eCommerce Statistics (regularly updated)

eCommerce Statistics

* updated regularly

In order to stay relevant, you need to know the latest industry trends and know how you’re performing compared to the overall market.

INSIGHT: We buy more from mobile devices, but desktop orders are more expensive.

About 2Performant

Here at 2Performant we believe in transparency and data-driven decisions.

Over the last 10 years we have generated over 4.2 Million Sales and around 170 Million EUR in value from more than 360 Million Clicks for more than 700 eCommerce stores in Romania.

Our goal is to help eCommerce store owners generate more sales and awareness by connecting them to a pool of digital marketing specialists. We help you find, collaborate with and pay the right marketing specialists for your business and brand. We do that through a self service online platform. Our platform tracks thousands of clicks and conversions each day. It allows you to manage collaborations and their conditions. You can pay as many specialists as you like using 1 contract and 1 invoice. Read more

We believe that the best results are achieved by smart people working together towards a common goal. That’s why we set out on a journey to provide you an accurate and just in time status of the eCommerce market. This would help you compare yourself with others in the same niche and spot some opportunities for improvement using the data we collect in our systems.

Some of the key insights we’ve spotted:

You can download the images, SHARE or use them in presentations.

47% of Conversions take place in less than 1 hour from the click, while 28% of conversions take place after more than 4 days from the click.

However, when the customer is still in the evaluation phase of an acquisition, your job is to provide relevant information about the product and retarget him in order to remind him of his interest in the product

We buy more from mobile devices, but desktop orders are more expensive.

Mobile devices account for 72% of traffic but only 57% of sales value. Average order value was 43.7 EUR without VAT on Mobile, while on Desktop it was 55.6 EUR without VAT.

Website navigation and product exploration are much more important on mobile devices

Mobile devices account for 72% of traffic but only 63% of sales. Conversion rate was 1.8% on Mobile, while on Desktop it was 2.2%

We navigate and buy from Mobile in the late evening, while on Desktop we navigate and buy between late morning and lunchtime.

We are most active on mobile devices between the hours 8 PM and 12 AM – this interval accounts for 29% of traffic and 26% of sales. On desktop devices we are most active between the hours 10 AM and 2 PM – this interval accounts for 27% of traffic and 30% of sales.

During day time conversion rate is better on desktop, but during the night it’s better on mobile.

Also the highest proportion of all sales, 4,6%, occur on mobile devices between hours 22 and 23.

6 key questions for 9 biggest industries:

  1. When are internet users visiting eCommerce stores? This is centered around the % of Traffic
  2. When are customers buying on eCommerce stores? This represents the % of Sales
  3. How many visitors turn into customers? This is known as the Conversion Rate
  4. How long does it take for a visitor to turn into a customer? This is based on the Time to Conversion
  5. How much revenue do eCommerce customers bring? For this we look at the % of Sales Value
  6. How much money does a customer spend in an eCommerce store? This is more commonly referred to as the Average Order Value

Here you can see the Full Data Context in Google Data Studio.

When are internet users visiting eCommerce stores?

Realtime data based on last 2 weeks.

* you can filter the data below for one or multiple industries.

Questions you should ask yourself

  • How could I direct my marketing efforts to get more people on my website during those times?
  • Can my technical infrastructure handle more traffic at certain times or will my users experience a slow website?
  • Also can my technical infrastructure autoscale so that I don’t pay more on the servers when the traffic is low?

When are customers buying on eCommerce stores?

Realtime data based on last 2 weeks.

* you can filter the data below for one or multiple industries.

Questions you should ask yourself

  • Could I try some short flash discount promotions at the times with most sales? Something just 2-3 hours long to boost my sales during peak hours. It could also be a good method to reduce stocks of old products.
  • Is the buying experience – add to cart, checkout, choice of delivery, payment option selection & processing, order summary – linear and straightforward on both mobile and desktop or is it complicated and sometimes throws errors? Have a look in Google Analytics at this funnel and check for any high dropout rates between the steps. That should be your first point of improvement.

How many visitors turn into customers?

Realtime data based on last 2 weeks.

* you can filter the data below for one or multiple industries.

Question you should ask yourself

  • If my conversion rate is below the industry, are my users blocking somewhere and therefore leaving the website before finalizing an order? You should also check the Top Exit pages in Google Analytics to find an answer for this

Don’t forget to bookmark this page and came back  from time to time to
compare your numbers with the industry average.

How long does it take for a visitor to turn into a customer?

Realtime data based on last 2 weeks.

* you can filter the data below for one or multiple industries.

Questions you should ask yourself

  • How can I make it easier for visitors to find the product they’re looking for so that I capitalize on impulse buying? You should look in Google Analytics for the most common page for add to cart actions and how to get people to those kinds of pages as fast and easy as possible
  • How are my remarketing capabilities? Am I capable to get people back to my website a few days after they’ve evaluated a product. Sometimes people just forget stuff and a reminder can help them convert. You can also ask a few affiliates to help you with this, as remarketing is a core component of the system for some of them.

How much revenue do eCommerce customers bring?

Realtime data based on last 2 weeks.

* you can filter the data below for one or multiple industries.

Questions you should ask yourself

  • During the times with the highest revenue, what are the top products that are sold? Is it possible that it’s a niche of a few products that I could exploit with some marketing effort at those specific intervals? Or is possible that at those times I’m getting some corporate orders for which I could add some extra services besides the products?
  • Do I have or can I implement some credit buying options so that people buying high value products even though they do not have all the money available at the time of the conversion? Sometimes people might be keen on buying something and they just a little financial aid to do so
  • Are there some products that are sold exclusively on desktop? Are they more pricey than your usual products? On desktop people tend to pay more attention to reviews and product specifications. Make sure you have proper reviews and the specs are complete and correct, especially for those pricey products.

How much money does a customer spend in an eCommerce store?

Realtime data based on last 2 weeks.

* you can filter the data below for one or multiple industries.

Questions you should ask yourself

  • Could I create some bundles of products that make sense to be bought together so that more people buy them in a single order?
  • Could I expand my offer so that people can buy complementary products together from me, rather than buying something from me and the complementary product from somewhere else?
  • Is the average order value significantly different between desktop and mobile? If so why? After finding some reasons you might want to better target your marketing efforts based on the type of device of users
  • Is my average order value significantly different from the industry? Am I more expensive or cheaper than the rest of the market? This could create trust issues around your brand so you should also have a look at customer return and churn rates.

These are some of the few ways in which you can use this information to improve your business. And remember that data become value only when it’s put to use, so take some time to analyse this and do something about it.

***

Don’t forget to bookmark this page and came back  from time to time to
compare your numbers with the industry average.