Peak season is fast approaching, and business will be hoping to capitalise on what was a strong performance for many last year.

Global e-commerce sales in November and December 2021 reached $1.14 trillion.¹ In the U.S., e-commerce sales grew 10% year-on-year², while in the UK and Germany, e-commerce sales were up 29% and 25% respectively on pre-pandemic levels.³

However, headwinds such as high inflation and depressed consumer sentiment are likely to bring fresh challenges for peak season 2022.

According to some experts, customers may begin their holiday shopping as early as possible to help spread the cost.⁴ That follows on from research last year by Google, which found that 37% of holiday shoppers in EMEA were planning to start their shopping earlier than they did the previous year.⁵

In addition, figures from the 2021 festive season show a 16% year-on-year rise in e-commerce sales during the first week of November.¹

For businesses, these statistics show the importance of being thoroughly prepared ahead of time, in order to make the most of early consumer spending. For example, it could pay to review your demand forecasts, to analyse what inventory you might need. Likewise, consider conducting a risk assessment of your supply chain and any contingencies you may need if any expected product delays or shortages crop up.

With recent festive seasons blighted by supply chain shortages and delayed deliveries, it could be beneficial to review your supplier relationships. Are you confident that your manufacturers, fulfilment partners and logistics providers will enable you to deliver on your promises to your customers? Working with partners you trust is important throughout the year – but there is more at stake in peak season.

Expect more integration between online and offline

Some experts have predicted a greater shift towards omnichannel retail for this festive season, following an uptick in customers choosing ‘buy online, pick up in store’ delivery options.⁴ Offering delivery options that include collection from a range of pick-up points could help you capitalise on this trend.

Look for ways to add value

With customers’ budgets squeezed, some experts predict that holiday season shopping in 2022 will be more value-driven.⁴ While discounting offers an obvious value-add, businesses could also consider strategies such as free shipping above a certain threshold or flexible delivery options.

Don’t overlook returns

Returns are a key part of the e-commerce customer journey. According to one survey, 95% of customers that are satisfied with a retailer’s returns experience said they would shop with the company again.⁷ Just like sales, returns spike around the festive season so making sure you offer a seamless returns experience could help you to build trust with customers.