Australian traffic up during Cyber Week, but conversion rates slip
Traffic growth from Australian shoppers increased 8 per cent during the Cyber Week, higher than the global average of 2 per cent, according to Salesforce data.
However, conversion only grew by 3.4 per cent, compared to the 3.7 per cent growth in the year-ago period, while order growth slightly declined by 1.3 per cent.
Salesforce attributed the decrease to less-than-attractive discounts for shoppers.
“While Black Friday and Cyber Monday are clearly popular moments on the retail calendar, the response from Australian shoppers this year shows that underwhelming discounts across the board – and ongoing concerns about the cost of living – have affected the hype,” said Jane Brown, SVP of enterprise at Salesforce ANZ.
Salesforce’s data also showed mobile devices fuelled 70 per cent of global online orders, while Black Friday drove $74.4 billion in global digital sales.
Artificial intelligence, including agents, influenced $60 billion in sales through personalised offers and engagements.
“The rise in use of AI… provides a glimpse into the evolution of retail, where personalisation and mobile-first approaches will influence consumer behaviour and deliver improved sales and customer service outcomes for retailers,” said Brown.
“Australian retailers will need to move quickly to ensure they’re able to take advantage of this momentum ahead of the new year.”
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