E-commerce Has Broken Selling Records: 4 Things We Can Learn From 2021’s Holiday Season

With the end of the holiday season, it’s common for companies to look back on the biggest trends of the year and think about how they can improve their strategies for the following year. To help the e-commerce market do so, Adobe just launched a report about 2021 Holiday Shopping Trends and Insights.

But, what made the 2021 season unique for online shopping? Well, it was the year that e-commerce hit the record for online sales: Americans spent $204.5 billion between November and December.

Those who already purchased online are becoming more demanding each year, and there is also a new consumer base that has emerged as a result of the COVID-19 pandemic.

So, if you want to discover how to expand your share in this thriving market, keep reading because we’ll walk you through some of the key takeaways from this report.

1. Plan Early

The research has shown that consumers start buying in early November, which can mean that many are already searching for what they intend to buy by September and October.

If you want to stand out in 2022, get ahead. Don’t wait to start your campaign 20 days before Christmas.

Plus, if you start earlier and track the results of your marketing strategy, you’ll have more data on your target audience’s behavior and be able to create more reliable sales projections.

2. SEO

Many of your customers will come from Google or other search engines, so pay attention to your Page Speed and the quality of your product images.

You can also use keyword studies to analyze which products are being searched the most in your market niche, and then focus your strategy on those longtails.

And just a reminder: Your page won’t rank on the first page of Google overnight. This is a medium-term process. So again: Get ahead and start thinking now about your strategies for the 2022 holiday season.

Here is an E-Commerce SEO Checklist to explore more on this topic and make sure your website is up to date with the most effective tactics for attracting new customers organically.

3. Customer Experience

According to the Adobe report, desktop computers are still the most popular shopping device, with better conversion rates. Yet, mobile phones accounted for 43% of overall sales throughout the period.

In fact, data has shown that we spent a third of our waking day on our mobile devices in 2021. That’s something we need to take into account.

So, along with SEO, it’s important to provide a good user experience on your webpages for both devices, making them responsive to whatever type and size of screen your customers are using.

Personalization is also key for improving your Customer Experience: By using quizzes and assessments that guide your visitors through your products and services, you can drive your users into the buying journey faster.

4. Curbside Pick-up

Curbside pick-up represented almost a quarter of all online sales in the holiday season of 2021.

Enabling your business to use all of the different digital approaches, such as curbside pick-up, BOPIS (buy online, pick up in-store), BNPL (buy now, pay later), social commerce, and others, will definitely help you boost your sales and differentiate from your competitors.

Remember to educate your customer base about each one of these solutions, and identify which ones actually fit with your business.

So, Ready to Rock Your E-Commerce in 2022?

Even with 6 billion out-of-stock messages being sent to shoppers, e-commerce sales hit a new high in 2021, demonstrating that people are really committed to online shopping.

However, we can expect companies to be more prepared in 2022, with a better-planned supply chain, making them ready to sell even more this year.

So, let me give you two final pieces of advice so you can prep yourself and your brand:

First: Study the trends. Be aware of what’s changing in consumers’ behavior. Start your plans earlier. And, of course, don’t forget to measure everything you do so you’ll know what’s working and what needs to improve.

Second: I strongly recommend you subscribe to our newsletter below this article, so every Friday you can receive a compilation in your inbox of everything that’s trending in Marketing, Tech and the Business World (and our expert opinion about how to use that information in your brand’s favor).

Seize this online shopping growth, and enjoy the good results for your company.