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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 December, traffic from mobile drove the largest portion of visitors to eCommerce sites, at 67% – this is a 5% spike from November. In general, over the past six months, traffic from mobile made up 64.33% of overall visitors, with 32.83% coming from desktop, and 2.83% 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 December, the conversion rate from Food & Beverage was the highest, at 6.77% – this is a 0.16% spike from November. In general, over the past six months, Food & Beverage has seen the highest conversion rates, at 5.69%, and Multi-Brand Retail has seen the lowest, at 0.76%.

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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 December, the add-to-cart rate from Beauty & Personal Care was the highest, at 14.03% – this is a 1.07% drop from November. In general, over the past six months, Beauty & Personal Care has seen the highest add-to-cart rates, at 12.99%, and Multi-Brand Retail has seen the lowest, at 1.99%.

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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 December, the shopping cart abandonment rate from Multi-Brand Retail was the highest, at 73.91% – this is a 0.95% spike from November. In general, over the past six months, Multi-Brand Retail has seen the highest shopping cart abandonment rates, at 72.79%, and Pet Care & Veterinary Services has seen the lowest, at 48.39%.

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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 December, the AOV from Home & Furniture was the highest, at $264.39 – this is a 11.02% drop from November. In general, over the past six months, Home & Furniture has seen the highest average order values, at $283.1, and Pet Care & Veterinary Services has seen the lowest, at $68.58.

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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 December, the units per transaction from Pet Care & Veterinary Services was the highest, at 4.28 – this is a 5.9% drop from November. In general, over the past six months, Food & Beverage has seen the highest units per transaction, at 4.26, and Consumer Goods has seen the lowest, at 2.22.

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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 December, the units per transaction from Food & Beverage was the highest, at 0.37 – this is a 19.51% drop from November. In general, over the past six months, Food & Beverage has seen the highest units per transaction, at 0.37, and Multi-Brand Retail has seen the lowest, at 0.03.

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