At the beginning of the year, it was reported that 2023 holiday bookings had surged as people began spending on holidays abroad to enjoy some well-earned time off.
Typically, during the summer, consumers spend more money on travel, activities, and products related to their holidays. By targeting this market, e-commerce brands can tap into an increase in spending and capitalise on the demand for products that holidaymakers need, such as travel accessories, clothing, and electronics.
Here are our tips for increasing summer sales as part of your e-commerce strategy.
The summer e-commerce slump: myth or reality?
Globally, e-commerce traffic typically experiences a slight dip from July to September every year before rebounding in the lead-up to significant e-commerce occasions like back to school and Black Friday.
However, 73% of consumers worldwide have changed their shopping habits since the pandemic. For example, 28% of consumers use their mobile in physical stores to see if they can find the same product online at a discount. Around half of consumers worldwide are influenced to buy if a website offers free shipping. Approximately 33% say they are influenced positively or negatively by how long vendors take to deliver their goods.
This means that all year round, e-commerce sellers can work to boost website conversions and avoid the so-called 'summer slump.' They just have to make sure they're providing tempting offers and services (like free shipping) to seal the deal.
Best selling products for summer holidays
As mentioned, travel-related products are much sought after by online shoppers during the summer months. Besides the obvious products such as swimsuits, sunscreen and sunglasses, here's a round-up of some trending products you may want to consider stocking in your e-commerce store at this time of year:
- Category: high-waisted leggings, crocs, shapewear, waterproof jacket, quilted gilet, sports socks, lightweight running shorts, trainer socks, stretch jeans, hiking capris
- Luggage: travel compression bags, packing cubes, bum bag, hanging toiletries bag, PVC cosmetics bag, travel pillow, foldable hydration bag, windproof umbrella, water-resistant backpack, RFID blocking wallet
- Accessories: headband, satin sleep cap, cashmere feel scarf, adjustable visor sun hat, bucket hat, fedora, sweatbands, croc charms, Bluetooth sleep headband, sunglasses strap
- Outdoor pursuits: gas stove, tent, sleeping bag, camping hammock, double camping chair, camping cookware set, inflatable sofa bed, waterproof dry bag, roll mat, camping lantern
- Cosmetics: hair clippers, beard trimmer, hair dryer, hair straighteners, hair curler, electric toothbrushes, eyebrow trimmer, mascara, cleansing brush, eye cream
- Technology: travel adapter, power bank, wireless earbuds, waterproof phone case, portable charger, Bluetooth speaker, headphones, camera, SD card, fitness tracker
*Please note, products sourced from Amazon Best Seller List and may be subject to change.
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E-commerce strategies to boost summer sales
Prepare for summer early
Start preparing for your summer sales boost early by setting up fulfilment and order management systems to ensure customers get the best service. In summary, use Order Management System (OMS) tools to automate processing and measure and optimise picking, packing, and shipping performance.
Implement a transparent returns policy, and don't forget to communicate shipping dates to customers. Finally, provide best-in-class customer service to help you build customer loyalty and drive repeat business.
Boost your e-commerce website conversion rate
In general, conversion rates for e-commerce stores are low (typically 2-3%). Even the top 25% of the most-visited shopping websites have an average conversion rate of around 5%. However, optimising your product listings regardless of whether your storefront is hosted on a major shopping site or your own website is vital to maximising brand sales.
List goods on Google Shopping so those looking up price comparisons will see them. Findings from Google reveal that 62% of shoppers use Google Shopping listings to look up products in stores and from rival vendors before making a purchase.
You can ensure your prices remain competitive by integrating your storefront with an automated repricing tool. Set a minimum and maximum pricing bracket for your products (helping you maintain profit margins). The software will then scan competitor brand pages and automatically raise or lower prices to win more sales.
Don't forget to ensure your website listings are mobile-optimised, contain high-quality photos/videos of your product(s) in use and provide all of the product details your customers need to make informed purchasing decisions.
Provide superior customer service
Brands that go the extra mile for their customers get three times as many word-of-mouth recommendations than those that put less effort into satisfying customers.
The checkout process is fundamental to providing a good customer experience. So, ensure your site runs as smoothly as possible, as brands that optimise checkout processes enjoy a 35% uplift in sales. To optimise the checkout experience for your customers, be upfront about the shipping cost. Alternatively, offer free shipping as far as possible – even if you have to factor the shipping cost into your product pricing. You can also set a free delivery threshold to encourage customers to increase their average order value (AVO).
Sending cart abandonment emails can help convert around 8% of site visitors into paying customers. To set up cart abandonment emails as part of your broader e-commerce strategy, set up a pop-up advertisement on your homepage, including a tempting offer for visitors who leave their details, such as 10% off their first order.
Once you have gained the customer's email, use marketing automation software to send personalised abandoned cart emails with an eye-catching call to action, encouraging the customer to return and buy.
Pay and get paid like a local
Finally, avoid any summer sales slump by enabling your customers to pay in their home currency through the World Account from WorldFirst. It integrates seamlessly with over 100+ marketplaces and gives you access to 10 local currency accounts, so you can pay suppliers overseas quickly and conveniently in their own currency.
If you want to learn more about the World Account, sign up for free, or call us on +44 207 326 9120.
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