U.S. e-commerce is off to a strong start heading into the 2015 holiday season, according to figures from Custora. Analysis of “holidata” from the beginning of the month to now — November 1st through the 22nd — shows revenue is up 12.8% year-over-year 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, says the e-commerce company.
Shoppers also 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. Orders placed on desktops fell from 75% to 69.9%.
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.
