Strong Christmas 2009 Sales Predicted for Ecommerce Sites

Recent figures released by the IMRG in the third annual Logan Tod Online Shopping Index will come as cheering news for on-line retailers. The increase in UK ecommerce spending between 2007 and 2008 - which amounted to about £653.2 million – is set to continue into Christmas 2009. Of all the consumers questioned in the most recent survey, 53% intend to make more of their purchases on-line next Christmas.

Knowing that increased interest from consumers is there is one thing, but what can on-line retailers do to make the most out of these intentions? The report has revealed three key factors most likely to affect shoppers' purchasing decisions; when asked what features of a website were important when it came to making a decision between ecommerce sites, the following proportions of interviewees responded:

• Availability of product (71%)
• Effective search tools (70%)
• Smarter delivery options (70%)

It's advisable therefore that ecommerce sites spend the intervening months tidying up their search functions and delivery services, testing new ways of searching for products on the site more accurately and delivering products with greater levels of flexibility.

The increased uptake in on-line spending is thanks in part to the growing web-smarts of consumers, with the largest growth potential being found in the 45 – 54+ year old demographic - so ecommerce sites will benefit from investigating into this demographic's web usage trends to make sure their site is easy for these people to navigate.

Other challenges facing on-line retailers include maintaining average order values in a marketplace that is seeing product prices driven lower by reduced overheads and loss-leader pricing tactics, increasing the competition. The answer, in short, is to look again to the bullet point figures above: consumers are stating clearly what it is they find most important about the websites they visit. Beyond attractive design and engaging content, the effectiveness of search capabilities and overall product availability are going to be pivotal to building trust and confidence in retailers – so site owners and web developers better get testing in time for Christmas 2009.