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4 Last-Minute Ecommerce Tips for Black Friday

In 2015, Black Friday accounted for 30% of all annual retail sales, and of those purchases, more than half were made online, according to the National Retail Federation. Simply put, ecommerce is relevant now more than ever, especially during these holiday months. If you’re an online merchant looking to reap the benefits of the year’s busiest shopping season, it’s not too late to start optimizing your site for better conversion. Here are 4 easy, last-minute tips on how to make the most of your online sales during Black Friday or Cyber Monday.

Get Mobile-Ready

Last year, 34% of online Black Friday purchases were made via mobile, according to TechCrunch, so you’ll want to make sure your online shop is as optimized for mobile as possible. A few simple quick-wins include writing simple and concise product descriptions, making sure all your items are tagged correctly, and uploading a gallery of vibrant product photos. You’ll also want to make sure your site is responsive and lightning-fast! You can use Google’s Mobile-Friendly Test to see if your shop passes the test.

Make It Personal

Last-minute deals are an obvious way to push sales, but if you’re looking to get a little more personal, consider setting up dynamic pricing. Reward shoppers with a first-come, first-serve discount that ends after a number of purchases, or after a certain time of day, to create a sense of urgency. You could even offer different kinds of discounts that are tailored specifically for a particular type of shopper. The key here is to stay reactive to your customer’s needs as they come up in real time.

Streamline Your Checkout

Over 30% of online purchases are now made via mobile, so you’ll want to make your checkout process as simple and as streamlined as possible. Don’t ask for any unnecessary information, like phone numbers or fax numbers, and be sure to steer clear of clunky captchas. Label all your input fields correctly, auto-detect postal codes, and offer a variety of payment options. And don’t forget to include an option for guest checkout! Cart abandonment occurs up to 20% of the time, thanks to inflexible checkout processes that force potential customers to register accounts with the store.

Don’t Forget Those Last-Minute Shoppers

Traditionally, consumers tend to act early on Black Friday in order to snatch up limited time offers, but there are always a number of shoppers who wait until the very end of a promotion for last-minute deals. On Cyber Monday, feature promotions on expedited shipping rates, add a few online gift card options to your inventory, and offer time-saving add-ons, like gift wrapping for the holidays. Those stragglers will thank you.


For small to medium-size ecommerce shops, it’s not always necessary to overstock your inventory and throw a blowout mega-sale come November 25. Instead, focus on personalizing and simplifying your customer’s overall shopping experience on desktop and mobile, from the homepage to checkout, throughout the entire long weekend. Keep your target audience engaged, and when in doubt, just remember to put yourself in your customer’s shoes.

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