Increase in shopper attraction for Q4 accounts for 81% of last year's digital commerce growth

Demandware's Shopping Index survey shows that the number of shoppers out purchasing in the fourth quarter was up 25 percent and drove 81 percent of digital commerce growth.

Much of this late-in-the-year surge can be attributed to the holidays. On Green Monday, e-commerce sales reached $1.6 billion, up 15 percent from 2013, and representes the third-heaviest online spending day of the season. Q4's impressive online sales were only outpaced by Black Friday and Cyber Monday—which at $2 billion in sales is the biggest online spending day in U.S. history.

In addition, the amount shoppers were willing to spend grew by 6 percent from the fourth quarter in 2013 and drove 19 percent of the growth.

The survey revealed a surge in cross-device shopping, with 21 percent of shoppers using multiple devices. The devices of choice for e-commerce purchases were computers and smartphones, as opposed to computers and tablets in the prior year.

"The opportunity is for retailers to leverage the cross-device growth to deliver richer and more seamless experiences that maintain context as the consumer migrates from one device to another throughout her day or shopping journey," said Elana Anderson, senior VP of worldwide marketing, Demandware. "Retailers that take advantage of this opportunity will more effectively engage and retain their customers and drive conversion."

For more:
-See this Demandware press release

Related stories:
Green Monday sales up 15%, third busiest shopping day of the season
Cyber Monday heaviest online sales day in U.S. history
Cyber security affects consumer holiday spending
Staples opens e-commerce test lab
Macy's sees pay-off from aggressive promotions and omnichannel strategies

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