The numbers are in for Black Friday Cyber Monday (BFCM) 2025, and once again, ecommerce hit new records.

Across the Shopify ecosystem, merchants just made history—generating a record $14.6B in sales over BFCM weekend (+27% YoY, +24% constant currency). 81+ million customers shopped from Shopify-powered brands worldwide, and shopping peaked at 12:01 p.m. EST on Friday, when sales hit $5.1M per minute.

While Shopify reflects the broader market, Tapcart provides a closer read on what matters most during BFCM: mobile shopping at peak demand.

Overview: Tapcart merchants’ biggest wins

• $135.4M in app-driven sales during Cyber Week (Nov 23–Dec 1, 2025)
• $71.7M in app-driven sales during BFCM Weekend
• 1.17M orders placed via apps during Cyber Week
• 1.06M unique app shoppers during Cyber Week
• $115.29 AOV during Cyber Week
• Top countries by app sales: United States, United Kingdom, Australia, Canada, Spain, Germany, France, Ireland, Mexico, and New Zealand
• Top categories by app sales: Fashion & Apparel, Home & Hobby, Beauty & Cosmetic, Food & Beverage, and Health & Wellness

2025 wasn’t a “spike” year—it was a durability year. After a breakout surge in 2024 (Tapcart merchants grew Cyber Week sales +26.5% YoY vs 2023), 2025 sustained positive growth even as the market normalized.

All of this happened under extreme traffic, compressed timelines, and high shopper expectations, and Tapcart’s platform didn’t flinch even as shopper demand spiked and campaigns went live across hundreds of brands.

"BFCM is the ultimate test for merchants and ecom software—and this year we handled some of the biggest traffic & revenue spikes we’ve ever seen across Tapcart-powered apps. We saw session conversion rates upwards of 40%, proving that the apps are the HQ for the most loyal customers Even as campaigns flipped on and shoppers flooded in, everything stayed fast and stable for shoppers. Zero downtime. Zero critical issues."
‍Eric Netsch, CEO at Tapcart

Mobile is no longer a nice-to-have for peak season. For the most successful brands on Shopify, a reliable, high-performing app is now the default way to win BFCM.

Industry insight: The categories winning on mobile

Top categories by app sales (Cyber Week + BFCM Weekend):

• Fashion & Apparel
• Home & Hobby
• Beauty & Cosmetic
• Food & Bev
• Health & Wellness

These are “mobile-native” categories where speed, personalization, and repeat shopping behavior make apps especially effective during peak season.

Shopify’s hottest categories included cosmetics and clothing, plus activewear and fitness & nutrition—and Tapcart’s category leaders closely mirror where mobile-first behavior is strongest.

Geography insight: App demand is global

Top countries by app sales:
United States, United Kingdom, Australia, Canada, Spain, Germany, France, Ireland, Mexico, and New Zealand.

This expands beyond Shopify’s top countries (US, UK, Australia, Germany, Canada) and highlights growing app demand across Western Europe, plus strong momentum in Mexico and New Zealand—a signal that app-first shopping is scaling globally, not just in one region.

What the 2025 BFCM data means for your 2026 mobile strategy

1) Treat your app as a core revenue channel—not a campaign tactic

When AOV and ARPU rise, it’s a sign your app is attracting higher-intent buyers—not just replicating web traffic.

Actionable moves:

• Make “Download the app” a primary CTA on-site and in email by early Q3
• Tie exclusive perks (early access, bundles, loyalty multipliers) to app-only experiences
• Use app-specific merchandising—not just a mirror of your PDPs

2) Plan for reliability as a differentiator

You can have the best offer in the world, but if your experience slows down, your shoppers will bounce.

Actionable moves:

• Pressure-test performance ahead of peak season
• Use your app as a conversion safety net when mobile web spikes
• Align on response plans and infra readiness long before Q4

3) Build earlier: win before Black Friday

BFCM is now a season, not a weekend.

Actionable moves:

• Launch holiday app strategy in October
• Drive installs before deals go live
• Map push plans across awareness → launch → last-chance urgency

BFCM is over. The advantage starts now.

The 2025 BFCM results prove it: the brands winning the biggest weekends in commerce aren’t just running better campaigns—they’re running better mobile experiences on more reliable infrastructure.

Book a demo to map your 2026 mobile plan. Get a tailored revenue projection, an install growth playbook, and a peak-readiness checklist based on how top Shopify brands use apps to drive higher-value shoppers (AOV/ARPU) and protect performance at peak.

 *Cyber Week is the extended promotional period around Black Friday and Cyber Monday—when brands run deals across the days leading up to and including the weekend.