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Insights To Understand User Behaviour & Increase Conversion RateECOMMERCE STATS& TRENDS REPORTPlus another 500 brands2 REQUEST A DEMO CONTENTS.03. About This Report04. The Verdict05. Key Stats06. Online Sales Trends12. Email Marketing 22. Online Traffic Trends27. Ecommerce By Industry52. Global Ecommerce57. About Salecycle & Further Resources3 REQUEST A DEMOAbout this reportSaleCycles 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. The way online shoppers behave is evolving and shopping trends are changing, which means brands need to adapt quickly to maximise opportunities. 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 its more important than ever to understand the new needs of online shoppers and hopefully take advantage of these opportunities. Our expert insights and marketer takeaways will help you understand user behaviour and increase your conversion rate. These Insights Can Be Leveraged T o: 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. Discover market trends that can lead to new business opportunities that may be otherwise overlooked. Get data-driven insights and expert tips to improve ecommerce performance See how major events like Black Friday, Valentines Day, Mothers Day, Christmas and so on, impact online shopping metrics 4 REQUEST A DEMOThe VerdictThe 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 its 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 thats offering their products online or increasing their digital marketing channels to attract new customers, for some its 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.5 REQUEST A DEMO Key Stats. 6 REQUEST A DEMO Online SalesTrends.7 REQUEST A DEMO TOTAL SALES BY MONTHSaleCycle Client Data 2021Online 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. JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC9%10%8%7%8 REQUEST A DEMO TOTAL SALES BY DAY OF THE MONTHSaleCycle Client Data 2021Online 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. 3000k6500k6000k5500k5000k4500k3500k3500k2500k 1.5%4.5%4.0%3.5%3.0%2.5%2.0%9 31 30 29 28 27 26 25 24 23 22 21 20 19 18 17 16 15 14 13 12 11 10 8 7 6 5 4 3 2 1Percentage of T otal Sales T otal Sales9 REQUEST A DEMO TOTAL SALES BY DAY OF THE WEEKSaleCycle Client Data 2021Over 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.SUNDAY SATURDAY FRIDAY THURSDAY WEDNESDAY TUESDAY MONDAY15%14%13%12%10 REQUEST A DEMO TOTAL SALES BY HOURSaleCycle Client Data 2021The 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.9 24 23 22 21 20 19 18 17 16 15 14 13 12 11 10 8 7 6 5 4 3 2 12%7%6%5%4%1%0%3%11 REQUEST A DEMO TOTAL SALES BY DEVICESaleCycle Client Data 2021Mobile accounts for 56% of online sales with desktop accounting for 44%. MOBILE56%44%DESKTOP Marketer Takeaways Online consumers spend more around payday (last week of the month). Retailers can tailor their promotions for certain products around this time to increase sales. Retailers should also test which products sell better at different stages of the month. Mobile ecommerce is growing and consumers expect more from their mobile shopping experience. Optimising email & SMS marketing campaigns for mobile will reach a higher recovery rate than desktop. Monday is the most popular day of the week for online sales in 2021. In fact, this breaks a long-running trend, as Thursday used to be the best day for online sales. 12 REQUEST A DEMO Email MarketingInsights.13 REQUEST A DEMO Average Cart Abandonment Email MetricsAVG. OPEN RATE34.97%Retail Emails Fashion Emails Travel Emails Marketer TakeawaysOur cart abandonment email campaigns maximise conversion opportunities, recover online sales and ensure browsers become loyal customers.SaleCycle pays special attention to the designs in our campaigns. Our email campaigns are designed and tested to be highly consistent by converting abandoners into buyers.AVG. CONVERSION RATE28.04%AVG. CLICK RATE22.04%AVG. OPEN RATE39.21%AVG. CONVERSION RATE31.21%AVG. CLICK RATE21.54%AVG. OPEN RATE31.47%AVG. CONVERSION RATE27.46%AVG. CLICK RATE21.91%AVG. OPEN RATE42.02%AVG. CONVERSION RATE25.34%AVG. CLICK RATE22.64%View Our Email LookbookTOTAL EMAILS SENT178,161,675SaleCycle Client Data 202114 REQUEST A DEMOSome of the ways to do this are: Optimising the checkout process, making it quick and easy Having price comparison on your product pages Showing reviews throughout the purchase funnel Having a guest checkout 2021 2020Average Utilities Travel Retail Fashion90%80%70%60%CART ABANDONMENT STATISTICS Salecycle data 2021The overall cart abandonment rate in 2021 was 80.68% which is slightly lower than the year before, which was 81.08%. Customers dont always buy on their first visit. They shop around for cheaper prices, perhaps different payment options or quicker and cheaper delivery. However, its important to draw customers back to your site to recover online sales, as well as making their first visit to the site successful. 