Black Friday, Black Weekend, Black Week, Black Month?
So should we be talking about a black month rather than a black week? Yes, we probably should. The general increase in e-commerce - fueled by the pandemic - is here to stay according to many of the experts.
Even though the reason behind the early start of Christmas shopping is believed to be that people have been afraid of delayed deliveries - or that products are selling out - combined with the protracted sales that have taken place during the autumn, there is no indication this behavior won't stay in place for years to come.
In terms of what people buy, PayPals study noticed that a certain type of product sells better than before. In Sweden, the categories which have seen the biggest increase in online sales, is topped by gardening products. A clear indication that people have been working from home and haven't been traveling as much as previous years. Baby products, printing products, supplements and products related to pets follow on the top five.
Checkouts - the home runs and flops of e-commerce
While attempting to purchase a few things during the sales, we stumbled upon some interesting checkout examples. If shoppers have committed to buying a product, the e-commerce job is to get them through checkout as quickly as possible. A reflection was that a lot of online stores still ask their customers for a lot of information, wether it's a one-page-checkout or several steps required to buy the product. This creates greater risks of churn and a poor customer experience to be honest. Therefor we listed a few examples of checkout features that the best performing sites had in common.
- Automated data collection and field population. Examples might be collecting and populating adress fields from the customers social security number, delivery options and costs from postal code and card provider through card digit algorithms.
- Didn't require signing up, but instead provided a quick guest checkout option.
- Required minimum effort from the customer, in time and clicks for example.
- Mobile adaptation and simplicity. It should be as easy (if not easier?) to purchase something through a tablet or mobile.