Will the end of the year bring record returns in eCommerce? eCommerce News No. 81

Jak najlepiej przygotować się do ostatnich miesięcy sprzedaży w 2024 roku? Pierwszym krokiem powinno być śledzenie najnowszych informacji, analiz i prognoz z branży eCommerce. Aby Ci to ułatwić, przygotowaliśmy krótkie zestawienie najważniejszych wiadomości, które znajdziesz w 81. wydaniu Advoxowej Prasówki. Sprawdź już teraz!

Generator wideo - nowy sposób Amazona na wykorzystanie sztucznej inteligencji

Amazon nieustannie rozwija technologie sztucznej inteligencji (AI), wprowadzając narzędzia usprawniające sprzedaż na marketplace. Niedawno firma zaprezentowała generator wideo, który jednym kliknięciem przekształca zdjęcia produktów w krótkie filmy promocyjne, dopasowane do wizji marki.

Generowane wideo trwa około 9 sekund i zgodnie ze schematem ukazuje produkt w dwóch różnych sceneriach. Towarzyszą mu nagłówek oraz tekst call-to-action zachęcający do zakupu, a w tle odtwarzana jest muzyka. Użytkownik może dostosować takie elementy jak ścieżka dźwiękowa, rodzaj czcionki czy umiejscowienie logo.

Currently, the generator is available only in beta as part of the advertising campaign creator, meaning it’s accessible exclusively to those promoting their products through paid campaigns.

The tool is primarily aimed at small and medium-sized businesses that don’t have the budget for professional video production but want to maximize their return on investment in paid promotions.

What changed in the industry in 2024? Gemius Report “e-Commerce w Polsce 2024”

In the Polish eCommerce sector, the annual publication of the Gemius report “E-Commerce in Poland” (in polish: “e-Commerce w Polsce 2024”) has become a key event. This report provides a comprehensive summary of the state and trends in Polish online retail. What has changed in 2024? You can find out in the latest, over 200-page edition of the publication. If you sell online, it’s definitely worth a read. Below are some key findings:

• After years of growth, the percentage of Poles shopping online has stabilised. In 2024, 78% of internet users reported making online purchases (compared to 79% in 2023).
• In 2024, Blik (polish mobile payment system) became the most frequently chosen payment method for online purchases, overtaking quick bank transfers and payment cards.
• Among the most recognized and frequently visited international eCommerce platforms were Asian marketplaces: AliExpress (recognized by 87% of respondents) and Temu (80%).
• Poles are increasingly buying used products online (so-called re-commerce). Over 60% of internet users now shop this way, particularly in categories like clothing and entertainment (e.g., books).
• The global trend of social commerce, or shopping via social media, is less popular in Poland. Poles make such purchases an average of 4-6 times a year, with concerns about payment security being the main barrier.

The report is not just about statistics and market trend analysis - it is enriched with insights and opinions from eCommerce experts. Altogether, it provides a solid source of information on the conditions of online sales in the Polish market.

Will Black Friday sales break records this year?

The final months of the year are marked by intense sales, driven largely by the holiday season and popular promotional events like Black Friday. According to Adobe’s forecasts, sales in the U.S. during this period could reach record levels, exceeding $280 billion.

Several key factors, beyond seasonal promotions, are driving these impressive results. Adobe highlights the following:

• Mobile shopping: In the U.S., more than 53% of online sales during the 2024 holiday season will come from mobile devices, primarily smartphones.
• Buy Now, Pay Later (BNPL): This payment method is expected to set new records, driving $18.5 billion in sales, representing an 11.4% increase compared to the previous year.
• Influencer and social media power: Adobe predicts that influencers in the U.S. will generate sales 10 times more effectively than traditional social media channels.
• AI-powered tools: Seven out of ten consumers who have used generative AI during shopping believe it enhances their shopping experience. Additionally, 20% of respondents turn to AI to find the best deals, 19% use it to quickly search for specific products, and 15% to get brand recommendations.

These factors are expected to positively impact not only U.S. sales but also the European eCommerce market, including Poland. Optimising mobile shopping, integrating BNPL options, and leveraging AI can significantly improve customer experiences in local markets. Therefore, it’s worth focusing on these aspects in your eCommerce strategy to increase competitiveness and better meet the needs of today’s consumers.

Want to learn more details? Check out these resources:

Amazon’s Marketplace Tool for Generating Video Ads
Gemius Report: “E-commerce in Poland 2024”
Adobe’s Forecasts on Sales Growth at the End of 2024