There are only a few days left until the end of 2022 - an ideal time to summarize the passing time and at the same time analyze next year's challenges. What behavior characterized consumers over the past months? What results did sales platforms achieve during Black Friday? Will eCommerce owners cope with the announced changes regarding the restriction of cookie files in browsers? The answers to these questions will be brought to you by our Advox Press Release. Will you read it?
Black Friday on a wave of popularity - Admitad study
With almost half of December behind us, the holiday season is getting closer and closer, and consumers are focusing their spending around the purchase of Christmas gifts. However, the fourth quarter of the year is characterized by increased sales growth not only during the last month - this is evidenced, for example, by the results achieved year after year by eCommerce during the last Friday of November, i.e. Black Friday. How did they shape up this year? A summary of promotional campaigns from this period was compiled by Admitad.
Despite unstoppable inflation, the amount of transactions made during Black Week increased by 55% compared to the regular sales period. In addition, 37% more orders were placed only during Black Friday. The perceived effects are confirmation that investing in increased and well-planned promotional activities on this day is a good thing. E-shop owners are increasingly deciding to extend the validity of discount actions even by a week. What, in turn, has changed in consumer behavior?
This year, the most purchased products were no longer electronic goods - 2022 brought the most popularity to categories such as fashion and home furnishings. This means that Poles are following global trends. What else fits into this year's shopping pattern of Black Friday shoppers
- A noticeable growth in the influence of content on attraction to offers,
- Increase in the importance of cashback sites in supporting promotions,
- Use of social media during shopping, which generated 8% of eCommerce revenue during the period.
This year's Black Friday, despite the economic crisis, was largely a success for business. What results will the sales platforms achieve during the Christmas and New Year's period? We will certainly keep a close eye on them to inform you all about it!
You can read the full results of the study on the company's blog. And you - how do you rate this year's Black Friday in your own eCommerce?
How was Polish eCommerce shaping up in 2022? Merchants.glopal.com analysis
With the end of the year came the time for summaries - what changed during the passing period in eCommerce? Merchants.glopal.com has prepared an overview of the data on the basis of which it is possible to categorize and analyze the market. How did the eCommerce segment develop in Poland?
Consumers still follow the standards developed over the years. The most popular sales platform in the country remains Allegro.pl. Meanwhile, the leader among online payment methods remains bank transfer - this method was chosen by as many as 36% of buyers. It also turns out that they are increasingly willing to give up shopping entirely when they cannot find trusted and proven payment methods. What else did shoppers pay attention to this year?
- The most important factors encouraging customers to purchase online in Poland were availability all day (76%) and not having to travel to a store to purchase products (73%).
- More than 60% of consumers indicated that an attractive price was most important to them.
- Internet price comparison sites have gained considerable popularity. Ceneo.pl was the second most visited eCommerce site.
- The most frequently purchased products were items from categories such as electronics, tickets, culture, clothing and sports.
You can read the details of the study here. Did any results particularly catch your attention?
How to prepare for the post-cookie era? IAB Poland report
59% of respondents expressed readiness for change, 73% of people are testing original concepts, and only 25% say they are willing to use ready-made solutions offered by browsers - such feelings among representatives of digital communications are evident from a study on ending cookie support prepared by IAB Poland.
The report is the second edition of a study focusing on this issue. Since the preparation of the first one, many solutions have been developed to facilitate the market after the withdrawal of third-party cookies. Currently, advertising and research tools rely on the ability to identify users - the changes being introduced, which will take effect in 2023, will limit the possibilities of tracking browsing history, remarketing or limiting the frequency of ads.
Although it would seem that the ecosystem is sufficiently prepared for the upcoming changes, experts are concerned about the low level of cooperation between companies. Business owners are mainly focused on designing their own solutions based on content context. Key players should also focus on working together to develop a universal identification for the long-term stability of the industry.
According to Elżbieta Kondzioła, head of the Programmatic Working Group at IAB Poland, proper identification of groups of users with specific characteristics, in compliance with the current law on preserving their privacy, is crucial for the functioning and further development of precisely targeted and effective online advertising.
Are you ready to operate your business in the post-cookie era? Read the full report here.
