Back in December, my colleague Erica Blute wrote about how retailers selling online were in a jolly mood raking in sales during Black Friday and Cyber Monday. Monetate’s Ecommerce Quarterly EQ42013: Holiday Roundup* shows similar results with about an overall 33% increase in the number of purchases made on retailers’ websites between Thanksgiving and Cyber Monday, and about an $166 Average Order Value (AOV), a 14% increase in AOV from last year. Cyber Monday was the highest grossing online shopping day in history at over $2 billion in sales and the highest conversion rate of the year at about 5%, up from 2012’s spike of about 4%. Why are these numbers so important to look at even though we are clearly in the post-holiday shopping season? The answer – mobile. Once the sleeping dragon in omnichannel strategy, mobile e-commerce is becoming increasingly appealing and awakening to its full potential. Read on to learn more.
Shopper Behavior Sets The Demand For Mobile
One in three online purchases were made on a mobile device (phone and tablet) this year versus one in five just last year. Needless to say, shopper behavior is setting the standard for omnichannel strategy, forcing retailers to deliver an engaging mobile experience. Here are the numbers:
- Mobile commerce orders grew 102% year over year
- Mobile is responsible for almost 40% of Black Friday online traffic
- Traffic stemming from tablets jumped from approximately 90% and 66% for smartphones from last year on Black Friday and about 73% and 53%, respectively, on Cyber Monday
- Though traditional online traffic (desktop/laptop) still reigns supreme overall, it declined by nearly 6% on Black Friday and nearly 10% on Cyber Monday
Retailers Wrestle Revenue With Mobile
Mobile engagement is paying off. Shoppers have caught on and the proof is in the numbers. Revenue from shoppers on tablets increased by about 153%, followed by smartphones at about 109% and desktops and laptops at about 34%. AOV for tablets was about $153, $129 for smartphones and about $164 for traditional. AOV for tablets in particular was up approximately 17%. Interestingly enough, overall AOVs show that shoppers converted better across all channels and devices through the entire holiday season.
- For retailers, mobile is no longer mutually exclusive to omnichannel – it is a fundamental pillar of overall omnichannel strategy and efforts.
- There’s no doubt about it – tablets and smartphones are an integral part of the shopping experience. Retailers must focus on optimizing messaging for mobile in order to expect greater traffic, open rates, engagement and ultimately conversion.
Monetate’s Ecommerce Quarterly EQ42013: Holiday Roundup has shown us the importance mobile plays for retailers’ omnichannel strategies. To learn more about how Blueport’s platform enables omnichannel excellence for our retailers, check out our video on Store-Sync.
*Bonus: The Monetate report also educates readers on appropriate benchmarking, metrics and analysis and it’s worth a good read.
About Blueport Commerce
Blueport Commerce is the omnichannel solution for the furniture industry. Leading furniture companies work with Blueport Commerce to capture this billion dollar furniture e-commerce opportunity. We marry our clients’ bricks-and-mortar infrastructure and expertise with our decade of online furniture experience, innovative technology, and customized marketing services. For some retailers, the Blueport e-commerce platform powers their branded omnichannel websites, driving sales online and in their stores. For other retailers, we drive online sales through Furniture.com, our e-commerce website. For many, we do both. Learn more here. And, if you’re interested in working for Blueport, check out our e-commerce jobs on our careers page.