Holiday Shopping 2014: Off to a Strong Start Online, Mobile Shopping is Surging


The US holiday shopping season is off to a strong start, at least online. The first three weeks of the season (November 1 – November 20 2014) show strong growth in e-commerce orders and revenue, as well as in mobile shopping.

The data points below are from The Custora E-Commerce Pulse, a free online dashboard tracking over 100 US online retailers, 100 million online shoppers, and over $40 billion in transaction revenue.

Highlights of the 2014 holiday shopping season so far:


1. The holidays are off to a strong start with e-commerce orders up 15.4% in the first three weeks of the season (Nov 1 – 20) over the same period in 2013, and revenue up 15.0%. Average order value (AOV) didn’t change compared to last year, indicating a stable retail environment with no additional promotions compared to last year – at least not yet.


2. Mobile shopping is now over a fifth of online sales.
23.3% of e-commerce orders were made on mobile phones or tablets in the first three weeks of the 2014 holiday shopping season, up from 17.1% in the same period in 2013.


3. Apple devices dominate, but Android is stealing share.
77.6% of e-commerce orders made on mobile devices (phones and tablets) happen on Apple devices – iPhones and iPads. Android devices (phones and tablets) only account for 22% during the first three weeks of November – but that is up from 16.4% in 2013.


4. Google is the engine powering online shopping.
Google search – free and paid – drove over 40% of e-commerce orders. Free search (organic / SEO) drove 22.4%, and paid search (SEM / CPC) drove 18.6%. Email marketing is also an important marketing channel this holiday season, driving 16.8% of orders in the first three weeks of the season.
Social media networks (including Facebook, Twitter, Instagram, and Pinterest) are not significant drivers of online shopping, at least not yet: They drove only 1.5% of online orders in the first two weeks of the season.


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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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