2022年电子商务报告（英）-58页

ECOMMERCE STATS & TRENDS REPORT Insights To Understand User Behaviour & Increase Conversion Rate Plus another 500 brands R E Q U E S T A D E M O 2 CONTENTS. 03. About This Report 04. The Verdict 05. Key Stats 06. Online Sales Trends 12. Email Marketing 22. Online Traffic Trends 27. Ecommerce By Industry 52. Global Ecommerce 57. About Salecycle & Further Resources R E Q U E S T A D E M O 3 These Insights Can Be Leveraged To: • Benchmark your KPIs against industry and market-specific averages - online sales, cart abandonment rate, online traffic, average order value, email open rate and so on. SaleCycle’s 2022 Ecommerce Stats & Trends Report has been created using data analysed from 8,399,948,374 online customer journeys. The trends are also supplemented by data from 178,161,675 emails sent and 164,234,227 online sales tracked in a variety of sectors, including retail, fashion and travel. • Discover market trends that can lead to new business opportunities that may be otherwise overlooked. To keep up, ecommerce businesses must anticipate changes in the market using reliable data insights. Especially, as we head into a post-pandemic world where it’s more important than ever to understand the new needs of online shoppers and hopefully take advantage of these opportunities. • • Get data-driven insights and expert tips to improve ecommerce performance See how major events like Black Friday, Valentines Day, Mother’s Day, Christmas and so on, impact online shopping metrics R E Q U E S T A D E M O 4 The Verdict The pandemic has caused consumers across the globe to rely on ecommerce to purchase everything from essential goods to gifts. The pandemic accelerated the adoption of ecommerce by both consumers and businesses. The way online shoppers behave and engage with brands is changing. Consumers expect a polished experience from start to finish and it’s important for brands to deliver. There are also consumers who have now adopted online shopping who might not have previously. This opens the doors for businesses to engage a new set of customers. While businesses are trying to be agile and move with the times, consumers are doing the same. This draws a spotlight on the widespread opportunities for businesses that they would not have considered prior. Whether that’s offering their products online or increasing their digital marketing channels to attract new customers, for some it’s a huge opportunity. The events of the last two years have impacted the way people take on everyday tasks and brought about a radical shift in the way companies run their business. The post-pandemic recovery will shape the way online sales, advertising and marketing operate in the future. R E Q U E S T A D E M O 5 Key Stats. R E Q U E S T A D E M O 6 Online Sales Trends. R E Q U E S T A D E M O 7 TOTAL SALES BY MONTH SaleCycle Client Data 2021 Online buying activity is at its highest in November at 9.99%, which is no surprise given Black Friday and Cyber Monday. However, looking at the data the cluster of months from November to January has the highest sales volume. 10% 9% 8% 7% JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC R E Q U E S T A D E M O 8 TOTAL SALES BY DAY OF THE MONTH SaleCycle Client Data 2021 Online sales volume picks up significantly from the 25th until the end of the month. However, the 26th of the month throughout 2021 was the most popular day for online sales. We can be confident this is down to payday patterns, with the majority of people being paid in the last week of the month and therefore stimulates the economy. Total Sales Percentage of Total Sales 6500k 6000k 5500k 5000k 4500k 3500k 3500k 3000k 2500k 4.5% 4.0% 3.5% 3.0% 2.5% 2.0% 1.5% 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 R E Q U E S T A D E M O 9 TOTAL SALES BY DAY OF THE WEEK SaleCycle Client Data 2021 Over the last five years, Thursday was the most popular online sales day of the week. However, online shopping behaviour is changing. Our data reveals Monday was the most popular day of the week for online sales in 2021. MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY SUNDAY 15% 14% 13% 12% R E Q U E S T A D E M O 10 TOTAL SALES BY HOUR SaleCycle Client Data 2021 The peak times for online sales is 11:00 and 20:00, which mirrors the same as 2021. Although online shopping behaviour is changing, it seems the usual buying times each day remain stable. 7% 6% 5% 4% 3% 2% 1% 0% 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 R E Q U E S T A D E M O 11 TOTAL SALES BY DEVICE SaleCycle Client Data 2021 Mark