Online holiday sales continue to grow

Omnichannel Commerce

If there was ever any doubt that people would continue to make more purchases online, the latest eCommerce report from IBM’s Digital Analytics Benchmark should eliminate any second guesses. The study found that online sales grew 13.9 percent between the period of Nov. 1 to Dec. 31 in 2014 compared to the same time last year. That figure is already a significant growth from the 8.5 percent increase witnessed last year.

Internet Retailer reported that IBM’s findings would mean online holiday sales actually beat some pre-holiday expectations from analysts and industry experts.  For example, Adobe forecast a 10 percent growth, while Forrester projected 13 percent flat.

The study found that online sales grew 13.9 percent between the period of Nov. 1 to Dec. 31 in 2014 compared to the same time last year.

The fact that more people are shopping online each and every year – even more people than many industry experts anticipated – just goes to show how important offering an effective and hassle-free online shopping experience is to the success of savvy retailers. What’s more, people who shop online may not even finish the purchase online, so the number of sales the Web influences may actually be much higher than 13.9 percent. For example, customers could start researching products online and then head into a nearby store to complete the purchase. Or they may use a mobile device while already in-store to look up product reviews online. In-store pickup has also grown popular for online shoppers.

At the end of the day, merchants need to make sure they are providing a satisfactory and fully featured online shopping experience for customers. Whether they just want to research products, make a purchase, create a wish list or conduct in-depth customer service inquiries, retailers must be prepared for it all.

Leave a Reply

Your email address will not be published. Required fields are marked *