Cyber Monday Results: Heaviest E-Commerce Day Yet

comScore-Cyber-Monday-E-Commerce-Spending-Dec2014Biggest. Online. Shopping. Day. Ever. Grandiose rhetoric aside, the Cyber Monday results are rolling in, and not surprisingly given the trajectory of e-commerce sales so far this holiday season, the day now ranks as the heaviest day of online shopping activity yet. According to comScore’s figures, retail e-commerce spending from desktops exceeded $2 billion for the first time on Cyber Monday, representing a 17% year-over-year rise. And that’s not even counting mobile commerce, which despite remaining a relatively small share of total e-commerce sales, is growing quickly.

As with Monday’s Thanksgiving weekend wrap-up, the following highlights some key points from Cyber Monday.

Spending Growth

  • E-commerce sales were up by 8.5% year-over-year, per IBM Digital Analytics, although average order values were down by 3.5%.
  • Custora has e-commerce revenue growth at 15.4%, also declaring it the biggest day of online shopping to-date.
  • Adobe’s tally puts Cyber Monday e-commerce sales growth at 16%, with total online sales at $2.65 billion.
  • According to Monetate, Cyber Monday was the biggest online shopping day of the year based on session volume, with an 11.8% increase over Cyber Monday 2013. Monetate also cited an 8.3% increase in conversion rates and a 7% rise in revenue per session.
  • ChannelAdvisor finds a 16.7% year-over-year increase in same-store sales on Cyber Monday.

Mobile Commerce

  • IBM’s figures indicate that mobile devices accounted for 41.2% of e-commerce traffic, a 30.1% year-over-year increase, and 22% of sales, a 27.6% rise. In keeping with results seen over Thanksgiving weekend, smartphones accounted for a larger share of traffic than tablets (28.5% and 12.5%, respectively), while tablets took the lead in share of sales (12.9% vs. 9.1%). Tablet users also spent more per order, while iOS users outpaced Android users in average order values, (18.5% higher), traffic (more than double) and sales (more than quadruple).
  • Mobile comprised 21.9% of orders on Cyber Monday, per Custora, up from 15.9% last year.
  • Interestingly, Adobe’s take isn’t so enthusiastic: according to its figures, mobile devices accounted for 19% of sales, but that was flat from last year.


  • Shoppers referred from Facebook had an average order value of $123.44, 26.2% higher than those referred from Pinterest ($97.78), per IBM.
  • Email marketing fueled almost one-quarter (23.9%) of e-commerce orders on Cyber Monday, says Custora, with organic search driving 18.8% share and paid search 16% share.
  • Online shopping hit a peak between 9 and 10PM on Cyber Monday, details Adobe, also noting that the best discounts were to be had in the early morning hours. ChannelAdvisor data also indicates that shopping activity peaked between 6PM and midnight.
  • An analysis of retail email activity from Bronto suggests that 7AM was the busiest hour, with 10% of all emails sent then.
  • Constant Contact’s email volume tracking indicates that for small businesses, Cyber Monday was a far larger day than Black Friday for email sending, up 18% year-over-year. According to its data, Constant Contact finds that the business hour for email activity was 10AM ET.