Global Online Sales Surpass $ 1,000 Billion During Holidays: Salesforce


Dive brief:

  • Holiday shoppers in 2021 spent $ 1.14 trillion online globally and $ 257 billion in the United States, allowing retailers to break new sales records, according to the 2021 Holiday Shopping Report. Salesforce emailed to Retail Dive.
  • The Salesforce report, which looked at data from over a billion consumers, attributed the increases in early November and late December to digital sales growth in 2021. Cyber ​​Week, meanwhile, had a boom. “moderate digital growth”, accounting for 23% of global sales. – a decrease compared to 24% the previous year.
  • Luxury handbags are the category that recorded the strongest annual growth in online sales with an increase of 45%. The result is a reflection of the fact that consumers buy more items than they want rather than need, according to the report. Online sales of home furniture rose 34%, while general footwear sales rose 32%.

Dive overview:

The report’s findings were driven by several trends, including early vacation buyers, social commerce, and flexible payment options.

Because consumers wanted to avoid supply chain issues and out of stock, 30% of worldwide vacation sales were completed by November 22. Retailers that offered curbside or in-store pickup claimed 62% of final global sales.

The role of social commerce in the purchasing journey of consumers is becoming increasingly relevant. During the holidays, 4% of global online sales through mobile devices were made through a social media app, with 10% of mobile traffic coming from social media users. By 2023, another report from Salesforce estimates that 25% of purchases will take place outside of a retailer’s or brand’s website, app, or physical location.

Inflation also persisted alongside holiday shopping. In the United States, prices have increased 25% year over year. Consumers have relied on buy now, pay for later services amid price hikes and fewer discounts with vacation use rising 40% per year.

But despite inflation, shipping delays, and the new COVID-19 variant, online sales still grew from 2020 numbers. Consumers spent $ 1.1 trillion online globally and 236 billion dollars in the United States in 2020.

“Despite the lingering pandemic and countless hurdles such as supply chain logistics, low inventory and fewer discounts, consumers have flocked online to end this holiday shopping season on a high note,” Rob said. Garf, vice president and general manager of retail at Salesforce. “As we enter a new year, retailers need to push their brands to platforms like social media, games, messaging and the metaverse to engage shoppers where they discover and buy products. They also need to redouble their efforts to reinvent physical stores to support ever-changing digital experiences. “

Even in an increasingly digital environment, physical stores continue to play an important role during this holiday. From generation to demand satisfaction, brick-and-mortar stores influenced 60% of global digital sales during the period.


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