M-commerce jumped 30% this holiday

E-commerce revenue jumped 21 percent this holiday season over last year as mobile sales continue to climb—30.4 percent of online sales were placed on mobile devices, according to Custora.

Apple continues to account for the bulk of mobile sales with nearly 77 percent of all mobile orders made on Apple devices and just 22.7 percent placed on Android devices.

Organic search was the leading driver of most online sales, accounting for 21.5 percent, followed closely by email marketing at 20 percent, according to Custora.

Social media—including Facebook, Twitter and Pinterest—had a weak showing this season, accounting for only 1.8 percent of online sales.

But the shopping hasn't stopped, according to Michele Dupré, group VP of retail, hospitality and distribution for Verizon Enterprise Solutions.

"As expected, retailers rang in the new year with a bang as they rallied to the finish line to move merchandise including excess winter inventory," said Dupré. "Retailers enticed consumers with time-bound promotions to create a sense of urgency and consumers with extra time on their hands due to the long holiday weekend appeared to respond in droves."

Shoppers were more likely to buy from computers rather than mobile over the long weekend for the New Year holiday. Mobile traffic attributed to m-commerce was lower than usual although overall traffic was higher than the same time last year, according to Verizon.   

Dupré believes that today's findings indicate there is still time to capture wallet share this week as the season begins to wind down, and mobile engagement will be key as many consumers return to work.

For more:
-See the Verizon Retail Index
-See the Custora E-Commerce Holiday Pulse Recap

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