E-commerce barometer
Market Trends

The ikom e-commerce Barometer - January 2023

The ikom e-commerce Barometer - January 2023

Winter sales a bit shy

For this first month of 2023, which is marked by the launch of the winter sales on Wednesday 11th (compared to the 12th last year), we note a slight improvement of the global KPIs compared to December: indeed, the drop in sessions and transactions is less marked (-9.8% of sessions, -12.9% of conversions). In addition, the slightly stronger increase in the average basket (+12%), allows us to reach a turnover almost iso to 2022 (-2.6%).

It is possible that the increase in the average basket is linked to more expensive or larger purchases, but it is also likely that it is simply due to the increase in the price of raw materials that has been passed on to the sales prices. Thus, we advise to look at the evolution of the turnover, but also of the margin.

However, the sales period remains timid, with the exception of the launch day , which marks a pronounced peak in all indicators. For a majority of customers, the sale effect does not last for the rest of the month.

ikom e-commerce barometer January 2023 - Global Trends

As in December, the sectors on the rise at the beginning of the year are indoor leisure and DIY, plus sports, fashion, decoration and events.

Food, outdoor leisure and the children's sector are the most penalized at the beginning of the year.

ikom e-commerce barometer January 2023 - The sectors

The beginning of the year 2023 will be challenging for all e-merchants with a reinforcement of the competition and a less strong consumption of the Internet users.
We advise to prepare as early as possible for the upcoming highlights (Valentine's Day, summer period) because Internet users anticipate and plan their purchases earlier and earlier.

In addition, don't hesitate to put forward differentiating arguments that are particularly valued by Internet users, whether it be on societal values (eco-responsibility, local production, etc.) or on simplified accessibility (click & collect, in-store availability, 24h delivery, etc.).

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.