Holiday E-Commerce Continues to Shine in U.S., Mobile Drives Sales in U.K. on Boxing Day
Dec. 30, 2013
E-commerce and traditional brick-and-mortar sales continue to diverge this holiday season, with many retailers relying on e-commerce to salvage gains, according to the most recent update to the Custora E-Commerce Pulse 2013. Holiday e-commerce sales, from Black Friday through yesterday, showed a 13 percent increase from last year while most measures of overall sales were flat or slightly higher than last year.
On Christmas Day itself, online sales rose 16.5 percent over the same day in 2012, according to the IBM Digital Analytics Benchmark 2013. The IBM report also looked at Boxing Day totals from the U.K. where online sales were more than 40 percent higher than a year ago. International online sales continue to benefit from the U.S. shopping season. In the U.K., IBM found that mobile sales accounted for 45 percent of online sales on the day after Christmas. For the first time in Britain, mobile devices eclipsed PCs as the primary driver of online traffic.
“Mobile has rapidly become the dominant channel and now retailers really need to look at the role that each device is going to play within the overall customer journey and decision making process,” according to James Lovell, Smarter Commerce retail solutions consultant for Europe, IBM. “The key challenge will be how they maximize the effectiveness of these devices to help augment the in-store customer experience as well as the traditional digital only channels.”
Whether highly publicized shipping snafus that caused the delivery of many online purchases to be delayed until after Christmas will dent e-commerce next year remains unclear.