Global tech company Mitgo Group analyzed more than 11 million orders of 2850 brands worldwide from 18 December to 7 January (Main Period/MP) last year with an ordinary period without any special holiday offers. The analyzed brands included Amazon, Alibaba, Asos, Nike, Adobe, Dyson, and many others.
One interesting finding indicates that there were less orders placed during the holiday weeks- 60% vs 64% – compared to the ordinary period. On the contrary, during Singles Day and Black Friday share of marketplace sales increases. This might be a signal for brands to reinforce their competitive edge to sell more products during the holiday season.
Most effective traffic sources by share of sales during the period were content platforms, coupons, affiliate stores, cashback services, contextual ads, social networks and web-services. Content platforms are 18% more effective during that period. Contextual ads are 20% more effective.
Worldwide:
Number of orders during main period –1,5%
Gross merchandise value (GMV) of orders during main period +7,2%
Average Order Value (AOV) during main period increased by 8,8% from $36,2 to $39,4
Mobile orders increased by over 30%
Most effective traffic sources by share of sales during the period: content platforms, cashback services, affiliate stores, coupons, traffic purchase, mobile apps. Contextual ads are 15% more effective. In-app ads are 25% more effective.
The US
Number of sales +6%
GMV of sales +24%
AOV increased by 18% from $53 to $62,8
Mobile orders increased by over 30%
The main period saw less orders from marketplaces – 64% vs 67% – during the ordinary period. On the contrary, during Singles Day and Black Friday a share of marketplace sales increased.
Categories with the biggest growth of sales in the US:
Events and tickets + 85%
Lights & Lighting +31%
Games +17%
Electronics +15%
Fashion +11%
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The data is presented by Mitgo Group, an internet company with a vast portfolio of martech and adtech platforms, including Admitad, Tapfiliate, Takeads and Mobmio. These platforms partner with the world’s largest e-commerce brands, which allows them to identify and analyze trends on the market.
Effective Traffic Sources
Understanding the channels that drive sales is pivotal for any e-commerce strategy. Mitgo Group’s research highlights the most effective traffic sources during the holiday period. Content platforms emerged as the frontrunners, proving to be 18% more effective, followed closely by coupons and affiliate stores. Cashback services, contextual ads, social networks, and web services also played significant roles in driving sales. Notably, contextual ads exhibited a 20% increase in effectiveness during the holiday period.
Global Overview
Taking a global perspective, the research indicates a marginal increase in the number of orders during the main holiday period (1.5%). However, the Gross Merchandise Value (GMV) of orders experienced a more substantial uptick, showing a 7.2% increase. The Average Order Value (AOV) also witnessed growth, rising by 8.8% from $36.2 to $39.4. Mobile orders, a key metric in the era of smartphones, saw a remarkable increase of over 30%.
The U.S. Market Dynamics
Zooming in on the U.S. market, Mitgo Group’s data showcases a robust growth trend. The number of sales increased by 6%, with a remarkable 24% surge in GMV. The Average Order Value (AOV) in the U.S. exhibited an impressive 18% growth, escalating from $53 to $62.8. Once again, mobile orders played a pivotal role, experiencing an increase of over 30%. Noteworthy is the fact that the main holiday period saw a slight dip in orders from marketplaces, contrasting with the surge observed during Singles Day and Black Friday.
Top-Performing Categories in the U.S.
Delving into specific product categories in the U.S., Mitgo Group identified sectors that experienced substantial growth during the holiday season. Events and tickets emerged as the clear winner with an 85% growth in sales. Lights and lighting, Games, Electronics, and Fashion also showed notable increases of 31%, 17%, 15%, and 11%, respectively. These insights offer valuable guidance for businesses looking to tailor their product offerings to meet consumer demands during the festive period.
The Role of Mitgo Group and its Platforms
Mitgo Group, the entity behind this comprehensive research, operates a diverse portfolio of mar-tech and ad-tech platforms, including Admitad, Tapfiliate, Takeads, and Mobmio. By partnering with some of the world’s largest e-commerce brands, these platforms enable Mitgo Group to identify and analyze market trends effectively. This unique vantage point provides businesses with actionable insights to refine their strategies and navigate the complexities of the ever-evolving e-commerce landscape.
Mitgo Group’s in-depth analysis of the previous holiday season’s e-commerce trends offers a roadmap for businesses seeking to optimize their strategies. The nuanced understanding of consumer behavior, effective traffic sources, and market dynamics provides a solid foundation for businesses to refine their approach and capitalize on the immense opportunities presented during the festive period. As the digital realm continues to evolve, staying attuned to these trends is not just beneficial but essential for those navigating the dynamic world of e-commerce.
