Amazon Dominates Cyber Monday, Makes the Annual Event Its Own

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Amazon Dominates Cyber Monday, Makes the Annual Event Its Own

By Tim Denman - 11/29/2017

The fact that Amazon led the pack on Cyber Monday is no surprise, but the level of its dominance is shocking and cause for concern for the rest of the industry.

Amazon announced that Cyber Monday was the single biggest shopping day worldwide in the company's history, and the biggest day ever for small businesses and entrepreneurs selling on Amazon.

The retailer reports that orders on its mobile app increased more than 50% year over year, and customer research firm Trybe found that out of the consumers who bought something on Cyber Monday, 8 in 10 bought on Amazon. With 80% on online shoppers making at least one purchase on Amazon, it is no wonder the online giant posted record sales and dominated the digital landscape once again.

"Amazon customers shopped at record levels during the Turkey 5, ordering hundreds of millions of products from toys to fashion to electronics and Amazon devices," stated Jeff Wilke, CEO, worldwide consumer, Amazon. "Customers ordered nearly 140 million items from small businesses alone and this is just the beginning of the holiday season.”

While Amazon engulfed the lion’s share on online revenue on Cyber Monday the rest of the industry enjoyed surging sales numbers as well, as the online holiday set a new record with over $6.5 billion in sales. The final results are still pouring in and the true success of Cyber Monday will not be known for some time, the early numbers are very promising for what looks to be a rebound holiday shopping season for retailers. Below is a quick look at Amazon’s success as well as how the rest of the industry fared on Cyber Monday and the early holiday season.

Cyber Monday Results

  • Cyber Monday 2017 is now the single biggest shopping day in Amazon's history, surpassing Prime Day 2017; it was also the biggest day ever for small businesses and entrepreneurs selling on Amazon; and Amazon App orders increased more than 50% year over year. ― Amazon
  • Out of the consumers who bought something on Cyber Monday, 8 in 10 bought on Amazon. ― Trybe
  • Overall Cyber Monday is projected to hit a new record as the largest online sales day in history with $6.59 billion ― Adobe
  • Average order value (AOV) was smaller on Cyber Monday compared to Black Friday, by about $10, due to deeper discounts on Monday and lower (or no) free shipping thresholds. Salesforce
  • Shoppers placed 37% of orders and made 56% of visits from phones on Cyber Monday, outpacing last year’s values of 29% and 48%, respectively. Salesforce
  • Cyber Monday performance metrics increased year over year in numerous areas: revenue growth (10% increase); traffic (9% increase); mobile traffic share (48% increase); and mobile order share (29% increase). ― Salesforce
  • Cyber Monday outperformed Black Friday by 68% and had year-over-year growth of 12% in both revenue and purchases. ― Rakuten Marketing
  • Amazon captured as much as 45% to 50% of all e-commerce sales between Black Friday and Cyber Monday, an increase from 38% during the same period a year ago. Walmart got 10% of online spending during the same time period, more than double its share from a year ago. ― GBH GBH Insights
  • Mobile revenue and purchases were up 31% and 28%, respectively. ― Rakuten Marketing
  • Peak revenue and purchase activity occurred between 5:00 pm ET and midnight. ― Rakuten Marketing
  • Overall web traffic to retail sites increased by 11.9% and mobile set a new record representing 47.4% of visits. ― Adobe
  • 90% of orders used a promotion, up 1% over 2016.DynamicAction 
  • Over 20% of the entire day’s transactions occurred between 12 am and 6 am, a significant uptick from years past. Early morning velocity (the speed at which consumers click “complete purchase”) was 92% higher than Cyber Monday 2016. First Data

Holiday Shopping 2017 At a Glance

  • Shoppers that engage with AI-powered product recommendations account for a greater share of revenue during Cyber Week than during a non-peak period. Overall, 5% of shoppers that engaged with AI-powered product recommendations accounted for 24% of revenue on Cyber Monday. Salesforce
  • The holiday shopping season so far (November 1 to 27) drove a total of $50 billion in online revenue, a 16.8% increase. ― Adobe
  • Holiday sales for 2017 are forecasted between $678.8 billion to $682 billion, a gain of 4% year over year. ― National Retail Federation  
  • E-commerce sales are projected to set a new record at $107 billion this year, about 11% of total spending. ― eMarketer
  • Combined Black Friday weekend (Saturday and Sunday) brick-and-mortar traffic, during the past two years, has decreased 2.5% to 3.5% year over year. This range represents a big turnaround from the prior three years, during which shopper visit decreases ranged from 4.5% to 6%.― ShopperTrak
  • 137 million people went to stores over the four-day Black Friday weekend The Balance
  • Sales grew across the three-day period from the Wednesday before Thanksgiving to Black Friday by 21% year over year. ― Rakuten Marketing
  • 3.5% to 4% year-over-year growth is expected this holiday season. Online spending is expected to rise 15% to 17%, marking two years of strong e-commerce growth. ― Visa
  • 5% of shoppers clicked or tapped on a personalized product recommendation, those shoppers accounted for 28% of all revenue.Salesforce
  • Seven in 10 shoppers will make at least 26% or more of their purchases at Amazon, and 40% will use Amazon for more than half. ― Astound Commerce