Beat the e-commerce downfall by offering a good deal

Tue 18 August 2009 13:00, Bas van den Beld

Beat the e-commerce downfall  by offering a good deal

We just yesterday reported about research which shows that content is still king and content websites are doing better than transactional websites. Does this mean e-commerce is dead?

Not according to e-marketer. They hand out numbers showing that the Hitwise numbers make sense, but also that its temporarily. E-marketer blames it on the recession. They do still estimate that 72.5% of UK Internet users above the age of 14 will buy at least one item online this year. In the years to come they expect a rise to 31.8 million online buyers. The way to get the UK buyers to shop at your shop is offering them that special deal.

Karin von Abrams from e-marketer says there is a shift in what UK buyers are doing online. "For the first time ever, e-commerce activity in the UK is not supported by a buoyant economic climate. Consumers at all income levels say they are reining in spending, putting off some major purchases and seeking cheaper alternatives to products and suppliers used previously."

The shift can be seen in the search for deals. Where 41% of respondents said the time they spent shopping online had increased, 45% said it was taking more time finding the best deals on the web.

E-marketer_online_buyers_penetration
This makes the price comparison sites the most targeted websites for UK buyers. 33,7% of the respondents said they were more frequently visiting these websites.
E-marketer_frequent_buying_sites
The recession also has an influence on what kind of products are being bought. Luxury good website saw a big decline in traffic since december 2008 and also premium supermarkets are losing ground.

Concluded you could say that if you want to get your hands on the UK buyers you should focus on the deals.


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