2015 E-Commerce Holidata Recap

The flurry of wrapping paper has finally settled, and the annual holiday shopping season is now behind us.

The 2015 holiday shopping season (Nov. 1 – Dec. 31) was a strong one for US e-commerce retailers with revenue up 12.1% over the same period in 2014.

Here are a few highlights from the Custora Pulse Holiday 2015 Recap Report, coming out mid-January. The data comes from the Custora E-Commerce Holiday Pulse – a free online dashboard providing key US e-commerce statistics and benchmarking data from 200+ online retailers, 500 million anonymized shoppers, and $100B in e-commerce revenue.

1. With strong revenue increase (12.1%) came a solid jump in orders, up 10.9% with the average order value (AOV) up 1.1%. This indicates a less promotionally driven holiday season — a good sign for retailers.

2. A total of 30.4% of online sales were placed on mobile (phones and tablets), up from 25.9% of orders in 2014. In fact, the share of transactions made on mobile phones climbed from 14% in 2014 up to nearly 20% in 2015 (19.9% to be exact). The share of orders placed on desktop computers dropped from 74.2% in 2014 to 69.% in 2015.

3. Apple continued to rule the mobile shopping game with 76.9% of orders placed on iOS devices. Consumers using Android devices accounted for 22.7% of online transactions, which is up slightly from 2014 when that number was 20.7%.

4. Search ruled holiday shopping in 2015, claiming a combined total of 39.2% of orders: organic search with 21.5% and paid search with 17.7%.

5. E-mail marketing was the leading channel behind search, driving an impressive 20% of online sales. Neck and neck with with email was direct marketing, taking 19.4% of the holiday shopping pie.

6. Social media (Facebook, Twitter, and Pinterest, etc.) only drove 1.8% of sales, down slightly from 1.9% of sales in 2014.

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