We’ve reached that time of year when most e-commerce sites are finishing up their efforts to strengthen and secure their website performance before big holiday shopping kicks off in earnest. The frenzy is unpredictable - and no retailer, big or small, is immune. As more shoppers move online for Black Friday and Cyber Monday deals, and the shopping season extends to become a season unto itself, there are more unpredictable factors over a longer period of time, meaning that preparation, risk assessment and stress testing are essential. Many different stumbling blocks can get in the way of site performance and, ultimately, of capitalizing on major marketing campaigns you’ve invested in. The bottom line is that you may even alienate customers with your online traffic jam (they went online to avoid the crowds!), keeping them away not only during the holidays but later, too.
Everyone shops online these days - and everyone expects instant results when they start their online shopping journey, whether in simply searching for products or getting personalized recommendations. A lot of technical work is going on behind-the-scenes to enable this seamless shopping experience, but the end-user doesn’t need to know… and certainly doesn’t need to experience the delays that come along with many major e-commerce platforms.
It happened again.
The ‘royal fashion trend effect’ crashed yet another site on 27th November, 2016, as the engagement announcement of Prince Harry and Meghan Markle went public, resulting in a flood of shoppers attempting to buy the stylish coat which the princess-to-be was wearing as images went live.
In the years since the 1990s, when Singles’ Day was launched in China to rival Valentine’s Day, it has ramped up to not only rival but completely crush famous, volume-heavy shopping events, such as Black Friday. In the last few years, Singles’ Day, which takes place annually on 11 November, has become a countrywide online shopping spree, with each year far surpassing the last in online sales.