How to Choose an Ecommerce Platform

Sean Walsh

May 20, 2021

Evaluating & Evolving

2020 taught us a lot about how to navigate the ever-changing landscape of retail in this day and age. With the onset of the COVID-19 pandemic, it was almost as if every business needed to find a way to conduct commerce digitally in order to survive.

Thanks to this driver, the digital operating model, and more specifically the technology that will enable the digital experience in the ecommerce platform has become more of a focal point in boardrooms then ever before.

When should I undertake a selection for a new ecommerce platform?

There are a few indicators that can determine when it’s time to look for a new ecommerce platform. Every business is different, but some of the most common factors are:

  • We do not have any ecommerce technology. The starting point, good news is you have a clean slate to build a solid foundation.

  • Our technology doesn’t have the functionality we need. Examples of this may be a business that has historically had a direct to consumer presence and now wants to enable ecommerce for their wholesale consumer. Be cautious about extending a technology to B2B that isn’t built for the complexities of such an environment.

  • Our wide technology environment has changed. Changes to other technology in the business that interoperates with your ecommerce platform may mean your current technology is no longer the best fit moving forward.

How should I approach selecting a new ecommerce platform?

With the transformation or migration of your ecommerce platform taking place so infrequently, the majority of businesses may not have the experience available internally to manage a process such as this effectively.

A framework that we have developed here at Pattern for supporting our clients and partners navigate this process is the 8 D’s of technology selection.

8 D's of Technology Selection - Ecommerce Platform Pattern Blog

A business can, and should go as deep as they need to in each of the framework areas to achieve the outcome, ultimately the goal of the framework is to help drive a final decision that everyone is truly comfortable meets the needs of the business. Some of the considerations we when running this process are:

  • Take people on the journey. It’s important that all stakeholders are kept abreast of the process and any key decision points. Gone are the days where a selection was run in an IT or Digital silo. Omnichannel experiences means your retail and logistics teams play a key role in what the ecommerce platform will be tasked with delivering.

  • Determine KPI’s for the technology. Technology change is inherently driven by business strategy, especially when the technology is customer facing. Ensure that you have metrics or outcomes attached to the selected technology, it will help with both the transformation development and the business-as-usual functions.

  • Seek independent guidance. We are extremely fortunate to have such a high number of very good partners in the network today. Partners typically only specialise in a subset of the technologies available in the market and will have limited understanding of other technologies available. Ensure you are seeing the complete opportunity to best fit your business needs.

  • Understand your investment capacity upfront. This should be your total investment, which will include technology, platform, and people costs over a multi-year period.

Platform or Partner, what’s more important?

There is a very valid argument for both sides of this debate, however here at Pattern we see them as begin of equal strategic importance. It’s pivotal to treat your technology platform and implementation partner as a single relationship. You cannot understate the importance of a trusted partner that for the most part, holds the keys to the growth vehicle that you are investing in. A strategic partner can help you get the most out of the technology and ensure you are focusing on the right areas in a prioritized way. When reviewing your technology platforms as part of the process, ensure you are vetting the partner with the same robust process. Delve into their experience with the platform, your vertical, your stage in your business journey.

What platforms should I consider?

Ecommerce platforms are not a one size fits all, and for good reason as business inherently have differing needs technically, commercially, and strategically. For this reason, a side-by-side comparison of platforms will likely only provide the tip of the iceberg in terms of what these ecommerce platforms can do for your business and may provide more questions than answers.

That said, if you are looking at a starting point for your ecommerce platform conversations the below technology providers are present in the majority of businesses we have worked with in the Australian retail market.

  • Business to consumer (B2C). Adobe Commerce (Magento), Salesforce Commerce Cloud, Shopify & Shopify Plus, Big Commerce, Commerce Tools

  • Business to business (B2B). SAP Commerce, Adobe Commerce (Magento), Big Commerce, Optimizely (Episerver), Commerce Tools, Oro Commerce

Get in touch

If you’d like to work with a dedicated team of tech specialists who understand just how to make the most out of your ecosystem, contact us today and connect with a member from our team.

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Sept 20, 2022

4 Ecommerce Consultant Must-Haves

Entering the ecommerce landscape is a huge undertaking for any brand—it usually requires a large investment in resources and expertise to really be successful. Any brand can quickly get in over their heads trying to navigate the nuances of SEO, fulfillment and logistics, distribution control, listing optimization, and meeting the numerous other requirements and administrative tasks to show up well on marketplaces. 

Unfortunately, because it’s so easy for third party, gray market, and unauthorized sellers to obtain and sell products online, many brands find themselves pressured to execute an ecommerce plan without the right resources to succeed on marketplaces and their other channels.

So, for brands looking to enter the ecommerce space or improve their current and future performance, it makes sense to partner with an ecommerce consultant.

