Consumers around the world have joined the United States in Black Friday shopping.
International online Black Friday same-store sales were up 15% from 2019, according to data from cross-border e-commerce provider eShopWorld. Additionally, total e-commerce sales growth in the week ending Black Friday increased 29% year-over-year as the pandemic continues to impact physical shopping, with a drastic reduction in in-store sales globally.
The new data follows early figures showing international online same-store sales rose 88% in the first two weeks of November.
“This year, October and November have seen unprecedented levels of demand as the seismic shift to digital continues unabated,” said Tommy Kelly, CEO of ESW. “This increase in digital spending has also been amplified by shoppers moving their Christmas gift purchases forward to take advantage of discounts and to ensure they aren’t caught up in the fulfillment delays that many have experienced over early in the year during the first wave of the pandemic.”
With several weeks of peak holiday shopping still to come, growth in cross-border online sales is set to continue, ensuring Christmas 2020 will be a predominantly digital event, according to ESW.
“Looking ahead to 2021, customer behavior is unlikely to reverse, so to reap the benefits of this change, retailers should double down on their digital readiness, target non-domestic markets and meet demand at its peak. of origin, offering localized shopping experiences where e-commerce customers in all regions feel like they are receiving the same level of service and convenience they would enjoy if they were buying locally,” Kelly added.
ESW sales data reveals the top 10 markets for cross-border sales year-over-year on Black Friday, Thailand (201%), France (106%) and India (104%) registering the largest increases as the most prevalent emerging international market. – commercial markets.