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~ Trilogi ~

BLACK FRIDAY 2022:

TRILOGI’S CONCLUSIONS

OMNICHANNEL REIGNED

ON BLACK FRIDAY

Text: Mireia Francés Matas, Customer Success Manager // Photos: Shutterstock

Black Friday always gives interesting pointers to current trends in e-commerce. E-commerce
adviser Trilogi has seen the sector develop up close during its 23 years of experience. Trilogi
sees Black Friday as key to understanding where the sector is and where it is going. After

being involved in more than 700 projects, they have seen that successful online stores are the
ones that set themselves apart through creativity.

hat means that each year at this time, we • Technology: France (7% of monthly purchases), Spain
can look for key signposts to the future of (8% of monthly purchases), Italy (12% of monthly
Te-commerce. purchases)

Have internet shoppers changed their behaviour? “SeQura held its “eCommerce and Conversion” event a few
Much has been said about changes to the digital world over weeks ago, attended by its customers and partners such as
the years of the pandemic. Online stores more than doubled Trilogi. At the event, Professor of Marketing at IESE Jose
in size, but today’s landscape is different again. According Luis Nueno noted that “consumers have exhausted their
to figures from the United States, the sector has been on a appetite for buying lots of things over the last few months.
downward path in terms of growth over the last three years. Consequently, we expect to see a drop in purchases:
“IN THE UNITED STATES E-COMMERCE
E-commerce grew consumers already
by 50% in Q2 have everything.
2020, by 15% in And now they need
Q2 2021 and by GREW BY 50% IN Q2 2020, BY 15% innovative products
just 7% this year. that solve the
IN Q2 2021 AND BY JUST 7% THIS problems of their
That is a clear everyday lives.”
YEAR”
trend, and it leads
us to wonder Nueno also
about the impact highlighted that
of this changing during the pandemic
environment and whether consumer behaviour has changed. and its lockdowns, many consumers found shops nearer
to where they lived and started to buy online. Many
The sectors with the highest e-commerce sales are: consumers who had not previously been internet shoppers
• Retail Fashion: France (18% of monthly purchases), went online and are now potential e-commerce customers.
Spain (24% of monthly purchases), Italy (26% of
monthly purchases) That tells us that omnichannel was key in 2022’s Black
• Entertainment (tickets): France (17% of monthly Friday and will continue being so.
purchases), Spain (21% of monthly purchases), Italy
(27% of monthly purchases)

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