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Home ยป Report: AI Steers the Cyber Week Shopping Cart to $61 billion in Sales

Report: AI Steers the Cyber Week Shopping Cart to $61 billion in Sales

Joan Aimuengheuwa by Joan Aimuengheuwa
November 29, 2024
in Security
0
Salesforce shares Cyber Week predictions
Salesforce shares Cyber Week predictions

Salesforce shares Cyber Week predictions

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Quick look:

  • Salesforce data and insights based on the activity of global shoppers reveal strong consumer interest in Cyber Week and the power of AI agents to maximise conversion
  • AI contributed to 17% of global purchases in the last seven weeks

Salesforce reports that Cyber Week is expected to drive $311 billion in global sales as consumers eagerly await holiday deals, with the use ofย AIย andย agentsย set to influence up to 19% of those orders.

Theย Salesforce Shopping Indexย โ€” which analyses data from 1.5 billion global shoppers, more than 1.5 trillion page views, and hundreds of millions of unique SKUs on theย Salesforce Customer 360ย platform โ€” showed that since the start of October, digital retailers using generative AI and agents increased their average order value by 7% compared to those without the technology ($117 vs. $109).

AI and agents were also responsible for driving 17% of global orders through personalised recommendations, targeted promotions, and smarter customer service.

Retailers using AI-powered agents during this time frame also doubled customer service engagement, addressing complex cases faster asย 30%ย of consumers prefer agents for speedier service.

โ€œAgents have the potential to transform the holiday season by helping retailers provide personalised, timely, and efficient service to shoppers when they need it most,โ€ said Zuko Mdwaba, Salesforce area vice president/Africa executive and South Africa. โ€œThere is a wide open opportunity for digital retailers to use AI for personal shopper agents that help consumers find exactly what theyโ€™re looking for and continue to make the path to purchase an easy one.โ€

Salesforceโ€™s Cyber Week 2024 predictions: Reviewing real-time aggregate data stemming fromย Agentforce,ย Commerce Cloud,ย Service Cloud, andย Marketing Cloud, Salesforce expects to see four major trends during this yearโ€™s most critical shopping week:

  • AI steers the shopping cart: AI and agents will likely influence 19% of Cyber Week orders, accounting for $61 billion in global sales.
  • Cyber sales surge: Cyber Week sales are expected to reach $311 billion worldwide, accounting for 23% of all holiday purchases in 2024, and $75 billion in the United States.
  • Discount rates are expected to be attractive: Average discounts will likely peak at 28% globally and 30% for the U.S., fueling 5% YoY sales growth.
    • Top discounts rates globally are expected in:
      • Beauty & Makeup โ€“ 38%
      • Skincare โ€“ย  33%
      • General Apparel โ€“ 33%
    • Mobile rules digital checkouts: Mobile orders will make up 70% of sales, driven by better on-the-go experiences in recent years, and presenting a new conversion opportunity with AI agents on mobile messaging apps.

Separately, a recent Salesforce survey found that 45% of global consumers are waiting to make purchases until Cyber Week, beginning November 26, to take advantage of the best deals of the season.

This points to an opportunity for retailers to capitalise on shoppersโ€™ excitement and drive more conversions with discounts and agentic customer service experiences.

In addition, the Salesforce Shopping Indexโ€™s early holiday findings, captured between Oct. 1 and Nov. 14, showed:

  • Global sales are growing: Global online sales dipped 1% year-over-year (YoY) during the last seven weeks, but rose 8% YoY in the first week of November, suggesting that consumer interest in holiday shopping is picking up pace.
  • Highest-growing sales categories:
    • Makeup (+10% YoY)
    • Active Footwear (+9% YoY)
    • General Handbags and Luggage (+8% YoY)
  • Consumers are interested in AI agents for faster customer service: Since early October, retailers who have invested in AI-powered service agents have seen double the rate of customer service engagement compared to those who have not invested in AI-powered agents.
  • This growth is an early indicator that agents can take on a higher and more complex case load and adequately serve customer needs.
  • Customers, meantime, seem open to engaging with agents. A full 30% of consumers said they would work with an AI agent if it meant faster service.

 

  • AI and agents augment the shopping experience: While a relatively new technology, major retailers are already employing AI agents to help improve shopping experiences, including:

 

  • Brands like Saks are using Agentforce to streamline routine tasks such as order tracking, enabling customer service teams to focus on delivering a highly customized shopping experience that drives conversion.
  • Nearly one-fifth (24%) of consumers also said theyโ€™re already comfortable with AI agents shopping for them.

 

  • Discounts and consumer demand are ramping up: Discounts peaked at an average rate of 20% in the first week of November โ€“ a 17% YoY increase, indicating that retailers are gearing up for a competitive holiday season.
    • Online orders have also seen a 4% YoY increase, signaling a positive shift following a year of reduced consumer spending.

 

  • Chinese shopping marketplaces entice consumers with low prices: Sixty-seven percent of buyers who use apps like Shein, Temu, and TikTok Shop reported that they are planning to make holiday purchases on them this season.

 

  • The top marketplace option for shoppers is Temu, with 40% of global consumers saying theyโ€™ve made between two and five purchases on this marketplace in the last year.

 

  • Returns present a challenge and opportunity for retailers: Returns in October and November were 33% higher than the same time frame last year, forcing retailers to take a closer look at their retention strategies and return policies to avoid losses.

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