Title: eCommerce Marketing: The Art of Customer Acquisition
1eCommerce Marketing The Art of Customer
Acquisition
ModeratorJeffrey Grau Senior Analyst, eMarketer
2eMarketer Sees and Analyzes Information from
Multiple Sources
2003
3ONLINE HOLIDAY SEASON SALES
2003
13.8 (25.7)
2004
17.3 (25.4)
2005
21.0 (21.5)
26.2 (24.8)
2006
2007
31.1 (18.5)
Note sales are for November and December of each
year excludes online travel Source eMarketer,
October 2007
4COMPARATIVE ESTIMATESONLINE HOLIDAY SEASON
SALES (2007)
2003
Note sales are for November and December and
exclude online travel sales sales are for
Thanksgiving to Christmas and include online
auction sales sales are for November and
December Source various, as noted, October 2007
5SHARE OF ONLINE SALES BY QUARTER (2007)
2003
Note excludes online travel eMarketer
forecasts Source US Department of Commerce, May
2007 eMarketer, October 2007
6GROWTH IN ONLINE SALES BUYERS
2003
Note excludes online travel Source US
Department of Commerce, May 2007 eMarketer,
October 2007
7CONCLUSIONS
- Online holiday season sales will grow at a slower
rate this year but still turn in a solid
performance - There is a consensus that online holiday sales
will be strong this year - Fourth quarter sales are crucial to online
retailers because they account for a
disproportionately high percentage of annual
sales - Retail e-commerce growth is coming from increased
spending by existing online buyers rather than
from growth in the number of new online buyers
2003