Black Friday at an end: online grows stronger every year

Black Friday is an event that has become known only for a few years in Romania (launched in 2011 for the first time), but already has become very popular, with numbers growing exponentially from year to year. One of the most interesting trends of the 2015 was the upsurge in online orders, with mobile users taking up a large slice in some cases.

Online retailer eMag reported 2.5 million online visits and orders totaling RON 135 million (EUR 30.4 million) for 300,000 products until mid-day. For the first time since the company has started organizing Black Friday, mobile users surpassed desktop and laptop users.

Within the first four minutes after the launch of the event there were 100 products being sold per second, with the median holding at 41 products per second until 10:00.

The retailer had estimated it would reach RON 205 million (EUR 46.11 million) sales, 25 percent higher than in the previous year. It almost reached its target with RON 202 million sales from 602,000 products.

According to the retailer, online orders had the upper hand for the first time since the event was organized in Romania, covering over 60 percent of total sales of the day. The peak of the day for the eMag website was reached at 370,000 simultaneous visits. Also, mobile users kept the lead over desktop users, with 51 percent of over 5.57 million visits being from a mobile device.

IT retailer Cel.ro had 250,000 unique users until 10:00 and estimated the number will reach 1 million at the end of the day. The company recorded EUR 2 million sales until mid-day, with 11,000 orders for 27,000 products. The retailer closed down the telephone line and announced it would take only online orders, stating that it had doubled its storing capacity especially for this event.

The company estimated it would reach EUR 6 million in sales. According to representatives, last year 500, 000 unique visitors accessed the website and the numbers were expected to reach 1 million this year.

Online retailer evoMag had 300,000 unique visitors on its website during the first part of the day and sold over half of the 24,000 products available within the Black Friday promotion, reaching EUR 1 million in sales.

Watchshop.ro, part of the evoMag group, sold 1,000 watches worth RON 350,000 (about EUR 78,770) and estimates it will reach RON 1 million by the end of the day.

The retailer increased its stock by 66 percent for the campaign.

Camera retailer F64 reached its record of online visits at midnight, the start of the event, with 9,000 simultaneous visits. Within 12 hours it had registered 5,500 orders amounting to RON 9 million (EUR 2.02 million), surpassing last year’s sales.

From a total of 230,000 users accessing the website, mobile visits made up 30 percent, of which about 10 percent materialized into orders.

By the end of the day the store had registered 11,500 summing up to RON 16.5 million (EUR 3.71 million), 55 of them being made online. About 30.5 percent of the shoppers chose to use their bank card for payments.

PC Garage, electronics retailer specialized in computer parts, registered a peak of 23,000 simultaneous visits half an hour after midnight, when the campaign started, with the largest volume of orders registered during 9 and 10 a.m, during which time the retailer recorded about 34 transactions per minute. The website registered 450,000 unique visitors.
In this case, desktop users had the lead, with 87 percent of orders, and about 20 percent of the orders were paid online by bank card. The retailer reached 14,800 orders by the end of the day, totaling RON 15 million.

Natalia Martian

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