Data released by Apptus highlights the impact of Black Friday online. Compared with the same period last year, home electronics user sessions rose by 280%, orders by 2,232%, and revenue by 3,358%. Media retailers saw user sessions shoot up 570%, orders 1,969%, revenue 3,809%, and profit 1,344%. Fashion enjoyed a doubling of user sessions (up 108%), orders were up 1,469%, revenues rose by 1,242% and profit 1,302%.
These sectors showed the most significant gains on Black Friday, with Apptus clients including Stayhard, Nelly, Junkyard, CDON, Ginza, DustinHome and Mediamax performing strongly. Across all sectors, online retailers using Apptus eSales were dealing with up to 10,000 queries per second - all told, the platform served 400,000,000 queries on Black Friday.
Michael Ericsson, VP of Customer Success, at Apptus, says: "Naturally, in-store footfall grabs all the attention on Black Friday, but this data suggests the impact online is even greater. It's hard to imagine any physical store coping with a 15-fold increase in footfall, which is exactly what fashion retailers saw online. It's particularly interesting to see profitability up so strongly, given the focus on price cutting on Black Friday. A ten-fold increase suggests highly successful merchandising strategies were in place, though of course, eSales' AI capabilities will undoubtedly have helped here."
On Black Friday, Apptus eSales customers enjoyed 100% availability and no degradation to site performance, including page loading. Ericsson adds: "Black Friday is the day when e-commerce platforms and merchandising solutions are really put through their paces. We're delighted to play a role in helping our customers succeed on such an important day.”