eCommerce revenues across website and email rose in November, the latest data from Wunderkind, formerly BounceX’s Marketing Pulse revealed, up +101 per cent and +28 per cent respectively since the start of the month. However, performance dipped in December, down 61 per cent week-on-week (w/c 30.11 vs 07.12) in the first week of the month, falling a further 26 per cent the week after (w/c 07.12 vs 14.12) when tighter Covid restrictions were imposed across the UK, with 16million Brits lockdown in Tier 4 for Christmas and unable to see relatives.
The improved eCommerce performance in November was buoyed by Black Friday trading, which saw online revenues rise +114 per cent week-on-week over ‘Black Five-Day’, while sales from emails in Black Friday week also rose +61 per cent on the week prior.
Wulfric Light-Wilkinson, GM EMEA at Wunderkind, said: “November was always going to be a crucial month for retailers, with the pressure to perform on Black Friday looming large as a ‘make or break’ start to Christmas trading.”
“eCommerce has been performing at normal Black Friday levels since March, so we saw a ‘peak on top of peak’, as November’s performance was magnified by Black Friday, which saw online revenues rise to more than 3 times as high as the levels seen in the Spring lockdown.”
During November, email open rates dipped, down -2 per cent month-on-month, however revenues from emails increased +28 per cent compared to the previous month. This, Wunderkind suggests, is because shoppers are being more purposeful with their engagement with retailers’ marketing efforts; those who clicked were more likely to convert. Email conversion rates in November rose +30 per cent compared to October, while click to conversion also increased, up 9 per cent month-on-month.
After the surge in online demand in November, December’s eCommerce revenues dipped in December. Revenues fell 61 per cent week-on-week (w/c 30.11 vs 07.12) in the first week of the month, falling a further 26% the week after (w/c 07.12 vs 14.12). This 26 per cent drop coincided with the announcement of tighter covid restrictions imposed across the UK, with 16million Brits in lockdown in Tier 4 for Christmas and unable to see relatives, while many Tier 2 areas are restricted to mixing with two households for just one day.