Pattern’s global presence and proven success with hundreds of brands has allowed us to develop highly effective ecommerce consulting services. We can guide your brand to navigate issues both large and small in marketplaces worldwide. To maximize your ecommerce efforts, you’ll need to understand what an ecommerce consultant does and how to select one who drives the right value for your brand and products. 

What is an Ecommerce Consultant?

An ecommerce consultant is a specialist in the ecommerce space who can give you personalized guidance on how to market your products and grow their presence on digital marketplaces.

An ecommerce consultant should be able to analyze your brand, audience, category, opportunity, and current roadblocks and help you understand how to utilize your resources (or what resources are missing) to be most effective in capturing your opportunities in the ecommerce space.

Not sure how to evaluate a consultant? Here are 4 key attributes to look for as you make your choice.

1. Brand Obsession/Specialization/Passion

At Pattern, we prioritize brand obsession for a reason—we know that a brand-centered mindset makes a crucial difference in the outcomes and results our partners achieve. So in our experience, when you begin your search for an ecommerce consultant, it’s important to look for a partner who is specialized in ecommerce, invested in the product, and passionate about helping brands build and improve their strategies. Typically, this means finding someone that consults exclusively for ecommerce marketplaces, rather than choosing a consultant who offers many different services. 

2. Proven Results

It’s also important to avoid choosing a consulting partner who can’t deliver the right experience for your brand. The best indication of whether your potential consultant can do that is to review their history, data, and results with other brands. Ask if they’ve helped others in your selling category, if they’ve solved specific issues your brand is facing, and why they feel you are a good fit. The key is to leave the conversation feeling confident that you understand your consultants’ capabilities and whether or not they match up with your needs.

3. Wide Range of Marketplace Expertise

It’s best to pick a consultant who knows how to guide a brand onto and through multiple marketplaces worldwide. You’ll want to take a look at your long-term strategy and think about the regions and platforms you’re currently on and where you might want to take your brand in the future. If your consultant is truly great at what they do, they’ll be able to help you perform well enough with your current product roadmap that it’ll be a no-brainer to expand your presence at the right time.

4. Network of Resources

The most effective partnership with an ecommerce consultant will be able to give you both recommendations and point you to solutions for making those changes in your planning, processes, and execution. Your time and money is valuable, so you want to make sure that you’re spending it as efficiently as possible as you follow your consultant’s advice. So, before you commit to an ecommerce consultant, ask about the resources and concrete solutions they typically recommend to the brands they work with.

Achieve Your Ecommerce Goals With Pattern

Finding an ecommerce consultant that checks the boxes can be a difficult task. At Pattern, our entire focus and drive centers around giving brands the tools and resources they need to succeed on domestic and international ecommerce marketplaces. 

With over 100 global ecommerce consultants across 10 global offices, we have the right tools to partner with brands across the world to achieve better ecommerce success. We give specialized advice, then make sure our partners have all the adequate SEO, social media, CRM, Amazon multi-channel fulfillment services, and ecommerce outsourcing services they need.

Interested in ecommerce consulting services? Set up a call here to learn what Pattern can do for your brand on global marketplaces.

Sept 19, 2022

When is Consumer Demand Highest for Non-Alcoholic Beverages?

