Mobile Will Drive Holiday E-Commerce Traffic

Holiday sales are estimated to grow 13 percent this year, with mobile devices owning 68 percent of e-commerce visits and 46 percent of orders.

September 18, 2018

SAN FRANCISCO – A report from Salesforce states that holiday sales are estimated to grow 13 percent this year, with mobile devices owning 68 percent of e-commerce visits and 46 percent of orders. This means for the first time ever, more purchases will be made with mobile phones during the holiday season than with any other devices.

The report also predicts that Cyber Week (beginning on November 20) will account for 40 percent of the entire season’s e-commerce sales—an 8-percent jump over 2017—and Black Friday will be the top digital shopping day of the season—capturing 10 percent of the season’s revenue.

“Mobile is undoubtedly the most disruptive force in retail since the onset of e-commerce,” said Rick Kenney, head of consumer insights at Salesforce. “This is the year shoppers turn to phones, buying more on phones than any other device, and making far more visits too. We’ll see more visits from phones this season than total e-commerce visits across the entire 2015 shopping season. And even those in-store shoppers are mobile—83 percent of shoppers aged 18 to 44 are using their phones while in a physical store.”

Retailers will need to be prepared early: Salesforce predicts that half of all holiday shopping will be completed by December 2. And retailers who implemented AI-driven product recommendations will help to drive revenue since reviews will be more personalized. More than a third of all revenue will derive from these suggestions.

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