shopping, e-commerce, consumer behavior

Salesforce has released their Thanksgiving Day data for online shopping. The solutions provider confirmed that digital commerce continues to increase in revenue share — there were year-over-year 29 percent more online sales, its analysis confirmed.

Perhaps unsurprisingly, mobile commerce posted a dramatic rise in completed purchases. “This year, mobile shopping took another massive step forward, as shoppers placed 48 percent more orders on phones. For the first time ever, mobile surpassed computers, capturing 46 percent of all orders, edging out computer’s 45 percent share, thanks to a 12 percent increase in conversion rate,” said Rick Kenney, head of consumer insights at Salesforce Commerce Cloud.

What’s more, mobile share of traffic to e-commerce sites accounted for 61 percent of all traffic yesterday. This marked a 33 percent year-over-year increase for mobile phone visits.

The proof is in the personalization. Perhaps the first large opportunity to track the true value of personalization features, customized product recommendations and content seemed to pay off. According to the analysis, five percent of shoppers clicked on prompted item suggestions — though not spectacular, 28 percent of all revenue was secured from the recommendations.

Thanksgiving digital sales posted a 17 percent year-over-year uptick, too. “Thanksgiving will likely bump Cyber Sunday off the medal stand to become the third-biggest shopping day of the season, trailing only Black Friday and Cyber Monday. Last year, Thanksgiving accounted for 4.4 percent of the entire season’s sales, while Sunday accounted for 4.6 percent,” said Kenney.

Salesforce’s analysts also found that consumers groomed deal-hunting tendencies applied to yesterday’s shopping as well. The average order dropped to $117 to $119, the research found. Conversely, social traffic share surged 30 percent to amount for 5.3 percent in overall value. Discount rates remained flat at 29 percent, the research confirmed.

More from WWD:

The Social Media Channels That Deliver the Highest E-Commerce Conversions

Holiday Shopping Driven Less By Marketing, More By Tradition

Consumers Begin Holiday Shopping In-Store Due to Online Frustrations

load comments
blog comments powered by Disqus