The research object is 1 trillion visits to the top 100 US online retailers with more than 100 million unique products during November and December 2020.
Adobe Analytics Report Summary
The 2020 holiday season hit an all-time record and generated revenue of $188.2 billion, which is more than 30 percent compared to last year’s results. 2020 season also features more overall traffic and better conversions, which influence better sales as a result.
Home improvement products and electronics demonstrated increased demand, while clothing and jewelry performed a lower one. BOPIS (Buy Online and Pickup in Store) or in-store pickup keeps growing over the last year and gained immense popularity during the COVID-19 pandemic.
Business Lessons to Learn from it for 2021
#1 Make Use of Contactless Shopping
The pandemic considerably impacted the customer behavior patterns and brought new forms of shopping into focus. The curbside pickup might be an answer.
#2 Search Engine Optimization is a Must-Have Investment
Search engines drive a significant portion of merchants’ visitor traffic and sales, surpassing the paid search traffic and other channels. What could you do now to make your store more SEO-friendly? Optimize your content with high-potential keywords and keep up to date with the latest SEO trends and algorithm improvements.
#3 Personalization Has Never Been More Important
If you want to stand out from the rest, implement personalization practices to content to make your customer journey more engaging and relevant. Divide your audience into target user groups based on their location, interests, and other demographics to come up with valuable content of interest.
You could also explore more insight in the article on Adobe blog related to the main trends in ecommerce in 2021 based on the results of research and other helpful data.
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