2013 Holiday and eCommerce Benchmark
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2013 Holiday and eCommerce Benchmark

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2013 was the shortest online shopping season since 2002 with only 27 days between Thanksgiving and Christmas. Despite the condensed season, online sales grew by 18% over last year, and November plus ...

2013 was the shortest online shopping season since 2002 with only 27 days between Thanksgiving and Christmas. Despite the condensed season, online sales grew by 18% over last year, and November plus December accounted for 27% of total annual sales for the average US retailer; a higher share than any other country.

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2013 Holiday and eCommerce Benchmark 2013 Holiday and eCommerce Benchmark Presentation Transcript

  • 2013 eCommerce Benchmark a  nd Holiday Shopping Report ADOBE DIGITAL INDEX ADOBE DIGITAL INDEX | 2013 Holiday and eCommerce Benchmark
  • Table of Contents 2013 Holiday Season 2013 eCommerce Benchmarks 01 02 03 04 05 06 07 08 09 11 12 13 14 15 16 Season Summary Mobile Shopping Social Impact Thanksgiving Day Black Friday Cyber Monday Merchant Type Merchant Category International Holiday Shopping ADOBE DIGITAL INDEX | 2013 Holiday and eCommerce Benchmark Acquisition Benchmarks Engagement Benchmarks Conversion Funnel Benchmarks eCommerce Benchmarks Loyalty Benchmarks Mobile Benchmarks
  • Holiday Season Summary Online Sales by the Hour (In millions) THANKSGIVING 2013 was the shortest online shopping season since 2002 with only 27 days between Thanksgiving and Christmas. Despite the condensed season, online sales grew by 18% over last year, and November plus December accounted for 27% of total annual sales for the average US retailer; a higher share than any other country. Compared to their European counterparts, US consumers waited much longer to start holiday shopping. Unfortunately, US consumers have been conditioned to wait for Black Friday for the best dealsand when Thanksgiving falls late in the season retailers miss out important shopping days. This year the late start to the season cost retailers more than a billion in potential online sales. CYBER MONDAY $100 $60 $20 12 :00 am 06:00 am 12 :00 pm 06:00 pm 11 :00 pm Online Sales (Relative to normal) US consumers wait for Black Friday deal while Europeans start shopping earlier and finish later. 4 UNITED STATES EUROPE 2 NOVEMBER ADOBE DIGITAL INDEX | 2013 Holiday and eCommerce Benchmark BLACK FRIDAY $140 DECEMBER JANUARY 1
  • Mobile Shopping In-store mobile shopping started to take off in 2012. This year, while waiting in long lines on Black Friday or visiting family over the Thanksgiving weekend, consumers said they would shop 40% more from their mobile device than last year. In 2013 mobile shopping accounted for 14% of total holiday online sales for the average US retailer and on some unique shopping days it was much higher. Mobile shopping hit its peak at 26% of all online sales on Black Friday. Two important things happened on Black Friday to drive up mobile shopping that retailers should expect to see more: 1. Smartphone apps allowed consumers to shop online while waiting in long lines. 2. Doorbusters on Thanksgiving led to shopping fatigue on Black Friday. Many consumers chose to shop on tablets from the comfort of their couches rather than go out again. Mobile Share of Sales TABLET SMARTPHONE SUNDAY CYBER MONDAY 20% 10% 0% THANKSGIVING BLACK FRIDAY SATURDAY Online Sales by Day TRADITIONAL MOBILE 18 % 26% $2,000 21 % $1,000 $0 THANKSGIVING ADOBE DIGITAL INDEX | 2013 Holiday and eCommerce Benchmark BLACK FRIDAY CYBER MONDAY 2
