• by Jack Loechner , Staff Writer @mp_research, December 8, 2014

According to The Custora E-Commerce Pulse, tracking over 100 million online shoppers, and over $40 billion in e-commerce revenue, US e-commerce stats for Cyber Monday and the full holiday weekend, E-commerce revenue was up 15.4% on Cyber Monday 2014 vs. 2013, making it the biggest day in US online shopping history.

For the full holiday weekend, the strongest growth was recorded on Black Friday and on Thanksgiving. The strong growth overall for the weekend was driven by mobile shopping (Apple devices in particular), email marketing, and Google search.

Additional Highlights Of Cyber Monday 2014 And The Holiday Weekend Online:

• Mobile shopping (e-commerce orders made on mobile phones and tablets) accounted for 21.9% of orders on Cyber Monday 2014, a significant jump from only 15.9% on Cyber Monday 2013.
• For the full holiday weekend, mobile shopping accounted for 26.4% of orders, up from 19.7% over the same period in 2013
• Black Friday was “Mobile Friday,” with mobile accounting for 30.3% of orders, up from only 22.5% on Black Friday 2013
• The vast majority of mobile shopping happened on Apple devices over the weekend: 78%, while only 21.6% happened on Android devices. However, Apple’s share is down from 84.1% on last year’s holiday weekend 2013, while Android’s share is up from 15.4%
• While usually lagging behind online search, on Black Friday email marketing was the primary channel, driving 27.3% of sales. Beyond email, 18.9% of sales originated through free search, and 18.5% through paid search on Black Friday
• Cyber Monday exhibited a similar trend, though less pronounced, with email marketing driving 23.9% of orders, free search 18.8%, and paid search 16%. For the holiday weekend, the story is similar, with email marketing generating 23.1% of orders, free search 19.4%, and paid search 17%
• Social media (including Facebook, Twitter, Instagram, and Pinterest) was not a meaningful channel during the holiday weekend, driving only 1.7% of E-commerce orders. The same applies to Cyber Monday, where social media networks drove 1.5% of orders

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