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Explore eCommerce statistics and KPI benchmarks to see how you stack up

Helpful insights from data aggregated across 200M+ monthly unique users from 300+ brands, collected over 300M+ total sessions.

Device Usage

MoM device usage breakdown % of traffic per device over the past six months
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In October, traffic from mobile drove the largest portion of visitors to eCommerce sites, at 61% – this is a 2% drop from September. In general, over the past six months, traffic from mobile made up 65.17% of overall visitors, with 31.83% coming from desktop, and 3% from tablet.

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Conversion Rate

MoM conversion rate breakdown % of completed purchases by visitors over the past six months
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In October, the conversion rate from Beauty & Personal Care was the highest, at 6.19% – this is a 0.54% spike from September. In general, over the past six months, Beauty & Personal Care has seen the highest conversion rates, at 5.66%, and Multi-Brand Retail has seen the lowest, at 1.51%.

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Add-to-Cart Rate

MoM add-to-cart cart rate breakdown % of items added to cart after product page view(s) by visitors over the past six months
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In October, the add-to-cart rate from Beauty & Personal Care was the highest, at 11.67% – this is a 0.91% drop from September. In general, over the past six months, Beauty & Personal Care has seen the highest add-to-cart rates, at 11.86%, and Multi-Brand Retail has seen the lowest, at 3.2%.

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Cart Abandonment Rate

MoM cart abandonment rate breakdown % of items left in carts and not purchased by visitors over the past six months
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In October, the shopping cart abandonment rate from Multi-Brand Retail was the highest, at 73.46% – this is a 1.1% spike from September. In general, over the past six months, Fashion, Accessories, and Apparel has seen the highest shopping cart abandonment rates, at 73.84%, and Pet Care & Veterinary Services has seen the lowest, at 50.23%.

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Average Order Value

MoM AOV breakdown The number of unique purchases per visitor over the past six months
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In October, the AOV from Home & Furniture was the highest, at $305.51 – this is a 10.43% spike from September. In general, over the past six months, Home & Furniture has seen the highest average order values, at $277.81, and Pet Care & Veterinary Services has seen the lowest, at $68.31.

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Units per Transaction

MoM UPT breakdown Average number of products bought per order by visitors over the past six months
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In October, the units per transaction from Food & Beverage was the highest, at 4.53 – this is a 13.18% spike from September. In general, over the past six months, Food & Beverage has seen the highest units per transaction, at 4.49, and Consumer Goods has seen the lowest, at 2.27.

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Average Transactions per User

MoM ATPU breakdown Average number of transactions made per visitor over the past six months
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In October, the units per transaction from Food & Beverage was the highest, at 0.28 – this is a 30.3% drop from September. In general, over the past six months, Food & Beverage has seen the highest units per transaction, at 0.34, and Home & Furniture has seen the lowest, at 0.05.

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