The battle for views – what happens when the World Cup takes place during the hottest e-commerce month of the year?


2022’s Fifa World Cup represents a lot of firsts. This year will be the first time the event is hosted by a Middle Eastern country and the first time the event has been delayed until fall/winter. The World Cup generally takes place in June – July, but the event has been delayed to November due to the extreme heat in Qatar.

As Qatar gears up to host this year’s World Cup, e-commerce businesses are gearing up for the expected industry boom that comes with it. The World Cup has traditionally had a strong economic impact around the world, particularly for host companies, but now that the event moved to the eventful month of November, e-commerce business owners are unsure what to expect. With the World Cup now scheduled for a major e-commerce month due to the holiday season, how can business owners prepare for the unique opportunities this year’s World Cup has to offer?

E-Commerce and Past World Cups

In the past, the World Cup has been a lucrative event for the industry, but tapping into this opportunity has required some extra spending. For example, in 2014, companies spent $1.5 billion on World-Cup-focused advertising and marketing. During the 2018 cup, a 14% increase compared to previous years was predicted for the global e-commerce market. The outcome exceeded this expectation with sales rising a dazzling 15%. The most growth was seen in the year’s first three quarters, the time period close to the World Cup.

Although the landscape has changed slightly due to the pandemic, online spending has been rising for years, and high-profile events like the World Cup provide an excellent opportunity for companies to expand their user acquisition and awareness activities. The previous World Cup had fans streaming over 15 million hours of digital content, tweeting 700 million times, and posting over three billion World Cup-themed Facebook posts – and this was before TikTok (currently the World Cup’s biggest sponsor) even existed. This means you have an easily accessible and already online audience you can capitalize on with your own user acquisition ventures.

But with World Cup-specific advertising requiring such large investments of time and funds, are the benefits worth the costs?

Consumer Spending During World Cups

The World Cup is more than just an opportunity to further your user acquisition goals with targeted advertising. Several studies have revealed that during previous World Cup events, e-commerce sales have spiked, and user spending has soared. During preparations for the 2014 World Cup, e-commerce purchases began rising in December 2013, seven months before the event was to take place. Studies before the world cup projected that the event would generate a 27% rise in e-commerce sales in the host country of Brazil alone. This increase translates into a monetary value of approximately $16.6 billion US dollars.

Citizens of other countries also increased spending, with UK consumers estimated to have spent approximately 174.71 million pounds. The study added that had their team advanced to the finals, this number may have grown to 367.49 million. These are significant numbers that have the potential to grow your business, and it’s all at your fingertips. So even though it may require more of your budget to be diverted to soccer-focused campaigns, the results prove that investing in World Cup mania is often worth the price.

The Risks

Unfortunately, investing in World Cup-related campaigns isn’t always smooth sailing. Data collected during the 2014 World Cup revealed that consumer spending is often closely tied to their team’s performance in the Cup. For example, Germany, the winner of the World Cup in 2014, showed an average of 75% increase in sales on the day after their victory. On the other hand, Brazil experienced a 17% drop in transactions after their loss to Germany, compared to the 9% increase they experienced after winning a match.

After its elimination from the World Cup, the USA experienced a 7% decrease in online spending, while Mexico had a 51% drop in spending after its loss. Finally, UK’s spending was reduced by 13% after losing to Uruguay. These statistics prove that investing in World Cup campaigns can be a gamble. Although it’s often successful, be prepared for a sudden decrease in user acquisition following a devastating match loss.

Manage Your World Cup Campaign with Skipper

After examining the potential benefits and risks, you’ll need to analyze whether allocating your budget towards World Cup advertising or channeling your budget into the e-commerce events that take place at this time of year will be more beneficial to your company. It’s important to consider your product niche, audience, and user acquisition goals before coming to a decision, and it’s important to remember that the decision doesn’t need to be a choice of “either-or”. With tools such as Skipper, you can manage multiple user acquisition campaigns across multiple platforms- at the same time.

Skipper allows you to create, maintain, and optimize your campaign across multiple platforms without breaking the bank. With real-time performance insights and actionable reports, you’ll be ready to adjust your campaign to accommodate any outcome and address consumers’ needs as they arise. In addition, Skipper supports all major social media platforms, including Facebook, Instagram, Google Ads, TikTok, Apple Search, Twitter, Snapchat, and more.

Get in touch today to learn how we can help you kick off your campaign and meet all your user acquisition goals.

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BLACK FRIDAY 2020: Prepare for the crazy M-commerce sales season


The last quarter of the year is traditionally the busiest and most profitable time for e-commerce worldwide. However, this year’s events unfolded a strange and unusual reality, meaning this year’s peak shopping season will look very different from what we know and expect.

Since January of 2020 more people are turning to online shopping, which makes room for many early-bird sales, as a result, lots of items are going out of stock faster than ever.

