Online conversion rates in the UK this Christmas are expected to increase by more than a third compared to the rest of the year, according to new research.
Analysis from worldwide price comparison technology provider Become Europe revealed that the number of purchases made by UK shoppers grew during Q4 2013 by 34% on the rest of the year. Over 30,000 online shops in the Become Europe network were analysed, and 2014 is predicted to follow the same pattern as the festive season approaches.
In Q4 2013, the most popular gifts were photographic and video products, resulting in a 182% increase on the rest of the year’s sales volume. Sporting goods took the second highest place, with purchases growing by 125% over the same period.
European territories saw a similar increase in transactions online over the Christmas period. Germany recorded a 17% rise in conversion rates in Q4, while France experienced a 411% surge in sales of telecommunications products. Italy saw a 150% increase in sales of toys and gift items.
The period of analysis looked at conversion rates from the fourth quarter in 2013 compared to the rest of the year in the UK, Germany, France and Italy.
“While online sales rising at Christmas time is no surprise, there is still enormous scope for growth given around 80% of all purchases are still made directly from the high street in the UK,” said Michael Rausch, General Manager for Become Europe. “With the widespread emergence of shopping services in 2014 such as click and collect making buying online so convenient for the customer, retailers are continually refining their services in line with consumer demand and we expect to see the same, if not higher conversion rates online this Christmas.”
Become Europe’s UK clients include Moneysupermarket, Twenga.co.uk, Offeroftheday.co.uk, PriceGong and Alatest.co.uk.