Holiday Online Shopping Trends 2019: Retailers Win with Customer Centricity

A new report shows how ecommerce retailers can best prepare for the 2019 holiday season. The report, based on a survey of 4,500 global online shoppers, provides tips on how retailers can increase sales by delivering more customer-centric experiences.

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Amazon leads but there are ways to compete

Of the gifts online shoppers will buy this year, 42 percent expect to purchase all or most of them via Amazon. However, the majority (47 percent) will buy few or none of their gifts via Amazon. Retailers can compete by offering personalized, customer-centric experiences.

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When it comes to apparel shopping, more consumers turn to a brand or retailer’s website (43 percent) than Google (29 percent) or Amazon (30 percent).

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Late shopping is now the norm

Consumers’ expectation for fast and free shipping means there is less fear about waiting until December to start holiday shopping. The most popular time to begin shopping is between December 1-15 (21 percent), followed by November 16-30 (17 percent).

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Of the top-ten capabilities or services shoppers expect online, free shipping was ranked first (67 percent), followed closely by shipping tracking (61 percent).

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Holiday shoppers switch into “spearfish” mode

For most of the year, 32 percent of online shoppers start on Google when they don’t have a specific product in mind. During the holidays, shoppers switch to Amazon (32 percent) instead of Google (18 percent), indicating they know what they want and are going straight to the source.

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Retailers should consider boosting their paid search strategy to quickly get in front of shoppers. Paid search has the highest conversion rate (2.9 percent) of all traffic sources.

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Read the full report!

Holiday Online Shopping Trends 2019: Retailers Win with Customer Centricity

Download Episerver’s global survey on 2019 holiday shopping trends.

The report also lists several do’s and don’ts to help retailers compete. Learn how you can win with personalization, site search, how-to guides and email messaging.

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