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eCommerce Marketing: The Art of Customer Acquisition

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... Information from Multiple Sources. 2003. ONLINE HOLIDAY SEASON SALES ... Online holiday season sales will grow at a slower rate this year but still turn ... – PowerPoint PPT presentation

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Title: eCommerce Marketing: The Art of Customer Acquisition


1
eCommerce Marketing The Art of Customer
Acquisition
ModeratorJeffrey Grau Senior Analyst, eMarketer
2
eMarketer Sees and Analyzes Information from
Multiple Sources
2003
3
ONLINE 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
4
COMPARATIVE 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
5
SHARE OF ONLINE SALES BY QUARTER (2007)
2003
Note excludes online travel eMarketer
forecasts Source US Department of Commerce, May
2007 eMarketer, October 2007
6
GROWTH IN ONLINE SALES BUYERS
2003
Note excludes online travel Source US
Department of Commerce, May 2007 eMarketer,
October 2007
7
CONCLUSIONS
  • 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
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