Editor’s note: Scot Wingo is founder and chief executive officer of e-commece services provider ChannelAdvisor, which works with many of the world’s many retailers selling merchandise online.

MORRISVILLE, N.C. - CyberSaturday is in the books and continued the trends we saw starting on Thanksgiving this year.

Last year on CyberSaturday/Sunday (the weekend after BlackFriday), we saw overall growth in e-commerce at 13%. This year for Saturday we saw 20% – a robust acceleration.

It’s too early to tell if this data point is telling us that the entire holiday season will be more of a 20% grower, or it could be that the holiday is more front-end loaded. We’ll have to wait until the first week or so of December to get a conclusion on that.

Highlights:

  • Overall E-commerce: was up 20.8% vs. last year’s 13%
  • Amazon continued it’s dominance amongst channels, coming in at 49.4%
  • Search grew a hearty 27.3%, continuing the acceleration that started on Thanksgiving
  • eBay came in at 12.3%, cooling a bit from the Thanksgiving/BlackFriday rates
  • CSE [comparison shop engine] had another positive day, coming in at 4%

Black Friday recap:

Day 2 of the CyberFive, Black Friday, is behind us and the results are in.

Overall we were up 20% on BF 2011 vs. BF 2010 which continues the strong Holiday 2011 trend.

  • Amazon had the biggest gains up 49.8%
  • Search was up a respectible 21.9%
  • eBay was up 15.1%
  • CSE [comparison shop engine]  was down y/y at 1.4% decline

Our earlier update on Black Friday:

[E]arly read [is] as of 4 pm we are seeing:

  • Overall e-commerce: 15.8%
  • eBay: 15.1%
  • Amazon: 47.3%
  • CSE: 5.6%
  • Search: 27.3%

So the trends continue to look solid for a [plus]17% 2011 Holiday. We won’t be able to get a complete read until CyberMonday is in the rear-view.

There’s still a lot of [Black Friday] to go and last year a lot of the activity was in the hours (I guess after shoppers got home and started searching online for the items they couldn’t find offline). Stay tuned as [Saturday] we’ll have the full Black Friday details.

(IBM, PayPal report big e-commerce gains. Read here.)

Here is some color commentary on the Thanksgiving results.

  • Overall e-commerce was up 17%, matching our forecast, but below the November trend of up 28%. With only one day of the CyberFive behind us, we’ll be able to know the holiday trend by CyberMonday.
  • eBay was up a solid 14.8%. Historically eBay is back-end loaded as retail sells out and eBay becomes the go-to online destination for the hard to get items.
  • Amazon was up a solid 30%. Note that last year on Thanksgiving they were up 27.5% so that’s a bit of acceleration. While our SSS [same store sales] excludes customers less than a year old, when we peak at the ‘all-in’ data, it suggests some really big gains by newer customers.
  • Search was up 18.8%
  • CSE [comparison shop engines] was up 4.5%, it’s first materially positive showing in a year

Holiday 2011 Seven Trends Update

In this post, I wanted to highlight trend number 6 – Mobile.

Through the year, we saw traffic from mobile devices in the 6-7% range and on Thanksgiving it spiked up to 10%. What’s really interesting is that Tablets (mostly the iPad) were the majority of that at 7.8% (with Smartphones at 1.2%). It will be interesting to see if that trend inverts on BlackFriday as shoppers move from ‘Tablet couch commerce’ to shopping with their phones while they are out fighting the crowds.

(Read Wingo’s early holiday shopping coverage here.)

(c) ChannelAdvisor 2011

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