Augusto Beato of Portland SEO advises online retailers to establish a physical presence to enjoy a higher online conversion, especially during the holidays.
He was reacting to a study by Adobe Analytics that says retailers with both online and physical presence are likely to witness 28 percent higher conversion online during the holiday season than the ones lacking a traditional storefront. "There's an increasing number of consumers preferring to shop online during the holidays in the last few years, and this has caused retailers to ramp up their online offerings this holiday season," said Beato, who is the CEO of Portland SEO. "But we should bear in mind that a physical store often serves as brand's hub and helps drive e-commerce sales."
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An increasing number of Americans prefer shopping online, with the likes of Amazon.com, Inc. changing the entire retail ballgame in the last few years. Undoubtedly, e-commerce companies are fast taking the game away from brick-and-mortar stores.
Earlier this month, Adobe had predicted that online retail sales would reach $124.1 billion this holiday season, increasing 14.8 percent. Thanksgiving sales are expected to surge 16.5 percent to $3.3 billion this holiday season.
Per Adobe Analytics, U.S. consumers spent $18.1 billion in the first 12 days of November. This number reflects an increase of 16.6 percent year over year. There was average order value per customer of $134 in the same period, up 2 percent year over year.
Interestingly, in the first nine days of November, e-commerce sales grew a meager 13.3 percent year over year. However, between Nov 10 and Nov 12, online sales witnessed a solid jump of 25.7 percent year over year. The robust online sales in the last three days can be attributed to a surge in spending over Veterans Day and Singles Day weekend.
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