  • Pinterest and continue to gro w, but Facebook s till represents 64% of social re ferrals. Social Impact 2% of shoppers jump directly from a social network to a retail website (last click), but 36% of U.S. con­ umers say that a significant s portion (about 30% or more) of their holiday purchases require them to con­ ult social media before making a final purchase deci­ s sion. As we noted in our recent Social Media Intel­i­ ence Report, lg with ads in the newsfeed and pro­ oted tweets and pins, adver­ is­ m t ing impres­ ions on sites like Face­ ook are up 85% ver­ us last year. s b s More rele­ ant advertising on Face­ ook, Pinterest and Twitter led v b to 12, 24, and 17 percent social referral share growth respectively for these networks, while other social sites, Tumblr, Reddit, Blog­ ger, and YouTube were down year over year. Retailers need to understand the value of social media in the purchasing journey to effec­ ively use social to drive online sales and not mea­ ure social t s marketing by just look­ng at direct referrals. i ADOBE DIGITAL INDEX || 2013 Holiday and eCommerce Benchmark ADOBE DIGITAL INDEX 2013 Holiday and eCommerce Benchmark 24 % INCREASE year-over-year 17 % INCREASE year-over-year 12 % INCREASE year-over-year 2% to social SOCIAL OTHER 36% by socia l 3
  • Thanksgiving Day Consumers took full advantage of their mobile devices to “shop on the sly” on Thanksgiving Day. Retailers poured money into new mobile capabilities this year by adding WiFi to key stores, expanding mobile application offerings, and optimizing websites for easier transactions from small screens. These investments in mobile paid off, driving customers to use their smartphones and tablets more this year. Online shopping peaked in the evening as consumers shopped from their phones while taking advantages of deals in-store. Online Sales by the Hour (In millions) 2010 2011 2012 18 % INCREASE 2013 year-over-year $140 $100 $60 $2 0 12 :00 am ADOBE DIGITAL INDEX | 2013 Holiday and eCommerce Benchmark 06:00 am ADOBE DIGITAL INDEX | 2013 Holiday and eCommerce Benchmark 12 :00 pm 06:00 pm 11 :00 pm 4
  • Black Friday Last year, sales started pick­ng up online at 6 a.m. ET on Black i Fri­ ay. This year things began ramping up three hours earlier as d a result of increased in-store mobile shopping and new strate­ gies that staged releases of “door-buster” promotions through­ ut o the day. With in-store shop­ ing hap­ en­ng early in the day on p p i Thanksgiv­ng, con­ umers appeared to head home ear­ier and i s l con­ inue shop­ ing online. Online shop­ ing peaked between t p p 11 a.m. and 12 p.m. ET on Black Fri­ ay, when retailers pulled in d $150 mil­ ion in a single hour. l 39% Online Sales by the Hour INCREA SE (In millions) 2010 2011 2012 2013 year-over-year $140 $100 $60 $2 0 12 :00 am 06:00 am 12 :00 pm ADOBE DIGITAL INDEX || 2013 Holiday and eCommerce Benchmark ADOBE DIGITAL INDEX 2013 Holiday and eCommerce Benchmark 06:00 pm 11 :00 pm 5
