Midnight shopping: research shows up to 1/3 of eCommerce Transactions Took Place at Night

TMO Group TMO Group

When traditional retailing shop closed at night, some eCommerce stores still working. So eCommerce has changed our shopping habits. Recently, Google released a report about Internet users shopping habits, which shows, “in the depth of night” is a rush hour.

This year’s Christmas shopping season is coming. Google cooperate with Ipsos MediaCT, did a survey according to the consumer shopping behavior habits in order to allow retailers to prepare ahead of time.

Google found that through the search keywords to the netizen, 1/3 of shopping search took place between 10 p.m. and four a.m.. So the data show that, today’s consumers, almost can buy the goods they need in anytime they like even in midnight. And they spend more time on shopping research now than before.

Google said, eCommerce makes “midnight closing” to be “midnight shopping”. The Internet has changed the shopping behavior . It is unclear that the shopping date is focus on USA or global. Almost certainly, the “night shopping” is an universal phenomenon now. “Chop hand clan” become more active in the depth of night.

Chinese mainland released a data before also shows that there are about 20 million consumers shopping between 11 p.m. and 5 a.m.. Many online businesses also provide 24 hours of uninterrupted network service.

Google also analyzed some related shopping data about the Christmas season last year. It gave a distribution map about online and offline shopping in Christmas. Google found some interesting phenomena by accident. For example, in December 14th last year, search volume of the keyword “ugly sweater” hit a peak. Google also found that people buy christmas gift for their father is earlier than their mother. This is a surprising result.

In addition, the peak time for network shopping coming a few days earlier than the brick-and-mortar shops. As we all know, at the end of the Christmas shopping season, retailers will have a “ferocious” discount in order to attract more customers.

An Investigation by Google and Ipsos MediaCT also found that the Christmas shopping season is in advance every year. In the respondents, 26% of them said they will consider the goods they need from Halloween. And more than 50% of people said they will finish the consideration about what to buy before Thanksgiving day.

Many retailers have recently started the omni channel strategy. It means that the offline shopping, online shopping, mobile shopping and others should meet the consumer’s shopping need. The Google survey found that this is a completely worth the investment. In the survey, 3/4 of people said they are willing to use mobile for shopping rather than go to brick-and-mortar shops.

Interestingly, the thought of “Omni Channel Retailing” also started to influence the business tycoons. According to reports, the global well-known Internet retailer Amazon will opened its first brick-and-mortar shop located in New York Manhattan, where many large retail brand shops around. Such as Wal-Mart, Amazon will also provide “online orders, store pickup”.

We need your opinion on B2B eCommerce in China
We are conducting research on digital transformation in B2B eCommerce in China and would be really grateful if you shared your opinion with us. It will only take a couple of minutes of your time. Fill the survey form.