15 REQUEST A DEMO CART ABANDONMENT RATES BY CATEGORYSaleCycle Client Data 2021Retail, fashion and travel online shoppers have different buying behaviours. Whether thats how they engage with a website or how they find a brand online, each sector has its own intent levels, abandonment rate and other factors.There are several reasons why people abandon their cart, it could be anything from price to a simple distraction. Understanding your customers and optimising your purchase funnel can help you recover online sales.16 REQUEST A DEMOFashion Consumer fashion has a significantly less cart abandonment rate than luxury fashion. The main difference is the average order value (AOV) between the two.LUXURY87.93%FASHION87.79%CONSUMER81.06%17 REQUEST A DEMO RETAIL Telco, automotive and home furnishings were among the highest cart abandonment rates. Whereas cosmetics and groceries were among the lowest.In retail, segments that can fit in with a replenishment or subscription model would have a much lower abandonment rate. For example, essentials (like above) dont require any research or social proof. Why? Because the customer already has experience with the products on more than one occasion.Sports &Outdoor70.30%Home Furnishing90.50%Groceries50.03%Retail71.24%Pharmaceutical70.06%Consumer Electronics50.03%Other59.52%Cosmetics70.11%DepartmentStores71.24%Books77.65%Office Supplies78.17%Gardening &DIY79.23%Hunting82.34%Jewellery84.49%Baby & Child84.86%Automotive85.97%T elco90.76%18 REQUEST A DEMO TRAVELThe travel industry has a higher abandonment rate. For example, airlines have an abandonment rate of above 90%. But we can attribute the pandemic as part of that. Its important travel retailers are able to make their online booking process as seamless as possible. Using social proof, dynamic content and images with live product trends is just some of the ways to make the purchase funnel sticky. 67%82%80%90%71%98% 98%82%67%TRAVEL HOTEL AIRLINE ROAD & RAILOTA CRUISE & FERRYCAR RENTALTHEME PARKOTHER19 REQUEST A DEMO CART ABANDONMENT RATES BY MONTHSaleCycle Client Data 2021Cart abandonments remain stable throughout the year. November and December typically see lower abandonment rates and higher traffic volumes, which was also the case in 2021. This suggests customers have a stronger intent to complete their purchase in time for gift-giving events like Christmas or before Black Friday sales run out. Interestingly, August had the second lowest abandonment month.JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DECSESSIONS (millions)ABANDONMENT %8257506756008281807920 REQUEST A DEMO CART ABANDONMENT BY DAY OF THE MONTHSaleCycle Client Data 2021Abandonments throughout the month remain similar. They are slightly higher in the first week and last week of the month, compared to the middle. SESSIONS(millions) ABANDONMENT %3102302701901508281807930 25 20 15 10 5 121 REQUEST A DEMO CART ABANDONMENT BY DAY OF THE WEEKSaleCycle Client Data 2021SaleCycle witnessed the most abandonments on a Monday and the least abandonments on a Saturday. However, Sunday saw the highest abandonment rate with Wednesday showing the lowest abandonment rate. Sun Sat Fri Thu Wed Tue MonABANDONMENT %82818079SESSIONS (billions)1.241.201.161.1222 REQUEST A DEMO Online TrafficTrends. SaleCycle Client Data 202123 REQUEST A DEMOONLINE TRAFFIC BY MONTHInterestingly, our data shows that January had the highest volume of sessions in 2021. This comes as a surprise as November has historically been the highest for online traffic, and usually by a long way. Perhaps Black Friday and Cyber Monday didnt have as much of an impact as previous years? Online Traffic by Day of the MonthSimilar to cart abandonment and online sales trends, online traffic sees a volume spike in the final week (from 26th onwards). The 26th of the month consistently averaged the highest amount of online traffic. 