E-commerce revenue was up 15.4% on Cyber Monday 2014 compared to Cyber Monday 2013, making it the biggest day in US online shopping history — easily shattering the previous record set just three days ago, on Black Friday.
For the full holiday weekend (Thanksgiving day 11/27 to Cyber Monday 12/1), revenue growth over 2013 came in strong at 15.4%. The strongest growth was recorded on Black Friday (+20.6% year over year), and on Thanksgiving (+17.7% year over year).
The strong growth overall for the weekend was driven by mobile shopping (Apple devices in particular), email marketing, and Google search.
These holiday data points are from The Custora E-Commerce Pulse, a free online dashboard tracking real-time online transactions from over 100 US online retailers, 100 million online shoppers, and over $40 billion in transaction revenue.
Here are some of the highlights of Cyber Monday 2014 and the holiday weekend online:
1. Cyber Monday e-commerce revenue is up 15.4% over Cyber Monday 2013, and orders are up 15.3%. For the full holiday weekend (Thanksgiving – Cyber Monday), e-commerce revenue is up 15.4%, and orders are up 15.7%.
2. Mobile shopping was driving Cyber Monday and holiday weekend online shopping.
Mobile Shopping (e-commerce orders made on mobile phones and tablets) accounted for over a fifth of online shopping on Cyber Monday 2014 – 21.9% of orders. That’s a significant jump from only 15.9% on Cyber Monday 2013.
For the full holiday weekend, Mobile Shopping accounted for 26.4% of orders, up from 19.7% over the same period in 2013. Black Friday was “Mobile Friday,” with mobile accounting for 30.3% of orders, up from only 22.5% on Black Friday 2013.
3. Apple still dominates e-commerce, but Android devices are stealing share.
Throughout 2014 – in our E-Commerce Mobile Report in July, and for the first three weeks of the holiday season, Android devices were “nibbling at the Apple,” stealing e-commerce share from Apple devices (iPhones and iPads). The same trend took place on Cyber Monday and the entire holiday weekend: The vast majority of mobile shopping happened on Apple devices over the weekend – 78%, while only 21.6% happened on Android devices. However, Apple’s share is down from 84.1% on last year’s holiday weekend 2013, while Android’s share is up from 15.4%.
4. Email Marketing and Google Search were the key to e-commerce success over the weekend.
Email Marketing was by far the channel driving the most online sales on Black Friday. While usually lagging behind online search (free and paid), on Black Friday email marketing was the primary channel, driving 27.3% of sales. Beyond email, 18.9% of sales originated through free search, and 18.5% through paid search on Black Friday. Cyber Monday exhibited a similar trend, though less pronounced – with email marketing driving 23.9% of orders, free search 18.8%, and paid search 16%.
For the holiday weekend, the story is similar, with email marketing generating 23.1% of orders, free search 19.4%, and paid search 17%.
5. Social media (including Facebook, Twitter, Instagram, and Pinterest) was not a meaningful channel during the holiday weekend, driving only 1.7% of e-commerce orders. The same applies to Cyber Monday, where social media networks drove 1.5% of orders.
For additional context, check out Custora CEO discussing Cyber Monday on The Street talking through the jump in mobile, email’s prominence, and the impact of search during the big Thanksgiving shopping weekend.
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About The Custora E-Commerce Pulse
The Custora E-Commerce Pulse (http://www.custora.com/pulse) is a free online dashboard of US e-commerce stats and trends. Pulse data and analysis have been featured in The Wall Street Journal, USA Today, Fortune, eMarketer, and WWD. Pulse data is part of the Bloomberg Professional Service (Bloomberg Terminals).
Pulse methodology: To provide estimations of the US e-commerce industry, The Custora E-Commerce Pulse uses a combination of internal and external data sources. Internally, Custora analyzed over 100 million online shoppers and over $40B in e-commerce revenue across over 100 US-based online retailers. External data points, such as the US Department of Commerce e-commerce growth figures, are also leveraged to extrapolate growth trends within the Custora data universe to arrive at predictions for US industry at large.
Custora (http://www.custora.com) is a predictive analytics platform that helps e-commerce marketing teams acquire, retain, and segment their customers. Custora uses best-in-class predictive analytics models to help retailers answer questions like: What are my best and worst performing customer acquisition channels? How do I convert more members to active customers? How do I increase repeat purchase rates? How do I reactivate lost customers? What characterizes my most valuable customers?
We’re excited to work with up & coming e-commerce innovators as well as established omnichannel retail brands, including Guess?, Etsy, Bonobos, Ann Taylor LOFT, One Kings Lane, Nasty Gal, Fresh, Theory, Crocs, Wine.com, Reebok, and many more retailers spread throughout the world: