eCommerce Benchmarks
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Device usage statistics for eCommerce

MoM device usage breakdown % of traffic per device over the past six months
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Device usage statistics

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.

The biggest surge in MoM traffic came in December from Consumer Goods, with 46.46% more visitors. In general, Fashion, Accessories, and Apparel saw the largest increase in traffic, at 0.643% while Pet Care & Veterinary Services saw the steepest decline at 0.002%.

Lastly, mobile drew the largest number of new users at 56%, and mobile generated the highest percentage of returning visitors, at 67%.

Major trends noticed:

Consumer Goods — fell by 46.46% in device usage, from 114,710,844 in November to 71,462,158 in December.

Food & Beverage — rose by 10.19% in device usage, from 7,253,151 in November to 8,031,635 in December.

Home & Furniture — fell by 15.88% in device usage, from 22,819,878 in November to 19,463,178 in December.

Luxury & Jewelry — rose by 13.09% in device usage, from 33,611,808 in November to 38,321,103 in December.

Multi-Brand Retail — fell by 44.13% in device usage, from 115,125,506 in November to 73,501,710 in December.

Explore six other KPIs and discover how you compare using our eCommerce statistics