The world of ecommerce is always changing, and it can be difficult to keep on top of the latest developments and trends. That’s why, in September 2022, the data feed optimisation company DataFeedWatch released their first ever Feed Marketing Report — an in depth-look at different retailers’ approaches to ecommerce and how they succeed. The full report can be downloaded here, but we’ve looked at the highlights below.
According to the report, the typical ecommerce store has just shy of 1,000 products, with auto parts retailers boasting the largest online stores. Next on the list, it seems, are home and garden stores, closely followed by apparel retailers. And on average, some 26% of a store’s total products will be on ‘sale’ at any given time.
In terms of availability, both the U.K. and the U.S. are ahead of the game, with an average of less than 15% of products out of stock at any one time — compared to more than 22% in Latin America. And in 2022, the biggest shortages were affecting the vehicles and parts industry, hardly surprising given the supply issues leftover from the pandemic.
On average, the report found, online stores advertise on 3.2 channels, with some opting for as many as 16 and others as little as 2. And apparently, it’s home furnishings retailers that are most likely to maintain a cross-channel presence. But which options are most popular? Findings suggest that more than 90% of retailers use Google Shopping to generate sales, while 54% use social media channels. Amongst those, Facebook Product Ads is the top choice. On top of that, some 13% of online retailers use local advertising platforms to promote their products, while some 30% have expanded overseas in recent months.
What’s more, the report found, most ecommerce retailers use feed tactics to increase the performance of their campaigns. And they also optimise their product data, images, and descriptions to maximise their conversion rates. In fact, some 65% of retailers actually exclude unprofitable products and listings from their online stores.
According to research, there are currently as many as 25 million ecommerce sites across the globe today — with more appearing every day. So why not learn what works for them and take these lessons to your own online store?
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