Black Week 2023 according to Shoper: GMV of Stores larger by 27% than last year

Black Week is not only a time of intense shopping, but also a period of analysis of consumer trends and customer behavior. During this long-awaited shopping weekend by retailers, Shoper - the most popular subscription e-commerce service provider in Poland - conducted a detailed analysis and summarized the purchases of Poles.

During Black Week, customers take advantage of the many promotions available on various platforms. Sales data from online stores Shoper confirmed for another consecutive year that Polish consumers have become proficient at finding promotions and shopping across multiple channels simultaneously. The total value of transactions (GMV Stores) between November 24 and 27 exceeded 190 million zlotys, up 27% year-on-year.

- During Black Week, Shoper recorded the highest number of orders on Friday, which became the most profitable sales day of the period.

- The most popular products during this year's Black Week were clothing, home and garden accessories, and cosmetics and perfumes. Particularly noteworthy was the increase in the popularity of products from the Home Appliances / Consumer Electronics category, whose sales value was 135% higher than last year.

- Products in the Shoper stores sold out every 0.5 seconds, and the average basket value increased compared to the previous year, reaching nearly $380.

- I am pleased with the sales success of our retailers during Black Week. This proves that our strategy, based on 4 key segments for e-commerce, namely: multi-channel sales, logistics, payments and digital advertising, is a good direction. Integration of online stores with expanded marketplaces allowed our stores to provide not only attractive promotions, but also variety and convenience of shopping," comments Pawel Rybak, Chief Commercial Officer of Shoper S.A. The dynamic growth of transactions, especially in the most important industries, and the intensity of shopping confirm that we are Shoper is a key partner for Polish entrepreneurs. The role of Black Week will grow," he adds.

Diversity and security of online transactions

Consumers shopping online at Shoper have sought a variety of payment methods and assurances of online transaction security.

- The most popular forms of payment are: BLIK, instant transfer, and payment cards.

- Payment via electronic wallets, i.e. Apple Pay and Google Pay, showed the highest growth rate (85% more than in 2022).

- It is also worth noting the growing popularity of BNPL (buy now, pay later) payment forms. In this year's Black Week, the value of transactions paid via PayPo was 77% higher than in 2022.

- Consumers are increasingly willing to finance their purchases, especially larger ones, with deferred payments. This is due, among other things, to the better availability of such forms in e-shops and the challenging economic situation of many Poles, who want to take advantage of promotions without jeopardizing the household budget, comments Paweł Rybak, Chief Commercial Officer of Shoper S.A..

Sales driven by advertising strategy and strong brand

Vendors are actively planning and implementing marketing strategies long before the upcoming Black Week to further boost sales during this time.

- The most effective source that "brought" the most customers to online stores operating on the platform Shoper, was Google search. As much as 59% of completed purchases came from this channel this year.

- This year's purchases confirmed that stores should invest in strengthening their brand and nurturing its reach, as 31% more sales than last year came from direct hits to online store websites.

All of this year's store results Shoper indicate that the role of Black Week and even Black Weeks in e-commerce is steadily gaining importance. However, consumers' needs and preferences are changing, including those regarding forms of payment. This is a signal for retailers - and thus for the Shoper platform - to further develop their offerings and their approach to customers.

Shoper

Shoper is a leader in e-commerce solutions in Poland. The company provides the necessary infrastructure for e-commerce. In addition to software for running an online store, it also offers a range of services to support sales. These include online payments, Digital Ads, logistics services and business financing. Brands such as Gym Glamour, WK Dzik, Irving and Doppelherz, among others, operate on the Shoper platform. Since July 2021, Shoper has been listed on the Warsaw Stock Exchange and has been part of the sWIG80 index since December 2021. Check out more information about the company at: shoper.pl

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