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H O L I D AY 2 0 1 3 E - C O M M E R C E R E C A P
Another year, another big season of online retail tucked under
the slightly larger belt. We took a moment to reflect upon the big
e-commerce data stories of 2013 and consider what’s in store
for the year ahead. The following data is derived from Custora’s
E-commerce Pulse, which tracks key US e-commerce statistics in
real-time based on aggregate data from over 100 US retailers.
MO
BI
LE
•G
RO
W
TH•SOCIAL•PLAT
FO
RM
•E
GG
N O G • C H A N N E L •
January 2014
2CUSTORA Holiday 2013 E-Commerce Recap
12%
18%
E - C O M M E R C E
R E V E N U E
G R E W 1 2 %
Y E A R O V E R
Y E A R .
C Y B E R M O N D AY
S A L E S
G R E W 1 8 %
Y E A R O V E R
Y E A R .
1. E-commerce was the shining star in a ho-hum holiday retail season.
While overall (online and offline) US retail growth during the
holiday season is estimated to be 4.1% over 20121, e-commerce
sales grew 12% year over year.
Traffic to online stores grew 15% over 2012, while conversion
remained strong at 2.5%, and average order value did not change.
This means there were many more online buyers this year, who
were not only browsing or researching, but also purchasing online.
Key e-commerce shopping days exhibited even stronger growth:
Black Friday sales were up 16% vs 2012, and Cyber Monday was up
18%, making it the biggest online shopping day in US history.
1 Source: US Department of Commerce
“ “
With six fewer days between Thanksgiving and Christmas than
last year, e-retailers had to adjust their marketing strategies to
drive online sales. Many found formulas that worked, however,
as online sales over the holidays rose 12% compared to 2012,
despite the shorter selling season.
z a k sta m b o r , i n t e r n e t r e ta i l e r | f u l l a r t i c l e
The trend is growing clearer. Faced with the choice of wet
weather, heavy traffic and cluttered environments, shoppers
will go online instead.
pa u l a r o s e n b l u m , f o r b e s | f u l l a r t i c l e
3CUSTORA Holiday 2013 E-Commerce Recap
2. The Mid-West continues to click, claiming the biggest regional growth.
The season’s growth wasn’t uniform across the country. Some
states grew much faster, whereas revenue grew more slowly or
even declined in others. Southern and Mid-west states led growth,
with e-commerce revenue in Oklahoma, Kansas, and Nebraska
growing an average 18% over 2012 (compared to the country-
wide growth average of 12%). Mature markets grew at a slower pace
or retracted this season, with orders in California growing only 7%
and in New York shrinking 2%.
18% R E V E N U E I N
O K L A H O M A ,
K A N S A S A N D
N E B R A S K A
G R E W A N
A V E R A G E
O F 1 8 %R E V E N U E
G R O W T H
B Y S TAT E
2 0 1 3 H O L I D AY R E V E N U E G R O W T H B Y S TAT E
( C O M PA R E D T O 1 2 % A V E R A G E )
AVG.12%
6% C A L I F O R N I A
-2% N E W Y O R K
20% O K L A H O M A
16% N E B R A S K A
4CUSTORA Holiday 2013 E-Commerce Recap
50%3. Mobile commerce is booming. M O B I L E
E - C O M M E R C E
G R E W 5 0 %
Y E A R O V E R
Y E A R
Almost one in three purchases was made on a mobile device (phone
or tablet) during the holiday season, up from one in five in 2012.
Black Friday was “Mobile Friday”, with almost 40% of purchases
made on mobile devices, compared to only 25% in 2012.
Overall during the holidays, mobile phones accounted for 18% of
online purchases, while tablets accounted for 11%.
83%8 3 % O F
M O B I L E O R D E R S
W E R E M A D E
O N i P H O N E S
O R i PA D S
4. Apple still owns mobile shopping.
Apple devices (iPhones and iPads) still dominate e-commerce
with over 80% of mobile orders, but Android devices are gaining
share, with 16% of mobile orders this holiday season, up from 13%
in 2012.