**Observing Patterns in Consumer Demand for Non-Alcoholic Drinks** Ahead of Sober October, Pattern evaluates when consumer demand is highest for non-alcoholic beverages. Key insights include: * Sober October vs. Dry January — when is demand highest for non-alcoholic drinks? * Non-alcoholic brands in highest demand * Types of non-alcoholic drinks in highest demand * Key takeaways for ecommerce retailers With Sober October fast approaching, our team decided to investigate when consumer demand is highest for non-alcoholic beverages throughout the year. Using search data gathered from U.S. Amazon shoppers from 2019 – 22, we discovered some interesting trends in consumer behavior as it relates to demand for non-alcoholic products. **Sober October vs. Dry January — When is Demand Highest for Non-Alcoholic Drinks?** While [Sober October](https://www.thezeroproof.com/home/what-is-sober-october-and-how-did-it-start) has been a long-held tradition in the U.S. since its introduction by Australian-founded nonprofit organization, Ocsober, in 2010, it appears most U.S. consumers prefer to do their detoxing after the holidays. According to our data, searches for non-alcoholic beverages experience an annual peak in January rather than October: <iframe title="Seasonal Change in U.S. Consumer Demand for Non-Alcoholic Beverages in 2019" aria-label="Interactive line chart" id="datawrapper-chart-fQqy0" src="https://datawrapper.dwcdn.net/fQqy0/1/" scrolling="no" frameborder="0" style="width: 0; min-width: 100% !important; border: none;" height="400"></iframe><script type="text/javascript">!function(){"use strict";window.addEventListener("message",(function(e){if(void 0!==e.data["datawrapper-height"]){var t=document.querySelectorAll("iframe");for(var a in e.data["datawrapper-height"])for(var r=0;r<t.length;r++){if(t[r].contentWindow===e.source)t[r].style.height=e.data["datawrapper-height"][a]+"px"}}}))}(); </script> <iframe title="Seasonal Change in U.S. Consumer Demand for Non-Alcoholic Beverages in 2020" aria-label="Interactive line chart" id="datawrapper-chart-qWrkJ" src="https://datawrapper.dwcdn.net/qWrkJ/1/" scrolling="no" frameborder="0" style="width: 0; min-width: 100% !important; border: none;" height="400"></iframe><script type="text/javascript">!function(){"use strict";window.addEventListener("message",(function(e){if(void 0!==e.data["datawrapper-height"]){var t=document.querySelectorAll("iframe");for(var a in e.data["datawrapper-height"])for(var r=0;r<t.length;r++){if(t[r].contentWindow===e.source)t[r].style.height=e.data["datawrapper-height"][a]+"px"}}}))}(); </script> <iframe title="Seasonal Change in U.S. Consumer Demand for Non-Alcoholic Beverages in 2021" aria-label="Interactive line chart" id="datawrapper-chart-MJ99q" src="https://datawrapper.dwcdn.net/MJ99q/1/" scrolling="no" frameborder="0" style="width: 0; min-width: 100% !important; border: none;" height="400"></iframe><script type="text/javascript">!function(){"use strict";window.addEventListener("message",(function(e){if(void 0!==e.data["datawrapper-height"]){var t=document.querySelectorAll("iframe");for(var a in e.data["datawrapper-height"])for(var r=0;r<t.length;r++){if(t[r].contentWindow===e.source)t[r].style.height=e.data["datawrapper-height"][a]+"px"}}}))}(); </script> The only year consumer demand increased during Sober October was 2020. This is likely because Sober October was celebrating its tenth year in the U.S. and had a larger than normal marketing push. Following this campaign, however, we can observe a 45% decline in demand during October year over year when comparing 2021 to 2020: <iframe title="YoY Change in U.S. Consumer Demand for Non-Alcoholic Beverages – 2021 vs 2020" aria-label="Interactive line chart" id="datawrapper-chart-Bacy6" src="https://datawrapper.dwcdn.net/Bacy6/1/" scrolling="no" frameborder="0" style="width: 0; min-width: 100% !important; border: none;" height="400"></iframe><script type="text/javascript">!function(){"use strict";window.addEventListener("message",(function(e){if(void 0!==e.data["datawrapper-height"]){var t=document.querySelectorAll("iframe");for(var a in e.data["datawrapper-height"])for(var r=0;r<t.length;r++){if(t[r].contentWindow===e.source)t[r].style.height=e.data["datawrapper-height"][a]+"px"}}}))}(); </script> **Non-Alcoholic Brands in Highest Demand** When it comes to non-alcoholic brands in highest demand, consumers have a clear preference. A whopping 42% of all searches for specific non-alcoholic brands in 2021 were for Seedlip. Kin Euphorics held 24% of all search queries while Ritual Zero Proof held 20% during the same year: <iframe title="U.S. Consumer Demand for Non-Alcoholic Beverage Brands in 2021" aria-label="Bar Chart" id="datawrapper-chart-9OEDj" src="https://datawrapper.dwcdn.net/9OEDj/1/" scrolling="no" frameborder="0" style="width: 0; min-width: 100% !important; border: none;" height="399"></iframe><script type="text/javascript">!function(){"use strict";window.addEventListener("message",(function(e){if(void 0!