Black Friday US E-Commerce Up 16.1% Over Black Friday 2014

Online sales in the US were up 16.1% on Black Friday 2015 compared to Black Friday 2014, driven by email marketing and mobile shopping.

The data comes from the Custora E-Commerce Pulse, a free online dashboard providing key US e-commerce statistics and benchmarking data from over 200+ online retailers, 500 million anonymized shoppers, and $100B in e-commerce revenue.


Here are the most notable trends of Black Friday 2015:


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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%.
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Holidata 2015 + Holiday Marketing Webinar with Marketo

Holidata 2015

Wrapping paper. Hot chocolate. Turkey legs. It’s almost that time of the year again.

We’re excited to kick off the 2015 Custora E-Commerce Holiday Pulse, our annual analysis of U.S. e-commerce stats and trends throughout the holidays. This year we’re starting the Holidata celebration with a look at the latest numbers heading into the holiday season, along with some advice for all the last minute shoppers marketers out there.


Make Your Holiday Marketing Sparkle

Join Vidya Chadaga, Director of Product Marketing at Marketo, along with Corey Pierson, Co-founder and CEO of Custora, as they give you the tools and inspiration you need to spread a little holiday (marketing) cheer.

Webinar – Make Your Holiday Marketing Sparkle: Your Last Minute Checklist
Wednesday, November 18th
1pm – 2pm ET (10am – 11am PT)
Register here.

Topics we’ll be covering:

  • Steps to creating a successful and revenue generating holiday campaign
  • Top performing marketing channels during the holidays
  • How to use data and analytics to optimize your own holiday marketing programs
  • Key holiday shopping dates beyond Black Friday and Cyber Monday

Register for the webinar here.
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Q3 E-Commerce Pulse Update + Holiday 2015

Pour one out for the summer.

Along with the end of Q3 comes many things: fall sweaters, crisp air, and the infamous pumpkin spice latte.

It also means that the Custora elves are hard at work preparing our annual Custora E-Commerce Holiday Pulse, an online dashboard providing key US e-commerce statistics and benchmarking data. Throughout the holidays, and with spotlights on major shopping days like Black Friday and Cyber Monday, we’ll update the Holiday Pulse with new stats and insights on this year’s trends. The stats are based on aggregate, anonymized data from over 500 million shoppers, $100B in e-commerce revenue, and 200+ online retailers.

It’s our gift to you — sign up for Holiday Pulse updates here.

Now, let’s not get ahead of oursElves

The numbers are in for Q3 2015 and it was another strong quarter for US e-commerce.

E-commerce revenue was up 11.8% year over year, and e-commerce transactions were up 11.6% over Q3 2014.

Mobile marches on

Mobile devices continue to make inroads on order share by platform, with phones and tablets making up a combined 28.7% of e-commerce transactions. This is up from 23.1% of orders during the same time last year.

Apple = $$$

Apple’s iOS continues to be the platform of choice for mobile shoppers, taking 76.9% of the order share. However, Android’s stake climbs to 22.7%, up from 19.5% in Q3 last year.

Keepin’ it organic

Organic search was once again the leading driver of e-commerce purchases bringing in 22.5% of orders. Paid Search ads and affiliate marketing both saw significant increases for each channel, Paid Search moving up from 16.4% to 19.3% and affiliate marketing jumping from 12.1% to 16.7%. Social media (incl. Facebook, Twitter, Instagram, and Pinterest) continued to putter along at 1.5%.

Review all Q3 US e-commerce stats and sign up for holiday Pulse updates here.

Download our Holiday 2014 Recap Report below for an overview of last year’s shopping trends.

Download the 2014 Holiday E-Commerce Recap Report

Q2 2015 Pulse E-Commerce Update: Understanding Marketing Channel Performance

US e-commerce delivered solid performance in Q2 2015, in sharp contrast to much struggle in the brick & mortar retail world. E-Commerce transactions were up a cool 10% over Q2 2014, and e-commerce revenue was up 9.4% year over year.
These stats – as well as the others in this post – are based on the Custora E-Commerce Pulse, a free dashboard tracking online transactions from over 100 US retailers, 500 million anonymized shoppers, and over $80 billion in transaction revenue. Sign up here to receive email notifications for monthly updates and seasonal research reports.

The rest of the post focuses on 2015 e-commerce performance to date (Q1 + Q2). You can check out the Pulse dashboard for more detailed information, or download a spreadsheet at the end of the post with monthly metrics.

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