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Update! The Mobile-First Holiday: Ecommerce Stats You Need To Know

Update! The Mobile-First Holiday: Ecommerce Stats You Need To Know

At this very moment, retail executives around the US are likely screaming about their Black Friday and Cyber Monday sales performance. For some, these sounds resemble a triumphant war chant, for others, these are the shrill cries of defeat. The reason? Mobile-first adoption.

No matter where you stand, this data changes the ecommerce landscape. Here are the latest stats and key trends from the long-weekend of holiday sales events. We will update this article as soon as new data is released, so make sure you subscribe to be the first to know!

Thanksgiving Takes an Extra Helping

On Thanksgiving day, as of 7:00am Pacific Time, U.S. consumers spent $406 million. By 2pm, Adobe announced that this number skyrocketed to a whopping $1.75 billion, representing a 23% increase over sales in the same time period in 2017. By the end of the day, Americans beat out last year’s sales for the day by a shocking 28%, resulting in a shocking 3.7 billion dollar Thanksgiving. Adobe initially projected a $3.1B bottom line for the holiday.

Mobile Wins Big

Here’s a quick breakdown of the major events in bite-size chunks:

Thanksgiving Day

“Mobile stole the show Thanksgiving Day with smartphones representing more than 50% of traffic to retail sites, as well as record amount of revenue,” Taylor Schreiner, Director of Adobe Digital Insights

Black Friday

$2.1 billion or 33.5% of sales came from smartphones this Black Friday. Another 10% of sales, or roughly $627 million, came from tablet users. All in all, the day yielded an impressive $6.2 billion, a 23.6% increase over 2018.

Cyber Monday Breaks The Internet

Here’s the big one. Cyber Monday sales shattered all previous records for online sales… in U.S. history.

“Cyber Monday [topped] $7.9 billion by the end of the day, making it the largest online shopping day of all time in the U.S. This represents a 19.7 percent increase year-over-year (YoY) as of 7:00 p.m. ET. In comparison, Thanksgiving Day and Black Friday brought in $3.7 billion (28 percent growth YoY) and $6.2 billion (23.6 percent growth YoY) in revenue, respectively.”BusinessWire

Here’s the share of devices (as of ~1:30pm ET November 27, 2018):

the mobile-first holiday ecommerce stats you need to know See more live stats at ExploreAdobe.com

7 Days of Spectacular Sales

Additionally, Adobe’s latest report notes that this November has seen 7 days where total sales broke the $2 billion mark (as of Nov. 28, 2018)… Thanks in no small part to the mobile sales spikes.

Omnichannel Adoption Drives Sales

The trend of “buy online, pick-up in-store (BOPIS)” continued, with the trend growing 50% during this past weekend over 2018. According to Adobe, this spells dollar signs for omnichannel merchants: “As the online and offline retail experience continues to blend, retailers with physical stores drove 28 percent higher conversions online.” While this trend helped retailers increase their share of online earnings, in-store sales lagged far behind.

It’s time to join the mobile-first movement. As Adam Morris, Redstage CEO notes, “Cusotmers are no longer expecting an in-store Black Friday and Cyber Monday, but instead, an omnichannel experience.” While many retailers successfully ramped up their omnichannel strategies for this holiday, the data shows this trend is here to stay, and more work is needed.

If you want to reduce mobile checkout friction before the holidays are over, contact us asap! To see the results we’ve achieved with our recently launched Magento Community Initiative, find the latest data here.

Final Thoughts

These extravagant stats spell success for an industry racing to close the mcommerce gap. It’s seems the industry is all-aboard the mobile-first customer experience wave. As Internet Retailing points out, retailers may have finally reached ‘always-on‘ mobile consumers. Now it looks like the key areas for improvement are streamlining mobile checkouts, and optimizing omnichannel experiences.

Update Nov. 28, 2018

Black Friday + Cyber Monday Stats You Need To Know

Here’s a breakdown of YOY holiday sales by device and region based on data collected by our partners at Nosto!

    • United States
      Desktop: 39% (2017) / 34% (2018)
      Mobile: 56% (2017) / 61% (2018)
      Tablet: 5% (2017) / 3% (2018)

 

    • United Kingdom
      Desktop: 47% (2017) / 40% (2018)
      Mobile: 42% (2017) / 48% (2018)
      Tablet: 11% (2017) / 12% (2018)

 

    • Northern Europe
      Desktop: 39% (2017) / 37% (2018)
      Mobile: 51% (2017) / 57% (2018)
      Tablet: 10% (2017) 6% (2018)

 

      • France
        Desktop: 69% (2017) / 67% (2018)
        Mobile: 19% (2017) / 22% (2018)
        Tablet: 12% (2017) / 11% (2018)

     

    • DACH
      Desktop: 40% (2017) / 53% (2018)
      Mobile: 42% (2017) / 39% (2018)
      Tablet: 8% (2017) / 8% (2018)

 

Update Nov. 29, 2018

PayPal Mobile Payments Get A $2B Holiday Boost

    • For the first time in PayPal history, mobile payment volume topped $1 billion, and did so on both Black Friday (November 23) and Cyber Monday (November 26). – PAYMNTS

 

    • Adobe reports U.S. shopping carts averaged $138.00 during Cyber Monday, a 6% bump over last year.

