As consumers spent the weekend clicking “confirm” in their online shopping carts, the floor at Dotcom Distribution was abuzz with round-the-clock order fulfillment.
In preparation for a holiday shopping weekend poised to break retail records, Dotcom’s Edison facility migrated from its normal two-shift operation to three shifts, processing orders that came in droves even on Thanksgiving Day itself.
“Orders continue to come in with no indication that they will slow down over the next 24 hours,” Dotcom CEO Maria Haggerty said Monday evening.
“It’s very likely that Dotcom will break volume records this entire week,” Haggerty said, projecting days with 50,000-70,000 processed orders.
Dotcom has specialized in e-commerce fulfillment since 1999. Its client list includes clothing companies like Vineyard Vines and Adore Me and cosmetics subscription boxes GLOSSYBOX and Birchbox. On Black Friday, the 400,000-square-foot warehouse fulfilled 175,000 orders, a 56 percent increase over Black Friday 2016. On Cyber Monday, the warehouse processed 120,000 orders.
In comparison, “nonpeak” days average about 20,000 orders processed.
The year-over-year increase in orders seen by Dotcom’s clients was realized by retailers across the board. Just over $5 billion in online retail revenue on Black Friday fell in line with projections, according to Adobe Analytics, presenting a 16.9 percent year-over-year growth.
Cyber Monday’s revenue, too, fell in line with projections, raking in $6.59 billion in a 16.8 percent growth, making it the largest online shopping day in history. No doubt distribution centers across the state and country are experiencing the same liveliness as Dotcom.
More interesting than the record success of Black Friday and Cyber Monday, according to Haggerty, “is how growth is also bookending Black Friday through the Thanksgiving weekend, into Cyberweek, as well as on Thanksgiving and the days leading up to Thanksgiving.”
“The trends and forecasts from Dotcom’s partner brands indicate online shopping will be robust this holiday season and likely will crush previous year volumes by double-digits in all categories,” Haggerty continued. “We have seen record growth in e-commerce orders for the entire year — it has really ramped up this month and this weekend in particular. It is across the board on all clients — cosmetics, apparel, electronics, jewelry — it's all up.”
Armchair (and workchair) shoppers used their myriad electronic devices to get their purchases in order. According to Adobe Analytics, 70 percent of the weekend’s online purchases were made via desktop computer; 21 percent via smartphone; and 9 percent via tablet.
Mobile shopping set a new record with its first $2 billion day.
Taylor Schreiner, director of digital marketing research at Adobe Digital Insights, told NJBIZ, “The past Cyber Monday behavior of shopping on your work computer during the day is almost completely reversed. This year, mobile shopping was dominant both in the morning and afternoon, and desktop only staged a comeback in the evening when people were home.
“Smartphones have become the de facto device for mobile shopping, while tablets continue to be more used as entertainment and gaming device.”