Custora Pulse  •  Story

Holiday 2013 E-Commerce Recap: The Most Surprising Stats



The 2013 Holiday shopping season came to a close, and what a season it was. From the biggest online shopping day in US history, through science fiction-like delivery drones, to too-realistic shipping storms, there was never a dull moment this season.
Throughout the holiday season, The Custora Pulse tracked the US e-commerce industry based on aggregate data from over 100 US retailers. Now that the season is over, we took a moment to reflect upon the big e-commerce data stories of 2013 and consider what’s in store for the year ahead.
Read on to discover the five most conspicuous stats of the 2013 holiday season, and download the report for a full recap of these and other notable trends.

We will continue to send out updates on e-commerce stats throughout the year: Sign-up to The Pulse to receive our email updates for holidays, seasonal reports, and industry performance.


The 5 Most Surprising Stats of the 2013 Holiday Season

1) E-commerce was the shining star in a ho-hum holiday retail season. While overall (online and offline) US retail growth during the holiday season is estimated to be 4.1% over 2012 according to the US Department of Commerce, e-commerce sales grew 12% year over year. (tweet this stat)


2) The Mid-West continues to click, claiming the biggest regional growth: The season’s growth wasn’t uniform across the country. Oklahoma, Kansas, and Nebraska led the charge with 18% average revenue growth over 2012. Mature markets grew at a slower pace, with California sales growing only 6% vs 2012, and New York revenue actually shrinking 2% over last year. (tweet this stat)


3) Mobile commerce is exploding. Share of mobile purchases grew by 50% this holiday season: Almost one in three purchases was made on a mobile device (phone or tablet) during the holiday season, up from one in five in 2012. (tweet this stat)


4) Email and search are key to e-commerce success. Google is still the gatekeeper to online shopping, with over 40% of e-commerce orders originating on Organic Search (26%) and Paid Search / SEM (15%). Email Marketing accounted for 16% of e-commerce orders. (tweet this stat)

2013 e-commerce orders by marketing channel


5) Social Commerce isn’t Happening (yet?). Social Networks (including Facebook, Twitter, Pinterest and Instagram) generated less than 2% of e-commerce sales during the holidays shopping season, same as in 2012. (tweet this stat)

Download the Report

Enter your information to download the complete Holiday 2013 E-Commerce Recap:


6) 100% of these stats came from The Custora Pulse. The Custora Pulse tracks key US e-commerce statistics and allows any retailer to benchmark their data in real time. The Pulse is based on Custora’s analysis of over 70 million online shoppers and over $10 billion in e-commerce revenue across over 100 US-based online retailers. Sign up to The Custora Pulse to receive email updates for holidays, seasonal reports, and industry performance.


Benchmark Your StoreBenchmark performance of your e-commerce store

Online retailers can easily benchmark themselves against US e-commerce industry performance along key performance metrics, including revenue growth, conversion, average order value (AOV), mobile purchases and marketing channel performance. Plug-in your data here.


About Custora and how we can help Custora provides a customer-centric marketing platform that helps e-commerce teams make customer acquisition and retention programs more profitable. Custora’s software uses advanced statistical models to identify distinct customer segments and predict how customers will behave in the future. This enables e-commerce companies to deliver more relevant and effective communications that promote long-term customer relationships. Custora is proud to work with some of the world’s leading e-commerce retailers, including LivingSocial, Etsy, Fab, Bonobos, Revolve Clothing, and One Kings Lane. If you’re interested in learning more about Custora, you can request a demo here.


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