The Online sales in Spain increased by 11% in the second quarter of 2023, up 7% from the previous quarter, according to study data.Salesforce Purchasing Index‘ from Foreclosure, which analyzes global buying behavior, with data from more than 1,500 million consumers around the world. Therefore, Spain, along with Belgium, leads the list of European countries in online sales growth. Specifically, in our country traffic has grown by 3%, as well as the total number, but Order volume increased by 7% compared to a 6% decline globally.
As for European countries, the study highlights that all except the UK and the Nordic countries are returning to growth. However, the negative note comes from USA where it has existed for the first time since 2014 (the date from which this study was compiled). in red numbers. The report reflects that in a still uncertain economic environment, consumers remain budget-conscious and retailers need to make strategic pricing decisions.
The mobile sales channel that is growing the most
According to this study, the most effective tactic How shoppers are drawn to visit a website is determined by the Discounts they had previously received in the mail. As a result, discount rates for the second quarter are up 12% year over year and 19% compared to 2021. In this sense: Spain recorded an overall conversion rate of 1.2%compared to 1.3% in the previous quarter.
As for the verticals, “active” footwear‘ And Luxury handbags offer the biggest growth, while toys, food and drink, and clothing have grown the least. As for the channels Computer purchases continue to declinewhile Mobile continues to be the fastest growing sales channel, which accounts for 75% of traffic and 64% of orders globally, compared to 77% and 62% in Spain, respectively. The Search remains a key functionality to make it easier for consumers to quickly find the product they need, which accounts for 16% of orders worldwide and 19% in Spain.
“The increasing rate of online sales in Spain, which exceeds that of other neighboring countries, may be due to the price increase, the application of lower discounts to protect margins and the increase in the number of online orders,” comment Enrique Mazon, Vice President for Commerce Cloud at Salesforce Iberia. “The launch of Commerce GPT will help companies leverage generative artificial intelligence not only to improve the productivity of their teams, but also to offer fully personalized experiences, promotions and content to their customers.”adds Mazon.
Conclusions
- Europe is showing signs of recovery.
The first half of this year has shown that European results are poised for a rebound. First quarter results showed that the region was beginning to stabilise. This trend continued in the second quarter as online sales rose 1% across the region, with strong positive growth in Germany, France and Spain. However, the UK saw sales decline 3% year over year. Inflation is higher here than in other regions.
Despite falling sales, UK retailers reduced their discounts (by 12%) to preserve margins as costs continue to rise. For this reason, the goal in Europe is to align the retail strategy towards strengthening customer loyalty through timely and personalized promotions.
- Marketers slow down their email reach.
In an environment where both consumers and marketers are faced with shrinking budgets, it’s important to receive relevant and timely messages that deliver value to your customers, and to focus their attention on the channels and devices they prefer. Inflationary pressures on retail are forcing marketers to do more with less. Many of them reduce the number of messages sent via email. The rate rose just 3% in the second quarter of this year, compared to 21% in the second quarter of 2022. In contrast, it rose Mobile messaging saw a 28% increase year-over-year in this quarter.
Commercial strategy for the second half of 2023
The foundation of this strategy should be to focus retail strategy on promotions, customer retention and strengthening relationships with the most loyal shoppers. Retail is at the forefront of a competition that will continue for the next six months, with Prime Day, Back to School and the holiday shopping season being the key dates on the calendar. Customers are expected to bid on discounts and wait until they get a good deal.
