Global Online Sales See Modest Growth in Q3 2024, but Average Shopper Spending Declines

COMMERCEGlobal Online Sales See Modest Growth in Q3 2024, but Average Shopper Spending Declines

Global online sales in the third quarter of 2024 reported a modest growth of 3% year-on-year. The global volume of online traffic also increased marginally – by 4% year-on-year. Unfortunately, this did not result in increased spending, but rather a decline. Globally, the average spend per shopper fell slightly by 1%.

The data collected by Salesforce in the third quarter of 2024 shows that the furniture industry is losing sales for yet another quarter in a row – in Q3 2024 the decline was 9% (in the previous quarter it was 13%). The sale of luxury handbags also slowed, with a drop of 2% year-on-year. The sale of electronics, food expenditure, and home development remained stable, with neither increases nor reductions recorded. However, a slight increase was noted in the clothing category, with a mere 1% growth, whereas the footwear category did a bit better with a 4% increase, while the health and beauty category fared quite well with a 10% increase. The undisputed leader of the third quarter is however the “toys and education” category, the sales of which increased by a whopping 18%.

In the third quarter of 2024, merchants preferred to communicate with their customers via email (82% of messages sent). The email open rate in the last quarter was 20% (in Q2 it was 21%), and the click-through rate was 0.61% (in Q2 it was 0.64%).

The use of computers in making purchases is declining for yet another quarter in a row. Consumers are choosing mobile devices more frequently – their share compared to the previous quarter increased by an additional 5%. This shows just how crucial it is for sellers to adapt their websites to the small screens of mobile devices. Already, 77% of traffic is generated by mobile phones, through which we made globally 68% of orders in Q3 2024.

Interesting differences can be seen in the average spend per order. While the global average is $2.61, in Switzerland it is already $5.71. Germany can boast an average value of $3.2, the US $3.3, but residents of Eastern Europe spend just $1.58.

Source: https://ceo.com.pl/globalna-sprzedaz-online-w-q3-2024-skromny-wzrost-spadek-wydatkow-i-dominacja-zakupow-mobilnych-68922

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