Although a majority of online shoppers on Cyber Monday used mobile devices, the lion’s share of the orders were placed by way of laptop and desktop computers, according to data compiled by e-commerce technology company ChannelAdvisor.
“Buying on your phone is still kind of inconvenient,” said Scot Wingo, co-founder and executive chairman of the Morrisville-based company. Entering billing, shipping and payment information, he noted, “is quite cumbersome on your phone.”
Some people end up researching deals online but then switch to their desktop or laptop to make the purchase because it’s easier, he added.
ChannelAdvisor’s data shows that 55 percent of online shoppers on Cyber Monday relied on either smartphones or tablets. Yet 65 percent of the orders were placed via computer.
But with the number of online shoppers making purchases on mobile devices increasing each year, said Wingo, next year could be the year when a majority of Cyber Monday purchases come from mobile.
“For certain retailers that really focus on millennials, they’ve already had what in the industry is called the mobile moment, which is when over half of your orders come from mobile,” he said.
ChannelAdvisor’s cloud-based software enables retailers to integrate and manage online purchases across a multitude of sales channels.
Sales volume on Cyber Monday, the biggest online shopping day of the year, jumped 18 percent this year, according to ChannelAdvisor.
Sales peaked between 10 p.m. and 11 p.m. on Cyber Monday.
“A lot of people call it couch commerce,” Wingo said. “What’s happened is, we’re just staying online longer because of our mobile devices.”
Meanwhile, sales for the Cyber Five – the five-day period from Thanksgiving Day to Cyber Monday – jumped an even more impressive 20.9 percent.
“That’s a really good outcome” given that the most optimistic forecast for online holiday sales projects that sales will rise 15 percent this year, Wingo said.
“The biggest surprise for me this year was Thanksgiving” online sales, Wingo added. “It grew 43 percent year over year, which was the fastest we’ve ever seen.”
Just a few years ago, Thanksgiving ranked last in online sales among the Cyber Five, but this year it came in third.
“If it grows this much next year, it will give Black Friday a good run for its money,” Wingo said.
He theorized that “the revolution of mobile has made it a little less taboo to be on your phone while you’re watching football or your in-laws are chatting away.” In addition, Black Friday deals have expanded into Thanksgiving Day.
“I think that’s actually benefited us more in the online world” than it has brick-and-mortar stores, he said.