According to Custora, paid search, affiliate marketing, and email all enlarged their share of e-commerce referrals last year.
Paid search particularly stood out as a major basis of expenditure by retailers. According to IgnitionOne, Search ad spending grew by 18% year on year, in Q4 2015.
Mobile remains to be the main driver for most of the sales growth for venders. IBM discovered that smartphone traffic surpassed both tablet and desktop, making up 53% of all online traffic. But mobile still only consisted for about 29% of all online sales.
Retailers only have themselves to blame for this underperformance on mobile, as countless still aren’t making use of the best practices for mobile websites and apps. Only about 60% of the top 100 global retailers presently have a devoted mobile website, conferring to The Search Agency.
The upsurge in online shopping has put pressure on the shipping and logistics industry. The number of UPS ground packages delivered on time during the holidays dropped in 2016, from 97% in 2014 to 91% in 2015, according to ShipMatrix.
Retailers are beginning to explore alternative shipping options. Earlier this year Gilt Groupe transferred its primary ground shipper from UPS to Newgistics. Stay tuned to us for more news and updates regarding Amazon, and its sales events.