Summer is less and less an off-season in e-commerce, the rise of parcel machines is unstoppable

By: Trademagazin Date: 2024. 07. 29. 12:07

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Traditionally, summer is considered the weakest period for e-commerce, but the seasonal differences that were drastic a few years ago are becoming more and more smoothed out, meaning that we are happy to order online all year round – and increasingly from parcel machines. The fact that there is a significant 40% drop in package traffic in the domestic market this summer is primarily due to the impact of the recession and the rise of Chinese online stores – according to the summer e-commerce situation report by the specialists of the logistics service provider Packeta and the digital economy researcher GKID.

In online trade, the seasonal effect has traditionally been much greater than in the turnover of physical stores: a decade ago, the last three months of the year accounted for 40-45% of the total annual turnover. Moreover, at the peak of Black Friday fever, between 2016 and 2019, orders were concentrated in a few weeks in November within the quarter. However, this pattern is largely a thing of the past.

“Seasonal effects are constantly decreasing in parallel with the development and growth of e-commerce, and now the segment has settled into the seasonality pattern typical of commerce as a whole. Today, the holiday period is more balanced, traders and parcel logistics companies are not interested in one-day peaks either.”

– points out Norbert Madar, senior consultant at GKID, which specializes in online market research. He explained: last year, the first quarter accounted for 26 percent of the annual turnover, the second quarter for 23.5 percent, the third quarter for 21.5 percent, and the fourth quarter for 29 percent, which means that there are still differences, but they are no longer as drastic as they once were.
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