Is Summer Traffic Decline Really the End of eCommerce Sales? Here’s Why You Shouldn’t Worry

Normally, the summer months bring an eCommerce traffic decline. It’s just part of the cycle — after all, people are enjoying the sunshine, going on vacations, and spending more time outdoors. But, as we’ve seen in recent times, nothing about this year seems normal. Despite the typical seasonal decline, the reality is more nuanced than it first appears.

While there are some retail brands experiencing slight decreases in traffic, compared to last year, these decreases aren’t as significant as they might seem. In fact, when compared to previous years, traffic levels are right in line with — or even slightly higher than — past trends.

Why Are Consumers Shopping Less Online This Summer?

It’s no secret that consumers are eager to break free from the restrictions of the past few years. People are getting out and living life again. They want to experience the world beyond the digital realm, whether that’s by traveling, spending time with family and friends, or simply meeting people face-to-face. These experiences, which are an essential part of life, can’t happen entirely on the internet.

That’s right – people are craving physical interactions, and for many, that means shopping in person instead of browsing online. While this shift might cause some short-term slowdowns for eCommerce, it’s important to remember that it’s a natural part of the cycle. Consumers are taking advantage of the freedom they’ve been waiting for, and that includes retail therapy in stores.

Is This the End of eCommerce Growth?

Despite the decrease in traffic over the summer, it’s not all doom and gloom for eCommerce businesses. In fact, things are looking positive for the second half of the year. A big spike in sales is expected during the 2021 holiday season, and it’s likely to surpass the figures from Q4 2020 and even Q4 2019. Here’s why:

• Families will be together. After months of social distancing and travel restrictions, people are eager to spend time with loved ones during the holidays. This means more gifts will be exchanged, and consumers will be looking for the best deals — often online.

• Consumers are increasingly reliant on eCommerce. With a greater focus on convenience and accessibility, people will continue to rely on eCommerce websites for gift ideas, easy shopping, and price comparison. The improved user experience that many online stores have adopted over the past year will only fuel this demand.

What This Means for You as an eCommerce Business

If you’re seeing a drop in traffic right now, don’t panic. It’s likely just part of the natural ebb and flow of the summer months. Stay focused on your long-term strategy, and prepare for the upcoming holiday season.

Here’s what you can do to capitalize on the upcoming Q4 boom:

1. Refine your website experience. Consumers will be looking for convenience and an enjoyable shopping experience. Ensure that your site is optimized for fast browsing, simple checkout, and clear product details.

2. Prepare your inventory. Make sure you have enough stock for the surge in demand, especially for high-ticket holiday items.

3. Focus on targeted marketing. Reach your audience with personalized offers and retargeting campaigns to ensure that your products are top of mind when shoppers are ready to buy.

Final Thoughts: Stay Optimistic

The summer slump in traffic isn’t a sign of the end for eCommerce; it’s simply a blip in the overall picture. With the 2021 holiday season on the horizon, eCommerce is poised for another surge in sales — likely one that will surpass previous years.

So, while summer may offer a brief slow down, the future of eCommerce looks bright. Families will gather, gifts will be exchanged, and consumers will turn to their favorite online stores for convenience, great deals, and personalized shopping experiences.

Are you ready for the holiday rush? Let us know your strategy for Q4 in the comments.