The Thanksgiving and Black Friday online shopping frenzy have just come to an end and, again, the trending confirmed another record-breaking year in online sales.
This past weekend, traffic and sales via online shopping crushed last year’s numbers with total sales marked at $3 billion, a 19.7% growth compared to the same period last year. This data came from IBM’s Benchmark Reports and covers over 800 merchant websites.
This report also shows a consistent growth of online shopping traffic and sales on Black Friday from mobile devices which accounted for 39% of all online traffic and 21.8% of all online sales. The chart below shows how smartphones performed against tablets in traffic, sales, conversion rate, and average order value:
While smartphones drove more online traffic than tablets did, tablets generated twice the sales for online merchants with a 3x conversion rate and +15% average order value. It proves that customers still prefer a larger view when doing online shopping since they cannot physically touch or try the products.
Adobe, which analyzed 400 million visits over 2,000 shopping sites, compared the two most popular mobile operating systems (as reported by Yahoo!):
Of the $3 billion online sales, $417 million was done on iPads and $126 million on iPhones, while users spent $106 million in purchasing with Android phones and $42 million with Android tablets.
The Mobile Commerce Index of Branding Brand, a leading mobile commerce platform for online retailers, also indicates that retailers who have optimized their sites and apps for mobile devices have shown a more significant growth in traffic (+75%), sales (+186%), and average order value (+22%) on Black Friday, compared to the same time last year.
Given the fact that online shopping will continue to grow while mobile becomes more popular, online retailers should thoroughly assessment their e-commerce sites and apps to make sure users can shop in a mobile-friendly environment and check out successfully.