Shopping & Retail Trend Report for 2019
Across Europe, we saw stable growth in the Shopping & Retail industry during 2019. The order value increased by 4% YOY. We saw a peak in the order value during November (Cyber Weekend) and December (Holiday Shopping).
The number of sales increased by a remarkable 36% YOY. The mobile sales remained relatively stable compared to 2018 and took a share of 14% of the total number of sales. Similarly, to the order value, the highest number of sales was generated in November and December.
The average order value across all devices decreased to 46 EUR in 2019 (compared to 60 EUR in 2018). The smartphone AOV however, increased in 2019 up to 89 EUR (compared to 67 EUR in 2018) and was therefore even higher than the average order value across all devices in 2019.
Cyber Weekend
As previously noted, especially Cyber Weekend was an important event for the Shopping & Retail industry. During the Cyber Weekend, 4% of the total order value of 2019 was generated, whilst the number of sales took a share of 3%. The average order value on Cyber Weekend was at 54 EUR (compared to 46 EUR during the whole year of 2019).
Power Shoppers came from Poland!
The biggest player in 2019 in the Shopping & Retail industry was Poland with an increase of OV by 13% YOY. Poland accounted for 50% of the total order value in this segment! Even though the order value in the UK decreased by 23% YOY, the UK remained a driving force in the segment and provided the second-highest order value (share of 12% of the total OV). Followed by Italy with an increased order value by 249% YOY!
Best performing publisher model
Looking at the publisher models, the top sellers from the beginning of 2019 have remained in their top position. Cashback/Loyalty generated the highest order value in the industry during 2019 with an increased OV of 7% YOY. The publisher model accounted for 35% of the total order value across all publisher models.
Even though the order value generated by Coupon/Discount Codes decreased by 20%, the publisher model remained the second most important publisher model in the industry (share of 17% of the total OV). Followed by Reward (9%), Vertical Sites (8%) and Price comparison (7%). Reward needs to be especially emphasized with an increased order value of a remarkable 260% YOY!
