Salesforce Data Reveals New Cyber Week All-Time High: $314.9B in Global Sales
04 Dezembro 2024 - 10:00AM
Business Wire
Cyber Week online orders grow 7% in the United
States and 6% globally
AI and agents drive $60 billion in online sales
through personalized offers and engagements
Mobile devices facilitate 70% of U.S. and
worldwide online purchases
Salesforce (NYSE: CRM), the #1 AI CRM, today announced its 2024
Cyber Week results (Nov. 26 - Dec. 2), revealing a record $314.9
billion in global online sales, with U.S. consumers contributing
$76 billion.
The report also revealed mobile devices drove 70% of U.S. and
global online orders this year, and Black Friday proved its staying
power as a cornerstone of the shopping season by driving $74.4
billion in global digital sales. AI, including agents, also played
a pivotal role, influencing $60 billion in sales and showing how
this technology is reshaping the retail landscape and boosting
consumer engagement.
Based on an analysis of 1.5 billion shoppers and 1.6 trillion
page views across the Salesforce Platform, the annual report found
that consumers held off on spending to capitalize on Cyber Week
deals.
“Shoppers were waiting all of 2024 for the right moment to buy
the goods they wanted, and they clearly made the most of this Cyber
Week,” said Caila Schwartz, Director of Consumer Insights at
Salesforce. “Strong year-over-year (YoY) order growth indicates
that even modest discounts were enough to convince consumers to
open their wallets. And retailers who invested in AI and agents
were able to reap even greater revenues during this critical
shopping period through personalized promotions, recommendations,
and support.”
Top Cyber Week 2024 Salesforce shopping insights from the
Salesforce report include:
- Online sales and order growth reached new peaks: After
months of slow sales growth, Cyber Week and the lead-up to it was
the pressure release valve that drove consumers to spend more this
year.
- Growth for the first four weeks of the holiday season (Nov. 5 -
Dec. 2) was strong, up 8% in the U.S. and worldwide.
- Cyber Week: Digital sales across Cyber Week reached $76
billion in the U.S. (up 7% YoY) and $314.9 billion globally (up 6%
YoY).
- Black Friday: Global online sales reached $74.4 billion
(up 5% YoY) and $17.5 billion (up 7% YoY) in the U.S. This was the
strongest shopping day of the week.
- Cyber Monday: Global online sales reached $12.8 billion
in the U.S. (up 3% YoY) and $49.7 billion globally (up 2%
YoY).
- AI and agents play a big part in Cyber Week: Retailers
like Saks doubled down on the use of AI, including agents, to power
shopping experiences this season.
- $60 billion of global online sales were influenced by AI and
agents for product recommendations, targeted offers, and
conversational customer service support.
- Retailers using generative AI and agents to fuel service
experiences saw a 2% higher conversion rate compared to retailers
who didn't use the technology.
- Retailers used generative AI and agents 18% more during Cyber
Week than the previous week, likely to drive efficiency and
personalization for customers.
- Shoppers used AI- and agent-powered chat for customer service
38% more than they did in the previous week.
- Mixed bag of discounts drove mixed bag of results:
Despite the threat of growing consumer appeal and low prices
offered Chinese marketplaces like Temu, Shein, and AliExpress,
Western retailers did not offer significant discounts to compete.
- The global average discount rate was 26% and the U.S. discount
rate was 28%, both down 1% YoY.
- Verticals with the highest global average discount rates
included:
- Makeup (40%)
- General apparel (34%)
- Skincare (33%)
- Verticals with the highest U.S. average discount rates
included:
- General apparel (37%)
- Health and beauty (35%)
- Home appliance, decor, and furniture (23%)
- Mobile conversion picks up the pace: As consumers of all
ages grow increasingly comfortable with mobile shopping and the
mobile buying experience gets easier, the gap between mobile
traffic and mobile orders is narrowing. This trend underscores a
growing consumer willingness to make significant and high-value
purchases directly from their smartphones.
- More than 80% of both U.S. and global ecommerce traffic
originated from a mobile device during Cyber Week.
- Exactly as predicted, mobile orders drove 70% of U.S. and
global sales, up from 67% in 2023.
- In total, mobile accounted for $220 billion in sales globally
and $53.3 billion in the United States.
- Mobile wallet usage also increased 16% globally during the
week.
- Social commerce plays a critical role for retailers
- Retailers implementing social commerce strategies saw 19% of
their Cyber Week sales generated through platforms like TikTok Shop
and Instagram.
Salesforce powers Cyber Week shopping with trust, scale, and
AI
This year, the Salesforce Platform helped digital retailers
around the world drive profitable growth and scale, with nearly
100% uptime, to reach shoppers across all buying channels with
agentic and personalized experiences. This was made possible
by:
- Commerce Cloud: Commerce Cloud powered nearly 50 million
orders on digital storefronts across Cyber Week with 99.999%
uptime.
- Marketing Cloud: Nearly 56.5 billion marketing messages
were sent via Marketing Cloud, accounting for a 5% YoY
increase.
- Service Cloud: Service Cloud helped customers field and
resolve more than 3.8 billion cases.
- AI: Salesforce powered nearly 60 billion AI-powered
product recommendations across Cyber Week, signaling 21% YoY
growth. Salesforce also observed a 32.2% YoY increase in AI-powered
chatbots during the week.
- Agentforce: Agentforce generated 1.67 million Large
Language Model (LLM) replies and decisions to execute actions for
retailers during Cyber Week.
Explore further:
- Compare Cyber Week to Salesforce’s 2024 holiday season
forecast
- Visit the Holiday Shopping HQ for real-time Cyber Week
results
2024 Salesforce holiday insights and predictions
methodology
Powered by Agentforce, Commerce Cloud, Marketing Cloud, and
Service Cloud, Salesforce analyzed aggregated data to produce
holiday insights from the activity of more than 1.5 billion global
shoppers across more than 89 countries, with a focus on 18 key
markets: the United States, Canada, United Kingdom, Germany,
France, Italy, Spain, Japan, the Netherlands, Australia, New
Zealand, the Asia-Pacific (excluding Japan, Australia, and New
Zealand), Switzerland, Latin America (LAM), the Middle East and
Africa (MEA), Eastern Europe, Belgium, and the Nordics. This
battery of benchmarks provides a deep look into the last nine
quarters and the current state of digital commerce. Several factors
are applied to extrapolate macroeconomic figures for the broader
retail industry. These and these results are not indicative of
Salesforce performance.
The prediction data that we present are from proprietary
Salesforce research. The calculations we use blend first-party and
third-party data, as well as several market assumptions, to
generate the data points we present.
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