Kev nce nqi nce nyiaj so koobtsheej kev muag khoom online kom sau $ 204 nphom: Adobe

Kev muag khoom hauv online thaum lub caij so nyiaj so koobtsheej tau nce ze li 9% rau cov ntaub ntawv $ 204.5 billion, Adobe Analytics tau hais rau hnub Wednesday, raws li cov neeg siv khoom qhib lawv lub hnab nyiaj los siv khoom plig rau tsev neeg, phooj ywg thiab rau lawv tus kheej.

Tab sis qhov uptick hauv kev muag khoom tau tsav, ib feem, los ntawm tus nqi siab dua ntawm cov khoom lag luam los ntawm cov khaub ncaws mus rau cov khoom siv rau cov khoom siv, hais tias Adobe, uas tshuaj xyuas 1 trillion mus ntsib cov khw muag khoom lub vev xaib.

Cov nqi hauv online tau nce 3.1% thaum Lub Kaum Ob Hlis piv nrog rau xyoo dhau los thiab tau nce 0.8% lub hli dhau ib hlis. Qhov ntawd tau cim 20 lub hlis sib law liag ntawm kev nce nqi hauv online ntawm ib xyoos dhau ib xyoos, thiab ua raws li cov ntaub ntawv xyoo dhau los ntawm cov nqi nce ntawm 3.5% thaum lub Kaum Ib Hlis, Adobe tau hais.

Vivek Pandya, tus kws tshuaj ntsuam ntawm Adobe Digital Insights tau hais tias "Nws yog qhov tseem ceeb pab txhawb rau kev loj hlob tab sis nws tsis yog tag nrho ntawm kev loj hlob," said Vivek Pandya, tus kws tshuaj ntsuam xyuas ntawm Adobe Digital Insights, hais txog kev nce nqi ntxiv. "Muaj ib theem ntawm kev loj hlob nyob rau hauv lub cev tshwm sim nyob rau hauv tag nrho cov khw muag khoom muag ...

Cov neeg siv khoom kuj tseem tab tom yuav mus rau hauv cov khoom kim dua, xws li cov hniav nyiaj hniav kub, uas tuaj yeem yog lwm qhov ua rau muaj kev loj hlob ntawm cov khw muag khoom, nws tau sau tseg.

Thiab kev muag khoom yuav tau ntau dua yog tias cov neeg siv khoom tsis pom ntau yam khoom hauv online tawm ntawm Tshuag. Cov khw muag khoom tau daws cov teeb meem ntawm cov khoom lag luam hauv lub hlis tsis ntev los no, ua rau kev xa khoom ntawm cov khoom lag luam qeeb thaum hnub tseem ceeb yuav khoom. Cov tuam txhab tseem tab tom sib tham txog yuav ua li cas ua haujlwm los ntawm lwm qhov kev nce siab hauv Covid cov xwm txheej hauv Asmeskas, ua rau muaj kev sib kis ntawm omicron sib txawv, uas tau ua rau ntau tus neeg ua haujlwm muaj mob thiab nyob sab nraud.

Cov tuam txhab Apparel Lululemon thiab Abercrombie & Fitch tau hais rau lub lim tiam no tias lawv cov kev muag khoom hauv lub quarter thib plaub yuav los qis dua qhov kev xav tau yav dhau los vim qee qhov kev txwv no. Urban Outfitters tau hais tias nws tau tawm tsam kom muaj ntau yam khoom hauv tsev hauv Tshuag, thaum nws tuaj yeem siv huab cua thauj khoom los nqa khaub ncaws los ntawm txawv teb chaws.

Cov neeg siv khoom tau pom ntau dua 6 billion cov lus tawm ntawm cov khw muag khoom lub vev xaib thaum lub sijhawm so, uas pib txij lub Kaum Ib Hlis 1 txog Lub Kaum Ob Hlis 31, raws li Adobe. Qhov ntawd yog nce 10% los ntawm qib xyoo dhau los thiab nce 253% piv nrog rau xyoo 2019 hnub so, Adobe tau hais.

Txawm li cas los xij, cov lus tawm ntawm cov khoom lag luam yuav tsuas yog thawb cov neeg siv khoom mus rau lwm tus neeg muag khoom lub vev xaib hauv kev tshawb nrhiav cov khoom muag.

