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Online Cyber Monday $1.7B Sets New Record Even As 2013 Holiday Season Falls Short

Online Cyber Monday $1.7B Sets New Record Even As 2013 Holiday Season Falls Short | Ecom Revolution | Scoop.it

Not sure why ComScore expected strong online sales late in the season. With shipping concerns, weather and other December issues the holidays begin to shut down online around 1.15 and sales become very quiet by 1.20.

This year that trend was accelerated by the calendar with Christmas in the middle of the week. As we discussed in our Ecommies piece for Curatti (Is Ecommerce Stuck In The Mud http://curatti.com/is-ecommerce-stuck-in-the-mud/ ) ecommerce wasn't very inspiring this year.

Ecommerce merchants are caught in tectonic shifts in the mobile/social web. Online merchants are slowly realizing social marketing is more than one way communication. Social marketing is a conversation, but few online merchants treat social media marketing like an active two way conversation.

The mobile revolution is about much more than smart phones too, yet few online e-retailers are organized around a "mobile first" idea. Battles continue on free shipping, battles that should be all but over as leaders have adopted free shipping out and back (i.e. for returns too) especially in December.

Free shipping out and back is now a meme, a meme that will take over by 2015 (if not before) since it is easier to understand than using coupons or trigger points. If ecommerce is going to dig itself out of the mud embracing social/mobile will be a good first step.


Letting go of print catalog and bricks and mortar behavior online would be a great second step (though much harder to realize).

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Is Ecommerce Stuck In The Mud? - via @Curatti_

Is Ecommerce Stuck In The Mud? - via @Curatti_ | Ecom Revolution | Scoop.it
Is E-commerce Stuck In The Mud? After our first Holiday Ecommies Review of 30+ top online retailers (@Ecommies is a new ecommerce ratings, review and award site coming soon). It’s clear e-retailers are stuck in the mud.
Martin (Marty) Smith's insight:

Fun writing this post for @ janlgordon new Editors of Chaos http://www.curatti.com. Conclusion after our first Ecommie Awards for Holiday 2013 is YES e-commerce is stuck in mud of its own making.

Online retailers seem stuck fighting battles that are all but over such as the adoption of free shipping out and back, deal-of-the-day and Buy More, Save More. The ocean runs red as competitors face off with each other with little regard to the unique characteristics of selling online.

There were bright spots in the more than 30 top e-retailers reviewed including REI.com and Williams-Sonoma, but even well established brands such as L. L. Bean seem to struggle this holiday selling season.

Not hard to see WHY ecom is in a rut. Mobile is changing everything though few seem to realize the magnititude or sweep of the change. In addition to the Ecommies Report card we created a Social Media Analysis showing most e-retailers follow less than 1% of their followers.

Clearly the conversational nature of the new web is as perplexing to retailers as mobile. The combination of these two big misses, mobile and social, made holiday 2013 lackluster and stuck in the mud. This Curatti.com post shares ideas for how to fix not least of which would be embracing social media marketing and joining a mobile marketing revolution that has little to do with phones.

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