Oceanpayment has released its 2025 Black Friday Cyber Monday (BFCM) Insights Report, highlighting a significant rise in brand-driven growth across global e-commerce markets. Based on transaction data from Oceanpayment’s global merchant network, this year’s BFCM reflects a continued shift toward higher-trust, brand-centric consumer behavior and greater reliance on stable, intelligent payment infrastructure during peak demand cycles.
一、Key Findings from the 2025 BFCM Period
Brand-Focused Merchants Strengthen Their Position.Data from Oceanpayment’s network indicates:
- Sales Growth: GMV increased by 51%year on-year.
- Brand Representation: 36%of total merchant volume came from brand-focused sellers.
- Peak Performance: 67% of merchants setting new annual transaction highs during BFCM.
These figures underscore the structural rise of direct-to-consumer (DTC), vertical, and proprietary brand models, as consumers increasingly prioritize product trust, experience consistency, and brand authenticity.
二、Merchants Enter Peak Season with Greater Preparedness and Strategic Depth
Compared with previous years, merchants demonstrated higher maturity in planning and execution:
- Oceanpayment Card Usage: A 60% year-on-year increase was observed, reflecting stronger investment in advertising, inventory, and fulfillment readiness.
- Structured Campaign Pacing: Merchants adopted more sophisticated strategies for customer acquisition, remarketing, and regional targeting.
This indicates stronger confidence in market demand and improved operational discipline entering BFCM 2025.
三、High System Availability Supports Merchants Through Global Peaks
The BFCM period saw record-high transaction concurrency across multiple regions.
Oceanpayment’s global payment infrastructure maintained:
- System Uptime: 99.999% availability.
- Peak Processing Capacity: Surpassed 2,000 transactions per second.
- Stable Performance: Consistent authorization rates during the highest-volume hours.
In peak trading environments, system reliability plays a decisive role in helping merchants capture demand without operational disruption.
四、Network Tokenization Adoption Surges as Brands Expand Use in Core Scenarios
Network Token adoption was one of the most notable capability shifts this year.
During BFCM, Oceanpayment observed a year-over-year increase of more than 140% in Network Token usage.
This growth was largely driven by:
- Member & Repeat Purchase Flows: Widely activated within brand loyalty programs and repurchase journeys.
- Mobile Checkout: Represented a growing share of mobile payment experiences.
- Subscription & High-Frequency Models: Expanded use in one-click and express checkout scenarios.
As Network Token mechanisms help ensure continuity when underlying card details change, they are increasingly adopted as a foundational capability for maintaining seamless payment experiences.
五、Regional Payment Patterns: Local Methods Rise, Offline AOV Stays Higher
Two structural trends became more pronounced during this year’s BFCM:
1.Local Payment Methods (LPMs) represented 31%of total transactions
- Reflecting region-specific payment habits
- Reinforcing the importance of localized checkout offerings for cross-border brands
2.AOV differences remained significant
- Online AOV: USD 128
Offline AOV: USD 200
Higher-value purchases continue to favor in-person retail environments, where trust and physical experience play a larger role.
A Year of Convergence: Brand Power, Infrastructure Stability, and Regional Adaptation
The 2025 BFCM period reveals a global e-commerce environment increasingly shaped by:
- Brand trust and product consistency
- Stable, high-availability payment infrastructure
- Intelligent transaction optimization
- Localized consumer touchpoints
- Seamless cross-channel experiences
Oceanpayment remains committed to supporting merchants with reliable, secure, and intelligent global payment capabilities as they scale in international markets.
All insights in this report are based on performance during the 2025 BFCM period, defined as the four-day shopping window from Black Friday (November 28) through Cyber Monday (December 1). This period represents the highest global e-commerce traffic and transaction volumes of the year.
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