Holiday Shopping is Heating Up Online: Orders Up 16.5% Over 2013


Over Thanksgiving weekend, US e-commerce orders grew 15.4% over the same weekend in 2013. Growth hasn’t slowed down post-Cyber Monday – in fact, it has picked up: In the first two weeks of December (Dec-2 to Dec-14), US e-commerce orders grew 16.5% over the equivalent time period in 2013, with revenue up 15.6%.
With that growth in the final stretch of the season, Holiday 2014 is well on its way to become another record-breaking shopping season online, with growth squarely in the mid-teens.

Similar to the trends observed so far during the holiday shopping season, e-commerce activity in the last leg of the season continues to be driven by mobile shopping (Apple devices in particular), Google search, and email marketing.

These holidata 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. Sign up to the Pulse to receive monthly updates with e-commerce stats.


Here are some of the first two weeks of December 2014 (Dec 2-14):


1. December e-commerce orders (Dec 2-14) are up 16.5% over the equivalent period in 2013, and revenue is up 15.6%. This continues a strong holiday shopping season so far – for the entire holiday shopping season to date (Nov 1 thru Dec 14), e-commerce revenue is up 15%, and orders are up 15.5% over the same time period in 2013.


2. Mobile Shopping continues to be a significant driver of online sales.  Mobile Shopping (e-commerce orders made on mobile phones and tablets) accounted for almost a quarter of online shopping on December 2 to 14: 24.3% of orders. That’s a significant jump from only 18.2% for the same time frame in 2013.


3. Apple still dominates e-commerce, but Android devices are stealing share.  Throughout 2014 – as described in our E-Commerce Mobile Report, and during Thanksgiving weekend, Android devices were “nibbling at the Apple,” stealing e-commerce share from Apple devices (iPhones and iPads). The same trend continues post-Cyber Monday: The vast majority of mobile shopping happened on Apple devices during Dec 2-14 – 78.7%, while only 20.8% happened on Android devices. However, Apple’s share is down from 84% on last year, while Android’s share is up from 15.5%.


4. Email Marketing and Google Search continue to be the leading marketing channels this holiday season. Combined, organic (free) and paid search drove 37.3% of e-commerce orders during December 2-14. Organic search was the largest marketing channel with 20.9% of orders, followed by email marketing with 18.6%. Social media (including Facebook, Twitter, Instagram, and Pinterest) is not directly driving orders this holiday season: Only 2% of orders during December 2-14 originated on social media networks (down from 2.5% during the same period in 2013).


For more on the trends driving e-commerce shopping this holiday season, check out Custora CEO Corey Pierson 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 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.

About Custora
Custora ( 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,, Reebok, and many more retailers spread throughout the world.


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