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Amazon Dominated Cyber Monday With 36% of All Online Sales

December 2, 2015, 10:54 PM UTC
Photo Courtesy: Getty Images

The Amazon (AMZN) juggernaut continued to roll over rivals on Cyber Monday.

The online retailer alone generated an estimated 36.1% of all online sales on Monday, Nov. 30, according to Slice Intelligence, a data firm that gathers e-commerce data from receipts tied to its package tracking app. Far behind were a slew of brick-and-mortar retailers: Best Buy (BBY) with 5.5% of all e-commerce spending that day, followed by Walmart (WMT) at 3.8%, Nordstrom (JWN) at 3.6% and Macy’s (M) at 2.8%.

While Amazon has not disclosed actual dollar numbers, it did tout its performance on Thanksgiving Weekend through to Cyber Monday, noting sales of its own devices tripled.

But much as Amazon dominated Cyber Monday spending, its hold on total e-commerce spending eased a bit, falling 2.7 percentage points compared to last year. That is probably tied to massive efforts by the likes of Walmart and Target to begin to bridge the enormous gap with Amazon. Walmart’s share of online spending rose half a percentage point compared to Cyber Monday 2014, according to Slice.

As for Macy’s and Nordstrom, they are clearly benefiting from years of big investments in their e-commerce infrastructure. They are the ranked No. 4 and No. 8 U.S. e-commerce retailer, respectively. As for Best Buy, the electronics retailer continues to benefit from efforts to combat showrooming, a behavior common a few years ago that saw people browse in its stores then shop online.

A standout performance by these retailers on Cyber Monday was all the more critical given that overall sales surpassed $3 billion, according to separate estimates from ComScore and Adobe.