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Christmas came early for digital retailers. This is great news for e-commerce solutions provider
Shopify Inc (US) (NYSE: >SHOP
>SHOP). SHOP stock just keeps looking better and better.
The Canadian-based company provides digital retail solutions for companies of all shapes and sizes, but focuses on start-up digital retail shops who need help competing against e-commerce behemoths like
Amazon.com, Inc. (NASDAQ: >AMZN
The Black Friday through Cyber Monday shopping weekend was a huge success for all of digital retail. Digital sales on Black Friday rose 18% year-over-year to a record $7.9 billion. That scintillating growth continued through Cyber Monday, and brought total online sales in November to $50 billion, up 17% year-over-year.
In this sense, SHOP stock is a pure-play on secular growth in e-commerce.
Consequently, it should be no surprise that Shopify announced record performance for the 2017 Black Friday weekend. The company reported its best Black Friday sales to date.
At the peak, Shopify processed $1 million in sales per minute on Black Friday, up an astounding 80% year-over-year. For the whole Black Friday weekend, total gross merchandise value on Shopify surpassed $1 billion.
Is this a reason to buy SHOP stock? Absolutely.
Black Friday weekend is when everyone does most of their shopping. From this perspective, what happens on Black Friday weekend is a microcosm for overarching trends in retail.
Clearly, one trend that is only accelerating is that everyone is shopping online. When everyone shops online, Shopify stock wins.
Shopify Wowed This Black Friday
Shopify’s Black Friday weekend was really impressive.
It wasn’t just the volume of sales which impressed ($1 million in sales per minute at the peak and over $1 billion in GMV), but the breadth of those sales as well.
Shopify’s growth is coming from every geography and through every retail category. This broad-based growth underscores the fact that Shopify stock truly is a pure-play on the far-reaching e-commerce trend.
Sales through Shopify were positively impacted by Black Friday in essentially every important geography. South Africa saw its sales increase by a factor of 5.3x on Black Friday. Spain saw its sales increase by a factor of 4.9x, while the United Kingdom saw its sales increase by a factor of 3.6x.
The big boost also happened in Canada (3x), Germany (3x), France (2.2x), Ireland (1.8x), Singapore (1.5x), and China (1.5x).
Moreover, Shopify merchants sold everything from clothes to watches to cutlery to electronics during Black Friday weekend. Through the weekend, Shopify merchants sold 1.4 million apparel items, 917,000 accessories, 531,000 houseware items, 170,000 makeup products, and 141,000 electronic products.
Why is this breadth important? Because it means that no matter who is buying what or in what country they are buying it, so long as consumers are shopping online, Shopify wins. That is what happens when you are a global provider of digital commerce solutions.
Therefore, all that is necessary to push Shopify stock higher is continued acceleration of the ecommerce trend. This global trend is showing no signs of slowing. Consequently, SHOP stock should continue to head higher.
Watch Out For Social Selling
Beyond the broad ecommerce trend, I think Shopify could get a big boost over the next 12 months through social selling.
We are officially in the era of social selling. For a while, consumers discovered products through apps like Instagram, only to leave the app and go buy the product through the retailer’s website or in store.
Now, consumers both discover and purchase products directly through social apps like Instagram. The entire transaction process has been condensed to fit in one spot.
Ahead of the blowout Black Friday weekend, Shopify rolled out “Shopping with Instagram” and added Instagram to its robust sales channel. I suspect that this new sales channel contributed greatly to Shopify’s blowout Black Friday numbers.
As digital commerce grows more complex and happens everywhere online (on a merchant’s own website, on a third-party site, or through social media platforms), Shopify’s all-in-one solutions, which seamlessly connect these fragmented points-of-sale, will become all the more valuable.
Bottom Line on SHOP Stock
The e-commerce solutions provider had a blowout Black Friday weekend. This is more than just a blip. It is a continuation of a secular growth trend in favor of Shopify stock.
That means buy now and hold for the long term.
As of this writing, Luke Lango was long SHOP and AMZN.
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