The 2025 holiday season is in full swing. Singles Day is just behind us with record figures of $202.8 billion in global revenue — growth of 26.6% compared to last year (Syntun data). With Black Friday around the corner, it's becoming clear how differently the major e-commerce platforms approach this crucial period.
We live in a world where Singles Day now completely overshadows Black Friday. While Black Friday 2024 generated 'just' $10.8 billion in online revenue in the United States (Adobe Analytics), Singles Day pulled in nearly twenty times that worldwide. Chinese platforms like Alibaba and JD.com reported more than 20% growth in shopper numbers, while livestream e-commerce via platforms like Douyin grew by a whopping 54.6%.
These numbers tell an important story. The traditional idea of one big shopping day is over. We are now in a three-month marathon in which each platform follows its own strategy to guide merchants through this period.
Shopify posted impressive results during the past Black Friday Cyber Monday weekend. Their merchants together generated $11.5 billion in sales — a 24% rise over 2023 (Shopify News). More than 76 million consumers worldwide found their way to a Shopify checkout.
What stands out is their mobile-first approach. The numbers speak for themselves: 59% of all Thanksgiving sales happened on mobile devices. At the absolute peak — 12:01 PM ET on Black Friday — the platform processed $4.6 million per minute. Shop Pay, Shopify's own payment system, saw 58% year-on-year growth during BFCM 2024.
Stefan Lewis, Chief Digital Officer at fashion brand Represent, puts it well: "Black Friday can be nerve-wracking, but Shopify has always helped us in terms of increasing bandwidth, and we've never run into any issues around site speed." The platform has proven itself a reliable partner during the most hectic shopping moments.
For Singles Day, Shopify offers specific support with dedicated email templates and tools that respond to the fact that 90% of Singles Day purchases happen on mobile. Their focus on self-gifting — people buying for themselves — leads to a higher average order value than during Black Friday. Smart, too, is how they encourage merchants to start gift guides and early-bird promotions back in August.
Lightspeed takes a fundamentally different approach. Their recent research revealed a striking insight: 84% of shoppers believe that retailers artificially raise prices for Black Friday to make discounts look bigger (Lightspeed Black Friday Trust Crisis). This distrust is consistent across all age groups — from 87% among 18-24 year-olds to 78% among those 65+.
CEO Dax Dasilva sees an opportunity here rather than a problem: "Black Friday is still a make-or-break moment for retailers, but shopper behavior is shifting. Consumers are buying fast and deciding later, so it's up to retailers to guide that journey. The best way to do that is with clarity—showing what discounts really mean, being upfront about fit and product details, and keeping customers informed on delivery and stock. When shoppers feel confident, they buy smarter and return less. In a tight economy, transparency is the strongest sales strategy retailers have."
This philosophy translates into concrete features. Lightspeed's data shows that 40% of customers return because of in-store loyalty rewards — proof that the connection between online and offline is crucial. Their mPOS systems eliminate queues during peak moments, while seamless integration between online and physical stock prevents customers from being disappointed.
The platform responds to a growing need: 48% of shoppers prioritise free shipping, but also want assurance that what they see online is actually available. Lightspeed's hybrid model — where consumers research in store and buy online, or vice versa — fits perfectly with modern buying behaviour.
Magento, now part of Adobe Commerce, serves a different segment of the market. Where Shopify and Lightspeed focus on ease of use and omnichannel experiences, Magento focuses on enterprise retailers with complex needs.
Their merchants begin preparations as early as September — not as a luxury, but out of necessity. The technical checklist is extensive: server provisioning has to be scaled up for traffic peaks, SSL certificates have to be renewed, and extensive load testing is essential to identify bottlenecks. These are preparations that, on other platforms, mostly happen automatically, but at Magento they offer the flexibility to configure exactly what an enterprise needs.
During BFCM, Magento's extension ecosystem comes alive. Developers offer up to 40% off their extensions. Meetanshi gives 15% off, Amasty runs their Triple Sale, and FMEextensions offers 20% off all tools. These are extensions like Bulk Price Updater for mass price changes, Mass Order Processing for efficient order handling, and advanced countdown timers that create urgency.
