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Tradedoubler TrackerTM - June 2005

Tradedoubler’s June TrackerTM looks at ecommerce trends over the first half of 2005 and provides further analysis of the growth of the online travel sector.

Average Order Values Decrease
Looking back over the first six months of the year, total sales generated through Tradedoubler’s network have risen by 51 per cent compared to the same period of 2004. In contrast, the total value of sales tracked and generated through Tradedoubler’s network has risen less sharply; by 35 per cent. This is further evidence of the fact that as offline retail sales continue to slow down, consumers are increasingly turning to the internet to shop for the best deals. Whilst consumers are purchasing more online, they are spending less on individual transactions than they did during the last year. The average order value has continued to drop month on month by a further 3 per cent and the current average order value of €147 is almost 40 per cent lower than June 2004.

Spotlight on Online Travel Sector
The increasing ability of online retailers to attract consumers through both price and convenience highlighted by the performance of the online travel sector throughout the first half. This sector has seen a growth of 43% compared to the same period last year. Following a hugely successful year for the online travel sector in 2004, Tradedoubler predicted that sales within this sector would follow a similar pattern to last year and drop for a few months from the beginning of April, mirroring the typical offline travel industry trends. In fact, the reverse has happened. After following a cyclical pattern from January to March, Tradedoubler has tracked an unexpected increase in travel bookings month on month from April to June (sales rose by 11% last month alone).

This increase can be attributed to a number of factors. Consumers have long been aware that the best travel offers tend to be found online. Whilst consumers have used the internet for some time to research their holiday and travel requirements, as they become more familiar with using the internet and spend a larger chunk of their media consumption time online, they are becoming increasingly confident in making purchases online. In addition, as travel companies have continued to improve their online offerings, particularly the simplicity of their online booking systems, consumers are more willing to use this channel as a booking tool.

Another factor which is almost certainly driving the increase in online travel bookings is the wider growth of the worldwide travel industry. Travel and Tourism is one of the world’s largest industries and is predicted by the World Travel & Tourism Council to grow within the European Union alone by 4.1% per year from 2005 to 2015 (WTTC, 2005).

US consumers prefer travel agent contact
Despite the fact that a lot of this growth will continue to be driven through online bookings, there is still plenty of room for further expansion through this channel. A recent study published last week by Galileo International suggests a very different picture in the US to that painted by Tradedoubler’ European figures. The findings of the survey suggests that 68 per cent of consumers in the US prefer to book through a traditional travel agent with the majority stating that face to face contact is invaluable when booking a holiday. In spite of the positive trends highlighted by Tradedoubler, there will inevitably be many Europeans who feel the same way as their US counterparts and it is here that the challenge lies for European Travel companies as they continue to work towards decreasing their customer acquisition cost through increasing their number of online bookings.



  • Total sales volumes have increased by 51% in the first half of 2005 compared to the same period last year.
  • Sales values tracked and generated through Tradedoubler’s network have increased by 35% in Q1&2 2005 compared to Q1&2 2004, to almost €650 million
  • Month on month sales volumes are up by 1% and sales values are marginally down by 2%



* see below

  • All sectors with the exception of entertainment have increased markedly in the first six months of 2005 compared to the same period in 2004.
  • The financial services sector has increased by 115%, consumer electronics by 60%, telecoms by 59% and travel and holidays by 43%
  • Sales and leads within the financial services, consumer electronics and entertainment sectors have dropped slightly month on month in June by 2%, 8% and 13% respectively
  • The huge monthly growth in sales within the Telecoms sector has been driven a few of Tradedoubler’s top 10 clients investing more resource in to their Tradedoubler affiliate program with hugely successful results


Sales Volume Trends 2004 and 2005 in Leading Sectors



*Sector specific data includes results from Tradedoubler’s top 10 clients per sector.

For further analysis or interpretation of these statistics please do not hesitate to contact Euro PR Group or Tradedoubler.



The Tradedoubler TrackerTM is a monthly report detailing online sales volumes and trends across Europe, based on Tradedoubler’s monitoring of sales made through its European network. The data contained within the Tracker shows results tracked and generated within Tradedoubler’s network covering 16 European countries with clients spanning a multitude of different sectors.
The data contained within this tracker is provided by Tradedoubler’s independent third party tracking technology.


About Tradedoubler

Founded in 1999, Tradedoubler is the European leader in providing online marketing and sales solutions. Industry leaders all over Europe have partnered with Tradedoubler to work with performance-based marketing and to manage online relationships, in order to increase sales and improve online business. Tradedoubler is headquartered in Sweden with a presence in 15 other markets, and customers include Apple, Dell, John Lewis, Air France and Kelkoo. Please visit www.tradedoubler.com for further information.

The Tradedoubler TrackerTM is a monthly report detailing online sales volumes and trends across Europe, based on Tradedoubler’s monitoring of sales made through its European network. The data contained within the Tracker shows results tracked and generated within Tradedoubler’s network covering 16 European countries with clients spanning a multitude of different sectors.

The data contained within this tracker is provided by Tradedoubler’s independent third party tracking technology.

Editorial contacts

Euro PR Group
Sue Glanville
T: +44 (0) 208 917 4900
E: sglanville@europrgroup.com

Tradedoubler
William Cooper
T: +44 (0) 207 881 1404
E: will.cooper@tradedoubler.com