There are a number of theories as to why this could be. It could be because people are disappointed to be back at work on a Monday after having time off over the weekend, so they look to purchase items online in order to make themselves feel better. Another theory is that they have more energy at the beginning of the week than they do at the end, so they are more willing to make the effort of browsing through online stores in order to find a product they want to purchase
While these are only figures taken from platforms owned by Rakuten, it gives you an insight into the buying behaviour of certain individuals. So if you run a small online business how can you take advantage of this?
Although you can't directly control when a customer will purchase from your store, you can have some influence on their decisions through your marketing. If you currently look to send out your email campaigns and other marketing tools during the week, you may want to start looking to send these out during the weekend, with a focus on Sunday evenings to target these shoppers first thing on Monday morning.
The study also found that the British were the most impulsive taking shoppers on average around 40 seconds when deciding whether to buy a product or not. This underpins the need for all online stores to have a streamlined purchase process which allows customers to easily navigate through your store, find a product they wish to buy and complete the payment process.