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
