2022年电子商务报告（英）-58页_18mb

2022 Ecommerce Stats & Trends Report Summary

Core Content Overview

This report provides a comprehensive analysis of user behavior and ecommerce trends for 2021, based on data from SaleCycle, which analyzed over 8.4 billion online customer journeys, 178 million emails, and 164 million online sales. The insights are tailored for brands across retail, fashion, and travel, with a focus on conversion rate optimization and understanding consumer intent.

Main Trends and Insights

Online Sales Trends

• Total Sales by Month: November had the highest online buying activity at 9.99%, but the period from November to January saw the highest overall sales volume.
• Total Sales by Day of the Month: Sales volume increased significantly from the 25th to the end of the month, with the 26th being the most popular day.
• Total Sales by Day of the Week: Monday became the most popular day for online sales in 2021, replacing Thursday.
• Total Sales by Hour: Peak times for online sales remained at 11:00 and 20:00, similar to 2021.
• Total Sales by Device: Mobile accounted for 56% of online sales, while desktop accounted for 44%.

Email Marketing Insights

• Total Emails Sent: 178,161,675 emails were sent in 2021.
• Average Cart Abandonment Email Metrics:
  • Avg. Open Rate: 34.97%
  • Avg. Click Rate: 22.04%
  • Avg. Conversion Rate: 28.04%
• Sector-Specific Email Performance:
  • Retail: Avg. Open Rate 39.21%, Avg. Click Rate 21.54%, Avg. Conversion Rate 31.21%
  • Fashion: Avg. Open Rate 31.47%, Avg. Click Rate 21.91%, Avg. Conversion Rate 27.46%
  • Travel: Avg. Open Rate 42.02%, Avg. Click Rate 22.64%, Avg. Conversion Rate 25.34%
• Cart Abandonment Rate: The overall rate in 2021 was 80.68%, slightly lower than 2020 (81.08%).
• Cart Abandonment by Category:
  • Fashion had a lower abandonment rate due to higher average order value (AOV) and customer familiarity.
  • Travel had a notably higher abandonment rate, partly due to the pandemic's impact.
• Cart Abandonment by Month: November and December saw lower abandonment rates and higher traffic volumes.
• Cart Abandonment by Day of the Week: Sunday had the highest abandonment rate, while Wednesday had the lowest.

Online Traffic Trends

• Online Traffic by Month: January had the highest session volume, surprising given the usual dominance of November.
• Online Traffic by Day of the Month: Traffic spiked in the final week, with the 26th being the peak day.
• Online Traffic by Hour: The busiest time was 20:00–21:00, while 3:00–6:00 saw the least traffic.
• Online Traffic by Day of the Week: Monday had the highest traffic, with Thursday not in the top 3.
• Online Traffic by Device: Mobile accounted for 71.23% of online traffic, up 3% from the previous year.

Ecommerce by Industry

Retail

• Online Sales by Month: January was the peak month, indicating a reduced impact of Black Friday.
• Online Sales by Day of the Month: The 26th was the peak day for online sales.
• Online Sales by Day of the Week: Monday had the highest sales volume, Saturday the lowest.
• Online Sales by Hour: 10:00 was the peak hour, with a gradual increase starting at 8:00.
• Online Sessions by Month: January had the highest session volume, similar to sales trends.

Fashion

• Online Sales by Month: November was the best month, with January as the second.
• Online Sales by Day of the Month: The 26th was the most popular day.
• Online Sales by Day of the Week: Thursday was the peak day.
• Online Sales by Hour: 20:00 was the peak hour.
• Online Sessions by Month: January was the busiest month.

Travel

• Online Sales by Month: Online sales started to grow in May, peaking in July.
• Online Sales by Day of the Month: Traffic was more stable throughout the month.
• Online Sales by Day of the Week: Monday had the highest sales volume, Saturday the lowest.
• Online Sales by Hour: 10:00–11:00 was the peak time, with a sharp drop-off after 21:00.
• Online Sessions by Month: Sessions peaked in June, with sales peaking in July.

Marketer Takeaways

• Payday Impact: Online sales increase significantly in the last week of the month due to payday patterns.
• Mobile Optimization: Mobile is the preferred device for online shopping, especially in the fashion sector (79% of sales).
• Monday as a Key Day: Monday is now the most popular day for online sales and traffic, suggesting a shift in consumer behavior.
• Timing of Promotions: For travel, promotions should focus on the first half of the month as this is when most browsing with intent occurs.
• Checkout Process: Optimizing the checkout process, offering price comparisons, and using guest checkout can reduce cart abandonment.

Global Ecommerce Overview

• Online Sales by Device:
  • Europe: Mobile accounted for 56.82% of sales, desktop for 43.18%.
  • North America: Mobile at 54.53%, desktop at 45.47%.
  • Asia & Pacific: Mobile at 53.13%, desktop at 46.87%.
• Online Traffic by Device: Asia & Pacific had the highest mobile traffic, despite Europe leading in mobile sales percentage.
• Cart Abandonment by Region: North America had the highest cart abandonment rate, possibly due to higher reliance on desktop, which is associated with higher AOV.

About SaleCycle

SaleCycle is a conversion rate and abandoned cart optimization specialist. They track over 3 million online purchases and abandonments daily and provide personalized and targeted email campaigns to help brands recover lost sales and build customer loyalty. They support over 500 ecommerce clients with data-driven solutions.

Useful Resources

SaleCycle offers a variety of resources including:

• Data reports and whitepapers
• Guides and best practice tips
• Case studies and e-books
• Email lookbooks to enhance marketing strategies

Author

• Brad Ward: SEO & Content Manager at SaleCycle, with over 8 years of experience in digital marketing, including SEO, social media, and copywriting. Has written extensively for various sectors, including travel, education, and ecommerce.