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The big conclusion of the e-commerce 2017: Adobe, NRF, Salesforce, Amazon point to a new record season

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The holiday season of 2017 was another record in online sales.

Adobe reported $ 108.2 billion in online sales generated between November and December of last year, an increase of 14.7% over last year. Adobe's final figures were close to $ 1 billion more than the company had predicted in November, while online vacation sales forecasts would reach $ 107.4 billion.

The results of Adobe's online sales are $ 30 billion lower than those of the National Retail Federation (NRF), which represents an 11.5% increase over the previous year .

Why the gap? While Adobe's figures are based on 80% of online transactions for the 100 largest US retailers, Craig Shearman, the government's vice president of public relations, says his organization uses official Census Bureau government data.


"The census only reports online sales as such on a quarterly basis.On a monthly basis, they report off-store sales," says Shearman, "The bulk of off-store sales are sales in The remainder are channels such as mail order catalogs, telephone sales, mall kiosks and vending machines. "

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The final sales figures of the NRF also outpaced its previous forecast of $ 137.7 million, or nearly $ 700 million.

Matthew Shay, President and CEO of the NRF, says the booming eCommerce results of the 2017 holidays prove that retail is the most agile industry in the world. economy.

"Today, the retail trade is not like the retail business 10 years ago, and it will certainly not look like in ten years," says Shay, noting that the retail business continues to transform and to reinvent itself to meet the demands of consumers.

The search marketing agency NetElixir also released the results of the 2017 e-commerce holiday, focusing on growth rates relative to final sales figures. NetElixir, which is analyzing 400 million visits to its customers' e-commerce, said ecommerce sales grew 13 percent year-over-year, falling amid growth rates published by Adobe and NRF.

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The mobile holiday activity continues to increase

In addition to overall growth, NetElixir reports that mobile visits have surged in most retail categories, with clothing posting the strongest growth (32%).

"All other categories saw single – digit increases for mobile visits, indicating that shoppers were using more mobile devices for browsing and searching for products during the holiday season than during the holiday season. before, "explains NetElixir.

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Siddharth Kukami, an Adobe Digital Analysis Management Analyst, says that consumers have spent more time and money on their mobile device than ever before. According to Adobe's results, the mobile accounted for 33.1% of the total $ 108.2 billion generated, representing $ 35.9 billion.

Salesforce also teased he saw an increase in mobile holiday shopping. The company will not release its full report on e-commerce holidays from 2017 until the end of the month, but shared a few points about the results of its e-commerce with Marketing Land.

According to Salesforce, 46% of all online orders on Thanksgiving Day 2017 were on a mobile device. Christmas Day saw the biggest jump in mobile shopping, with 50% of all online orders placed on mobile devices.

The biggest revenue drivers of 2017 during the holidays: paid search campaigns and email

Adobe claims that organic and paid search generated the most revenue during the 2017 holiday season, with 44.8% of all online vacation visits – paid 23.5% and organic 21 , 3%

E-mail has also been a major driver of tourism revenue, accounting for 20% of visits to online vacation sites.

According to NetElixir, search marketers recorded a 19.4% increase in average order value (AAR) during the 2017 holiday season, with conversions up 15.6% and impressions up 12.8%. The average cost per click has also increased by 14.2%.

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Udayan Bose, CEO of NetElixir, says retailers should pay close attention to the nearly 20 percent increase in AOVs that he has followed.

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"This dramatic increase implies that consumers are becoming more comfortable with making expensive online purchases," says Bose, "The overall trend of other search engines indicates [s] that marketing Digital gaining in efficiency, leading consumers to the brands and products that they are interested in buying. "

With respect to online OVCs for large retailers versus small retailers in 2017, Adobe claims that the VAA of large retailers was twice as high as that of small retailers. For computer vacation purchases, the VAA of major retailers was $ 176, compared to $ 86 for small retailers' VAA. On the shelves, large retailers saw AOVs of $ 169 compared to small retailers' AOVs of $ 79

On mobile phones, small retailers' AAVs were still lower than those of large retailers, but the margin was narrower at $ 149 compared to $ 75.

Adobe found that small retailers had the advantage of converting online shopping purchases into purchases, thereby outperforming large retailers across desktops, tablets and cell phones.

Adobe: Average five-day vacation weekend conversion by retailer size

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What about Amazon?

Amazon says it has had its biggest holiday season in 2017, with more than a billion items ordered from small businesses around the world. The e-commerce giant also reported an increase of nearly 70% in the number of consumers in the world using the Amazon app this holiday season.

"The main members continued to grow during these holidays," said Amazon announcing its 2017 vacation results. "In just one week, more than four million people have started free bonus trials or started to become members. "

Slice Intelligence, a digital commerce analytics agency, claims that Amazon's holiday sales were 25% compared to overall channel growth of 24%.

"November is actually the weakest point of Amazon in terms of market share," writes Ken Cassar, senior analyst of Slice Intelligence. "The share of Amazon from January to October 2017 was 37%, compared to 32% in November."

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According to Mr. Cassar, the aggressive promotions and advertising initiatives of mainstream stores such as Target, Walmart and other competitors of Amazon have helped these retailers regain market share during the holiday season .

If you're curious about how search marketing strategies have influenced the end-of-year holiday season, be sure to sign up for the SMX-sponsored webinar: "What worked? , which did not work. On Jan. 18, Ginny Marvin, co-founder of Adalysis, Aaron Levy and Elizabeth Marsten of CommerceHub, will join Brad Geddes to explain how search marketing strategies have worked during the 2017 holiday season and share the insights. SMX Holiday Retail results. Search marketing survey.

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You can register for the Holiday Retail Search Strategies 2017 webinar: What worked, what did not work.

About the author

Amy Gesenhues is the general reporter for Third Door Media, covering the latest news and updates for land and search engine marketing. From 2009 to 2012, she was an award-winning columnist for a number of dailies in New York, Texas. With over ten years of experience in marketing management, she has contributed to a variety of traditional and online publications, including,, and Sales and Marketing Management Magazine. Read more articles from Amy.