Golden Black Friday Online: E-Commerce Sales up 16% vs 2012


Online Shopping on Black Friday a hit with 16% sales growth compared to Black Friday 2012, according to the Custora Pulse.


Black Friday Online Shopping Highlights


Black Friday was “Mobile Friday”, with almost 40% of all online shopping done on mobile devices.


While Apple devices – iPhones and iPads – ruled online shopping with more than 80% of mobile orders made through them, Android phones and tablets are gaining share – up to 16% of mobile orders from 14% in 2012.


How did online shoppers find what they wanted? Over a fifth of all online sales can be attributed to marketing emails from retailers.
Google is still the gatekeeper to online shopping, with almost 40% of e-commerce orders on Black Friday originating on Organic Search (24%) and Paid Search (15%).


Social Commerce didn’t happen on Black Friday: Facebook, Twitter and Pinterest combined accounted for less than 1% of online shopping.


This infographic summarizes these trends in more detail.

Black Friday Online Shopping Recap – Custora Pulse

Black Friday recap - sales are up 16%. By Custora Pulse.

About the Custora Pulse
The Custora Pulse tracks key US e-commerce statistics and allows any retailer to benchmark their data in real time throughout the holiday season. 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. The Pulse also leverages external data points, such as the US Department of Commerce e-commerce growth figures, to extrapolate growth trends within the Custora data universe to arrive at predictions for US industry at large.


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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