Online retail recovered well during the holiday period in a far-from-normal shopping year
- Online retailers enjoyed higher value purchases
- They experienced less abandoned carts
- Shoppers demonstrated higher engagement
- Mobile shopping increased dramatically
Our data shows mobile gaining continued momentum
There was a 66% increase in iPhone mobile shopping activity and an 18% increase in Android mobile shopping activity. Even in a year when many shoppers were working from home and traveling infrequently or not at all—and thus, likely at home near a larger screen—they still turned to their phones to shop. Black Friday shoppers showed 32% more activity on phone vs. web compared to last year. Cyber Monday shoppers used mobile 28% more.
Our data showed that email is by far the top channel to drive traffic and convert sales in online stores. Paid Search, Natural Search, and Affiliate channels/third-party shopping websites were the top drivers of traffic outside of email.
If you’re a retailer curious to learn more about how we gathered this data, and what it might mean for your own business, download our full infographic showcasing this data
