Black Friday cross-border ecommerce sales grow 15% YOY

  • Black Friday growth follows significant sales throughout November as consumers shopped earlier for Christmas gifts and retailers extend discounting periods
  • Thailand, France and India show strongest cross-border Black Friday ecommerce sales growth

Black Friday international online same store sales have increased by 15%, compared to 2019, according to data from cross-border ecommerce specialist, eShopWorld (ESW).

Total ecommerce sales growth in the week ending on Black Friday increased 29% YOY, as the pandemic continues to impact physical shopping, with footfall in stores drastically reduced globally, while brands with a strong digital offering reap the benefits at the expense of bricks and mortar retail.

This latest data follows early figures showing international online same store sales increased by 88% over the first two weeks of November as ecommerce has emerged as the predominant sales channel in 2020 as retailers and brands accelerate digital transformation programmes and extend discounting to capitalise on consumer demand.

ESW’s sales data reveals the top 10 markets for YOY cross-border sales on Black Friday with Thailand (201%), France (106%) and India (104%) recording the highest increases as the most prevalent emerging international ecommerce markets.

Market Black Friday 2020 YOY % cross-border sales growth
Thailand 201%
France 106%
India 104%
Australia 55%
United Kingdom 39%
South Korea 36%
Portugal 32%
Vietnam 31%
Estonia 26%
Hong Kong 21%

Tommy Kelly, CEO of ESW, commented: “The gateway to Christmas, Black Friday is the first significant date in the Peak trading calendar, and this year both October and November have seen unprecendented levels of demands as the seismic shift to online continues unabated.  This surge in digital spend has also been magnified by shoppers bringing forward their Christmas gift buying to take advantage of discounting and to ensure they aren’t caught out by fulfillment delays, which many experienced earlier in the year during the first wave of the pandemic.”

“With several weeks of Peak trading still to come, the current trajectory of cross-border commerce sales growth is set to continue, ensuring Christmas 2020 will be a predominantly digital event.  Looking ahead to 2021, customer behaviour is unlikely to pivot back, so to reap the benefits of this shift, retailers need to double down on their digital readiness, target non-domestic markets, and meet demand at its point of origin, by offering localised shopping experiences where ecommerce customers in every geography feel as if they are receiving the same level of service and convenience they would enjoy if shopping locally,” he commented.

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