For cross-border e-commerce sellers
, the harvest of the year is in quarter 4 due to the festival promotion. Many sellers reflect that they did not see the shopping spree, even the orders less than half of the usual and spending doubled than usual in this year’s Black Friday.
"Black Friday" and "Amazon Black Friday" are different. This year, Amazon launched Black Friday promotions in November 17th, essentially turning Black Friday into a "Black November". Recently, there is a number of Amazon sellers reflect that although traffic and click rate increased sharply, but orders declined. Click rate is high, the purchase rate is low, will reduce the conversion rate. The advertising was poor and the cost exceeded budget. The advertising cost higher than the cost of 20%-50% in normal times.
Domestic consumers will collect a lot before "Double 11", but not place an order. Foreign consumers also have this interest, collecting and waiting for Black Friday. So, for the order decline before Black Friday, sellers do not have to worry too much.
In addition, according to the data from eMarketer2017, 40% of American online shoppers started their year-end shopping spree after Cyber Monday. On Black Friday, Thanksgiving and Cyber Monday the online consumption accounted for 21%, and before Thanksgiving only 9%. So if the seller can survive the past few days, it will usher in a completely bright.
For the high flow, high click phenomenon of Amazon advertising, some sellers suspects that it is maliciously clicked by the competitor. Some time ago, Amazon appeared the phenomenon of refund of advertising fees. Amazon's advertising team returns the cost of malicious clicks and invalid clicks to the sellers. Therefore, it is possible that Amazon sellers are maliciously attacked by competitors, resulting in a sharp increase in clicks and advertising costs. Advertising costs soared; the main factor is the consumer spending habits before Black Friday.
Some Amazon sellers said that the before the Black Friday, Amazon's advertising effect will be very poor, and advertising costs are higher than usual. If Amazon sellers' products are not sold at reduced prices on Black Friday, it is suggested that they can reduce the advertising costs, or close the advertisement after 10 a.m. because the consumers will be in the rest. At the same time, the domestic sellers have entered the working state. In order to prevent the malicious clicks, the direct closure of advertising is the most effective way. Amazon sellers can also use this method to control the rise in advertising costs before sales promotion.