strategy, helping them to achieve the best return on investment.