The results of a survey by comScore show that European consumers have already entered the holiday shopping period craziness with traffic to e-commerce sites growing everywhere in November (by 10% in the UK, 11% in Germany and by 6% in France where the holiday shopping season usually starts later anyway) compared to the previous, non-holiday months.
But while this information may sound optimistic, we should not forget another point here and that one is more than disappointing: the thing is that all the online shopping sites are now experiencing decline in European visitors compared to previous years.
The most pitiful situation is in the UK where online retailers lost 10% of visitors year-on-year. For example, eBay traffic dropped by 20%, Amazon lost 21% while Tesco Stores had 28% less visitors this year than they had in November of the previous year. In Germany e-commerce also saw an impressive decrease in visitors by 7% - even despite of the highest traffic growth in November compared to previous, non-holiday months. But this is not surprising given the fact that in Germany eBay traffic dropped by impressive 18%, Amazon by 15%, and Otto by 10%. The situation is somewhat better in France where online retailers only had 2% less visitors in November 2008 compared to the same period of 2007 with some sites even gaining traffic: for example, while eBay lost 3%, Apple managed to increase its traffic by 7%.
Please read the full article by Svetlana Gladkova at Profy.com
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