  • Cyber Monday Cyber Monday shopping patterns were consistent with previous years. Online sales peaked between 8 p.m. and 9 p.m., with sales in that hour alone totaling $150 million. On Cyber Monday, mobile played a lesser role, as consumers seemed more than happy to sit at their work computers or at home with their laptops in the evening hours and shop. Even at 18% of sales on Cyber Monday, however, the total sales attributed to a tablet or smartphone this Cyber Monday was $419 million ($290 million from tablets and $129 million from smartphones). 29% of visits to retailers’ websites came from smartphones, but these visitors converted to sales at a much lower rate than did tablets or desktop users. 16 % INCREA SE Online Sales by the Hour year-over-year (In millions) 2010 2011 2012 2013 $140 $100 $60 $2 0 12 :00 am ADOBE DIGITAL INDEX | 2013 Holiday and eCommerce Benchmark 06:00 am 12 :00 pm ADOBE DIGITAL INDEX | 2013 Holiday and eCommerce Benchmark 06:00 pm 11 :00 pm 6
  • Merchant Type Not all types of retailers faired equally during the 2013 holiday season. Brick and Click retailers grew faster than Online Only retailers (25% vs 17% growth YoY). Brick and Click growth came from mobile shopping (21% of online sales over Thanksgiving weekend). Online Only and other non-traditional retailers captured a greater share of sales later in the season. Share of Sales by Da y THANKSGIVING Mobile Share of Sale s 20% +4.5% +6.4% BLACK FRIDAY CYBER MONDAY 50% 2012 +5.3% +5.7% 2013 30% 15 % 10% 10 % 5% ONLINE ONLY BRICK & CLICK BRAND MANUFACTURER CATALOG & TV 0% ONLINE ONLY BRICK & CLICK BRAND MANUFACTURER ADOBE DIGITAL INDEX | 2013 Holiday and eCommerce Benchmark CATALOG & TV 7
  • Merchant Category Mobile Share of Online Sales TABLET 20% SMARTPHONE 10% 2013 2012 3 2 HARDWARE AUTOMOTIVE OFFICE SUPPLIES ELECTRONICS JEWELRY SPORTING GOODS MASS MERCHANT FOOD / DRUG BOOKS / MEDIA TOYS / HOBBIES FLOWERS / GIFTS APPAREL / ACCESSORIES HEALTH / BEAUTY HOUSEWARES 1 SPECIALTY OFFICE SUPPLIES ELECTRONICS AUTOMOTIVE PET CARE SPECIALTY FOOD / DRUG BOOKS / MEDIA MASS MERCHANT HARDWARE HEALTH / BEAUTY FLOWERS / GIFTS HOUSEWARES SPORTING GOODS JEWELRY APPAREL / ACCESSORIES TOYS / HOBBIES 0 Category breakdowns of mobile and social influenced shopping reveal important differences retailers should keep in mind. Mobile is more common when shopping for traditional gift items like toys, apparel, and jewelry and less common in higher-ticket categories like automotive and electronics. Also, the purchase of softgoods like housewares and health items are more likely to be influenced by social media while hardware and automotive retailers see relatively few social referrals. ADOBE DIGITAL INDEX | 2013 Holiday and eCommerce Benchmark 8
  • International Biggest Online Shopping Day Shopping data reveals that many global retailers are exporting US Cyber Monday promotions, but the relatively less known Green Monday remains the natural peak sales day for many consumers all around the world. Christmas online shopping around the world Key dates by country (2, 3, 4x normal daily sales) UNITED STATES UNITED KINGDOM FRANCE GERMANY NORDICS (By country) GREEN MONDAY (12/9) Germany Nordics Netherlands Switzerland Austria Japan CYBER MONDAY (12/2) United States United Kingdom Italy Spain Canada SINGLES DAY (11/11) China Green Monday CLICK FRENZY (11/19) Australia LES SOLDE S (1/8/14) France CHINA 3 2 1 Normal sales level 0 NOVEMBER ADOBE DIGITAL INDEX | 2013 Holiday and eCommerce Benchmark DECEMBER JANUARY 9
