Black Friday: Qapla’s 2025 shipping data

Shipping data on shipments managed by Qapla’: not surveys, not estimates, but internal operational data collected during the hottest weekend of the year. It is a privileged insight into how shopping carts move and, above all, how logistics respond when orders double within a few hours.

2025 vs 2024 data comparison

Total shipments grew by approximately +3% vs 2024: a moderate but significant increase, despite early promotions, confirming operational resilience during peak days.

What the data tells us

Fashion: +15%

Black Friday has returned to being a full-fledged "retail event." In Fashion, we see broad and consistent growth, indicating:

• • greater promotional intensity close to the weekend,
  • deeper assortments and better size availability,
  • focus on the delivery window: those who promise 24/48 hours (and deliver on them) capture the impulse purchase.

Pharma: +8%

Increasing in a balanced way. The main driver seems to be purchase continuity (reordering) combined with clear tracking communication. In this vertical, trust weighs more than the discount: certain times and timely information make the difference.

Food: −4%

A slight setback, typical of segments with sensitive logistics costs (fresh/chilled) and less aggressive promotions. Possible factors:

• • average order value under pressure,
  • stricter delivery windows during peak days,
  • caution in offering "express" promises to avoid service disruptions.

The overall growth in shipments (+3% YoY) tells the story of an ecosystem that handles the peak load. The trend is driven primarily by the most "promotable" sectors (Fashion) and those where the post-purchase experience has become an asset (Pharmacy). The system's resilience confirms that warehouse organization and first-scan timeliness are now market-required standards.

Cross-sectional analysis: three strong clues

• • Credible delivery promise → growth. Where the ETA (Estimated Time of Arrival) is clear and respected, conversion rises during BF more than in the rest of the year.
  • Tracking as a touchpoint: verticals that inform proactively reduce uncertainty and post-checkout abandonment.
  • Price isn't everything: in Food, the logistics margin carries weight; in Fashion, the perception of "speed and reliability" supports the discount.

Black Friday 2025, interpreted through internal Qapla’ data, confirms a clear trend: the winners are those who make delivery an integral part of the shopping experience.