a.      
Amazon: with black Friday and cyber Monday sales
this year compared to previous year

With the explosion
of e-commerce, fewer people visited traditional stores on Thanksgiving and
Black Friday while numbers of online purchases continued to soar. It is not
surprising that Amazon once again dominated online retail market in the U.S. on
the busiest shopping occasion of the year followed by Christmas. The evidence
was fully exhibited with the data collected by Hitwise and cites in
Dealerscope. Amazon took up 45% of all online transactions on Thanksgiving Day,
and 54.9% on Black Friday.

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Adobe said web traffic to retail sites rose
by 12% on Cyber Monday. Mobile set a record, representing 47% of visits and 33%
of revenue. For purchases made on smartphones, Apple iOS led with an average
order value of $123, compared with Alphabet Android at $110. Adobe (ADBE),
through its Adobe Analytics service, said a record $6.59 billion was spent
online by the end of Cyber Monday, an increase of 16.8% from the year-ago
period, making it the largest online shopping day ever in the U.S. and nearly a
billion dollars more than last year. Black Friday, by comparison, brought in
$5.03 billion online.

Amazon also looked at sales by device when
analyzing its Cyber Monday success. The company found that Cyber Monday orders
via Amazon App went up 50% worldwide compared to 2016. That’s consistent with
the consumer trend toward mobile shopping or m-commerce—the m-commerce market
is expected to reach $284 billion, or 45% of the total U.S. ecommerce market,
by 2020. Tweaks and improvements to the company’s app likely are playing a role
in how comfortable and satisfied buyers are with their shopping experience.

Developing from the
above points, it is assumed that Amazon succeeded its Cyber Monday 2017 record not because the monopolistic position that
Amazon possesses or on the mission to crush brick-and-mortar, but rather
because the preference for digital is on an upward trend in the first place. As
customers’ acceptance and understanding of online shopping continues to grow,
and as technology makes online buying even easier, Amazon is a natural position
to keep winning out, as it’s been working with customers essentially since
ecommerce got off the ground and arguably enjoys the best brand name
recognition of any online store. If new customers—say, the millions of Generation
Z who were practically born with smartphones in their mouths—are going to get
on the ecommerce band wagon during Black Friday, Cyber Monday or other times
when deals are good, it is understandable that they would want to do it with a
trustworthy and well-known company like Amazon.