  • International (cont.) Holiday Share of Annual Online Sales 25% ADOBE DIGITAL INDEX | 2013 Holiday and eCommerce Benchmark 15% AUSTRIA FRANCE SWITZERLAND AUSTRIA SWITZERLAND GERMANY FRANCE GERMANY UNITED KINGDOM NETHERLANDS ITALY CANADA NORDICS CHINA JAPAN SPAIN NETHERLANDS AUSTRALIA UNITED STATES 5% Mobile Share of Holiday Online Sales 20% CANADA NORDICS UNITED STATES CHINA SPAIN ITALY JAPAN AUSTRALIA 10% UNITED KINGDOM US retailers earned nearly 27% of their total annual online sales during the holiday shopping months of November and December. Switzerland followed closely by France, Austria, and Germany saw the lowest share of annual sales during the holiday months. Those same four contries also trailed the pack in their share of sales from mobile devices, further emphazising the importance of mobile to eCommerce success in 2013. Consumers in the UK, followed closely by Australia, proved to be the most mobile shoppers during the last holiday season. Japan continues to see more smartphone shopping with more than double the share of purchases coming from smartphones than any other country. Tablets are disproportionately less important in Japan but that won’t be true for long. 10
  • 2013 Acquisition Benchmarks 56% % DIRECT Direct Load / Total Visits 52% % SEARCH Search Referred / Total Visits % SOCIAL Social Referred / Total Visits % OTHER WEBSITES Other Referred / Total Visits ADOBE DIGITAL INDEX | 2013 Holiday and eCommerce Benchmark 40% BEST OF THE BEST BEST OF THE BEST 1.6% BEST OF THE BEST AVERAGE 36% AVERAGE 0.9% AVERAGE 31% BEST OF THE BEST 20% AVERAGE 11
  • 2013 Engagement Benchmarks 91% AFFINITY Returning Visitors / Total Visitors BEST OF THE BEST 66% STICKINESS Multi-page Visits / Total Visits FREQUENCY Visitors / Visitors (Returning) 4.42 AVERAGE 3.60 AVERAGE 13.16 10.88 13.36 10.10 RECENCY Average Days Since Last Visit BEST OF THE BEST RELEVANCY Page Views / Visit (Multi-page) CONSUMPTION Average Minutes Per Visit ADOBE DIGITAL INDEX | 2013 Holiday and eCommerce Benchmark AVERAGE 54% BEST OF THE BEST BEST OF THE BEST 82% BEST OF THE BEST 8.75 BEST OF THE BEST AVERAGE AVERAGE 6.97 AVERAGE 12 8
  • 2013 Conversion Funnel Benchmarks 95% ADD-TO-CART RATE Carts / Visit (Non-bounce) CHECKOUT COMPLETION Orders / Checkouts CHECKOUT INITIATION RATE Checkouts / Carts BEST OF THE BEST 68% BEST OF THE BEST 72% BEST OF THE BEST AVG. UNIT VALUE Direct Load / Total Visits ADOBE DIGITAL INDEX | 2013 Holiday and eCommerce Benchmark AVERAGE 49% AVERAGE 52% AVERAGE 4.15 AVG. SIZE ORDER Units / Orders 89% BEST OF THE BEST 110.93 $ BEST OF THE BEST 2.90 AVERAGE $62.82 AVERAGE 13 8
  • 2013 eCommerce Benchmarks 3.28% CONVERSION (ORDER) Orders / Visits BEST OF THE BEST AVG. ORDER VALUE $ Revenue / Orders REVENUE PER VISIT Revenue / Visits ADOBE DIGITAL INDEX | 2013 Holiday and eCommerce Benchmark 4.21 $ BEST OF THE BEST 228.53 BEST OF THE BEST 1.96% AVERAGE $147.81 AVERAGE $2.49 AVERAGE 14
  • 2013 Customer Loyalty Benchmarks 99% BEST OF THE BEST SHOPPERS BEST OF THE BEST PURCHASE AND RETURN RATE REPEAT PURCHASE RATE AVERAG E 3% AVERAG E BEST OF THE BEST BEST OF THE BEST 97% 90% AVERAG E 11% AVERAG E REMARKETING EFFECTIVENESS LOYALTY RATE ADOBE DIGITAL INDEX | 2013 Holiday and eCommerce Benchmark BEST OF THE BEST BEST OF THE BEST 270% AVERAG E 103% AVERAG E 15
  • 2013 Mobile Traffic Benchmarks PHONE % OF VISITS TABLET % OF VISITS PHONE: RELATIVE ENGAGEMENT TABLET: RELATIVE ENGAGEMENT ADOBE DIGITAL INDEX | 2013 Holiday and eCommerce Benchmark 20% 12% BEST OF THE BEST 15% BEST OF THE BEST AVERAGE 11% AVERAGE 93% BEST OF THE BEST 70% AVERAGE 111 % BEST OF THE BEST 99% AVERAGE 16