A total of US$270 billion is estimated to have been made in online sales in the holiday sales period covering Black Friday and Cyber Week 2020. Online stores built on the biggest eCommerce platforms, including Shopify, BigCommerce and Salesforce registered increases of up to 76% in sales compared with 2019.
Black Friday was on 27 November 2020, and Cyber Monday was on 30 November 2020, marking the beginning of Cyber Week. Here are the sales stats from three of the five biggest eCommerce platforms on Black Friday and in Cyber Week 2020.
Between 27 November and 30 November, Shopify saw sales of just over US$5.1 billion across the more than 1 million e-stores hosted on the Shopify platform around the world, as reported by Business Wire.
Over the Black Friday and Cyber Monday weekend in 2019, Shopify recorded US$2.9 billion, which means there was a year-on-year increase of 76% in sales. These came from the largely small- and medium-sized enterprises (SMEs) that make up the majority of Shopify merchants.
The average order value (AOV) for customers shopping on Shopify-powered stores was US$89.20. In terms of devices, two-thirds of sales were made on smartphones and the remaining 33% on desktop computers.
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BigCommerce saw a similar level of growth over the Black Friday/Cyber Monday weekend, registering an increase of 74% from last year. However, the platform refused to release information about how much exactly it earned this holiday sales period.
The AOV for stores on BigCommerce was US$144, which is 17% more than in 2019. Data about which devices shoppers used to buy on BigCommerce-powered stores was very different from Shopify; 49% of shoppers used desktop and 43% shopped on mobile.
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Salesforce predicts that US$270 billion was spent online in Cyber Week 2020 worldwide, and its very own Salesforce Commerce Cloud was a part of that with 50% growth in digital sales compared with last year.
Ecommerce merchant sites powered by Salesforce, including such big names as Spotify and L’Oréal, processed 31 million orders over this holiday sales period. Salesforce’s AI tool for personalised product recommendations, Einstein, saw increased use of 69% during Cyber Week.
Omnichannel commerce was another big winner, as proved by the fact that retailers in the US who offered click and collect, curbside pickup and drive-through pickup fulfilment options saw 29% more online sales than last year. For retailers who didn’t offer these Omnichannel options, year-on-year growth stood at 22%.
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Two more of the biggest eCommerce platforms, Magento and Sitecore, did not release statements on their Black Friday and Cyber Week earnings, although Magento is owned by Adobe, which conducts in-depth, objective research on eCommerce statistics.
Adobe Analytics estimates that in the whole month of November 2020, for example, eCommerce sales reached US$100.3 billion. They also say that Buy online, pick up in store (BOPIS) and similar pickup options are up 115% on last year, while merchants who offer these fulfilment methods are seeing 32% higher conversion rates.
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