==e.data["datawrapper-height"]){var t=document.querySelectorAll("iframe");for(var a in e.data["datawrapper-height"])for(var r=0;r<t.length;r++){if(t[r].contentWindow===e.source)t[r].style.height=e.data["datawrapper-height"][a]+"px"}}}))}(); </script> When observing the 2021 seasonal change in consumer demand for the three top non-alcoholic brands, we can further see Dry January’s influence on the marketplace. In January 2021, Seedlip saw a 95% increase in consumer demand while in October 2021, the brand saw a 34% decline: <iframe title="Seasonal Change in U.S. Consumer Demand for Non-Alcoholic Beverage Brands in 2021" aria-label="Interactive line chart" id="datawrapper-chart-8TVwt" src="https://datawrapper.dwcdn.net/8TVwt/1/" scrolling="no" frameborder="0" style="width: 0; min-width: 100% !important; border: none;" height="400"></iframe><script type="text/javascript">!function(){"use strict";window.addEventListener("message",(function(e){if(void 0!==e.data["datawrapper-height"]){var t=document.querySelectorAll("iframe");for(var a in e.data["datawrapper-height"])for(var r=0;r<t.length;r++){if(t[r].contentWindow===e.source)t[r].style.height=e.data["datawrapper-height"][a]+"px"}}}))}(); </script> **Types of Non-Alcoholic Drinks in Highest Demand** Even though non-alcoholic beer and wine brands took up the rear in consumer demand, the opposite is true when looking at searches for general types of non-alcoholic beverages. When looking at consumer demand for non-alcoholic beer, wine, and spirits, searches for non-alcoholic wine took up 39% while non-alcoholic beer took up 35% in 2021: <iframe title="U.S. Consumer Demand for Types of Non-Alcoholic Beverages in 2021" aria-label="Bar Chart" id="datawrapper-chart-GHIc8" src="https://datawrapper.dwcdn.net/GHIc8/1/" scrolling="no" frameborder="0" style="width: 0; min-width: 100% !important; border: none;" height="255"></iframe><script type="text/javascript">!function(){"use strict";window.addEventListener("message",(function(e){if(void 0!==e.data["datawrapper-height"]){var t=document.querySelectorAll("iframe");for(var a in e.data["datawrapper-height"])for(var r=0;r<t.length;r++){if(t[r].contentWindow===e.source)t[r].style.height=e.data["datawrapper-height"][a]+"px"}}}))}(); </script> Seasonal demand for non-alcoholic beer, wine, and spirits sees a sharp increase in January. Interestingly, non-alcoholic spirits see increased demand during the springtime. This could be because [Sober Spring](https://alcoholchange.org.uk/help-and-support/managing-your-drinking/sober-spring/what-is-sober-spring:~:text=Sober%20Spring%20was%20launched%20in,very%20happily%20sober%20since%202013.) (a tradition started by Catherine Gray in 2018) occurs from March 20 – June 20 each year: <iframe title="Seasonal Change in U.S. Consumer Demand for Non-Alcoholic Beer, Wine &amp;amp; Spirits in 2021" aria-label="Interactive line chart" id="datawrapper-chart-629mr" src="https://datawrapper.dwcdn.net/629mr/1/" scrolling="no" frameborder="0" style="width: 0; min-width: 100% !important; border: none;" height="400"></iframe><script type="text/javascript">!function(){"use strict";window.addEventListener("message",(function(e){if(void 0!==e.data["datawrapper-height"]){var t=document.querySelectorAll("iframe");for(var a in e.data["datawrapper-height"])for(var r=0;r<t.length;r++){if(t[r].contentWindow===e.source)t[r].style.height=e.data["datawrapper-height"][a]+"px"}}}))}(); </script> **Key Takeaways for Non-Alcoholic Brands on Ecommerce** Non-alcoholic drink brands can gain a competitive edge from our data analysis. First, demand for non-alcoholic drinks tends to be highest during Dry January, so it’s important for ecommerce retailers to prepare for increased demand by coordinating effectively across their marketing,fulfillment/logistics, and customer relations departments. Since most consumers prefer non-alcoholic wine and beer to spirits, it’s wise for retailers to consider these preferences when placing orders. **Satisfying consumer demand starts with data. If you’d like to learn more about how our data can help empower your ecommerce strategy, contact us to [request a demo](https://pattern.com/contact-us/) from Pattern today.**
Sept 15, 2022