For enterprise retailers needing complex discount structures — think different prices per customer group, tiered discounts, or intricate bundle deals — Magento's catalog and cart pricing rules provide the necessary flexibility.
Regardless of platform, there are trends nobody can ignore. The dominance of Singles Day is one. With $202.8 billion in total revenue — of which 77% via traditional e-commerce and 23% via livestreaming — it's no longer an Asian phenomenon. Alibaba and Tmall remain the largest platforms, with 92% of Chinese shoppers, but Western retailers are increasingly discovering the power of 11/11.
The numbers for Black Friday and Cyber Monday continue to grow impressively. Adobe Analytics reported for 2024 (Adobe Holiday Shopping Report): Thanksgiving generated $6.1 billion (+8.8% year-on-year), Black Friday $10.8 billion (+10.2%), with Cyber Monday expected to hit $13.3 billion. The mobile share reached 59.5% of all online sales.
Another unstoppable trend: Buy Now Pay Later (BNPL). On Thanksgiving alone, $430 million was spent via BNPL services, a 10.3% rise year-on-year. For Cyber Monday, nearly a billion dollars was expected. BNPL now represents 9% of total e-commerce sales during the holidays.
The role of artificial intelligence is becoming ever more prominent. Recent research shows that 75% of consumers plan to use AI to find deals. For gift suggestions 67% use AI tools, up from 54% in 2024. About 19% of all purchases are now influenced by AI recommendations, while 83% of retailers use AI for shopping assistance.
These aren't futuristic scenarios any more — it's happening now. Each platform integrates AI in its own way. Shopify builds it into the core product, Lightspeed uses it for predictive analytics, and Magento offers it as an enterprise-grade solution via Adobe Sensei.
The international trends offer valuable lessons for the Dutch market. First: timing is everything. Research from Shopify-Gallup shows that 41% of shoppers start holiday purchases as early as October. Dutch stores that only launch their campaigns in November miss a significant share of the market.
Mobile is no longer optional. With 59.5% of sales on mobile devices, a responsive site is the absolute minimum. But it goes further — one-click checkout solutions like Shop Pay make the difference between an impulse purchase and an abandoned cart. On Christmas Day mobile shopping even peaks at 65%, the highest percentage of the entire season.
The trust crisis Lightspeed identified is a wake-up call. Dutch consumers are just as sceptical about fake discounts. Transparency about price history and honest communication about discounts are essential for sustainable success.
Singles Day remains a largely missed opportunity. With twenty times the global revenue of Black Friday, there's enormous potential for Dutch retailers brave enough to experiment with this shopping day.
BNPL grows by 10% per year and is increasingly an expectation rather than a nice-to-have. Dutch online stores that don't yet offer this payment option are leaving revenue on the table.
Each platform has its strengths, and the choice depends on your specific situation. Shopify excels in mobile commerce with the best conversion rates, ease of use through plug-and-play apps, solid infrastructure that doesn't crash during peaks, and strong international sales capabilities.
Lightspeed stands out with superior omnichannel integration, tools that promote transparency, a strong focus on local retail and features that help build trust with sceptical consumers.
Magento remains the go-to solution for enterprise flexibility, complex B2B scenarios, far-reaching technical customisation and managing large product catalogues.
The 2025 holiday season promises to break every record. Singles Day set the tone with explosive growth. Black Friday is around the corner with expectations higher than ever. Cyber Monday is increasingly an extension of the weekend. And the period until Christmas remains crucial for retailers worldwide.
The platforms keep innovating. Shopify is investing heavily in AI and checkout optimisation. Lightspeed is deepening its omnichannel capabilities. Magento/Adobe Commerce is pushing the boundaries of what's possible in enterprise e-commerce.
For merchants the message is clear: success during the holidays takes more than just discounts and marketing. It requires the right platform that fits your business model, your customers and your ambitions. The choice you make now determines not just how you get through this holiday season, but how you grow in the years to come.
The season has begun. The question isn't whether you take part, but how well prepared you are. Choose the strategy that fits your platform, use the tools available, and more importantly — start today. Because as the data shows: in e-commerce, no one waits for anyone.
Want to optimise your store for the holidays? Syncer® helps with platform selection and strategy based on proven data and best practices. Get in touch for advice grounded in facts and results.
