E-commerce Update: Entering the Post-Holiday Shopping Season

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Here, the IndieCommerce team shares an important look at current trends in the world of e-commerce.

As mentioned in our previous update, we’re in the midst of a normal seasonal reduction in traffic and online sales, which is clearly reflected in the daily drop we’ve seen in the e-commerce conversion rate (the percentage of online customers that complete an online transaction) over the past seven days (see graph below). 

Seven-day comparison of conversion rate

Along with the drop in the conversion rate mentioned above, we are also seeing a 16.54 percent drop in users/traffic over the same seven-day period (December 16–22). As mentioned previously, this is a normal occurrence as online sales delivery deadlines have passed. Essentially, we’re into the post-holiday shopping season. 

The next big story for IndieCommerce and IndieLite stores is where the traffic and sales pattern will end up as we move into the first quarter of 2021.