E-commerce revenue was up 16.2% on Cyber Monday 2015 compared to Cyber Monday 2014, making it the biggest day in US online shopping history.
For the full holiday weekend (Thanksgiving day – Cyber Monday), revenue growth over 2014 came in strong at 16.4%. 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 200 US online retailers, 500 million online shoppers, and over $100 billion in transaction revenue.
Here are some of the highlights of Cyber Monday 2015 and the holiday weekend online:
1. Cyber Monday e-commerce revenue was up 16.2% over Cyber Monday 2014, and orders (transactions) were up 14.7%. For the full holiday weekend (Thanksgiving – Cyber Monday), e-commerce revenue was up 16.4%, and orders were up 14.6%. AOV (Average Order Value) was up 1.6%, indicating retailers were less promotional and discount driven compared to the same period last year.
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 quarter of online shopping on Cyber Monday 2015 – 26.9% of orders. That’s a significant jump from only 23% on Cyber Monday 2014.
For the full holiday weekend, mobile shopping accounted for 32.1% of orders, up from 26.4% over the same period in 2014. Black Friday was “Mobile Friday,” with mobile accounting for 36.1% of orders, up from only 30.3% on Black Friday 2014.
3. Apple still dominates e-commerce, but Android devices are stealing share.
Throughout 2015, 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 – 78.1%, while only 21.6% happened on Android devices. However, Apple’s share is down from 79.6% on last year’s holiday weekend 2014, while Android’s share is up from 19.7%.
4. Email Marketing and Google Search were the key to e-commerce success over the weekend.
Email Marketing was the channel that drove 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 25.1% of sales. Beyond email, 21.1% of sales originated through free search, and 16.3% through paid search on Black Friday. Cyber Monday exhibited a similar trend, though less pronounced – with email marketing driving 22.1% of orders, free search 20.7%, and paid search 16.6%.
For the holiday weekend, the story is similar, with email marketing generating 23.3% of orders, free search 20.5%, and paid search 15.9%.
5. Social media (including Facebook, Twitter, Instagram, and Pinterest) was not a meaningful channel during the holiday weekend, driving only 1.6% of e-commerce orders. The same applies to Cyber Monday, where social media networks drove 1.5% of orders.
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