Black Friday and Cyber Monday are two of Europe’s busiest shopping days, with millions of people going online for the greatest discounts. As stated by Remazing‘s analysis of 200,000 Black Friday goods from last year, the initiative boosted sales by 175% compared to an average day, whereas Cyber Monday witnessed a 58% rise.
Roamler‘s consumer survey found that 60% of European shoppers wait until Black Friday to purchase clothing and electronics. Furthermore, 34% of purchases are motivated by the desire to “find a good deal”. That is why, in 2024, the European e-commerce market grew significantly. According to 2024 Global Ecommerce statistics, sales increased by 8% on Black Friday and 10% on Cyber Monday in Europe.
With that in mind, Parcel Perform offers crucial information and advice to logistics enthusiasts in the European market, assisting them in navigating the intricacies of the holiday season. Understanding the influence of BFCM on delivery performance allows businesses to better prepare and improve their operations for future peak periods.
Key insights from Black Friday and Cyber Monday 2024 in Europe
BFCM 2024 in Europe showcased record-breaking e-commerce activity, highlighting shifting consumer behaviors and logistical challenges. From longer transit time to higher carrier problem ratio, these key insights reveal how businesses adapted to meet rising demand while maintaining customer satisfaction.
An overview of Black Friday and Cyber Monday in Europe 2024
During BFCM 2024, package volume in Europe increased significantly, by 93.7% over the pre-BFCM period. However, the high volume of orders caused delivery issues for e-commerce businesses. Looking closely at delivery performance, there are a few differences in the weeks leading up to BFCM and the event itself regarding delivery speed, first-attempt delivery success ratio, and issue ratio.
Prior to BFCM 2024, the average delivery time for parcels in Europe was 1.6 days. During BFCM, that average increased slightly to 1.7 days, which might result in delays and dissatisfied consumers, especially when shoppers demand quick deliveries during valuable deals.
The first-attempt delivery success ratio, which measures how often items are delivered successfully on the first try, fell marginally from 95.5% before BFCM to 95.2% during the event. Although it may not sound like much, it demonstrates that deliveries were not as efficient, resulting in a few more missing or delayed packages.
Another important indicator is the issue ratio, which covers missing deliveries, incorrect addresses, and other delivery problems. Before BFCM, Europe’s total issue ratio was 6.0%, with carrier-related difficulties at 1.8%; however, it has risen to 6.7%, with carrier issues increasing to 2.3%. This shows that the large increase in orders strains delivery networks, resulting in more complexities and mistakes along the route.
5 Busiest trade lanes delivery performance
Throughout BFCM 2024, numerous trade lanes in Europe experienced varied degrees of delivery performance. In general, the increase in parcel volume during BFCM impacted delivery networks, resulting in small delays and additional delivery concerns, particularly in Germany and France. Although certain markets remained stable, the pressure was evident.
The United Kingdom to the United Kingdom (GB – GB)
The average transit time in the United Kingdom increased from 1.8 to 1.9 days before and during BFCM. The first-attempt delivery success rate fell slightly from 96.1% to 95.7%, while the carrier issue ratio increased from 1.2% to 1.5%. This suggests that the higher amount of deliveries during BFCM imposed extra pressure on delivery networks, causing small delays and a tiny increase in delivery difficulties.
Germany to Germany (DE – DE)
Like the United Kingdom, Germany also witnessed fluctuations in delivery performance during BFCM. The average transit time increased from 1.3 days before BFCM to 1.5 days during the shopping period. Moreover, the first-attempt delivery success rate remained consistent, dropping slightly from 94.1% to 94.0%.
Nevertheless, the carrier issue ratio increased more noticeably, from 2.6% to 3.6%. This shows that, while most deliveries were completed successfully on the first try, carriers experienced more significant problems, probably due to the large amount of products.
France to France (FR – FR)
In France, the average transit time remained constant at 1.8 days before and throughout the BFCM. Despite that, the first-attempt delivery success ratio fell somewhat, from 93.8% to 93.3%. The carrier problem ratio increased from 2.7% to 3.9%, showing that despite steady transit times, more delivery difficulties occurred during BFCM. This might be caused by increased strain for e-commerce logistics carriers and potential issues with the parcel delivery network.
