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Amazon boosts share of DC360 Top 1000 web visits during Cyber 5

Amazon boosts share of DC360 Top 1000 web visits during Cyber 5
Written by publishing team

Convenience shopping consumers grew with the allure of Amazon.com’s trusted and endless aisle during the pandemic in 2020 — and that behavior appears to have continued into Cyber ​​5’s 2021 shopping weekend. , which was ranked #1 on the Top 1000 Digital Commerce 360 ​​of 2021, was significantly more likely to dominate website traffic than the rest of the Top 1000 Digital Commerce 360 ​​sites over the Cyber ​​5 Shopping Weekend.

Amazon’s share of the top 1,000 website visits on Thanksgiving increased to 23.9% in 2021 compared to 22.1% share of traffic in 2020. On Black Friday, Amazon’s share of web traffic increased to 22.3% compared to 20.8% annually. On Saturday, Amazon’s share is up 25.0% compared to 23.9% year-on-year, on Sunday it is up 25.6% compared to 24.5% year-on-year, and on Cyber ​​Monday it is 25.3% compared to 23.8% year-on-year.

During the pandemic shutdown of 2020, consumers have relied on Amazon’s instant delivery and competitive discounts offered long before the pandemic, says Alex Ai, director of marketing services at Oceanwing, a subsidiary of Anker Innovations, and market analytics vendor to advertise marketplace sellers on Amazon.

“We believe the primary factor driving the slight increase in sales is that more consumers are becoming comfortable making many purchasing decisions through Amazon during the pandemic,” says Ai. The company provides market analytics for retail brands and is the world’s largest seller on Amazon.com.

While other retailers offer faster shipping policies and better promotions in order to compete with Amazon, it’s hard to convince customers to switch from a retailer they trust, Ai adds.

Black Friday website traffic exceeded Cyber ​​Monday

During the Thanksgiving period for Cyber ​​Monday, consumers spent $33.90 billion online overall, just below the record high of $34.36 billion in 2020, according to data from Adobe Analytics. The 1.4% drop was partly due to early holiday shopping and concerns about stock shortages.

Adobe analysis is based on more than 1 trillion visits to over 4,500 US retail sites and covers 100 million SKUs in 18 product categories. The company measures transactions from 80 of the top 100 online retailers ranked in the Digital Commerce 360 ​​Top 1000.

Black Friday traffic surpassed Cyber ​​Monday over the Digital Commerce 360 ​​Top 1000 with 562.4 million site visits, according to a Digital Commerce 360 ​​analysis of similar data.

Even though more consumers shopped in-store during Cyber ​​5 than last year, consumers are still flocking to the web, says David Belson, senior director of data insights at Fastly Inc. Cloud computing services provider.

“But a lot of the traffic is still driven by the perceived deals they would get online and the perceived convenience of online shopping,” Bilson says. “You don’t need to find a parking space, you can effectively do all your online shopping and drive, park, pick it up and take it home.”

Most categories drop in visits across the top 1000 during Cyber ​​5

Over the Cyber ​​5 weekend, most categories fell in site visits across the top 1000 sites compared to 2020 Cyber ​​5. That’s because consumers shopped as early as November, with retailers offering deals earlier in the month, along with supply chain and inventory shortage concerns, says Adian Boss, CEO of digital marketing agency NetElixir. “Shoppers didn’t want to miss the products they really wanted to buy for the holidays,” Bose says.

Notably, the Consumer Electronics category decreased by 73.86 million site visits for a total of 1,000 sites during Cyber ​​5 compared to last year. The number of group merchant visits decreased by 91.05 million. Only Health/Beauty (7.99 million visits), and Food and Beverage (0.22 million visits) saw an increase in site visits during 2021 Cyber ​​5 compared to last year.

In general, shoppers are becoming more patient with their shopping, Bose says.

Bose says, based on NetElixir data that analyzed hourly data from midnight on Thanksgiving through the end of Cyber ​​Monday for 75 organizations, medium-sized and small business customers from approximately 70 million site sessions.

Advertising costs make it hard for brands to get noticed

It’s especially hard for small retailers to compete with Amazon as CPM costs (cost per thousand impressions on a web page) continue to increase, says Kala Murphy, senior manager at Belardi Wong, a digital marketing company that works with more than 300 Direct marketing company. Consumer brands.

Site traffic is down 3% year over year during Cyber ​​5 for Belardi customers. “The ability for brands, especially smaller brands, to have to compete with bigger brands and bigger promotions is a challenge,” Murphy says. “It was generally more difficult to increase site traffic during Cyber ​​5 this year than it was last year.”

Murphy says rising media and advertising costs across web search and social media have made it difficult for brands to capture consumer attention.

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