Jet's Cyber Monday revenue plummeted 39%
Kohl's, Nordstrom, Walmart and Macy's were the big online sales winners on Cyber Monday among 10 major retailers, all posting revenue jumps compared to Cyber Monday in 2017. Walmart's Jet.com and Sears, however, both saw online revenue decline compared with last year, according to an Edison Trends report emailed to Retail Dive.
Kohl's posted the biggest year-over-year increase, with its Cyber Monday revenue up 42% over last year. Nordstrom was second with a 33% gain from Cyber Monday 2017, while Walmart was up 32% and Macy's saw its online take increase 30%, according to Edison Trends' analysis of 3 million email receipts from Cyber Monday sales.
Meanwhile, Jet.com saw its revenue plummet 39% compared with a year ago on Cyber Monday, and Sears posted a 5% drop in its own online revenue, compared to the year before. Amazon's sales increased by 17%, and all told it captured 72% of Cyber Monday's online revenue, according to Edison Trends.
While Amazon's revenue growth may sound pedestrian compared to that of Kohl's, the e-commerce giant still dominated Cyber Monday.
However, Amazon also showed a fairly low increase in cost-per-order — the average amount customers spent per order — on Cyber Monday, up only about 3% over last year. Nordstrom posted the biggest cost per order, 12%, while Target, JC Penney and Sears all saw their averages decline.
Should the sector be worried about Jet.com? Parent Walmart had a strong holiday week in general, posting revenue increases not only for Cyber Monday, but also for Thanksgiving and Black Friday, a period for which its year-over-year sales increase was 23%, according to Edison Trends' measurement. Walmart also experienced a whopping 67% revenue growth in the week leading up to Thanksgiving, compared to last year. Meanwhile, Jet's revenue during that time period dropped by 57%.
Unlike Jet Walmart's e-commerce sales have also been surging. The retailer is tracking toward almost 40% online sales growth for 2018 versus last year.
In a statement regarding Jet's falling revenue on Cyber Monday, a Jet spokesperson said that Walmart has been repositioning Jet since last year "to better complement Walmart.com by serving customers in major cities where Walmart has less of a presence."
"Given this shift, growth relative to last year is not as relevant as growth in the focus markets," the spokesperson also said. "Since Jet’s relaunch in September, our goal has been to serve more urban, millennial customers with brands like Nike and Blue Apron and with the opening of our Bronx fulfillment center to allow for better delivery options."
Jet.com's holiday performance, at least according to the report, is an outlier. This is Jet.com's first holiday season campaign after it announced in September that it was rebranding to target "city consumers." Earlier this month, it also debuted dedicated online shops for Bonobos (which Walmart bought last year) and Nike. There may not be reason to panic, but the rest of the e-commerce marketplace's holiday season performance will be worth watching.
Additional reporting by Corinne Ruff.