The Biggest Influences on Consumer Demand for Coffee Products

**What Drives Consumer Demand for Coffee Products?** Pattern analyzes the top influences driving consumer demand for coffee products from 2020 – 22. Key Highlights: * Coffee brands by highest consumer demand * When is consumer demand for coffee brands highest? * Cold brew vs. hot coffee vs. espresso — what do consumers want? * Prime Day and weather drive consumer demand for coffee, cold brew, and espresso * Coffee types in highest demand * Coffee machines in highest demand * When is coffee machine demand highest? * Key takeaways for ecommerce coffee retailers As National Coffee Day approaches on September 29, our team decided to take a closer look at what’s been driving consumer demand for various coffee products from 2020 – 22. While retailers might not expect an increase in consumer demand during National Coffee Day in September, our analysis suggests a strong correlation between higher overall demand for coffee products and Prime Day. With rumors of another Prime Day slated for October 2022, it’s important for ecommerce coffee retailers to prepare for possible increased demand during this time. **Coffee Brands by Highest Consumer Demand** Our team made some surprising discoveries when it came to consumers’ coffee brand preferences. Even though Starbucks, Maxwell House, Dunkin, and Folgers hold the [largest market shares](https://www.statista.com/statistics/451969/market-share-of-ground-coffee-in-the-us-by-leading-brand/:~:text=In%20the%2052%20weeks%20ended,share%20of%20around%2012%20percent.) in the space, Starbucks was the only brand that consistently remained at the top of consumers’ minds from 2020 – 22. Privately owned brands like Black Rifle Coffee, Community Coffee, Café Bustelo, and Death Wish rounded out the top five coffee brands in highest demand during this same period. Here’s a look at the spread of consumer demand among the brands we analyzed: <iframe title="U.S. Consumer Demand for Coffee Brands in 2020" aria-label="Bar Chart" id="datawrapper-chart-m0dEf" src="https://datawrapper.dwcdn.net/m0dEf/3/" scrolling="no" frameborder="0" style="width: 0; min-width: 100% !important; border: none;" height="662"></iframe><script type="text/javascript">!function(){"use strict";window.addEventListener("message",(function(e){if(void 0!==e.data["datawrapper-height"]){var t=document.querySelectorAll("iframe");for(var a in e.data["datawrapper-height"])for(var r=0;r<t.length;r++){if(t[r].contentWindow===e.source)t[r].style.height=e.data["datawrapper-height"][a]+"px"}}}))}(); </script> <iframe title="U.S. Consumer Demand for Coffee Brands in 2021" aria-label="Bar Chart" id="datawrapper-chart-e2uYK" src="https://datawrapper.dwcdn.net/e2uYK/3/" scrolling="no" frameborder="0" style="width: 0; min-width: 100% !important; border: none;" height="662"></iframe><script type="text/javascript">!function(){"use strict";window.addEventListener("message",(function(e){if(void 0!==e.data["datawrapper-height"]){var t=document.querySelectorAll("iframe");for(var a in e.data["datawrapper-height"])for(var r=0;r<t.length;r++){if(t[r].contentWindow===e.source)t[r].style.height=e.data["datawrapper-height"][a]+"px"}}}))}();</script> <iframe title="U.S. Consumer Demand for Coffee Brands in 2022" aria-label="Bar Chart" id="datawrapper-chart-7nT2r" src="https://datawrapper.dwcdn.net/7nT2r/2/" scrolling="no" frameborder="0" style="width: 0; min-width: 100% !important; border: none;" height="662"></iframe><script type="text/javascript">!function(){"use strict";window.addEventListener("message",(function(e){if(void 0!==e.data["datawrapper-height"]){var t=document.querySelectorAll("iframe");for(var a in e.data["datawrapper-height"])for(var r=0;r<t.length;r++){if(t[r].contentWindow===e.source)t[r].style.height=e.data["datawrapper-height"][a]+"px"}}}))}(); </script> **When is Consumer Demand for Coffee Brands Highest?** Consumer demand for specific coffee brands tends to be highest at three main points throughout the year: Valentine’s Day, Prime Day, and the period from Thanksgiving – Christmas Day. When observing seasonality trends in both 2020 and 2021, we can see this pattern repeat itself in both years: <iframe title="Seasonal Change in U.S. Consumer Demand for Coffee Brands in 2020" aria-label="Interactive line chart" id="datawrapper-chart-DiisL" src="https://datawrapper.dwcdn.net/DiisL/2/" scrolling="no" frameborder="0" style="width: 0; min-width: 100% !important; border: none;" height="400"></iframe><script type="text/javascript">!function(){"use strict";window.addEventListener("message",(function(e){if(void 0!==e.data["datawrapper-height"]){var t=document.querySelectorAll("iframe");for(var a in e.data["datawrapper-height"])for(var r=0;r<t.length;r++){if(t[r].contentWindow===e.source)t[r].style.height=e.data["datawrapper-height"][a]+"px"}}}))}(); </script> <iframe title="Seasonal Change in U.S. Consumer Demand for Coffee Brands in 2021" aria-label="Interactive line chart" id="datawrapper-chart-NK0oz" src="https://datawrapper.dwcdn.net/NK0oz/2/" scrolling="no" frameborder="0" style="width: 0; min-width: 100% !important; border: none;" height="400"></iframe><script type="text/javascript">!function(){"use strict";window.addEventListener("message",(function(e){if(void 0!