Study of trends in e-commerce during the holiday season in Belgium: expectations, sales, product categories, etc...

1. Xmas Trends 2013
November 29, 2013

2. Content
Introduction
Turnover
Initiatives
Top products
2

3. Introduction
» Research objectives
Study of trends in e-commerce during the holiday season in Belgium:
expectations, sales, product categories, etc...
» Method
• Online quantitative survey
• Respondents from the BeCommerce database
• 481 valid email addresses
• Target group: Belgian e-commerce organizations
• Together they represent about 80% of the Belgian e-commerce market
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4. Content
Introduction
Turnover
Initiatives
Top products
4

5. What percentage of your total annual turnover do you expect to
achieve during the upcoming festive season?
Turnover
Expectations
Sales during the festive season
Last Year
This Year
14.8%
16.09%
€ 1,46 billion
€ 1,68 billion*
€ 216 million
€ 270 million
Note:
Note: * estimated
5

6. What percentage of your festive sales revenue do you etimate to
realize during Cyber Monday, Santaclaus and the Christmas period
2013?
What percentage of festive sales revenue have you realized during
Cyber Monday, St-Nicholas and the Christmas period 2012?
Turnover
Periods
Sales during the festive season
Last Year
This Year
Cyber Monday (2 dec)
7,05%
7,27%
Santaclaus period (3 – 6 dec)
38,94%
38,72%
Christmas period (7 – 31 dec)
54,01%
54.01%
Note:
Note: Shorter period than last year
Note:
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7. Content
Introduction
Turnover
Initiatives
Top products
7

8. Which special initiatives will you take as a result of the upcoming
festive sales period?
Initiatives
Festive Sales Period
 Custom range
 Promotion campaigns
23%
 Radio & TV spots
 Mailings
 Leaflets
 Social media
 Bannering
 Newsletters
77%
Initiatives
 Reductions
 Google AdWords
 Adjustments website
 Gifts with purchase
No initiatives
8

9. Are you planning the following initiatives more, less or equal
during the upcoming festive season compared to last year?
Initiatives
Planning
More
The same
50%
50%
44%
41%
39%
36%
27%
23%
18%
18%
14%
9%
9%
5%
Search
Special
engine
promotions
advertising
Google
Adwords
Custom
range
Promotion Discounts
campaigns
(radio,
newsletter,
social media,
...)
Gift with
orders
5% 5%
Changes to
the website
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10. Which specific steps will you take in response to Cyber Monday?
Initiatives
Cyber Monday
29%
 Exceptional promotions
 Reductions
 Free shipping
 Free gifts with purchase
71%
Initiatives
No initiatives
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11. What are, regarding your opinion, the main advantages for
customers to buy Christmas gifts online?
Initiatives
Advantages
73%
It's easy
68%
To avoid the crowds
55%
It's always opened
44%
Prevents shopping stress
32%
Wider range
27%
Saving money (eg transport, ...)
23%
It does not take much time
You can discreetly order something as a surprise
Other (eg promotions, offers, comfort, ...)
9%
5%
11

12. Content
Introduction
Turnover
Initiatives
Top products
12

13. Which products do you expect to sell the most during the next
festive sales periode?
Top products
Top Products
Fashion & Accessories
40,91%
Multimedia & Electronics
34,09%
Toys
27,27%
Health & Beauty
22,73%
Kitchen accessories
18,18%
Home
15,91%
Decoration
13,64%
Food & Drinks
13,64%
Hardware & Software
11,36%
Books, Magazines, CD's, DVD's, BR's ...
9,09%
Office supplies
9,09%
Financial services
6,82%
Tickets
4,55%
Car accessories
4,55%
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14. Contact
Patricia Ceysens
President of the Board of Directors
Carine Moitier
Director BeCommerce
patricia.ceysens@becommerce.be
twitter.com/ceysens
www.becommerce.be
Carine.moitier@becommerce.be
twitter.com/cmoitier
www.becommerce.be