The ikom e-commerce Barometer December 2022

The calm after the storm

For this month of December, we find trends observed before November. While November's sales had exceeded last year's, they are down for December 2022 (-15.7%). These trends can be explained by the stronger anticipation of Christmas shopping this year in November in a difficult economic context.

Moreover, sessions are down (-20%), more sharply than in recent months (the average change this year is -13.5%) with a more marked drop-off than last year between the holidays. As observed during the summer period, we can assume that Internet users, less impacted by the restrictions linked to the covid, took advantage of the vacations to be outside and were therefore less present at the digital level. The evolution of transactions (-21.3%) and the average basket (+7.2%) are in line with the trend of the last few months and the year.

Finally, the conversion rate is slightly up, in line with the month of November during which we noted an improvement in this indicator. In December, it is particularly high after Christmas, for the launch of private sales at certain e-tailers.

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The sectors with an increase in turnover are indoor leisure, home and DIY.
On the other hand, sports, food, car and children's sectors are penalized by a drop in their conversion rates.

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As a reminder, the analysis is based on Google Analytics data (all sources combined) from a hundred or so e-tailers in France; we compare the data with that of the same period last year.
The trends we can observe are correlated to the performance of the sites connected to our tool and cannot represent the entire market. However, it can give an idea of the market trends over the analyzed period.

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