Amazon claims 36 percent of online traffic, while overall online Black Friday Sales were up 7 percent.
Amazon.com dominated Black Friday sales online, claiming more than one-third (35.7%) of U.S. e-commerce on Nov. 27, according to Slice Intelligence. It was the only e-commerce site to achieve a double-digit share of the marketplace; Best Buy came in second at 8.2 percent, followed by Macy’s at 3.4 percent.
Overall online sales on Black Friday were up 7 percent from 2014, Slice says. Meanwhile, the retailer with the most Black Friday gains was Wayfair, with sales 315 percent higher than Black Friday last year. EBay appears to be winning the mobile revolution, with mobile sales up 12 percent during the four-day Cyber Weekend.
“Mobile has put shoppers in the driver’s seat this year, and they expect great deals and gift ideas throughout the holiday season, rather than just on individual days,” Jay Hanson, VP of Merchandising at eBay told TechCrunch.
Retailers Walmart and Nordstrom came in at 3.35 percent and 3.11 percent respectively. Some retailers, like Walmart and Target, had offered early door-buster deals in advance of Black Friday, affecting their anticipated Black Friday sales figures.
Black Friday sales soared for the online retail giant, selling record numbers of Amazon-branded products, including Kindle devices and the Amazon Echo smart device, which was the No. 1 seller on its Black Friday debut. Amazon issued a statement touting its holiday success, with Dave Limp, senior vice president, Amazon Devices, stating “We’re excited that millions of customers will be opening new Amazon devices this holiday season. This has already been the biggest holiday shopping season for Amazon devices, and we’re energized by the year over year growth for all of our product categories.”
While the e-commerce giant is mum on actual sales numbers, TechCrunch reported that it was a record year for Amazon-branded products.
A separate study from BlueSnap and PYMNTS.com suggests that there’s still room for improvement in cybersales, however, with checkout friction short-circuiting as much as 36% of sales. While Amazon won’t release its official numbers, with an estimated 80 million Prime members and 44% of initial product searches, it’s clearly the leader in near-frictionless shopping.
Despite the impressive holiday sales figures for this year, BlueSnap and PYMNTS released a study suggesting that retailers are missing out on as much as 36 percent in online sales due to “checkout frictions,” such as the buying process taking too long. “They’re leaving a ton of money—we’re talking millions of dollars in sales—on the table and they have no idea,” Ralph Dangelmaier, CEO of BlueSnap, told TechCrunch. “And what we’re seeing with all this Cyber Monday spending is that a lot of shopping is moving online, so retailers really need to have a handle on exactly how much they’re losing due to online checkout problems.”
