We look back at some of the most interesting and useful ecommerce stats we’ve seen so far in 2017.
Online Shopping Habits
The ONS Internet access – households and individuals: 2017 report looks at the UK’s internet use, with some interesting data around online shopping.
- 77% of UK adults bought goods or services online in the last 12 months, unchanged from 2016 but up 24% on 2008.
- Clothes or sporting goods were the most popular online purchase in 2017, bought by 56% of adults.
- Household goods (inc. furniture and toys) were the next most popular, purchased by 50% of adults, while holiday accommodation was purchased by 44% of adults.
Share of Traffic and Sales: Desktop vs Mobile
With data from more than 500 global retailers, we see 51.3% of traffic coming from mobile devices, and this traffic accounts for 36.8% of sales.
This disparity between traffic and sales is there because, broadly speaking, it’s harder to purchase on mobile than desktop.
However, fashion bucks that trend to an extent, with 65.4% of traffic and 57.1% of sales coming from mobile devices.
Ecommerce Delivery Methods
An Ampersand / YouGov survey of 2,040 consumers found that next day delivery is the preferred method for online shopping, but only if the price is right.
If cost was not an issue, the majority of shoppers would choose this option, though one in five retailers do not offer next day.
Cart Abandonment Rates
The average cart abandonment rate for Q2 2017 was 76.9%.
Amazon and Ecommerce
Amazon is huge, with more than 300m active users by some estimates. A survey carried out by Salmon indicates the scale of its dominance.
- 37% of online spend in the US and Europe is now made through Amazon. This figure is 57% for US consumers.
Amazon Prime Day
Amazon’s sales totalled $2.41 billion on Prime Day 2017, up 60% on last year, according to Internet Retailer stats.
The $2.42 billion figure is still well short of Alibaba’s Singles’ Day 2016, which generated $17.8 billion.
However, it’s closer to Cyber Monday and Black Friday, which each accounted for around $3.4 billion in sales.
Which Items Do Online Shoppers Return Most?
Research from Optoro finds that fashion and clothing purchases are by far the most likely products to be returned by US online shoppers.
Features and Services Offered by Retailers
Ampersand’s Multichannel Retail Report looked at 187 multichannel retailers in the UK, to see how they perform across channels.
The data provides a useful insight into the adoption of services and features (such as click and collect) which consumers find useful.
Why People Unsubscribe from Retailers’ Emails
US Ecommerce Sales
12% of total retail spending was online in Q2 2017, according to the most recent figures.
- Online sales totalled $105.10 billion in Q2, up 16.3% on the same period in 2016.
- The share of total retail sales taking place online rose by 12.1%, up from 10.8% in Q2 2016.
UK Ecommerce Sales
The latest IMRG data for July 2017 shows that online retail sales grew 11.1% year on year.
- The average basket value was £84 in July, down £6 from the previous month.
- The average conversion rate was 5.8%, unusually high outside of December.
- Sales via mobile devices (tablet and phone) grew 23.7% year on year.