Black Friday is the time for Dutch e-commerce platforms to demand the utmost from their online stores. This year too, consumers are flocking to the online shelves; initial data show that 23% more purchases were made during Black Friday 2021 compared to the previous year. For online shops, it becomes more challenging every year to serve the influx of potential buyers. In particular, because people are shopping from home even more in times of corona.
But which brands handled the crowds during this hectic period? Which websites coped best with one of the biggest peak moments of the year? This year, we looked at a selection from the Twinkle100 of the largest online stores in the Netherlands to see how they performed before, during and after Black Friday. Wondering who will emerge as the big winner in 2021?
Congratulations to Amazon.co.uk: number 1 in performance during Black Friday!
This year, amazon.co.uk was the fastest website during the Black Friday rush! The other two spots on the podium are occupied by a strong number 2 – Bol.com – and number 3 123inkt.nl. Congratulations!
It is also notable that everyone from the top 20 below made it through Black Friday well. The top 20 e-commerce platforms should be proud of their performance during Black Friday!
Black Friday 2021 performance ranking
** Metingen tussen 19/11 en 25/11
FCP: First Contentful Paint. This indicates how much time (milliseconds) elapsed before the first contentful element is displayed on a page.
LCP: Largest Contentful Paint. This is the same as FCP, except LCP is about the time before the largest element on a page is shown to the visitor.
TBT: Total Blocking Time. This variable represents the time between the First Contentful Paint and when the user interacts with the website (Time to Interactive).
CLS: Cumulative Layout Score. This is about the stability of elements on the website. Are there unexpected shifts of elements on the website?
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