A recent report from Nosto reveals that mobile commerce achieved a significant breakthrough during the Cyber Weekend. The study, which examined data from over 107 million visits across 1,269 online stores in various regions, found that 63% of sales were made through mobile devices. This marks a notable 10% increase compared to the previous year and indicates a shift in consumer behavior. Shoppers are no longer solely using smartphones for research purposes; they are actively making purchases on their devices.
There are several factors contributing to the rise of mobile commerce. Firstly, the advancements in phone technology have made smartphones more capable and user-friendly for online shopping. Additionally, the increasing prevalence of larger screen sizes has enhanced the overall shopping experience on mobile devices. Furthermore, retailers have taken proactive measures to optimize their mobile sites and apps, providing a seamless and convenient platform for customers.
Although the overall conversion rates experienced a slight decline, which is to be expected with the shift to mobile, desktop remains the preferred channel for completing purchases. Desktop orders have a higher value, with an average of $126 compared to $100 for mobile orders. However, the fashion sector witnessed a noteworthy increase in average order values (AOV), growing by 9.8% compared to the previous year. Sales and traffic in the fashion sector also saw positive growth rates of 8.2% and 9.3%, respectively.
It is important to note that consumers remained price-conscious during the Cyber Weekend, with an average discount of 40% for purchased products. The majority of shoppers considered a minimum discount level of 20% acceptable, resulting in 83% of all online sales during the period involving discounts. The health and beauty vertical emerged as the strongest sector, experiencing significant year-on-year increases in traffic (13.5%) and sales (22.6%), with a 1.2% growth in AOV. The fashion sector stood out with an impressive almost 10% increase in AOV, indicating that consumers are still willing to purchase clothing despite prevailing economic conditions.
Among all the Cyber Weekend sales, Black Friday remained the dominant day, accounting for 33% of total sales over the four-day period. Black Friday saw year-on-year increases in traffic (6.3%), sales (8.4%), and AOV (4.9%). However, Cyber Monday experienced the largest growth rates in both traffic and sales, although it did not surpass Black Friday in terms of overall sales volume. On Cyber Monday, traffic increased by 7.5%, sales by 11.7%, and AOV by 7.6%.
In conclusion, this report emphasizes the growing significance of mobile commerce in the retail industry. With advancing technology and retailers’ focus on enhancing the mobile shopping experience, it is likely that mobile will continue to play a crucial role in driving sales during future shopping events.
Useful Links:
– Nosto’s analysis of Black Friday 2019 ecommerce trends
– Retail Dive’s coverage of Cyber Monday 2019 online shopping records
