Holidata 2015 – Pre-Turkey Day Update


Holidata 2015

Good news, retailers: US e-commerce is off to a strong start heading into the 2015 holiday season. We analyzed the Holidata from the beginning of the month to now — November 1st through the 22nd — and revenue is up 12.8% year-over-year (YOY) with transactions up 12% compared to the same time frame in 2014. Average order value (AOV) is up slightly (0.7%). Given the significant increase in YOY revenue, the increase in AOV indicates that so far this holiday shopping season hasn’t been overly promotional.

Hello, it’s me

Shoppers are turning to their mobile phones to place orders now more than ever before. So far this holiday season 20% of online transactions have been placed on mobile phones. Tablets dropped an entire percentage point from 2014 to 2015, now bringing in 10.3% of orders. Finally, it looks like desktop computers were on St. Nick’s naughty list this year — orders placed on desktops fell from 75% to 69.9%.

iOS vs. Android

Android continues to chip away at iOS’ share of orders placed on mobile devices. Compared to the first three weeks of November last year, iOS has dropped slightly from 79% of orders to 77.8%. Meanwhile, Android makes subtle inroads on iOS’ dominance, moving up from 20.6% in 2014 to its current 21.9% of online orders placed on mobile devices (phones and tablets).

Email, The Comeback Kid

Email’s share of e-commerce is on the upswing this year, climbing from 16.8% to 19.9% of transactions. Social (Facebook, Twitter, Pinterest, etc.) is on a bit of an uptick, though not by much, increasing from 2.1% to 2.3% of orders.

More Holidata On The Way

The data above comes from the Custora E-Commerce Holiday Pulse, a free online dashboard providing key US e-commerce statistics and benchmarking data. We’ll update the Pulse over the course of the holiday season, with live data on major shopping days like Black Friday and Cyber Monday. The stats are based on aggregate, anonymized data from over 500 million shoppers, $100B in e-commerce revenue, and 200+ online retailers.

To receive live updates from our Holidata 2015 coverage, subscribe here.


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