These last months of the year are the opportunity to achieve the sales and numbers goals you set early in the year. Failure to adequately prepare for this event could be catastrophic and result in big losses of potential earnings and customer confidence. According to a Statista 2020 survey among U.S. consumers, 49 percent of respondents were more interested in doing their holiday shopping online when compared to last year’s data. This accumulates to 50%-60% of US shoppers who are planning to do their holiday shopping online.
This shopping season, we are possibly going to see a sustained period – months even – where every day is like Black Friday. Online businesses should get ready and prepare for Black Friday, Cyber Monday (collectively abbreviated BFCM), and all the shopping holidays beyond.

Start today!
If you haven’t done so now is the time to get started. Black Friday is just a month away, and people are home searching away and saving those favorite products in their Wishlist. If you’re able to create a pre-party and offer those promotions early, it will also work to your advantage. People are home and, in most cases, won’t wait for those last year sales if they can get them now.

Know your audience – with your site search data
Knowledge is power, and knowing what your consumers search for during this year, compared to the same time last year, will give you vast knowledge and understanding in where to direct your resources – which product was a best seller, or what could have been a best seller if you had more supply of it.
Your website search tool can give you so much – as Zoomd Adam glass explains, both on the button line earnings and on your strategic plan.

Share those coupons away
This is one of our golden rules, so we’re keeping it up high, same as last year. This is the time to enrich your offerings with coupon codes, giveaways and special offers, not only to keep the loyalty of existing customers but to attract a new batch of consumers eager to get their new holiday shopping at a discount.
Be competitive as most retailers offer at least 20% off during black Friday, with some offering even 30%-50% off for first time orders, or over a certain number of items selected. Present those discounts clearly on you home page for new and existing customers to see, send it to your existing subscribers. A last tip here will be to add a countdown banner, not only to add urgency to your amazing offer, but it creates excitement and something to look forward to.

Avoid the “holiday” or “covid” offers and keep it simple
According to a May 2020 survey by Adobe, both in the U.S. and in major global economies, people are way less receptive to “Covid-19” type of messaging now. The survey found that a brand’s COVID-19 response was way more important in June when 72% of surveyed shoppers factored it into their purchasing decisions. In the most recent survey, only 44% of consumers do so.
Naturally, people want some escapism from current events – this is true even when it comes to advertising and also when it comes the other relaxation methods such as online shopping 😊

Do not abandon the brick and wall store if you can
Earlier this month in a different analysis for the upcoming M-commerce season, we learned that shipping and last-mile delivery are going to be under very big demand, thus slowing down shipments and making them less cost-effective on both the seller and buyer side.
According to Salesforce, in-store, drive thought and crowdsourcing services will see 90% spike in over the previous holiday season.
People do want to buy online in the safety of their own homes, keeping social distancing, but they just can wait for the shipment or carry the higher than last year’s costs of shipment, preferring to pick up with convenience at their local store.

Technology maintenance
Even before making sure you have enough products or supply, make sure your website or app will support this end of the year high traffic peak. No use in having big promotions, exclusive items and offers if people can’t reach it. To thrive in today’s retail climate retailers must invest in scalable technologies to help them prepare for unpredictable spikes in online business.
This strategy likely includes upgrading to a flexible e-commerce platform that’s ready to scale with fast-changing traffic demands. And retailers new to selling online (or selling at a much higher rate than before) must also consider the security implications of shifting to online sales. Malware blockers, firewalls, and security certificates are critical to protecting customer data. Going back to your search tool, spending time looking at search terms that are driving 0-result errors and fixing these using synonyms is another good quick win.

Plan your media mix and optimize as you go
Mix your ad formats: You’ll absolutely want to utilize different ad placements as you start to deploy your holiday paid and social campaigns to support your KPIs. By playing with different formats across different platforms, you’ll win on cheaper ad real estate and then drive a higher conversion rate.
It’s easy to get into the habit of repeating what works. To grab ahold of the highest returns this holiday season, you’re going to have to crack open those analytics and be smarter with your paid media. Being smart also means testing and learning. Stick to the methods that are tried and proofed, but also dedicate a small amount (5-10%) of your overall paid media budget to test new channels, strategies, promotions and more. While the digital era has created many powerful new opportunities, it also poses challenges when tracking, analyzing and optimizing marketing and advertising performance across different platforms. Even more so, in the busiest time of the year you can’t afford to invest so much of your time optimizing your campaigns on all of the different platforms.
We absolutely get this, and that’s why we opened our robust mobile user acquisition platform to advertisers of all sizes who are looking for a simple and clear UA platform connected to premium media channels such as Google, Snap, Tiktok and other ad networks. This way you gain by running on those familiar media sources you love and know that works for you, while testing new sources in a clear performance model of no results, no pay.

If you are eager to learn more about our technology, we’ll be happy to help you grow. Let’s talk.

Stay Safe
Happy M-commerce season

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