==e.data["datawrapper-height"]){var t=document.querySelectorAll("iframe");for(var a in e.data["datawrapper-height"])for(var r=0;r<t.length;r++){if(t[r].contentWindow===e.source)t[r].style.height=e.data["datawrapper-height"][a]+"px"}}}))}(); </script> **Cold Brew vs. Hot Coffee vs. Espresso — What Do Consumers Want?** Overall, demand for coffee, cold brew, and espresso products has remained fairly consistent over the years. When observing weekly change in demand for each of these products in 2020, 2021, and 2022, we see very little fluctuation except for Prime Day: <iframe title="Change in U.S. Consumer Demand for Coffee vs. Cold Brew vs. Espresso in 2020" aria-label="Interactive line chart" id="datawrapper-chart-5JJ84" src="https://datawrapper.dwcdn.net/5JJ84/3/" scrolling="no" frameborder="0" style="width: 0; min-width: 100% !important; border: none;" height="400"></iframe><script type="text/javascript">!function(){"use strict";window.addEventListener("message",(function(e){if(void 0!==e.data["datawrapper-height"]){var t=document.querySelectorAll("iframe");for(var a in e.data["datawrapper-height"])for(var r=0;r<t.length;r++){if(t[r].contentWindow===e.source)t[r].style.height=e.data["datawrapper-height"][a]+"px"}}}))}(); </script> <iframe title="Change in U.S. Consumer Demand for Coffee vs. Cold Brew vs. Espresso in 2021" aria-label="Interactive line chart" id="datawrapper-chart-goJoP" src="https://datawrapper.dwcdn.net/goJoP/2/" scrolling="no" frameborder="0" style="width: 0; min-width: 100% !important; border: none;" height="400"></iframe><script type="text/javascript">!function(){"use strict";window.addEventListener("message",(function(e){if(void 0!==e.data["datawrapper-height"]){var t=document.querySelectorAll("iframe");for(var a in e.data["datawrapper-height"])for(var r=0;r<t.length;r++){if(t[r].contentWindow===e.source)t[r].style.height=e.data["datawrapper-height"][a]+"px"}}}))}(); </script> <iframe title="Change in U.S. Consumer Demand for Coffee vs. Cold Brew vs. Espresso in 2022" aria-label="Interactive line chart" id="datawrapper-chart-NH68I" src="https://datawrapper.dwcdn.net/NH68I/1/" scrolling="no" frameborder="0" style="width: 0; min-width: 100% !important; border: none;" height="400"></iframe><script type="text/javascript">!function(){"use strict";window.addEventListener("message",(function(e){if(void 0!==e.data["datawrapper-height"]){var t=document.querySelectorAll("iframe");for(var a in e.data["datawrapper-height"])for(var r=0;r<t.length;r++){if(t[r].contentWindow===e.source)t[r].style.height=e.data["datawrapper-height"][a]+"px"}}}))}(); </script> Interestingly, espresso was the only category that experienced a spike in consumer demand. As consumers seek out deals on products with higher price points (i.e. espresso), demand for high-end coffee increases around Prime Day. Compared to the week preceding Prime Day, here’s how demand for espresso products increased from 2020 – 2022: * **2020:** 198% increase during the week of October 11 * **2021:** 169% increase during the week of June 20 * **2022:** 252% increase during the week of July 10 **Prime Day and Weather Drive Consumer Demand for Coffee, Cold Brew & Espresso** Prime Day is the driving force behind increased demand for espresso products. However, there are other noteworthy patterns our team observed that point to what may be influencing demand throughout the year — specifically weather changes. For instance, when comparing seasonality in 2020 to 2021, we can see how demand for cold brew coffee sees an annual increase starting around May and tapering off by the end of September. Conversely, demand for espresso tends to fall during this same period (except for when Prime Day occurs during the summer in 2021). <iframe title="Seasonal Change in U.S. Consumer Demand for Coffee vs. Cold Brew vs. Espresso in 2020" aria-label="Interactive line chart" id="datawrapper-chart-vM50j" src="https://datawrapper.dwcdn.net/vM50j/2/" scrolling="no" frameborder="0" style="width: 0; min-width: 100% !important; border: none;" height="400"></iframe><script type="text/javascript">!function(){"use strict";window.addEventListener("message",(function(e){if(void 0!==e.data["datawrapper-height"]){var t=document.querySelectorAll("iframe");for(var a in e.data["datawrapper-height"])for(var r=0;r<t.length;r++){if(t[r].contentWindow===e.source)t[r].style.height=e.data["datawrapper-height"][a]+"px"}}}))}(); </script> <iframe title="Seasonal Change in U.S. Consumer Demand for Coffee vs. Cold Brew vs. Espresso in 2021" aria-label="Interactive line chart" id="datawrapper-chart-84vLh" src="https://datawrapper.dwcdn.net/84vLh/1/" scrolling="no" frameborder="0" style="width: 0; min-width: 100% !important; border: none;" height="400"></iframe><script type="text/javascript">!function(){"use strict";window.addEventListener("message",(function(e){if(void 0!==e.data["datawrapper-height"]){var t=document.querySelectorAll("iframe");for(var a in e.data["datawrapper-height"])for(var r=0;r<t.length;r++){if(t[r].contentWindow===e.source)t[r].style.height=e.data["datawrapper-height"][a]+"px"}}}))}(); </script> Despite the cyclical increased demand for cold brew coffee products, however, demand overall for these products appears to be on a downward trend when comparing year over year demand: <iframe title="YoY Change in U.S. Consumer Demand for Coffee vs. Cold Brew vs. Espresso - 2021 vs. 2020" aria-label="Interactive line chart" id="datawrapper-chart-Cmkb5" src="https://datawrapper.dwcdn.net/Cmkb5/1/" scrolling="no" frameborder="0" style="width: 0; min-width: 100% !important; border: none;" height="400"></iframe><script type="text/javascript">!function(){"use strict";window.addEventListener("message",(function(e){if(void 0!