Despite the sales growth, a high product return rate of 28%, up from 20% in 2023, posed a significant concern for profit margins, as noted by Caila Schwartz, director of Consumer Insights at Salesforce. Retailers are expected to rely more on AI and agents to minimize revenue losses from returns and to re-engage shoppers in the coming year. Mobile devices played a crucial role, with 79% of orders placed through smartphones during the holiday season, peaking on Christmas day. Additionally, social media platforms like TikTok Shop and Instagram drove 14% of all traffic to e-commerce sites, further enhancing consumer engagement.
Key takeaways:
- AI-powered chatbots significantly boosted online sales during the 2024 holiday season, contributing to a nearly 4% year-over-year increase in the United States.
- AI-influenced global online sales reached $229 billion, up from $199 billion in 2023, despite a high product return rate of 28%.
- Smartphone orders peaked on Christmas day, with 79% of all holiday season orders placed through mobile devices.
- Social media platforms like TikTok Shop and Instagram drove 14% of all traffic to e-commerce sites during the holiday season.