Button 2019 Mobile Commerce Report: Holiday Analysis

We hope you enjoy our deep dive into the 2018 holiday shopping season, with insights on the growth of mobile, increasing conversion for acquisition and engagement, and the role of apps to leverage in 2019 and beyond.

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As 2019 comes into full swing, the growth of mobile-first businesses is undeniable. Mastercard’s data indicates that retail had the "best" season in six years, with overall sales growing 5.1%. And according to Adobe, mobile accounted for 51% of all holiday shopping traffic and 30% of all holiday sales, or about $38.8 billion, a 55% year-over-year revenue from mobile increase. For the first time, we’re pleased to share with you findings from the Button Marketplace, which is home to 9 out of the top 10 retailers, as ranked by Forbes, and has driven over $1 billion in commerce to date.

30%

Holiday sales on mobile

Source: Adobe

55%

Growth of holiday sales on mobile

Source: Adobe

$38.8B

Holiday sales on mobile

Source: Adobe

Increasingly Mobile

Behavior in the Button Marketplace during the holiday season mirrored industry trends, and revealed shoppers browsed more and spent 121% more than the 2018 average prior to the holidays.

The Button Marketplace’s holiday revenue growth is aligned with the rest of the industry, and shows the power of the mobile consumer in retail.

61%

Higher volume of user traffic

121%

More spend in the Button Marketplace

108%

Rise in app installs

How much did order volume, app installs, and browsing activity grow during the holiday season? See the full report.

The Most Popular Items in the Button Marketplace

Thanksgiving Day

5

Air Fryer Oven

4

3 Month Xbox Live Gold Membership

3

Sharpie Special Collectors Edition Permanent Markers and Dragon Coloring Pages

See #1 and #2 in the full report.

Black Friday

5

Call of Duty: Black Ops 4

4

Sony PlayStation Plus 12 Month Subscription

3

Apple AirPods

See #1 and #2 in the full report.

Cyber Monday

5

Apple AirPods

4

PAW Patrol My Size Lookout Tower

3

Apple iPad

See #1 and #2 in the full report.

7 of 10

Cyber Week shoppers were new users

1 of 3

Users acquired during Cyber Week made another purchase within 45 days

The Path to Purchase

By now it’s clear that consumers are not only browsing, but also spending more on mobile. To provide insights on how to attract and engage these users year-round, we analyzed when the mobile consumer is spending and on what categories and items.

The Mobile Consumer Chooses Apps

There are explicit distinctions in shopper behavior when comparing mobile buyer behavior in app and on mobile web. In the Button Marketplace, shoppers complete more orders in apps compared to the mobile web year round and the holiday period was no exception.

+14%

Higher conversion rate on app compared to mobile web

Revenue per tap

+177%

App
MWeb

Orders per purchaser

+108%

App
MWeb

Download the full report to see the complete app versus mobile web analysis including repeat purchase rate.

How to Leverage This Report for Your Marketing Plans

Across the industry and in the Button Marketplace, the mobile buyer was more active during the 2018 holiday season than ever before.

Insight 1: For the mobile consumer, incentives can be a powerful purchase trigger.

Insight 2: Investing in app users leads to better performance.

Insight 3: Download the full report to unlock the full set of actionable takeaways.

Download the Full Report

See all the data and analysis for the holiday shopping season.