Dive Brief:
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Cyber Monday this year smashed e-commerce records with $2.68 billion in sales, an increase of 17% over last year, according to several analytics firms, including Adobe and Forrester Research.
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Among Cyber Monday’s and Cyber Week’s winners have been brick-and-mortar retailers that provide omnichannel services like in-store pickup and ship-from-store, according to retail omnichannel services provider Shopatron.
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Demand for in-store pickup, for example, was high in the week leading up to Thanksgiving, reaching 15% of total orders the previous Monday. But it fell 700% after Thanksgiving due to what Shopatron says was a mismatch between customer demand and retail focus.
Dive Insight:
While some observers think this year’s relatively subdued Black Friday activity and record-breaking Cyber Monday is an e-commerce triumph, this study finds that brick-and-mortar retailers providing omnichannel services are also winners.
Mobile is once again found to be a major driver of Cyber Week sales, with Shopatron clients seeing an increase of average order value of mobile orders rising 51% and average order value of desktop orders rising 35%. Once again, as found in other studies, mobile traffic beat mobile sales on Black Friday, according to Shopatron, suggesting that retailers must still catch up to their customers when it comes to converting mobile activity to sales.