Switzerland to Switzerland (CH – CH)
Compared to other European nations, Switzerland’s average transit time increased slightly from 1.5 days before BFCM to 1.6 days during the period. The first-attempt delivery success rate climbed slightly from 99.3% to 99.4%, whereas the carrier problem ratio increased somewhat from 0.5% to 0.6%. This implies that delivery performance in Switzerland remained largely consistent, with only minor variations despite the increase in parcel volume.
Denmark to Denmark (DK – DK)
The average transit time in Denmark remained stable at 1.4 days before and throughout the BFCM. The first-attempt delivery success ratio improved a bit, from 98.1% to 98.2%, but the carrier problem ratio rose from 0.8% to 1.0%. This suggests that delivery performance in Denmark remained reasonably consistent, with just minor variations in delivery metrics.
How BFCM disrupts e-commerce & what businesses can do
BFCM is a treasure for e-commerce, but it also causes havoc: late deliveries, overburdened logistics, and dissatisfied consumers. So, Parcel Perform investigates how BFCM affects customer experience, operations, and brand reputation, and provides real solutions to keep things going smoothly and customers satisfied.
Customer experience
BFCM creates exciting opportunities for e-commerce businesses but can also challenge customer experience. High order volumes often lead to website slowdowns, stock shortages, and shipping delays, frustrating customers.
To maintain satisfaction and trust, businesses must prioritize seamless experiences. Ensure their websites run smoothly, provide real-time order tracking, and send proactive updates about potential delays. Offering flexible delivery options, hassle-free returns, and responsive customer support can also help ease frustrations. A well-prepared strategy that focuses on transparency and convenience will keep customers happy, enhance loyalty, and encourage them to return long after the sales are over.
Operational efficiency
BFCM put immense pressure on ecommerce operations in Europe, where high order volumes can overwhelm fulfilment centers, slow down processing times, and strain logistics networks. Supply chain disruptions and labor shortages further challenge operational efficiency, leading to delays and potential errors.
To improve efficiency, businesses should automate key processes, such as inventory management and order processing, to reduce bottlenecks. Strengthening relationships with reliable logistics partners and diversifying carriers can help mitigate delivery disruptions. Additionally, implementing scalable customer support solutions, like AI chatbots, ensures timely responses. Furthermore, having realistic estimated delivery dates and using data to maximize promise accuracy may improve operational efficiency and minimize delays.
Brand reputation
BFCM can significantly impact a brand’s reputation. While high sales create growth opportunities, operational issues like delayed deliveries, poor customer service, and website crashes can lead to negative reviews and lost trust. In Europe, where consumers value reliability, a single bad experience can push customers to competitors.
To protect brand reputation, businesses must prioritize transparency and proactive communication. Providing a great post-purchase delivery experience through effective communication and processes may increase customer satisfaction and loyalty. What’s more, offering real-time order tracking, responding quickly to inquiries, and handling issues with a customer-first approach can also turn potential frustrations into positive experiences. Generally, a smooth BFCM not only drives sales but also strengthens long-term brand loyalty.
Final words: Addressing delivery challenges for a smooth BFCM experience
Black Friday and Cyber Monday create both opportunities and challenges for Europe’s e-commerce logistics in 2024. On the positive side, the surge in online orders drives higher revenue and pushes businesses to invest in advanced logistics technologies, improving long-term efficiency. However, the massive order volume strains fulfilment centers, causing delivery delays and inventory shortages. Logistics providers also face rising operational costs due to increased demand for temporary staff and expedited shipping.
To effectively manage these challenges during peak periods, online retailers, enterprises, and e-commerce logistics providers should use data to make informed decisions and plan ahead of time. Fortunately, Parcel Perform’s solutions, including real-time parcel monitoring, carrier performance data, and automatic delivery notifications, may help businesses overcome these obstacles and improve their delivery experience. Using these advanced technologies, e-commerce businesses may improve customer happiness, preserve their brand reputation, and achieve success during BFCM and beyond.
Source: https://www.parcelperform.com
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