Retailers are still calculating their holiday performance, but online shopping, particularly mobile shopping, surged in popularity during the recent holiday period, according to a report.
Online sales grew 13.9 percent from Nov. 1 to Dec. 31 compared with the same period in 2013, according to IBM Digital Analytics. Mobile sales accounted for almost one-quarter of online sales, up 27 percent from 2013, mostly through tablets.
The growth was more dramatic than in the previous year. Online sales grew 8.5 percent during the 2013 holidays compared with the same period in 2012. People spent less per transaction, though. The average online order value dropped 8 percent in 2014 to $119.33.
Online sales make up a sliver of total retail sales — anywhere from 7 to 14 percent, depending on the source — but are growing at a faster rate than overall industry sales. The National Retail Federation estimated that total holiday spending would grow 4.1 percent this season.