Peak Planning - Marketplaces & Mobile Optimisation

Peak Planning - Marketplaces & Mobile Optimisation

Part 3 of our peak planning helpful tips series, today we cover the importance of marketplaces, platforms and mobile optimisation.


Mobile – is your website mobile friendly?

We are all aware that using your mobile when doing your online shopping is popular in many parts of the world. but it helps to understand your customers and how they like to shop. The use of mobile in regards to online shopping is growing, last year’s Black Friday alone accounted for 2 billion USD sales via a mobile phone, that’s 90% of overall sales. Cyber Monday reached 34% of overall sales using a mobile phone.


Diving deeper into your customers behaviours, looking at Russia, 61% of shoppers admitted they prefer to use a smartphone when shopping online. In Japan they are expecting to achieve a 54% internet penetration rate over the next 4 years!

Optimising your mobile website is very important, Google has been encouraging developers to optimise for mobile page speed ever since they noticed that more than 50% of search queries were happening on mobile devices.


The majority of businesses online are on the google ranking rat race! Since discovering the above Google has now implemented using mobile- first index, which means Google predominantly uses the mobile version of the content for indexing and ranking. Historically, the index primarily used the desktop version of a page's content when evaluating the relevance of a page to a user's query. So, if your page isn’t fully optimised for mobile then you are likely to rank lower on Googles SERPs (Search Engine Results Page).

Platforms – How to keep up with the big players

The power of the marketplace should not be underestimated especially in some of the top peak lanes like China.

Research shows that 67% of online shoppers in China choose market places like Tmail, Amazon, eBay, Flipkart Rakuten and JD.com to search for products. While search engines such as Google only receive 46%. Interestingly, 2% of cross border actual purchases come from marketplaces with that figure growing YOY and being most prevalent in China, Germany, India and Japan.


Take advantage of marketplaces during the peak period to keep up with the big players. The three main reasons shoppers chose online marketplaces is due to product assortment, better deals and easy checkout. These attributes can increase basket value and enable a better return shopper rate.

Remember hosting your product on a well-established marketplace gives shoppers trust, brand exposure and can enable better customer journeys from pre click to post click.

Good to know

E- commerce isn’t necessarily a youngster’s game, however research shows a high demand coming from 18-34-year-olds constituting 73% of the Black Friday and Cyber Monday retail audience, with similar demographics throughout mainland Europe.

Think about how you can take advantage of this target customer during the peak period.

Speak to one of our experts today.


Stay tuned for our next blog post on our key tips for best practice in customer care and communication.