Conversational customer communications dominate Black Friday and Cyber Monday


New data from global communications platform Infobip shows the dominance of conversational experiences, mostly messaging, for customer communications during Black Friday and Cyber Monday this year. Overall, the platform saw record levels of communications interactions, reaching 2.7bn on Black Friday and 2.5bn on Cyber Monday, compared to 2.4bn and 2.1bn last year.

Infobip’s analysis shows a 210% increase in mobile app messaging interactions on Black Friday and a 223% increase on Cyber Monday compared to a typical November day. Meanwhile, multimedia messaging (MMS) interactions increased by 178% on Black Friday and 167% on Cyber Monday compared to a typical day. 

ChannelBlack Friday (% increase vs a typical day in Nov ‘23)Cyber Monday (% increase vs a typical day in Nov ‘23)
Mobile app messaging210%223%
Chat apps21%10%

Showing the increasing popularity of rich communications during the discount days, RCS interactions jumped two-fold on Black Friday and five-fold on Cyber Monday this year compared to the same days last year. Overall, Black Friday interactions were up 98% compared to an average day in November – against 48% last year. Cyber Monday interactions increased by 77% compared to an average day in the same month – where Infobip recorded 44% last year. 

Ivan Ostojić, Chief Business Officer at Infobip, said: “Black Friday and Cyber Monday offer retailers and e-commerce brands a significant opportunity to gain sales. While these days remain as popular as ever, consumers are changing how they want to interact with businesses. So, to stand out and drive sales, retailers and e-commerce companies must adopt a conversational strategy and offer interactive and two-way communications with their customers through their preferred channel.

“Supported by a market-leading global cloud communications platform, conversational chat apps and generative AI, we were able to help our clients create seamless experiences for their customers and boost engagement and sales this Black Friday and Cyber Monday.”

Infobip has recently been named a Leader in the Communications Platform as a Service (CPaaS) market by analyst firm Gartner. In the first Gartner Magic Quadrant for CPaaS, Infobip is recognized as a Leader for its overall completeness of vision and ability to execute.

Ivan Ostojić, Chief Business Officer at Infobip,