E-commerce revenue was up 15.4% on Cyber Monday 2014 compared to Cyber Monday 2013, according to figures from Custora. Orders were up a similar 15.3%. The jump made it the biggest day in US online shopping history, beating the previous record set just three days ago, on Black Friday.
For the full holiday weekend (Thanksgiving day 11/27 to Cyber Monday 12/1), the strongest growth was recorded on Black Friday (+20.6% year over year), and on Thanksgiving (+17.7% year over year).
Mobile Shopping (e-commerce orders made on mobile phones and tablets) accounted for more than a fifth of online shopping on Cyber Monday 2014 – 21.9% of orders. That’s a significant jump from only 15.9% on Cyber Monday 2013. For the full holiday weekend, Mobile Shopping accounted for 26.4% of orders, up from 19.7% over the same period in 2013. Black Friday was “Mobile Friday,” says Custora, with mobile accounting for 30.3% of orders, up from only 22.5% on Black Friday 2013.
Email Marketing was by far the channel driving the most online sales on Black Friday. While usually lagging behind online search (free and paid), on Black Friday email marketing was the primary channel, driving 27.3% of sales. Beyond email, 18.9% of sales originated through free search, and 18.5% through paid search on Black Friday. Cyber Monday exhibited a similar trend, though less pronounced – with email marketing driving 23.9% of orders, free search 18.8%, and paid search 16%.
For the holiday weekend, the story is similar, with email marketing generating 23.1% of orders, free search 19.4%, and paid search 17%.
Social media, meanwhile, was not a meaningful channel during the holiday weekend, driving only 1.7% of e-commerce orders. The same applies to Cyber Monday, where social media networks drove 1.5% of orders, show Custora figures.
