|By Business Wire||
|December 4, 2013 02:13 PM EST||
Black Friday came early for Rakuten.com Shopping, the global e-commerce site that connects buyers and sellers in a dynamic marketplace, which saw a huge jump in visits to the site, consumer sales and conversion on and leading up to the biggest shopping day of the year. The online marketplace saw a rise in consumer sales and traffic beginning the Monday before the big sale days, with a spike on Thanksgiving Day, and a crescendo at 10AM PST on Black Friday.
Rakuten.com Shopping also saw an increase in consumer sales, including 101% YOY growth on Thursday and 61% growth on Black Friday. Cyber Monday success also arrived early, with Saturday and Sunday proving to be huge shopping days. The company saw 76% YOY growth on Saturday and 123% YOY growth on Sunday. Rakuten.com Shopping merchants saw an overall increase in sales of 66% over the extended holiday weekend, compared to last year.
Increase in mobile sales, conversion and engagement
Rakuten.com Shopping saw firsthand how e-commerce is increasingly a mobile experience for holiday shoppers with mobile sales jumping by 51% during Thanksgiving and Black Friday; and 31% of visits coming from a mobile device during the Thursday-Monday promotional period. Shoppers were more engaged as well, with conversion rates up 25% and a 22% increase in page views per visit on Thanksgiving Day and Black Friday.
“We were pleased to see a sharp rise in traffic to the site over the holiday, which reflected positively on all of our efforts to educate consumers on our recent rebrand and marketplace offerings,” said Bernard Luthi, COO and CMO, Rakuten.com Shopping. “We had a very strong Wednesday leading into Thanksgiving Day, and Thanksgiving Day was incredible. Similarly, we had a strong Sunday leading into Cyber Monday, which made for an extremely strong showing over the entire long weekend. We even saw a spike in sales the week prior to Black Friday, historically unusual in an e-commerce environment.”
Aggressive marketing and loyalty points
The marketing campaign kicked off early during the week of November 25th with heavily publicized promotions and over 2,400 limited time deals from over 100 participating marketplace merchants. The Tuesday and Wednesday following the sales, the company advertised its Rakuten Super Points loyalty program and continued momentum by offering 10% back site-wide. Following the Black Friday and Cyber Monday sale days, customers who purchased at Rakuten.com Shopping were rewarded with $5 in Rakuten Super Points.
The Rakuten Super Points rewards program helps customers reward themselves every time they buy from the site, earning at least 1% back in points on every purchase. Customers can apply accrued points to future purchases.
While the e-commerce site continues to be strongest in the electronics categories such as tablets, laptops and high-end cameras, it is broadening into categories such as home, jewelry, and toys. Bringing this point home further, this holiday weekend some of the biggest sellers included pendant necklaces, Dyson vacuum cleaners, American Girl dolls, Furbies and LED flashlights.
About Rakuten.com Shopping
Rakuten.com Shopping is a global e-commerce site that connects buyers and sellers in a dynamic marketplace and thinks of shopping as entertainment—complete with sharing and discovery functions, great prices, fun experiences and convenience for 18 million customers. Rakuten.com Shopping provides over 17 million products in 24 categories and includes a network of over 6,700 small and large business shop owners. Its 175 employees are headquartered in Aliso Viejo, California. Rakuten.com Shopping was founded as Buy.com in 1997 and acquired by Rakuten Inc. in May 2010. Rakuten Inc. was selected by Forbes as one of the top ten Most Innovative Companies worldwide in both 2012 and 2013.