Salesforce, a provider of customer relationship management (CRM) solutions, today unveiled the results of its Salesforce Shopping Index barometer for the second quarter of 2023. This study analyzes
the online shopping behaviors
of more than 1.5 billion consumers across 67 countries worldwide. According to her, the
France recorded online sales up 3% in the second quarter of 2023 against a 1% increase in the previous quarter.
The average spend per visitor fell
by €0.50 between the two periods and the overall conversion rate reached 1.2%, down from 1.3% in the previous quarter.
These good performances stand out all the more because the same is not true of our British neighbours. The UK continues to face major economic challenges. Sales are down 3% between 2022 and 2023. Consumers are still feeling the effects of inflation, while other countries in Europe are seeing price increases slow. Despite weaker sales, UK retailers have resisted the pressure of discounts to preserve margins as costs continue to rise. Average promotion rates decreased by 12% compared to last year, which likely contributed to a slower increase in sales compared to other European countries.
Globally, online sales are on the rise. But, for the first time since 2014, results in the United States are in the red. Indeed, adverse macroeconomic circumstances continue to influence consumers around the world, pushing them to be more mindful of their spending and save money. In Uncle Sam's country, not only did spending decrease, but the number of orders fell by 4% (the largest in the last five quarters). This can be attributed to the rise in the prices of everyday consumer goods. Despite this decline in sales, average order values increased 3% year-over-year to $124.45, while prices remained high, despite an 11% increase in promotions.
Marketing teams take their foot off the gas on email campaigns
In an inflationary environment, consumers are increasingly attentive to their spending. Marketing teams must then be more efficient and with ever smaller budgets. They therefore seem to choose to reduce the number of email campaigns. In the second quarter of 2023, the dispatch rate increased by 6% compared to +28% observed in the same period in 2022. Full email campaigns grew by 3% compared to 21% in 2022. SMS is up 28% year-on-year and accounts for most of the growth in the second quarter of this year.
Despite the slowdown in the number of messages sent, consumer engagement remains high. At 21%, the rate of open messages remains stable from one quarter to the next. Click-through rates also remain the same at 0.7%.
Promotions continue to play an important role
Once again this quarter, promotions continue to play a crucial role in consumers' purchasing decisions. Indeed, the barometer of the first quarter revealed that offering a discount code was the best solution to encourage consumers to visit a merchant's site. Merchants are aware of this, as the discount rate observed in the second quarter increased by 12% compared to last year, and by 19% compared to 2021.