==e.data["datawrapper-height"]){var t=document.querySelectorAll("iframe");for(var a in e.data["datawrapper-height"])for(var r=0;r<t.length;r++){if(t[r].contentWindow===e.source)t[r].style.height=e.data["datawrapper-height"][a]+"px"}}}))}(); </script> <iframe title="YoY Change in U.S. Consumer Demand for Coffee vs. Cold Brew vs. Espresso - 2022 vs. 2021" aria-label="Interactive line chart" id="datawrapper-chart-fo1Ak" src="https://datawrapper.dwcdn.net/fo1Ak/1/" scrolling="no" frameborder="0" style="width: 0; min-width: 100% !important; border: none;" height="400"></iframe><script type="text/javascript">!function(){"use strict";window.addEventListener("message",(function(e){if(void 0!==e.data["datawrapper-height"]){var t=document.querySelectorAll("iframe");for(var a in e.data["datawrapper-height"])for(var r=0;r<t.length;r++){if(t[r].contentWindow===e.source)t[r].style.height=e.data["datawrapper-height"][a]+"px"}}}))}(); </script> **Coffee Types in Highest Demand** The pandemic had little effect on consumer demand for coffee products in terms of brand, boldness, and temperature. However, when it came to specific types of coffee (whole bean, K-cup, ground, instant, etc.), the pandemic was an obvious factor influencing demand. In particular, coffee beans saw the highest increase in demand with a 182% increase over the annual average for 2020 during the week after the pandemic was formally declared: <iframe title="Seasonal Change in U.S. Consumer Demand for Types of Coffee in 2020" aria-label="Interactive line chart" id="datawrapper-chart-4AUYN" src="https://datawrapper.dwcdn.net/4AUYN/2/" scrolling="no" frameborder="0" style="width: 0; min-width: 100% !important; border: none;" height="400"></iframe><script type="text/javascript">!function(){"use strict";window.addEventListener("message",(function(e){if(void 0!==e.data["datawrapper-height"]){var t=document.querySelectorAll("iframe");for(var a in e.data["datawrapper-height"])for(var r=0;r<t.length;r++){if(t[r].contentWindow===e.source)t[r].style.height=e.data["datawrapper-height"][a]+"px"}}}))}(); </script> We further see the pandemic’s influence on consumer demand when observing year over year change in demand from 2020 to 2021 in the chart below: <iframe title="YoY Change in U.S. Consumer Demand for Types of Coffee - 2021 vs 2020" aria-label="Interactive line chart" id="datawrapper-chart-MCy9G" src="https://datawrapper.dwcdn.net/MCy9G/1/" scrolling="no" frameborder="0" style="width: 0; min-width: 100% !important; border: none;" height="400"></iframe><script type="text/javascript">!function(){"use strict";window.addEventListener("message",(function(e){if(void 0!==e.data["datawrapper-height"]){var t=document.querySelectorAll("iframe");for(var a in e.data["datawrapper-height"])for(var r=0;r<t.length;r++){if(t[r].contentWindow===e.source)t[r].style.height=e.data["datawrapper-height"][a]+"px"}}}))}(); </script> During the same week the pandemic was declared in 2020, demand for all products in this category fell significantly in 2021. K-cups saw the sharpest decrease at -74% year over year. The pandemic wasn’t the only factor influencing consumer demand in 2020. In the charts below, we see Prime Day is a key factor in determining when demand will be highest across all types of coffee in 2021 and 2022: <iframe title="Change in U.S. Consumer Demand for Types of Coffee in 2021" aria-label="Interactive line chart" id="datawrapper-chart-wy4xl" src="https://datawrapper.dwcdn.net/wy4xl/1/" scrolling="no" frameborder="0" style="width: 0; min-width: 100% !important; border: none;" height="400"></iframe><script type="text/javascript">!function(){"use strict";window.addEventListener("message",(function(e){if(void 0!==e.data["datawrapper-height"]){var t=document.querySelectorAll("iframe");for(var a in e.data["datawrapper-height"])for(var r=0;r<t.length;r++){if(t[r].contentWindow===e.source)t[r].style.height=e.data["datawrapper-height"][a]+"px"}}}))}(); </script> <iframe title="Change in U.S. Consumer Demand for Types of Coffee in 2022" aria-label="Interactive line chart" id="datawrapper-chart-rqqdd" src="https://datawrapper.dwcdn.net/rqqdd/1/" scrolling="no" frameborder="0" style="width: 0; min-width: 100% !important; border: none;" height="400"></iframe><script type="text/javascript">!function(){"use strict";window.addEventListener("message",(function(e){if(void 0!