# All I want for Christmas is a successful eCommerce strategy
Author:  Pal Sinha, Barnali 
Author URL: https://financedigest.com/author/pal-sinha-barnali
Published: 2021-12-02
Category: BUSINESS
Category URL: https://financedigest.com/category/business
Meta Title: 2021 Festive Season Outlook: Optimistic Growth for
Meta Description: Discover how to navigate supply chain challenges, predict consumer behaviour, and implement local marketing strategies for a prosperous holiday season.
URL: https://financedigest.com/all-i-want-for-christmas-is-a-successful-ecommerce-strategyhtml

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_By_ **_Laura Lough,_** _Director of Ecommerce Operations at Digital River_

Although a tumultuous year and a half for many businesses, there was a silver lining for many retailers: discretionary money, usually spent on entertainment and dining out, was directed towards online shopping.

The outlook for the 2021 festive season is cautiously optimistic. While consumers may react to lifted social distancing restrictions with exuberant spending, they could also [continue to squirrel money away over fear COVID variants might cause more economic upheaval during the winter](https://www.financedigest.com/scholz-if-germany-continues-to-adapt-we-will-make-it-through-winter.html "Scholz: if Germany continues to adapt, we will make it through winter") of 2021-22. Experts are predicting another year of growth, but not at the breath-taking [rates seen](https://www.financedigest.com/dollar-bounces-as-fed-seen-keeping-up-aggressive-rate-hikes.html "Dollar bounces as Fed seen keeping up aggressive rate hikes") in 2020.

Whether the growth [rate surges](https://www.financedigest.com/boes-bailey-speaks-about-surging-inflation-and-rate-hikes.html "BoE’s Bailey speaks about surging inflation and rate hikes") or stabilises, one thing is certain: new shopping behaviours learned by consumers because of COVID are here to stay. [Contactless payments](https://www.financedigest.com/the-future-of-contactless-payments.html "The future of contactless payments"), mobile wallets and social spending all saw new consumer use in 2020. Consumers who have had good experiences with them and appreciate the convenience of those payment types will no doubt use them again.

There are some [fundamentals that eCommerce providers must](https://www.financedigest.com/finance-firms-must-ensure-they-fix-data-fundamentals.html "Finance firms must ensure they fix data fundamentals") take onboard now if they want to have a successful holiday season.

**Delivering on customer promises**

Gone are the days when fulfilment and [supply chain](https://www.financedigest.com/5-steps-to-successful-supply-chain-finance.html "5 Steps to successful supply chain finance") were little-known eCommerce topics. Driver shortages and delays as a [result of Brexit](https://www.financedigest.com/will-global-commodities-suffer-as-a-result-of-brexit-the-experts-at-easymarkets-think-not.html "WILL GLOBAL COMMODITIES SUFFER AS A RESULT OF BREXIT? THE EXPERTS AT EASYMARKETS THINK NOT!") brought fulfilment issues to the front page, literally.

Adding to the challenge, warehouse hiring has been tricky as organisations struggle to fill positions. The upshot is supply chain issues will [continue to challenge eCommerce brands](https://www.financedigest.com/how-a-british-tech-brand-can-maintain-category-leading-position-and-continued-growth-by-investing-in-the-uk-people-and-infrastructure.html "How a British tech brand can maintain category leading position and continued growth by investing in the UK people and infrastructure") for the foreseeable future.

Those ramping up closer to the holidays will find [challenges ahead](https://www.financedigest.com/how-can-financial-firms-tackle-the-challenges-that-lie-ahead-in-2021.html "How can financial firms tackle the challenges that lie ahead in 2021?"). Whether you’re ahead of the game or playing catch-up, you can develop fulfilment [strategies that will serve you well in the years to come](https://www.financedigest.com/real-time-connect-nyc-where-adtech-leaders-come-together-to-redefine-data-strategies.html "Real-Time Connect (NYC): Where AdTech leaders come together to redefine data strategies").

Businesses can use their data to intelligently [predict consumer behaviour](https://www.financedigest.com/2021-predictions-less-fraud-shifting-consumer-behaviour-and-accelerating-pace-of-innovation.html "2021 predictions: less fraud, shifting consumer behaviour and accelerating pace of innovation"), allowing them to be ready for surges in demand for different products and locations. Avoid costly returns by giving the shopper an overload of information such as product images, comparison charts and reviews. To simplify reverse logistics and appeal to your customers, consider partnering with third-party drop-off sites for brands that don’t have physical stores.

Most critically, brands must communicate clearly, effectively and transparently with customers. They cannot expect sympathy from customers if fulfilment issues outside of their control [delay delivery](https://www.financedigest.com/airbus-may-delay-some-2023-jet-deliveries-sources.html "Airbus may delay some 2023 jet deliveries: sources"). Customers have come to expect shipping that fulfils their needs and desires—not the needs of retailers.

