According to foreign media reports, the internet company Salesforce released the results of the purchasing index of various countries in the third quarter of 2023. Data show that after the COVID-19 epidemic, the global e-commerce market was hit, and the total number of online shopping orders decreased by 6%.
While sales in the e-commerce market declined, online shopping sales in Spain increased against the trend, with an increase of 11% year-on-year, higher than 7% in the previous quarter. Among the European countries in this study, Spain and Belgium tied for the first place. Traffic in Spain increased by 3%. The most prominent thing is that the order volume has increased by 7%.
According to this research, the most effective way to attract customers to visit shopping websites is discount. From this perspective, the discount rate of Spain in the second quarter increased by 12% over the previous year and by 19% over 2021. In this case, the overall conversion rate in Spain was 1.2%, compared with 1.3% in the previous quarter.
Enrique Mazón Song, vice president of Iberian Business Cloud of Salesforce, commented: “The growth of online shopping sales in Spain has surpassed that in other European countries, which may be due to the increase in prices, the reduction of discounts to maintain profits and the increase in online orders.”
In terms of online shopping channels used by customers, computer shopping continues to decline, while the mobile terminal is still the fastest growing channel, accounting for 75% of total traffic and 64% of orders, while in Spain it accounts for 77% and 62% respectively. Search is still an important function to help consumers find the products they need quickly. In 16% of global orders and 19% of Spanish orders, search is still the decisive factor for customers to complete their purchases.
In the first half of this year, the performance of European e-commerce showed signs of recovery. The results of the first quarter show that the region has begun to stabilize. This trend continued in the second quarter, and online shopping sales in Europe increased by 1%, with strong growth in Germany, France and Spain. In Europe, the focus is on attracting customers through timely and personalized promotion activities.
The inflationary pressure in the whole retail industry urges marketers to do more with less money. Many marketers are reducing the number of emails sent. In the second quarter of this year, the growth rate of email sending was only 3%, while in the second quarter of 2022, the growth rate was 21%. On the other hand, SMS has increased by 28% year-on-year in this quarter.
The retail strategy focusing on promotion, customer participation and establishing relationship with loyal customers should be the basis of business strategy in the second half of the year. The retail industry is at the center of the competition, which will last for six months. Consumers are expected to look for discounts until they find a good deal.
Post time: Sep-07-2023