"Qhov hais txog hauv online yog koj muaj kev hloov pauv me ntsis hauv kev xaiv, qhov twg yog ib yam khoom nws tawm ntawm ib lub xaib, koj tuaj yeem qhib lwm qhov browser thiab saib lwm qhov chaw," Pandya hais.

Ib qho kev soj ntsuam cais los ntawm Salesforce pom cov khw muag khoom cov khoom muag hnub so poob qis 2% piv nrog rau xyoo 2020 qib vim muaj teeb meem ntawm cov saw hlau txuas ntxiv.

Raws li cov khw muag khoom tau ntsib tus nqi siab dua ntawm txhua yam ntawm kev thauj mus los mus rau kev ua haujlwm, thiab cov khoom lag luam qib tau txwv nyob rau hauv ntau pawg, uas txhais tau tias cov nyiaj cheb tsis tshua muaj tshwm sim rau lub caij so no, ib yam nkaus. Markdowns ntawm electronics yog rau 8%, nyob rau nruab nrab, piv nrog rau 21% nyob rau hauv 2020, Adobe pom. Cov khoom ntaus pob ncaws pob tau txo qis los ntawm 6%, piv nrog 14% xyoo dhau los. Cov neeg siv khoom tau pom kev tshaj tawm ntau dua rau cov ris tsho thiab cov khoom ua si, txawm li cas los xij.

Lub cadence ntawm kev yuav khoom kuj tau hloov zuj zus rau lub caij so dhau los no. Cov khw muag khoom tau hais txog Dub Friday-hom kev cog lus thaum ntxov thaum Lub Kaum Hli, vam tias yuav nthuav tawm kev muag khoom thaum muaj kev cuam tshuam cov saw hlau thiab zam kom tsis txhob khiav mus rau lub sijhawm kawg ntawm cov neeg siv khoom rau khoom plig.

Hauv lub lis piam ua ntej Thanksgiving, txij lub Kaum Ib Hlis 1 txog Lub Kaum Ib Hlis 24, kev muag khoom hauv online tau nce 19.2% xyoo dhau los, Adobe tau hais. Tshaj li tsib hnub ntawm Thanksgiving thiab Cyber ​​​​Monday, kev muag khoom poob 1.4%, nws hais. Thiab txij lub Kaum Ib Hlis 30 txog Lub Kaum Ob Hlis 31, kev muag khoom hauv lub vev xaib tau nce 5.6% los ntawm theem ua ntej xyoo dhau los, vim tias cov neeg ncua sij hawm nrhiav kev xaiv zaum kawg thiab cov neeg yuav khoom siv lawv daim npav khoom plig nyob rau hnub tom qab Christmas.

Tab sis qee cov neeg siv khoom tau pib sai dua, thaum Lub Kaum Hli. Cov ntaub ntawv los ntawm Placer.ai qhia tias kev mus ntsib Cov Chaw Muag Khoom Zoo Tshaj Plaws hauv Asmeskas tau nce 10.2% lub hli ntawd piv nrog 2019 qib, thaum lawv nce 16.7% ntawm Lub Hom Phiaj, thiab dhia 14.7% ntawm Dick's Sporting Goods.

Lub sijhawm no, Hnub Friday Dub - hnub tom qab Thanksgiving - tau poob nws lub ntsej muag zoo li hnub rau cov neeg yuav khoom tuaj yeem tuaj yeem mus rau hauv khw ua ntej hnub sawv hauv kev tshawb nrhiav qhov rooj.

Placer.ai-tracked shopper mus ntsib cov khw muag khoom ntawm Dub Friday poob thoob plaws pawg thawj coj saib piv rau xyoo 2019. Kev khiav ntawm Macy's poob 18%, thaum mus ntsib Nordstrom poob 18.6%, nws hais. Kev tsheb mus rau Neiman Marcus poob 20.3%, ntawm Kohl txoj kev tsheb khiav qis 23.1% thiab ntawm Dillard qhov kev mus ntsib tau nqis 27.3%, raws li Placer.ai.

Lub National Retail Federation, lub khw muag khoom lag luam ua lag luam ua lag luam pab pawg, xav tias yuav tshaj tawm nws qhov kev cia siab heev, qhov kawg kev muag khoom hnub so rau hnub Friday.