SMEs enjoy Black Friday online sales bonanza as eCommerce surge continues

Smaller brands saw significant sales increases this Black Friday as the pandemic’s ecommerce surge showed no signs of slowing, according to data released by global fulfilment company ShipBob.

ShipBob analysed global data from more than 5,000 SME ecommerce brands and found that sales across beauty, nutrition and apparel sectors all rose significantly across the week of Black Friday compared to the same period in 2020. Across the week there was a 69% increase in the volume of beauty products ordered, an 83% surge in nutrition item orders and a 78% rise in apparel orders.

These significant increases came despite speculation that a combination of reopened bricks and mortar retailers and supply chain challenges would limit 2021’s Black Friday online order growth.

ShipBob operates globally, helping small and medium-sized brands offer an Amazon Prime-like experience by providing rapid and cost-effective deliveries, while allowing these brands to customize the entire unboxing experience and own the data with their customers.

The company found that small brands enjoyed bumper sales across the week of Black Friday compared to the previous week. From Monday 22nd to Sunday 28th November, week-on-week orders for beauty products increased by 105%, for nutrition products by 48% and for apparel by 88%.

Enda Breslin, ShipBob EMEA General Manager, said:

“Black Friday showcases the tremendous growth that smaller online brands are experiencing as the surge in ecommerce shows no sign of slowing down. Supply chain issues that have presented product availability challenges for larger retailers throughout this year look set to continue into 2022, but this presents a huge opportunity for small brands who can be far more agile with stock supply and avoid many of these challenges. The playing field certainly looks to be levelling and there’s an enormous opportunity for small brands to continue this phenomenal growth into 2022 by positioning themselves as the reliable alternative to out-of-stock competitors and appeal to a global consumer market which has never been more comfortable shopping online.”

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