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Surviving Black Friday in eCommerce

For many eCommerce businesses, Black Friday represents a huge opportunity. With the increase in sales and customer attention, it’s a time that can make or break your holiday selling period. To make the most of it, you need to be prepared.

For customers, Black Friday and Cyber Monday signify the start of the holiday shopping season; with deals, discounts, and the excitement of finding the ideal product or gift. As an eCommerce business, Black Friday means increased competition, a spike in website traffic, and (hopefully!) a rush of orders. It’s important for your business to be prepared to meet customer expectations, handle a surge in sales, and provide a seamless shopping experience. Here are some of the key challenges eCommerce businesses face on Black Friday – and how to survive them.



Web Traffic Surges

On Black Friday, your website can expect a massive increase in visitors. While this surge in traffic is what you hope for, it can also lead to website crashes and slowdowns. Slow-loading pages and unresponsive sites can lead to frustrated visitors who may abandon their shopping carts.

How to Survive It: To ensure your website can handle the increased traffic, conduct load testing well in advance. Use tools like LoadNinja, Apache JMeter, or Locust to simulate high levels of traffic and identify potential bottlenecks. Consider using Content Delivery Networks (CDNs) like Cloudflare to distribute content efficiently, reduce load times, and enhance the user experience.


Shipping Challenges

Black Friday bring on a flood of orders, and getting those orders to customers on time is a significant challenge. Late deliveries and shipping mishaps can lead to a poor customer experience – which means negative reviews.

How to Survive It: Opt for reliable carriers with a strong track record of on-time deliveries. Research and evaluate different carriers, focusing on their performance during peak periods. Strike a balance between reliability and cost-effectiveness. Offer a variety of shipping options, including expedited and standard shipping. Consider offering free shipping as an incentive to attract more customers during Black Friday. Outsourcing your fulfilment is an easy way to take these shipping challenges off your hands – your fulfilment partner should have strong relationships with a variety of carriers, in order to offer you and your customers the best options available.


Inventory Management

Managing inventory effectively is crucial for eCommerce success. It ensures you meet customer demand, optimise your capital and storage space, create a lean supply chain, and reduce costs. Stockouts can result in lost sales, while overstocking ties up valuable resources. Finding the right balance is key, especially during high-demand events like Black Friday when you might also be looking to move any clearance stock.

How to Survive It: Use demand forecasting based on historical sales data and market trends to anticipate demand accurately. Maintain safety stock for popular items to prevent stockouts. Set reorder triggers to automatically replenish inventory when it reaches predefined levels. Conduct regular inventory audits to identify slow-moving or obsolete products.


Customer Support

Black Friday shoppers often have high expectations, and their first interaction with your business is crucial. Addressing inquiries and issues as soon as they happen is important – not just when it comes to selling, but also for turning new customers into repeat buyers. Building trust from the start is the key to customer retention – and positive reviews!

How to Survive It: Look into options like live chat and chatbots to assist customers in real-time. Communicate shipping and delivery expectations clearly, and provide package tracking options. Consider outsourcing customer support to a third-party service for handling inquiries, returns, and addressing customer concerns.


Marketing and Promotion

There’s no point in having amazing offers on your Black Friday items if none of your customers know about it. Start planning your marketing well in advance – with email marketing campaigns for existing customers, social media for promotion, and paid advertising to draw people to your site.

How to Survive It: Use platforms like Google Ads and Facebook for paid advertising campaigns. Implement retargeting to reach customers who have shown interest in your products before. Allocate your ad budget strategically, looking at your best performing channels. Inform existing customers of your Black Friday promotions, via email or social media.


Order Fulfilment

With an ever-increasing number of eCommerce sellers fighting for attention online, the ability to deliver products swiftly, accurately, and cost-effectively has become a huge factor in achieving and maintaining a competitive edge. As consumers’ expectations for fast and reliable delivery continue to rise, businesses that excel in shipping and fulfilment have.

How to Survive It: Efficient shipping and fulfilment services, whether handled internally or through external experts, should be scalable, accurate, and cost-effective. By ensuring that your eCommerce fulfilment operations are well-managed, you can focus on your core business functions and provide the best shopping experience for your customers. Whether it’s Black Friday or any other day, getting your fulfilment right is essential for e-commerce success.


Black Friday presents unique challenges in e-commerce. However, with careful planning and the right strategies, businesses can not only survive but thrive during this high-stakes retail event. By addressing issues related to website traffic, shipping, inventory management, customer support, and marketing, you can make the most of the opportunities Black Friday offers.

If order fulfilment feels like a challenge, or you’re on the lookout for a fulfilment partner who understands your business, we’re here for you. Our scalable solutions and cutting-edge software are designed to simplify the order management process. That way, you can focus on your core business while still delivering a seamless shopping experience. Whether it’s the frenzy of Black Friday, the holiday season, or any peak sales period, getting fulfilment right is vital for eCommerce success.