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BizReport : Ecommerce archives : November 30, 2015

More than three-quarters of all Black Friday mobile orders made on an Apple device

The first e-commerce figures from Black Friday are trickling through and the data points to success in sales thanks to email and significant mobile activity. In this article we take a look at data as presented by predictive marketing platform Custora.

by Helen Leggatt

Data for Black Friday e-commerce is based on the firm's E-Commerce Pulse, a free online dashboard providing key US e-commerce statistics and benchmarking data from 200+ online retailers, 500 million anonymized shoppers, and $100B in e-commerce revenue.

According to that data, this Black Friday saw e-commerce revenue up 16.1% over last year with a growth in orders of 15.6% YoY.

Mobile played a significant role with more than a third (36.1%) of online sales placed on a smarthphone or tablet. That's a rise of 30.3% on Black Friday 2014. More than three-quarters of all mobile orders (77.6%) were made on an Apple device, with just 22.1% on Android, up slightly from 19.5% last year.

However, social media's role was less significant driving just 1.7% of Black Friday sales.
While online search is usually the primary channel driving sales, this year the channel that drove the most online sales on Black Friday 2015 was email, driving 25.1% of orders. Free search drove 21.1% of sales and 16.3% via paid search.

Denys Prykhodov /

Image via Shutterstock

Tags: Black Friday, email marketing, mobile, trends

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