The holiday season showed us that mobile and tablet users
are the new norm for e-commerce and the next frontier for
digital marketers. Connecting with these shoppers represents
arguably the single biggest opportunity for savvy marketers to
position themselves for success in 2014.
d i r e c t m a r k e t i n g n e ws | f u l l a r t i c l e
“
ANDROID 16%
2012
iOS 83%
2013
OTHER 1%
B L A C K F R I D AY
P U R C H A S E S
M A D E O N
M O B I L E
D E V I C E S
5CUSTORA Holiday 2013 E-Commerce Recap
41% 5. Email and search are key to
E-commerce success.
4 1 % O F O N L I N E
O R D E R S W E R E
AT T R I B U T E D
T O O R G A N I C A N D
PA I D S E A R C H
O R D E R S B Y C H A N N E L How did online shoppers find what they wanted?
Marketing emails from retailers can be attributed to almost a fifth
of all online holiday sales.
Google is still the gatekeeper to online shopping, with over 40%
of e-commerce orders originating on Organic Search (26%)
and Paid Search/SEM (15%).
2%S O C I A L M E D I A
G E N E R AT E D
L E S S T H A N
2 % O F
E - C O M M E R C E
S A L E S
6. Social commerce isn’t happening (yet?).
Social Networks (including Facebook, Twitter, Pinterest and
Instagram) generated less than 2% of e-commerce sales during
the holidays shopping season, same as in 2012.
Retailers are filling up their Facebook pages and Pinterest boards
with items for sale this holiday season, but how many people are
actually clicking through to make a purchase? Not many.
c ot to n d e lo , a d ag e | f u l l a r t i c l e
ORGANIC
AFFILIATE 10%
SEM
DISPLAY
OTHER
15%26%
1%
5%
SOCIAL
DIRECT
16%
2%
28%
“
6CUSTORA Holiday 2013 E-Commerce Recap
Receive updates on e-commerce stats for holidays, seasonal
reports, and industry performance.
Benchmark your Business
Online retailers can easily benchmark themselves against US
e-commerce industry performance along key performance metrics,
including revenue growth, conversion, average order value (AOV),
mobile purchases and marketing channel performance. Simply
follow the step-by-step process on the Custora Pulse “Benchmark
your data” section.
94.2%9 4 % O F P E O P L E
W H O R E A D T H I S A R E
M O R E T H A N L I K E LY T O
B E N C H A R K T H E I R O W N
D ATA U S I N G T H E
C U S T O R A P U L S E
About Custora’s E-Commerce Pulse
The Custora Pulse tracks key US e-commerce statistics and allows
any retailer to benchmark their data in real time. The Pulse is based
on Custora’s analysis of over 70 million online shoppers and over
$10 billion in e-commerce revenue across over 100 US-based
online retailers. The Pulse also leverages external data points, such
as the US Department of Commerce e-commerce growth figures,
to extrapolate growth trends within the Custora data universe to
arrive at predictions for US industry at large.
About Custora
Custora is a customer-centric marketing platform that helps
e-commerce teams acquire, retain, and segment their customers.
Custora uses best-in-class predictive analytics models to help
retailers answer questions like: What are our best performing
customer acquisition channels? How do we convert more mem-
bers to active customers? How do we increase repeat purchase
rates? How do we re-activate lost customers? What makes our
most valuable customers different?
We work with several leading e-commerce retailers, including
LivingSocial, Etsy, Fab, Bonobos, One Kings Lane and many more
throughout Earth.
To learn more about e-commerce marketing analytics, check out
Custora U for courses about segmentation, lifecycle marketing,
cohort analysis and more.
Oh, and please direct inquires to [email protected].
S I G N U P F O R P U L S E U P D AT E S
B E N C H M A R K Y O U R D ATA R E Q U E S T A C U S T O R A D E M O