With global e-commerce traffic declining, can this year’s “Black Friday” and “Cyber ​​Monday” still trigger a wave of hot sales?

Recently, Salesforce released the shopping index for the third quarter of 2021. Data showed that although global online sales increased by 11% in the third quarter of 2021, the growth rate of e-commerce seems to be slowing down, especially compared with the growth rate of 63% in the same period last year. This year's e-commerce growth rate is basically the same as the growth rate before the epidemic.

However, according to the data, global e-commerce traffic fell by 2% in the third quarter , which also shows that fewer people are spending time on e-commerce worldwide.

Moreover, since the second quarter of this year, the total number of global online shopping orders has fallen for two consecutive quarters. These data are deeply concerning to sellers, and even make people start to worry about the upcoming "Black Friday" and "Cyber ​​Monday" sales.

Especially after Halloween, many sellers received more return orders than orders. Coupled with Amazon’s overly relaxed and consumer-biased return policy, many sellers complained. The wave of returns after the holiday also greatly reduced the transaction rate of e-commerce.

Amazon's third-quarter financial report also showed that its net profit in the third quarter fell 50% year-on-year and its sales performance fell short of expectations.

In addition, the high freight costs and port congestion this year have also caused serious supply chain disruptions, and the shortage of goods will also affect the psychology of some European and American consumers;

For example, German consumers' consumption sentiment has been low in September and October. Under the pressure of inflation, people even have a stronger desire to save, and planned shopping expenses are relatively reduced.

Nowadays, the sales situation of foreign e-commerce is more diversified. The consumer users once monopolized by traditional e-commerce platforms are beginning to be occupied by more social platforms. Video promotion and marketing are also important ways of foreign online sales.

For example, TikTok has gained a large number of platform users abroad, where people share food, beauty, fashion, and pet supplies, etc. High-quality video content will also attract more fans, accumulating a certain target population for the account's product marketing and promotion.

The online marketing for "Black Friday" and "Cyber ​​Monday" may also change its marketing path as social platforms become more popular.

“Black Friday” and “Cyber ​​1st” global e-commerce traffic