E-commerce: Another marked decline in February
In February 2016, the e-commerce segment recorded 45.1 million Swiss francs in gross sales. Compared to the previous year, this represents a decline of 13.1 percent.
E-commerce currently accounts for 11.2% of the total advertising market. As in 2015, there was a marked decline in e-commerce advertising pressure in February. Last year, February also saw the first significant slump in advertising pressure over the course of the year. This is shown in the "E-Commerce Trend Report February 2016" by Media Focus.
Total market
Development of e-commerce advertising pressure as at February 2016
Travel continues to hold pole position
As in January, the top three positions are occupied by the Travel, Search & Find and Clothing & Accessories categories. In the Travel category, Trivago was once again the top brand in February. Zalando, top brand in the Clothing & Accessories category, was also able to secure its place in February. The situation is different in the Search & Find category: search.ch replaced ricardo.ch as the top brand in February. The biggest change in the ranking was in the General Merchandise category, which moved up five places to 4th place in February. It generated a total of two million more advertising impressions than in the previous month. Amazon was replaced by Galaxus as the top brand in this category in February.
Market categories
Monthly e-commerce advertising print and top brand
General Merchandise catches up
There was only a slight change in the media mix of e-commerce advertising print in February in favor of print. With the entry of General Merchandise into the top 5 categories, the Finance category was pushed into 4th place in February and the Dating category was pushed out of the top 5. In the media mix, there was a shift from the Out-of-Home media group to print in the Travel category in February. In the Search & Find category, more advertising pressure was generated for print and TV in February.
Media Mix
Advertising pressure distribution of all e-commerce brands in February 2016
Top 5 brands still in the lead
In February, the Hobby & Leisure category catapulted the Health Care category out of the top 10. The biggest change in the number of brands that advertised in February was in the Food & Beverages category, which currently has 153 brands (previous month: 163 brands). In February, the top 5 brands in the General Merchandise category were able to increase their share. Currently, over 80 percent of advertising pressure in this category is generated by the top 5 brands (previous month approx. 70%). Compared to the previous month, the top 5 brands in the Travel category lost the most advertising pressure (approx. -15%).
Top 10 categories
Advertising shares of e-commerce brands in February 2016
