Holiday 2015 SSS – Cyber Saturday Results

November 29, 2015

ChannelAdvisor Scot Wingo By Scot Wingo

Note: this is a regular feature published by ChannelAdvisor highlighting the Same Store Sales (SSS) across our wide range of thousands of retailers and billions in GMV.  Details on the SSS including background, methodology, disclaimers and the 2015 schedule can be found in this post and you can find our holiday schedule here.

Today we are releasing the final Cyber Saturday SSS results from yesterday (11/28/2015).  Cyber Saturday is the day after Black Friday and two days before Cyber Monday.  Historically online holiday shopping goes back to a simmer after Thanksgiving and Black Friday as shoppers get ready for Cyber Monday deals.

Cyber Saturday Results

This dashboard shows the Cyber Five results and now we have three of the five days (60%) complete.cyber_saturday_final_dashboard

Cyber Saturday Insights:

  • Total – e-commerce is set to grow 15% y/y (comScore) and on Cyber Saturday we saw 16.9% y/y on a SSS basis, faster than the e-commerce trend, but a bit slower than Thanksgiving’s 43% y/y growth and Black Friday’s 20.3%.  This data indicates that we are definitely seeing the same trend we have seen in previous years where shoppers take a weekend break.
  • Amazon – Amazon outperformed the 15% benchmark coming in at 20.6% for Cyber Saturday and was in-line with Black Friday’s performance.
  • eBay – eBay increased to 3.6% y/y for Cyber Saturday, compared to 1.5% on Black Friday.
  • CSE – CSEs slowed coming in at 2.7% for Cyber Saturday, compared to 6% for Black Friday.
  • GS  – Google Shopping/PLA slowed a bit, coming in at 25.7% for Cyber Saturday, down from 40% on Black Friday.
  • Search – Search (adWords) improved on Cyber Saturday to down 5.8% y/y, compared to down 7.4% on Black Friday.
  • Other 3PM – Other Third Party Marketplaces continued the trend from Thanksgiving and Black Friday coming in at 65.6% on Cyber Saturday, another very strong showing that is more than 4X the rate of e-commerce.

Device trends

Conversion rates on all devices dipped on Cyber Saturday indicating that consumers are doing a lot of research and looking for great deals compared to Thanksgiving/Black Friday.

  • Smartphone: On Cyber Saturday, smartphones hit a traffic high at 53%.  Unfortunately, the conversion rate declined to 1.74% and thus when it comes to actual orders, smartphones came in at 28% of orders.
  • Tablet:  Tablet traffic for Cyber Saturday was 15%, also a new high this year.  Conversion rates were 3.14%.
  • Mobile: Mobile – Smartphone+Tablet and came in at 68% for total traffic and 42% of orders for Cyber Saturday.
  • Computer: Computer traffic was at a low on Cyber Saturday at 32%. However, because of the larger conversion rate of 5.71%, computer took 58%of the orders.

Next Update

Our next post will be tomorrow (Cyber Monday, November 30th) where we’ll add another day to the Cyber Five by filling in Cyber Sunday (including device data trends) and we’ll have early Cyber Monday check-ins through the day.  Everyone have a tremendous Cyber Monday!!

This blog post was written by Scot Wingo, Executive Chairman and Founder, ChannelAdvisor.