**Local strategies for a** [global success](https://www.financedigest.com/how-to-turn-a-uk-startup-into-a-global-success.html "How to turn a UK startup into a global success ")

Many eCommerce marketing best practices that were true pre-COVID will continue to hold true this season. Retailers must develop unique customer acquisition [strategies and marketing collateral for each market they enter — translated content](https://www.financedigest.com/beyond-the-pill-strategy-to-be-the-centerpoint-of-high-content-screening-market.html "“Beyond the Pill” Strategy to be the CenterPoint of High Content Screening Market") isn’t enough. They should also use local channels, and messaging should remain cohesive across channels.

It’s critical to incorporate [social buying into your marketing strategy](https://www.financedigest.com/why-no-event-should-be-planned-without-a-social-media-strategy.html "Why No Event Should Be Planned Without a Social Media Strategy") as more customers are engaging with brands on their preferred platforms, which are increasingly social. Mobile commerce is another critical component to your marketing strategy, and it’s important to develop an optimised and responsive mobile [experience for your customers](https://www.financedigest.com/the-new-client-adviser-experience-in-the-age-of-the-customer.html "The New Client-Adviser Experience in the Age of the Customer").

Another important consideration is making sure your D2C platform is accessible to shoppers who have disabilities. Another consideration for merchants: COVID has affected various areas of the world differently, so tailoring your messaging to local realities is critical.

**Importance of payment systems**

Payment systems are so important for brands that they should constitute a strategy in and of themselves, rather than just a back-office tactic. Over the pandemic several payment systems have become business-critical:

- **[Digital Wallets](https://www.financedigest.com/digital-wallets-bring-value-to-banks-and-retails.html "Digital Wallets"):** Consumer use of digital wallets surged during the pandemic. Chinese shoppers made the bulk of digital wallet purchases. In the US, digital wallet usage was up nearly [24% over 2019 numbers.](about:blank)
- **BNPL:** Buy now, pay later (BNPL) is another [payment method](https://www.financedigest.com/freelancer-payments-methods-what-you-should-know.html "Freelancer Payments Methods: What You Should Know") that is quickly rising in popularity. Brands offering BNPL have reported a [45% increase](https://insights.digitalmediasolutions.com/articles/bnpl-growth-ecommerce) in average order value when customers pay in four instalments.
- **Mobile:** Consumers will continue to rely more heavily on their smartphones to make purchases in 2021 and beyond. It’s critical for brands to optimise the [mobile experience with payment](https://www.financedigest.com/what-is-the-optimum-mobile-payment-mix.html "What is the optimum mobile payment mix?") methods that allow shoppers to pay with one touch of a button rather than entering a credit card number.
- **Direct Debit:** Direct debit is another payment method that brands should consider adding to their [online store](https://www.financedigest.com/the-benefits-of-developing-online-stores-through-shopify.html "The Benefits of Developing Online Stores Through Shopify"). In this scenario, which is most popular in Europe, the [retailer withdraws money directly from a consumer’s bank](https://www.financedigest.com/rethinking-retail-banking-embracing-a-customer-centricvalue-proposition.html "Rethinking retail banking: Embracing a customer-centricvalue proposition") account.

**Harnessing tech**

Underpinning every aspect of an eCommerce [strategy is data](https://www.financedigest.com/investing-in-a-first-party-data-strategy-can-save-the-day-for-retailers.html "Investing in a first-party data strategy can save the day for retailers"). Businesses must leverage their data by developing a comprehensive customer-centric system that includes the entire customer lifecycle, including search, payment methods, and [sales and shopper support data](https://www.financedigest.com/russian-retail-sales-fall-deeper-jobless-rate-rises-in-sept-data.html "Russian retail sales fall deeper, jobless rate rises in Sept – data").

eCommerce providers can boost conversion rates, improve customer experience and [reduce false declines by using a local payments](https://www.financedigest.com/how-can-you-reduce-the-risk-of-fraud-in-b2b-payments.html "How can you reduce the risk of fraud in B2B payments?") processor that understands each market you’re in. Ensure your [payments partners are using retry logic to automatically route payments in a way that maximises](https://www.financedigest.com/5-ways-to-maximise-the-value-of-instant-payments.html "5 ways to maximise the value of instant payments") the likelihood of authorisation.

Retailers simply must prepare well in advance for a surge in traffic to their platforms. If 2020 is any indication, the [number of shoppers](https://www.financedigest.com/uks-december-shopper-numbers-defy-inflation-and-rail-strikes-hit.html "UK’s December shopper numbers defy inflation and rail strikes hit") transacting through your platforms at any given time can vary wildly. That’s why it’s critical to [test your system well ahead of time to ensure](https://www.financedigest.com/ensuring-traders-pass-the-test-of-mifid-ii-and-mar.html "Ensuring traders pass the test of MiFID II and MAR") it can handle the load and make the adjustments early. More than any time of year, a failure to prepare spells trouble.

Critically, companies must focus on partnering with back-office professionals with expertise in specific areas and markets. Nailing the holiday season is [complex for all organisations](https://www.financedigest.com/tackling-the-complexity-of-data-within-financial-organisations.html "Tackling the complexity of data within financial organisations"), and is fraught with dangers. Selecting the right partners can decrease risk, help to maintain your team’s focus on the bigger picture, and ultimately deliver the best possible results.


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