==e.data["datawrapper-height"]){var t=document.querySelectorAll("iframe");for(var a in e.data["datawrapper-height"])for(var r=0;r<t.length;r++){if(t[r].contentWindow===e.source)t[r].style.height=e.data["datawrapper-height"][a]+"px"}}}))}(); </script> Once more, we can see how products with higher price points see increased demand during Prime Day. K-cups and coffee beans saw the highest increase in demand during these periods. When comparing the week preceding Prime Day, here’s how much demand increased across these two product categories: * **K-Cups | 2021:** 74% increase during week of June 20 * **Coffee Beans | 2021:** 31% increase during week of June 20 * **K-Cups | 2022:** 98% increase during week of July 10 * **Coffee Beans | 2022:** 31% increase during week of July 10 **Coffee Machines in the Highest Demand** In every week where Prime Day occurred from 2020 – 22, demand for coffee machines of all types rose significantly. Just like with coffee beans, K-cups, and espresso, coffee machines see a spike in demand during this time because consumers are seeking out deals on products that are normally more expensive: <iframe title="Change in U.S. Consumer Demand for Coffee Machines in 2020" aria-label="Interactive line chart" id="datawrapper-chart-k3bX5" src="https://datawrapper.dwcdn.net/k3bX5/2/" scrolling="no" frameborder="0" style="width: 0; min-width: 100% !important; border: none;" height="400"></iframe><script type="text/javascript">!function(){"use strict";window.addEventListener("message",(function(e){if(void 0!==e.data["datawrapper-height"]){var t=document.querySelectorAll("iframe");for(var a in e.data["datawrapper-height"])for(var r=0;r<t.length;r++){if(t[r].contentWindow===e.source)t[r].style.height=e.data["datawrapper-height"][a]+"px"}}}))}(); </script> <iframe title="Change in U.S. Consumer Demand for Coffee Machines in 2021" aria-label="Interactive line chart" id="datawrapper-chart-rqzGm" src="https://datawrapper.dwcdn.net/rqzGm/1/" scrolling="no" frameborder="0" style="width: 0; min-width: 100% !important; border: none;" height="400"></iframe><script type="text/javascript">!function(){"use strict";window.addEventListener("message",(function(e){if(void 0!==e.data["datawrapper-height"]){var t=document.querySelectorAll("iframe");for(var a in e.data["datawrapper-height"])for(var r=0;r<t.length;r++){if(t[r].contentWindow===e.source)t[r].style.height=e.data["datawrapper-height"][a]+"px"}}}))}(); </script> <iframe title="Change in U.S. Consumer Demand for Coffee Machines in 2022" aria-label="Interactive line chart" id="datawrapper-chart-iphbp" src="https://datawrapper.dwcdn.net/iphbp/1/" scrolling="no" frameborder="0" style="width: 0; min-width: 100% !important; border: none;" height="400"></iframe><script type="text/javascript">!function(){"use strict";window.addEventListener("message",(function(e){if(void 0!==e.data["datawrapper-height"]){var t=document.querySelectorAll("iframe");for(var a in e.data["datawrapper-height"])for(var r=0;r<t.length;r++){if(t[r].contentWindow===e.source)t[r].style.height=e.data["datawrapper-height"][a]+"px"}}}))}(); </script> Espresso machines and Keurig machines are in the highest demand during this time while percolators, cold brew coffee makers, and French press machines take up the rear. This is likely due to the fact that espresso machines and Keurig machines have a higher price point than percolators, cold brew coffee makers, and French press machines. **When is Coffee Machines Demand Highest?** Not only can increased demand for coffee machines be observed during Prime Day, but consumers also tend to search more for these products during the holiday season and on Valentine’s Day. Using 2021 as the baseline for “new normal” in terms of seasonality, the chart below illustrates how consumer demand for coffee machines changes in a typical year: <iframe title="Seasonal Change in U.S. Consumer Demand for Coffee Machines in 2021" aria-label="Interactive line chart" id="datawrapper-chart-Tg6DG" src="https://datawrapper.dwcdn.net/Tg6DG/1/" scrolling="no" frameborder="0" style="width: 0; min-width: 100% !important; border: none;" height="400"></iframe><script type="text/javascript">!function(){"use strict";window.addEventListener("message",(function(e){if(void 0!==e.data["datawrapper-height"]){var t=document.querySelectorAll("iframe");for(var a in e.data["datawrapper-height"])for(var r=0;r<t.length;r++){if(t[r].contentWindow===e.source)t[r].style.height=e.data["datawrapper-height"][a]+"px"}}}))}(); </script> As we can see, demand surges around Valentine’s Day with Keurig machines taking the lead in demand. This is likely due to the company’s annual Valentine’s Day sale. From Thanksgiving until Cyber Monday, demand increases again, this time with espresso and Keurig machines leading the way. Consumers are likely searching more for high-end products during this time as they prepare for holiday gifting and try to take advantage of Black Friday and Cyber Monday savings. **Key Takeaways for Ecommerce Coffee Retailers** This data offers invaluable insights for ecommerce coffee retailers. First, the influence of Prime Day over consumer demand for all coffee products cannot be underestimated. Particularly, products that have a higher price point should be made available to consumers who are searching for such goods in higher volume during Prime Day than at any other time of the year. Along with Prime Day, ecommerce coffee brands should take note of how other holidays and weather change directly impact consumer demand. Thanksgiving, Valentine’s Day, and weather patterns all impact when certain products are in highest demand. By understanding when these changes occur throughout the year, coffee retailers can better coordinate inventory, fulfillment, marketing, and customer service at these critical moments. **Want to use patterns like these to empower your brand throughout the year? [Request a demo ](https://pattern.com/contact-us/)with Pattern to improve your ecommerce strategy today!**