Monday blues? Not for online retailers.
Mobile shopping traffic moved at a good clip Monday, accounting for 46.6% of all online traffic, a 15.2% increase compared with the same day of the week a year ago, according to IBM data collected from its e-retailer clients.
Mobile sales surged, too, grabbing 25.9% of all online sales Monday, an increase of 27.8% compared with last year, according to IBM. The average order value on mobile devices held steady, up just 0.34% to $115.34. Desktop order value was $135.38 on Monday, the report said.
A study from Monetate, which sells testing and personalization services to e-retailers, finds mobile phone traffic grew 73% on Monday compared with 2014, and purchases from phones increased 78%. Total online shopping traffic on Monday increased 13% while online sales were up 6% compared with the same day last year, the study said. Monetate’s analysis is based on more than 26 million online U.S. shopping sessions.
E-retailers are drawing more traffic from online social networks as holiday shopping ramps up. Online shopping traffic from Facebook jumped 153% year over year while traffic from Twitter was up 142%, Monetate found. Growth in online purchases on Twitter was 1,448%.
Purchases from desktop on that day increased just 2% for the day, but average order value was $148. Tablets finished second at $123, followed by mobile phones at $105, Monetate said.
U.S. e-commerce revenue increased 12.8% during the Nov. 1-22 period compared with the same time last year, and transactions were up 12.0%, according to the Custora E-commerce Pulse Holidata 2015 report. The marketing software company’s information comes from aggregate, anonymized data from over 500 million shoppers, $100 billion in e-commerce revenue and more than 200 online retailers.
Custora’s data also shows shoppers increasingly use their mobile phones to place orders. So far this holiday season 20% of online transactions have been placed on mobile phones. Tablet use is down a percentage point to 10.3% of orders this year compared with 2014, and orders placed on desktops fell to 69.9% from 75%, according to the report.
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