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Positive Ecommerce Growth Forecast For Q4
U.S. online retail spending reached $29.6 billion in the third quarter of 2009 (Q309), down 2 percent compared to a year ago, according to a new report from comScore.
Q3 2009 marks the first time on record that consecutive quarters have seen negative ecommerce spending growth compared with the same quarter the year prior.
"The third quarter showed negative marginal growth for the second consecutive quarter - the first time on record we've witnessed sustained dips in U.S. e-commerce spending, small though the declines may be," said comScore chairman Gian Fulgoni.
"The good news is that these declines may finally be in our rear view mirror, as we anticipate marginally positive growth for the fourth quarter. With retailers gearing up for the online holiday shopping bonanza, and a fourth quarter that will include easier comparisons against year ago, we are hopeful that this Christmas season will be merrier than the last."
Over the past few years, free shipping has become a particularly important incentive for boosting online purchase behavior, and its importance has increased considerably during the recent economic downturn. The past several quarters have seen the percentage of ecommerce sales transactions including free shipping increase from 31 percent in Q1 2008 to 42 percent in Q3 2009.
"Free shipping has become an increasingly essential promotion in the e-commerce marketer's toolkit," added Mr. Fulgoni.
"With more than 40 percent of all e-commerce transactions now including free shipping, it's clear that consumers respond favorably to this incentive and in many cases have come to expect it from retailers. The retailers who do not offer free...
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