Rakuten: Online Spending Jump Due to More Spending per Shopper, Not More Buyers
The 21.4 percent spike in 2018 online holiday sales was due to more spending per shopper vs. an increase in customers, Rakuten Intelligence reported Tuesday. E-commerce customers spent 15 percent more year over year, while the number of online shoppers…
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grew 6 percent. Last year, holiday sales grew 20.4 percent. Rakuten divided the holiday season into two periods, with the first half, Nov. 1 through Cyber Monday, having 49 percent of the season’s sales. Although Amazon had record revenue, up 17 percent, growth trailed that of the overall e-commerce sector, shrinking its holiday season share by a point to 34 percent. Amazon’s share hit a low point on Black Friday and then steadily increased, peaking Dec. 18 when it had 50 percent of online sales.