Five E-Commerce Lessons From Black Friday Weekend (1/1)

Five
E-Commerce Lessons From Black Friday Weekend

They
browsed, they clicked, they bought. Here’s what the e-commerce industry learned
this Black Friday weekend.

1. When
they’re done with turkey and football, Americans will do a lot of online
shopping on Thanksgiving if you make it worth their while.

According
to multiple studies, ecommerce sales on Thanksgiving this year grew more than
on Black Friday. Thanksgiving online sales rose 25 percent this year from the
same period last year, compared with 14 percent growth for Black Friday,
according to Adobe. One reason: Retailers offered more Black Friday deals a day
earlier online than in years past, giving shoppers the impetus to log on and
buy.

2. Shopping
on smartphones is starting to become the norm.

We’ve said
it before and we’ll say it again: It’s officially time to freak out if your
mobile shopping site or app suck. People shopping on mobile phones accounted
for half of traffic to online stores on both Thanksgiving and Black Friday,
according to one report, and more than a third of orders.

3. But
conversion rates are still a big problem on mobile phones.

Five out of
100 visitors to an online store made a purchase on Thanksgiving, according to
ChannelAdvisor, but just two out of 100 visitors to a mobile shopping site or
app.

“[A]s an
industry we need to solve this mobile problem as it’s clearly not getting
better even though retailers have invested substantially in this area over the
last year,” Scot Wingo, ChannelAdvisor’s executive chairman, said in an e-mail.

For now,
Amazon with its one-click buying and shopping sites specifically designed for
mobile phones are likely the ones benefitting the most from this trend.

4.
Technical difficulties still happen to big guys and small guys alike.

In 2013, it
was Walmart.com that suffered a big outage. Last year, it was Best Buy. This
year, NeimanMarcus.com went down hard on Friday and the troubles resurfaced at
times on Saturday, too, proving big retailers are still susceptible to being
overwhelmed by Web traffic surges.

Some
smaller online stores also lost out on some potential Black Friday sales, but
this was due to problems with tax calculation software from a company called
Avalara. Its customers, which include Food52, dealt with the problem by not
charging shoppers sales tax and eating the cost themselves.

“Mistakes
happen, but we’re big fans of making lemonade out of lemons,” a Food52 email
said on Saturday. “When a technical glitch yesterday removed sales tax from
orders, we figured, hey, let’s keep it off for an extra day!”

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