Along with goals and resolutions, brands take the new year to plan out their retail and marketing calendars for holidays, sales, and promotional events. But one thing we’ve seen is that international holidays and events are easy to miss, especially in markets that are new to your brand. So we’ve outlined the ecommerce days to be familiar with in 2022.
Many of us know Black Friday and Cyber Monday, and even recognizing Singles’ Day is becoming more common as an international commercial holiday.
Click Frenzy is a 53-hour sales event that connects the Australia consumer base with the best deals and exclusive offers from retail and brings them to the online marketplace. The End of Financial Year sales (EOFY Sales) happen in June. And of course, Black Friday is becoming a bigger and bigger sales event in the AU.
Singles’ Day in China is the world’s largest shopping event by far. The holiday was originally intended to celebrate those who are not in relationships, but in ecommerce Single’ Day is known worldwide for its record-smashing revenue numbers.
In 2020 Singles’ Day was extended to span 11 days and in 2021 the two week shopping festival amounted to $139 billion USD, setting a new record. In comparison, Cyber Weekend 2021 drove $33.9 billion USD in online spend.
Les Soldes is France’s biggest sales event of the year, and happens twice: in winter and then in summer. However, Les Soldes is limited to 6 weeks and dates differ by region.
For Germany, there are no solid dates for sales events. However, similar to France, they have seasonal promotions that happen in both the winter and the summer.
A few holidays that stand out include Father’s Day falling in May with Mother’s Day, and Nikolaustag, a holiday where children clean their shoes and leave them outside the door to find them filled with treats the next morning. In both cases brands need to think through promotions that reach consumers earlier than they normally would for Father’s day or general Christmas shopping.
Diwali is a major event celebrated in India and other nearby countries, and consequently, is also a time of year when retail spending surges in the region, thus the FlipKart Big Billion Festival at the same time. Ecommerce revenue during the festive season around Diwali in 2021 totalled $4.6 billion USD, with home furnishings and food topping the list of most popular shopping categorie in the days leading up to Diwali.
Although the Japanese New Year falls on the same day as the U.S. celebration, Japan celebrates this holiday with large family gatherings, similar to a western Thanksgiving or Christmas Day.
Ochugen and Oseibo are the traditional gift-giving seasons in Japan. This gift-giving tradition extends to ecommerce as well, with some businesses offering discounts or even giving their employees bonuses.
El Buen Fin is a retail event created in 2011 that is always held on the weekend before Mexican Revolution day, which is always the third Monday in November. The event was created in order to stimulate the economy and functions very similarly to Black Friday in the U.S.
Children’s Day in Brazil is a great example of a commercial holiday, as it was created for the sole purpose of selling kids toys. Children’s Day has grown to become a traditional day to give presents to children of not just toys, but electronics, apparel, and other gifts as well. Revenue data is not widely shared for Children’s day as with the other commercial holidays, however, Children’s day is considered one of Brazil’s most important commercial holidays.
Russia’s New Years and Christmas celebrations are opposite what you find in western countries—New Years kicks off the festive season, is the largest celebrated/gifted holiday, and is even when residents put up their Christmas tree! Christmas is then celebrated on Jan. 7th.
On Defender of the Fatherland Day, or Men’s Day, it’s traditional for women to give small gifts to their husbands, brothers, male co-workers, etc. Hence, this is a great time for the small electronic categories. In 2020 alone, Ozon, a Russian marketplace, reported a 325% increase in fitness tracker sales and sport watches. However, electronic toothbrushes blew competition out of the water, with a 517% increase in sales.
During Ramadan in 2020, online retail sales started increasing 10 days prior to the event and reached a 47% increase at the peak sales period. Sales were 17% above the baseline during the day of Ramadan. Plus, in one study, 61% of respondents in the KSA and 58% in the UAE said they planned to buy gifts during the holiday.
White Friday, the Middle East equivalent of Black Friday, is also held at the end of November and represents a major percentage of overall sales. Some analysts even estimate 2021 White Friday profits at $48.8B. If your brand is in the Middle East, White Friday is definitely a holiday to take advantage of just like you would Black Friday in the U.S.
Parents’ Day is similar to Mothers Day and Fathers Day, it just combines the two. Chuseok is a fall harvest, similar to an American Thanksgiving, but is also a large gifting holiday. South Koreans will present gifts to family, friends, and coworkers as a sign of gratitude and appreciation.
The United Kingdom is the top-ranking country in Europe in terms of retail sales during the November/December holiday season, also referred to as “golden quarter” or peak trading.
