In November, international e-commerce focusses on ‘concepts’, like Singles Day, Black Friday and Cyber Monday. But on the regional level, there are big differences in ups and downs, often different for each country. Many companies respond to current events or a local event by using promotional actions.
In Belgium, there’s a specific sale period in January and July. As is only natural, this is also an important period for the e-commerce channel in a B2C context. In the Netherlands, in contrast, there is no such period. As a Dutch internet entrepreneur, you could easily miss the sales opportunities for this period in Belgium. While Belgian companies in the Netherlands would miss the mark with an unexpected sales actions campaign.
Singles Day originated in China and has been violently brought forward by Alibaba. The date (always 11/11) sounds good, and has been carefully picked up by European e-commerce channels in 2017. Two weeks later, these channels were less careful with the Cyber Five. The Cyber Five are five consecutive dates, starting with Thanksgiving and ending with Cyber Monday. In 2018, the Cyber Five (including Thanksgiving, Black Friday and Cyber Monday) will take place from the 22nd to the 26th of November.
The busy e-commerce period in November and December is particularly aimed at the consumer. Also, not ever product category performs well in this period. Besides presents, it’s the top categories mode and consumer electronics that push up the total sale in November and December. Professional e-commerce operators already start to plan the last two months of the year before the summer. In practice, especially stock and logistics can become a bottleneck.
Specific campaign moments are a bit more difficult to identify in the business market. Typically, there are campaigns, for instance, starting from the second week of January (in other words: after the New Year receptions and when everyone is back at work), and in the back-to-work period.