Retailers shift their ad spending from TV, radio and print ads to digital ads.
December sales were up 8.3% while full-priced item sales increased 15.6%, MyBuys says.
Total e-commerce sales in December increased 8.3% for the 200 e-retailer clients of MyBuys Inc. on the strength of better-than-expected holiday online shopping, according to the December 2010 MyBuys E-commerce Health and Wellness Index. Revenue from full-priced item sales increased 15.6% versus the same period last year. Combined, these increases drove the index up 14.2% compared to the same month one year ago.
The index also shows a 4.8% decrease in the number of orders with promoted items. Revenue from promoted goods declined 10%, with the average percentage of discounting dropping three percentage points to 25.7% compared with December 2009.
“As we start 2011, we see retailers continuing to utilize merchandising to sell the right product to each consumer rather than being reliant upon promotions, as was the case during the last two holiday seasons,” says Robert Cell, CEO of MyBuys. “Retailers are healthy as a whole and are investing in technology to create future growth, including mobile shopping and personalization.”
The index also measures the effect of personalization on e-commerce sales. In December the average order value for transactions that included personalization services such as product recommendations increased 8% over the previous December.
The MyBuys E-commerce Wellness Index is a monthly measure based on data from the e-retailer clients of MyBuys. The study covers MyBuys clients that were active both in December 2010 and December 2009. The index seeks to measure the health of e-retailing by aggregating total sales, non-promoted sales, discounted sales performance, depth of discounts and average order value.