Cyber Monday set a new online retail record as shoppers in the UK made 112m visits to retail websites – 32% up on 2011, according to figures from Experian .
Three websites alone, eBay , Amazon and Argos , accounted for 30% of all visits to UK sites on Monday 3 December, Experian’s Hitwise data showed. More than six in 10 visits (62%) went to the top 100 websites in the industry, while Amazon.com and Amazon.co.uk together saw 12.18% of all retail visits. That’s up from 10.85% last year. And two mobile websites, eBay UK Mobile and Argos Mobile, were among the top 40 fastest moving websites in Experian’s Hitwise index.
Other winners included NotOnTheHighStreet.com which doubled its market share of visits from last year. Consumers also set new records for the amount of time spent shopping online in a day, with 15 hours spent on retail sites. Each visit came to 8m 12s.
James Murray, Digital Insight Manager for Experian Marketing Services, said Cyber Monday had been “the biggest single day of online shopping we’ve ever witnessed”.
Max Childs, Marketing Director at Amplience , said Cyber Monday had lived up to retailers’ expectations as being one of the busiest online shopping days of the year. “However for our retail clients,” he said, “it was actually Sunday that was the busiest day of the year so far, with website views for some retailers peaking at 85% over run rate.
“Large retailers witnessed an increase in website traffic of up to 71% above normal levels over the weekend. Retailers also saw up to a 69% lift in click-through rates on our rich-media modules. Retailers with a US presence benefitted from a Black Friday boost in website traffic the weekend before last. As consumers got into the shopping spirit post pay-day, retailers offering rich-media content on their website saw a spike in engagement.
“Interestingly, the small retailers had consistently higher engagement results, with nearly four times more interaction with rich-media content on their websites than the larger brands.”
Elsewhere, MetaPack’s eTracker saw deliveries climb by 51% on Cyber Monday. The largest category boost came in sports and leisure, up by 81%. “Some of our retailers have reported as much as a 300% increase in sales during this period,” said MetaPack Chief Executive Patrick Wall.