Holiday Conversion Rates for Amazon, eBay, Etsy and More

April Davis By April Davis | 11 Jan 2019

Despite Aussie retailers feeling the heat over Christmas, some of the biggest e-tailers in the US have experienced strong conversions through Black Friday right up until mid-December.

Online shopping is well and truly on the rise, with e-commerce in the US predicted to generate more than US$138.7 billion in revenue by 2022. The recent Christmas shopping period is representative of the current strength of America’s online market, with some of its biggest e-tailers achieving strong conversion rates during Black Friday and Cyber Monday, as well as through December.

According to an analysis of more than 160 billion clicks by 100 million consumers, figures from digital intelligence firm, Jumpshot reveal that Amazon achieved its highest conversion rate later in the pre-Christmas shopping season on December 17, recording a total conversion rate of 11.9 percent between Black Friday and Christmas. Nordstrom also performed well in the lead up to Christmas, achieving its highest conversion rate on December 14, at a rate of 4.4 percent after the November sales.

Following this trend, eBay also recorded its best sales day after the busy Black Friday weekend. In Australia, the online marketplace had predicted that December 3 would be its busiest online shopping day for the year, a fact that also rang true in the US.

“Aussies are getting a head start on Christmas, and this year, the busiest online shopping day is a full week earlier than the past few years,” Head of Retail Insights for eBay Australia and New Zealand, Gavin Dennis said. “We’re seeing people taking advantage of great deals throughout November and early December to take some of the stress out of the Christmas period,” he continued.

The company predicted that its Australian site would attract 2.6 million customers on Monday, December 3, with 1.8 million of those shoppers coming from a mobile site. In the US, between November 27 and December 21 (post Black Friday and Cyber Monday) eBay recorded an average conversion rate of 6.2 percent.

Etsy, on the other hand, sailed high during Cyber Monday, recording its highest conversion rates for the season on the day that broke records across the US, making it the biggest online shopping day of all time. Across the country, consumers reportedly spent US$7.9 billion in a single day. During this time, Etsy had a conversion rate of five percent compared to a rate of 4.9 percent post-Black Friday.

While Amazon and eBay also recorded strong conversion rates on Cyber Monday (12.4 and 6.4 percent respectively), it’s believed that consumers visiting these sites during widespread sales period are more likely to be comparing prices than making an actual purchase. This could explain why each marketplace achieved stronger conversion rates before and after the Black Friday and Cyber Monday shopping weekend.

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