9 12 11 10 8 7 6 5 4 3 2 1800(million)760680600640720250230210190170150(million)2702903105 25 20 15 10 30Day of the week24 REQUEST A DEMOONLINE TRAFFIC BY DAY OF THE WEEKOur online sales trends found Monday had replaced Thursday as the most popular day. Our online traffic data also found Monday has the highest amount of online traffic within the week. Thursday didnt even feature in the top 3 days. This suggests customers are browsing much more at the start of the week.ONLINE TRAFFIC BY HOUR20:00 - 21:00 is the busiest time of the day for website traffic. 3:00 - 6:00 is when theres the least amount of traffic. 56046036026016060(million)2Hour of the Day22 20 18 16 14 12 10 8 6 4 0Sun Sat Fri Thu Wed Tue Mon(billion)1.141.161.181.201.221.2425 REQUEST A DEMO ONLINE TRAFFIC BY DEVICESaleCycle Client Data 2021Online traffic via mobile was 71.23%, which is 3% higher than last year. Although the travel sector hasnt been seeing as much traffic its a significant amount of users that are mobile-first browsers.28.77%TRAFFIC43.94%SALES26 REQUEST A DEMO 26 REQUEST A DEMO ONLINE TRAFFIC TIMELINE SaleCycle Client Data 20211st Chinese New Year 14th Valentines Day17th Easter Sunday27th Mothers Day8th InternationalMothers Day19th Fathers Day31st HalloweenBlack FridayCyber MondayThanks Giving25th Christmas DayJAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC790(million)71564027 REQUEST A DEMO Ecommerce byIndustry.28 REQUEST A DEMO TOTAL ONLINE SALES VOLUME BY DEVICEFashion industry online sales is much more mobile-led with 79% of the share over desktop. DESKTOPMOBILEDESKTOPMOBILEDESKTOPMOBILE40302010050(million)Travel Retail Fashion29 REQUEST A DEMO TOTAL AOV BY INDUSTRY AND DEVICEAverage order value on desktop is still higher than mobile in all three segments. The difference in average order value by device in travel is the biggest difference.8006004002000Travel Retail FashionDESKTOPMOBILEDESKTOPMOBILEDESKTOPMOBILE30 REQUEST A DEMO Retail. 31 REQUEST A DEMO ONLINE SALES BY SECTORGrocery sales have dominated the retail industry in 2021. Pandemic precautions have caused more shoppers to move their food shopping online.Other sectors such as Sport & Outdoor and Home Furnishings have also notched up a respectable amount of sales. Both sectors have both been nota-bly impacted by the pandemic. 25(million)201510501500()12009006003000Average Order Value () T otal Sales32 REQUEST A DEMO ONLINE SALES BY MONTHJanuary has slightly higher online sales volume than November, making it the peak in 2021. From May to October there is a month on month online sales decline until a significant spike in November and December. 22%19%16%13%10%JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC33 REQUEST A DEMO ONLINE SALES BY DAY OF THE MONTHThe 26th of the month is the peak day for online sales in the retail sector. There is a noticeable increase in online sales volume from 26th to 29th. 2.5(million)21.519 31 30 29 28 27 26 25 24 23 22 21 20 19 18 17 16 15 14 13 12 11 10 8 7 6 5 4 3 2 134 REQUEST A DEMO ONLINE SALES BY DAY OF THE WEEKMonday has the highest online sales volume in the week and Saturday has the lowest. 80%75%70%65%60%55%Sun Sat Fri Thu Wed Tue Mon35 REQUEST A DEMO ONLINE SALES BY HOURIn the retail sector 10:00 showed the highest online sales volume. 8:00 is the start of when online sales begins to build. 318 23 22 21 20 19 18 17 16 15 14 13 12 11 10 9 7 6 5 4 3 2 1 05(million)4236 REQUEST A DEMO ONLINE SESSIONS BY MONTHJanuary slightly edged November and December for the most popular month for online sessions. However, that cluster of three months is the most popular for online sessions in 2021. The least amount of traffic volume was in September. JAN FEB MAR APR MAY JUN JUL AUG DEC SEP OCT NOV240(million)22020018037 REQUEST A DEMO Fashion.38 REQUEST A DEMO ONLINE SALES BY SECTORConsumer fashion online sales have been significantly more popular than luxury fashion. 47,707, 2763,547,977837.44222.93AOVSALESVOLUME39 REQUEST A DEMO ONLINE SALES BY MONTHNovember is the best month for online sales with January being the second most popular. 22%19%16%13%10%JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC40 REQUEST A
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