Shopping & Retail Trend Report first half of 2019

Across Europe we saw a stable growth in the Shopping & Retail industry during the first half of 2019. Number of Sales increased by 58% YOY and order value by 7%.


Shopping % Retail


While the AOV in Shopping & Retail declined from 72 € in 2018 to 49 € in 2019 across Europe, some countries stepped out: In the UK AOV increased by 17% to now 123 € and in Spain it remained stable at the record level of 130 €. The conversion rate increased by remarkable 82% to the excellent value of 3,1% across Europe. Mobile sales decreased from 22% in 2018 to 16% in 2019. Record holder in mobile sales remains Sweden with 52% and a slight increase of 10% YOY.


Shopping & Retail


Power shoppers come from Poland!

The biggest player in H1 2019 in the Shopping & Retail industry was Poland with an increase of 28% YOY, now accounting for more than 40% of the whole European order value in this segment!


Shopping & Retail


Cashback/Loyalty is leaving the others behind

Looking at the publisher models across Europe, the top seller at the beginning of 2019 remained Cashback/Loyalty (38%) and Coupon/Discount codes (20%), but just Cashback/Loyalty was able to increase their order value substantially by 22% YOY. Coupon/Discount codes on the contrary decreased by 17%.  Price comparison sites and Vertical sites now both account for 8% and were both able to increase their order value around 30% YOY to try and catch up.


Shopping & Retails


In the main markets the split of publisher models are slightly different. Here’s a view on the top 3 publisher models by key market with their respective shares and changes YOY.


Poland Cashback: 52% (+46% ) Coupons: 13% (-19%) Vertical sites: 8% (+63%)
UK Cashback: 34% (-9%) Coupons: 30% (+12%) Price comp: 10% (+15%)
France Cashback: 29% (-3%) Coupons: 25% (-21%) Vertical sites: 16%(+104%)
Sweden Cashback: 40% (-17%) Coupons: 18% (-11%) Vertical sites: 12% (-14%)
Germany Coupons: 29% (-36%) Cashback: 28% (+117%) Reward: 12% (-54%)



Key facts for Shopping & Retail across Europe at a glance:


Shopping & Retail

Share this on:

Suggested posts

Record results for Black Friday and Cyber Monday

Not only Black Friday and Cyber Monday became large online and offline shopping days in the world, but also the whole Black Week itself. At Tradedoubler we have now finalized our numbers and generated 41% more order value compared to the Black Week 2018 and even 52% more sales!

Travel Trend Report – Get ready for January!

Traditionally right after Christmas people start to plan their vacation, so January is by far the most important month for this industry. Order value in January 2019 grew by +21% YOY. According to this trend, we expect an even higher OV for January 2020! Learn helpful facts to better plan your successful campaigns now!