IBM Digital Analytics released their finalized Ecommerce sales report for Q4 2013.
The final IBM Digital Analytics report for 2013 brings data from over 800 online merchants and consists of department stores, home goods, health & beauty, and apparel.
Department stores with Ecommerce platforms saw the largest growth, with a 62% increase in online sales in Q4. Homes goods retailers saw growth of 46.4%, health & beauty e-stores saw a 14.7% increase, and apparel websites saw a 10.2% increase in sales during Q4. All in all, Ecommerce sales were up by 10.3% in Q4.
IBM also reordered sales days in their report. Thanksgiving showed a 19.7% increase in sales, while Black Friday had a 19.0% increase, and Cyber-Monday showed a 20% increase, when comparing them to those sales days in 2012.
As mentioned in our previous sales reports, mobile devices saw a surge in Ecommerce usage, accounting for 35% of traffic during Q4, a 40% increase from Q4 2012. When it came to sales, mobile devices were responsible for 16% of all ecommerce transactions up by 46% than 2012. Smartphones alone drove 21.3% of traffic with tablets accounting for 12.8%. Tablets fared better in conversion rates, with 11.5% of Ecommerce transactions compared to smartphones with only 5% market share.
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iPhones and iPads were the preferred devices for online shopping, accounting for 22.1% of overall traffic and 12.7% of sales. Android powered smartphones and tablets were responsible for 10.6% of all online traffic and only 2.6% of sales. The average shopping cart amount for iOS devices was $115.42, while Android was at $83.56.
IBM also gave numbers for social media site referrals. Facebook and Pinterest lead the social media referrals, with the latter averaging $109.93 per cart, and the former with $60.48. Facebook however converted 350% more shoppers than Pinterest. According to a previous report by IBM, social conversion accounts for less than 1% of Ecommerce traffic.
As Q4 2013 triumphed over 2012, we are expecting to see Q4 2014 so the same with 2013.
Image courtesy of Wikimedia