SAN FRANCISCO — Salesforce’s most recent 2020 Holiday Shopping Insights shows that global online sales hit a new record of $270 billion, up 36% compared with 2019. In the U.S., digital sales reached $60 billion, up 29% year-over-year, with a 22% increase in consumers who participated in Cyber Week this holiday season compared with 2019.
The study analyzes the global shopping behavior of more than 1 billion global shoppers on the Salesforce Customer 360 platform.
Some of the other key findings by Salesforce included the impact of pickup options. U.S. retailers that offered curbside, drive-through and in-store pickup options increased digital revenue by 29% on average. By comparison, retailers that didn’t offer these pickup options only saw 22% average growth over last year.
Saleforce also noted that with earlier shipping cutoff dates and 700 million packages expected to face shipping delays, retailers that combine the confidence of ordering online with the convenience of local and safe pickup options will continue to see strong digital revenue growth throughout the remainder of the season.
In addition, while consumers engaged with brands beyond the traditional four walls of stores and on commerce platforms like social, messaging, live streaming and more, social media platforms only accounted for 3% of global digital orders and 4% of U.S. digital orders placed during cyber week.
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