 

    • 49% of Black Friday traffic came from smartphones, driving 30% of online sales.

 

  • “In the [PYMNTS] Checkout Conversion Index report, the 30 merchants with the fastest, most streamlined online checkouts ranked well. Conversely, the 30 merchants with the lowest scores offer a widely inconsistent checkout experience…”

Update Nov. 30, 2018

Cyberweek 2018 Trends Report

Our partners at BigCommerce identified a few additional trends in their Cyberweek 2018 Trends Report. Key findings include:

      • While online stores continue to have the highest AOV for any sales channel, Facebook took second place, accounting for “70% of total GMV” for Fashion and Jewelry brands using the channel. Home and Garden brands selling on Facebook came in at 16% GMV.

     

    • “The Fashion & Jewelry and Toys & Games verticals saw the highest GMV increases over 2017.
UPDATE! Mobile-First SEO: What You Need To Know

UPDATE! Mobile-First SEO: What You Need To Know

Last week, Google announced the launch of mobile-first search indexing for a “handful” of websites. Although Google’s search engine won’t be giving priority to responsive sites until later in 2018, it’s time to prepare. Bookmark this page and subscribe for all new developments as Mobile-First SEO goes mainstream. For now, let’s dive into everything you need to know to get ready.

>>Skip to Recent Updates

Mobile-First SEO

Mobile-First SEO

It’s been said countless times, but mobile traffic matters. Every time mobile customers struggle to navigate your site, you’re losing money and market share. As recent studies estimate, over 55% of web traffic comes from mobile devices. Google affirms these numbers, saying “most people” are now searching from mobile.

Get Responsive, Fast

If your site isn’t responsive yet, it’s time to hop on the train. If the $2 billion racked up from mobile in Black Friday sales was any indication (especially considering the total for Black Friday online sales was $5B), your company better have a responsive site in development. The best way to ensure your SEO stays intact when the changeover occurs is to have your site completely mobile-ready in every way possible.

Mobile-First SEO

Mobile-First Ranking Difference

As Search Engine Land reports, “With desktop sites, Google said that content hidden in tabs, accordions, expandable boxes and other methods would not be weighted as high. But when it comes to mobile, Google’s Gary Illyes said content like this will be given full weight if done for user experience purposes. The idea is that expandable content makes sense on mobile and not so much on desktop.” While the leadership at Google expect mobile-first ranking to only have ‘minimal’ impact on changing current search results, sites who haven’t adapted properly may fall far from the first page.

‘Advantageous’ Changes

As Tech Crunch reports, Google has publicly announced that, “Pages that already take advantage of responsive web design and implement dynamic serving don’t usually have to do anything to be ready.” However, while some sites have a mobile version, mobile sites occasionally hide content that’s found on the desktop version (think long product descriptions). If this is the case for your site, you’ll need to do some restructuring for a seamless transition. Your site doesn’t need to be completely identical across platforms, “but it should contain all the information users need to know about your business,” according to SEMrush. Providing as much content as possible, while keeping it fast and responsive seems to be the ultimate happy-medium.

How to Prep

So far, we already know that Accelerated Mobile Pages (AMP) will give your site an edge for ranking higher in mobile SERPs. Experts agree that while making big changes to SEO optimized mobile pages may be a daunting task (especially for ecommerce sites), they suggest implementing AMP to prep your Mobile-First SEO.

What We Don’t Know

Mobile-First SEO

How will Google index your “hamburger” navigation when it crawls your site? Will H1 and H2 tags be indexed the same on mobile and desktop so site UX can stay in-tact? Do certain photo-resizing methods give sites an upper-hand? How do mobile ads play into the new search rankings?

Flipping The Switch


It’s still unclear how exactly Google will initiate the switch-over. At the SMX West conference last spring, Google’s Garry Illyes said the new index will not come until search results are “quality neutral.” In a Google Hangout, Webmaster Trends Analyst John Mueller recently said Google might choose to switch-over batch-by-batch while others speculate there may be a day when Google decides to flip the switch for everyone. For now, however, it seems Google’s goal is to keep search results the as close as possible to how they appear today.

UPDATES

Jan. 19, 2018 — PracticalEcommerce confirms Google’s plans to make the speed of mobile webpages a ranking factor. Since “Shoppers Expect Speed,” this will be especially important for Ecommerce sites. The “Speed Update” is slated for July 2018.
See some awesome stats on site speed & mobile user behavior here.

Feb. 22, 2018SERoundtable reported today that Google plans to phase-in the next batch of sites to the mobile first index in the next few weeks! Google’s Gary Illys made the announcement yesterday at PubCon. Again, the company said they will hold true to their promise not to move your site until you are ready… But you are getting ready, right? Let us know if you need any help getting your fully responsive store up and running!

Go Mobile Now
Redstage specializes in responsive ecommerce site development. Want to learn more about how we can help make your Magento site mobile-friendly? Shoot us a message today and let’s make your dreams a reality. View our responsive design work here.