After a year of ecommerce shifting around the pandemic, Prime Day moved back to it’s regular mid-summer time in 2021. Unfortunately, Prime Day didn’t see the same surge in growth in 2021 that it saw in 2020. A key factor in this comes from continued supply chain issues. Luckily, these issues are only improving the more time that passes, indicating Prime day 2022 will be back on track for a strong performance.
These holidays are celebrated across multiple regions and promote similar spending and gifting traditions in each country.
While many of these events fall on a specific day or weekend, the shopping season surrounding them is typically much longer. And even more important, many ecommerce marketplaces will require that promotions be set up far in advance, and inventory planning must begin long before the holiday hits in order to be prepared for the increase in traffic and purchases.
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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.
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.
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.
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.
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.
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.
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.
If you’re interested in expanding your brand internationally, you’re probably familiar with Tmall. Tmall is Asia-Pacific’s (APAC) largest marketplace, and indisputably the biggest ecommerce powerhouse in the world. It represents a huge opportunity for many brands, but entering the space is also a big challenge to take on.
At Pattern, we recommend brands looking to enter international markets should first focus on dialing in their domestic presence. Once you’re satisfied that your brand is well-represented and optimized locally, you’re ready to think about tackling new regions, like APAC, and launching on marketplaces like Tmall. Our top advice for entering Tmall is to understand and strategize around its three most important metrics: service, delivery, and content.
Service, delivery, and content ratings are the three elements that make up Tmall’s Detailed Seller Rating (DSR) score. Each component is scored on a scale of 1-5 that is displayed publicly on your brand’s Tmall flagship store page. This is meant to help consumers decide whether or not to purchase your products.
DSR scores are important because they’re highly influential in driving conversions—customers see DSRs as a way to quickly understand if a brand is trustworthy and worth buying from. They also matter quite a bit to Tmall itself—they monitor these scores and will take action to close flagship stores with low scores.
Let’s go over each element of the DSR score and some steps you’ll need to take to achieve high ratings.
Service is a huge ecommerce component in APAC marketplaces. In most other regions, product listings are static, and consumers use content and reviews to make a decision about what to purchase. On Tmall, consumers want to interact with your brand and test its validity before buying—each transaction takes at least one human interaction to convert.
So, to get a great service rating, you’ll need to have a large, established customer service team dedicated to Tmall sales that can offer real, human touchpoints and very fast response times. To get an idea of the speed your agents should be capable of producing, in our Tmall benchmarking exercise, 92.5% of brands’ customer service agents replied to queries via live chat within 30 seconds, 5% replied within one minute and the remaining 2.5% of brands took longer than a minute. So, look for a Trade Partner (TP) that has enough resources to compete with those numbers, support your sales, and maintain a good DSR score.
Another thing you’ll really want to focus on is a high-quality delivery experience for consumers. As in other regions around the world, Tmall consumers have high expectations for their delivery experience. In our Chinese consumer polling report that targeted consumers buying from Tmall Global, we found that 6% expected same-day delivery, 15% expected next-day delivery, and 46% expected 2-5 day delivery.They want to receive their products fast and they want the products to be undamaged and pristine upon arrival.
So, to achieve a high score for your delivery capabilities, we highly recommend partnering with a TP or ecommerce accelerator like Pattern (which serves as a TP) who has the ability to facilitate your distribution. Make sure your TP has the right infrastructure in place to support high-quality logistics experiences for all of your consumers—they should have an established, well-oiled delivery process in place and the capability to fluidly add you to their current fulfillment system.
As in every digital marketplace, content is a huge component of the decision-making process for consumers on Tmall—they can’t touch your product with their hands or see it in person before buying, so it’s important they’re empowered to make a good decision on whether or not to purchase based on the videos, images, and copy.
The goal is to make all of the content and relevant information on your flagship site easily-accessible—consumers should be able to visit your page and make a decision about whether or not to buy without navigating to a new site/page and taking their conversions with them. Images with text and extensive product details are a great way to do this, as well as making sure your service team can speak to all aspects of your product with any consumers (via text or chat).
As the world’s foremost brand partner for ecommerce acceleration, Pattern truly understands the significance of international expansion. With regional offices around the world, Pattern knows how to successfully launch and grow brands on Tmall and other marketplaces, with the data, insights, and marketplace intelligence to build the metrics that matter.
It’s important to have a fantastic brand presence, a knowledgeable guide, and a clear go-forward strategy for your best chance at success. With our in-country resources, expert teams, and extensive experience in growing brands around the globe, Pattern can help you get there.
Set up a call to get your international expansion strategy in motion.