75% of Australian consumers were undecided where they would shop in the Christmas period last year, and with 47% of search queries in December occurring on mobile, consumers are looking for the best products at the best prices, on the go and regardless of who the offering is from. Consumers are thinking less about where to purchase their goods, and more about what they want to purchase. For every 1 search for a retailer in apparel e.g. “David Jones”, there are 3 product searches “ugg boots”, “swimmers”, “dresses”. Across online retail, 52% of mobile clicks are going to paid ads (39% to shopping ads, 13% ETAs), with the rest going to organic. On desktop, it’s 58%. For retailers to compete, they need to be available wherever a customer is looking and be ready to offer a fast, frictionless experience that will promote purchase decisions and an ongoing profitable relationship over the lifetime of the consumer.
As digital agencies, we are uniquely positioned to help our clients succeed in this space, and share in the glorious online shopping growth. So dust off your shopping feeds, and dig up your eComm revenue pixels, because Winter might not be coming, but Christmas is!