ARMONK, N.Y. (1/7/15)--There may not be cash registers in cyberspace, but online and mobile retailers still may have heard the sounds of sales ratcheting up 14% during the 2014 holiday shopping period.
Online sales were up 13.9% from the same period in 2013, according to IBM Digital Analytics Benchmark data from Nov. 1 to Dec. 31.
Mobile traffic, which accounted for 45% of all online traffic, saw a 25.5% year-over-year increase. Just over 22% of online sales were completed via mobile, a 27.7% increase over the 2013 holiday period.
IBM also found that the average order value was $119.33, down 8%, with shoppers purchasing an average of four items per order.
Smartphones drove nearly a third of total online traffic but fell behind tablets in actual purchases. Tablets accounted for 13.4% of online sales, compared with smartphones, which recorded 9.1% of total online sales--a difference of 47.3%.
Perhaps due to consumers' security concerns with mobile commerce, nearly 80% of all online sales were completed on a desktop PC. When loading up the electronic shopping carts, consumers spent more when ordering on a PC--$125.12--compared with $104.82 on a mobile device.