Global online sales events like Black Friday and Cyber Monday are delivering significant sales volume for Australian online retailers, according to data from Salesforce Commerce Cloud.
Last year revenue from Black Friday grew 112 per cent year-over-year compared to 2016, making it the second highest grossing day during the shopping season behind Boxing Day.
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The figures are contained in the Salesforce Q4 Shopping Index, which showed Australian and New Zealand digital sales grew 33 per cent year-on-year over the holiday period.
The report draws on data from the live digital ecommerce transactions on the Salesforce Commerce Cloud, formerly known as Demandware.
According to the report, global digital commerce grew 16 per cent year-on-year, thanks in large part to an 11 per cent increase in traffic.
But discounts and shipping costs put pressure on margins during the quarter.
In Australia and New Zealand the average discount rate applied to orders during the quarter for was 28 per cent and consumers were charged for shipping on 71 per cent of orders. The average order value was $112.
Globally, discount rates were 23 per cent during the quarter and free shipping was applied to 72 per cent of orders. The global average order value was $124.
Mobile also played a big role in online shopping in Australia where 57 per of Cyber Week traffic came from mobile devices.
On Boxing Day 68 per cent of traffic and 54 per cent of orders came from mobile devices, according to the report.
Brendan Sweeney, General Manager, E-Commerce, Cotton On Group, said since the group’s sites were redesigned and optimised for mobile shopping, 50 to 60 per cent of its orders were now coming from mobile.
“Australia is a global leader on mobile commerce and it’s especially relevant to our customers,” Sweeney said.
Globally, mobile buying surged with 62 per cent of all traffic and 46 per cent of all orders originating from mobile devices, during Q4.