eCommerce Benchmarks
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The average transactions per user globally is 0.09

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

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.

EMEA has witnessed the greatest number of transactions per user on average (0.09), followed by Americas (0.09), and then APAC (0.08). And in terms of device type, tablet has been responsible for 0.12 of ATPU, with desktop representing 0.09, and 0.09 from mobile.

Major trends noticed:

Beauty & Personal Care — fell by 13.33% in average transactions per user, from 0.24 in November to 0.21 in December.

Consumer Goods — fell by 50% in average transactions per user, from 0.1 in November to 0.06 in December.

Fashion, Accessories, and Apparel — fell by 16.67% in average transactions per user, from 0.13 in November to 0.11 in December.

Food & Beverage — fell by 19.51% in average transactions per user, from 0.45 in November to 0.37 in December.

Home & Furniture — fell by 18.18% in average transactions per user, from 0.06 in November to 0.05 in December.

Luxury & Jewelry — fell by 11.76% in average transactions per user, from 0.09 in November to 0.08 in December.

Pet Care & Veterinary Services — fell by 17.14% in average transactions per user, from 0.19 in November to 0.16 in December.

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