Ultimately, these hiccups and outright malfunctions can result in some serious revenue loss. According to ChannelAdvisor, an e-commerce optimization firm, a retailer could lose roughly 8 percent of the day's digital sales for each hour it's down. However, since consumers often revisit problematic sites, that figure tends to be closer to about 4 percent of that day's sales per hour.
"There's going to be a tremendous amount of load that's going to be hitting these retailers," said Dynatrace's David Jones.
As of Black Friday, Dynatrace's web monitoring showed that retailers by and large were performing much better than last year. In 2014, retailers suffered what Jones referred to at the time as a "sea change in the industry." He was referring to consumers' rapid adoption of mobile shopping, which took off in earnest last year.
But the problem wasn't simply that consumers were flocking to retailers' Web operations. Instead, it was that by and large, they visited companies' mobile sites, as opposed to undergoing the onerous process of downloading their mobile app.
Jones said the popularity of mobile sites, which reformat the content that's delivered to these smaller devices, is even more pronounced this holiday season.