In the spring of 2021, the eTarget online conference dedicated to the e-commerce market was held. At the event, experts discussed online trading trends, shared insights and research results.
Anastasia Slutskina, an industry researcher at Similarweb, told the conference what traffic sources exist in e-commerce. SEOnews has prepared an overview of the report and invites readers to read it.
Sources of traffic in e-commerce: trends and analytics
Anastasia began her talk by telling how the e-commerce industry in Russia has changed in 2020 compared to 2019. First of all, users have become more active in ordering and buying online. However, in terms of traffic, the growth was not that big – 9.5%. This is explained by the fact that although in 2019 people studied offers online, most of their purchases were made offline. In 2020, users began not only to explore products on websites, but also to buy them more often online.
Important! The analysis did not take into account the e-grocery segment
At the beginning of the pandemic, there was a decline in purchasing power, but after April 2020, online commerce began to grow. By the end of 2020, the number of visits to e-commerce sites increased by 12-13% over the previous year.
Segment e-grocery in 2020, compared to 2019, it grew quite strongly – by 37%. The largest increase was seen at the start of the pandemic.
What happened in e-commerce in the first quarter of 2021
The number of visits has increased. Compared to the previous period, it increased by 7%. All industry leaders have seen an increase in traffic.
A little more users come to online stores from desktop devices, but gradually mobile is catching up.
In terms of engagement metrics, the data shows that users are spending more time on sites and viewing more pages. The failure rate has dropped.
It should be noted, however, that audience loyalty has declined. Q1 2020 data shows that ecommerce audiences are generally not very loyal. 73% of users have visited more than 6 sites in this category.
According to the data for the first quarter of 2021, loyalty has decreased.
76% of visitors have visited more than 6 sites.
It should be noted that in Russia there is very high competition in the field of e-commerce. There are a huge number of opportunities to compete for an audience for large marketplaces, small companies, and medium-sized businesses.
Current state of the market
To assess the current state of the market, Similarweb took a sample of five players for analysis: Ozon, Yandex.Market, Wildberries, AliExpress, Goods.ru.
Data for the first quarter of 2021 for Russia
The traffic of all the leaders is quite high; AliExpress is in the lead by the number of visited pages.
The channels through which the main traffic comes:
In the period from January to March, organic search remains the main traffic channel in percentage terms. Most of the traffic, other than direct traffic, comes to sites through keyword optimization.
The audience of large e-commerce sites overlaps quite a lot. For example, 26% of Ozon visitors visit the Wildberries website within 24 hours, 30% visit the Yandex.Market website, and 22% of the Yandex.Market audience visit Ozon within 24 hours.
The Yandex.Market audience is the most loyal. 38% of visitors do not go to other sites, remain loyal only to this marketplace.
SEO optimization, keywords
Similarweb experts also examined the main keywords that drive traffic to the e-commerce industry in general in Russia. The main search traffic comes from organic results, while contextual advertising brings much fewer visitors.
Yandex is the leader in driving traffic: more than 60% of users come from this search engine. More than 38% of traffic comes from Google to e-commerce sites.
The most popular keyword in the field of e-commerce in March-April 2021 turned out to be “baby soap”. Experts decided to understand why there is a huge increase in traffic for this request, and found out that not long before that an article was published, which said that baby soap kills coronavirus bacteria more effectively than antibacterial soap.
Other most popular queries look like this:
If we compare the five main market players, then Yandex.Market receives the largest part of the traffic.
Instead of a conclusion
The e-commerce industry is growing. The fall in audience loyalty, the fact that users visit several online shopping sites at a time, opens up new opportunities for small and medium-sized players.
In the future, users will continue to remain online, and the growth of online commerce will continue.