Many ecommerce businesses realize 60% to 70% of their profits in the fourth quarter. For multichannel businesses and wholesalers, their peak season starts months earlier to supply retail and ecommerce. Take the time now to analyze your fulfillment successes and failures and develop an improvement plan for this Q4 using these 7 steps.
The 2019 holiday season has concluded, and once again ecommerce experienced record-breaking sales. But what made the 2019 holiday season so successful, and which trends have become the new normal? Analyzing the results does no good unless you implement the lessons learned to further your marketing program.
Retail bellwether Target melted the holiday season joy over record holiday ecommerce spending of $142.5 billion, reporting disappointing holiday sales in Q3 as toys and electronics underperformed and the company lowered Q4 comparable sales guidance. Ecommerce was a bright spot, up 19%.
Ecommerce spending in the U.S. for November and December posted a new record at $142.5 billion, up 13.1%, according to data from Adobe, while Salesforce pegged worldwide ecommerce spend at $723 billion, an 8% increase. Smartphones accounted for 84% of the 2019 holiday ecommerce growth in the U.S., Adobe said.
A seeming disconnect between fewer last-order promise dates and faster holiday delivery times is explained by the rising popularity of buy online, pickup in store, according to an annual survey from Kurt Salmon. This season, 53% of retailers didn’t offer a last order promise date to avoid disappointing customers.
Ecommerce holiday sales rose 18.8% over 2018, driving 3.4% overall growth in seasonal retail, delivering a very merry season for merchants, according to the Mastercard SpendingPulse holiday report. Ecommerce growth was up slightly from an 18.4% gain in 2018, accounting for 14.6% of total retail, according to Mastercard.
Amid scant post-Super Saturday reports, Adweek was signaling more Super Saturday shopping took place in stores vs. online, despite Amazon’s modified delivery options, for example, and competition for fast last-minute delivery between retail giants Target and Walmart.
Target’s new last-minute delivery deals and deadlines for holiday gifts has it going head-to-head with Walmart over whose fulfillment is faster and more accommodating for shoppers. Both retail giants offer free two-day shipping, but Walmart has the edge in guaranteed delivery by Christmas for ultra-last-minute shoppers.
Amazon is telling 3P sellers they can’t use FedEx Ground for Prime deliveries this holiday season, citing performance issues, according to the Wall Street Journal, saying the policy will remain until there are improvements. UPS and other carriers stand to benefit in the short term if they can find room in their networks.
Amazon is enabling Prime customers in eligible areas to shop millions of products on Christmas Eve, and receive them in time for gift exchanges with free same-day delivery if ordered by 9:30 a.m. local time. Amazon Fresh and Whole Foods Market purchases on Christmas Eve in those eligible areas offer free two-hour delivery.