eCommerce Benchmarks
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The average transactions per user globally is 0.11

MoM ATPU breakdown Average number of transactions made per visitor over the past twelve months
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Average transactions per user statistics

In December, the transactions per user from Food & Beverage was the highest, at 0.27 – this is a 33.85% drop from November. In general, over the past twelve months, Food & Beverage has seen the highest units per transaction, at 0.35, and Luxury & Jewelry has seen the lowest, at 0.07.

EMEA has witnessed the greatest number of transactions per user on average (0.13), followed by Americas (0.11), and then APAC (0.06). And in terms of device type, desktop has been responsible for 0.18 of ATPU, with tablet representing 0.15, and 0.08 from mobile.

Major trends noticed:

Consumer Goods — fell by 62.5% in average transactions per user, from 0.21 in November to 0.11 in December.

Fashion, Accessories, and Apparel — fell by 18.18% in average transactions per user, from 0.12 in November to 0.1 in December.

Beauty & Personal Care — fell by 28.57% in average transactions per user, from 0.2 in November to 0.15 in December.

Pet Care & Veterinary Services — fell by 19.35% in average transactions per user, from 0.17 in November to 0.14 in December.

Home & Furniture — fell by 13.33% in average transactions per user, from 0.16 in November to 0.14 in December.

Food & Beverage — fell by 33.85% in average transactions per user, from 0.38 in November to 0.27 in December.

Multi-Brand Retail — fell by 47.62% in average transactions per user, from 0.13 in November to 0.08 in December.

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