The rise of e-shopping.
Brent Renneke, Associate Editor
November 30, 2012
Filed under Brent Renneke
More dealers are launching e-commerce on their website in accordance with even more evidence justifying its importance. And Thanksgiving weekend was another example of the shifting shopping landscape.
According to a recent Gallup survey, consumer spending in stores, restaurants, gas stations and online averaged $67 per day the week of the holiday. Last year that number was $83, and in 2010, per-day spending was $79.
Meanwhile, consumer spending on Cyber Monday, otherwise known as the unofficial kickoff of the online shopping season, increased more than 30 percent compared to last year, according to the IBM Digital Analytics Benchmark.
This increase was not completely attributable to online-only options like Amazon.com, as department stores offered deals and promotions that helped drive online year-over-year sales growth by 43.1 percent on Cyber Monday, according to IBM.
Furthermore, more than 18 percent of consumers used a mobile device to visit a retailer’s site – an increase of 70 percent when compared to 2011.
Although brick-and-mortar stores will always be crucial for retail success, the importance of a strong online shopping presence is becoming increasingly evident. For our industry, this more than likely does not apply to boat sales, but online-only deals and promotions for your pro shop are a great way to introduce shoppers to your e-commerce site, as well as generate revenue.
However, simply having an e-commerce option may not be enough to keep up. Mobile shoppers are continuing to rise, and it is important to accommodate this subset with websites that adapt to the mobile experience.