eCommerce Benchmarks

The average units per transaction globally is 4.35

MoM UPT breakdown Average number of products bought per order by visitors over the past twelve months
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Units per transaction statistics

In January, the units per transaction from Beauty & Personal Care was the highest, at 11.72 – this is a 33.35% spike from December. In general, over the past twelve months, Beauty & Personal Care has seen the highest units per transaction, at 9.46, and Fashion, Accessories, and Apparel has seen the lowest, at 2.9.

APAC has witnessed the largest number of units per transaction of average (4.68), followed by EMEA (4.34), and then Americas (4.32). And in terms of device type, desktop has been responsible for 5.29 of UPT, with mobile representing 3.88, and 3.73 from tablet.

Major trends noticed:

Beauty & Personal Care — rose by 33.35% in units per transaction, from 8.37 in December to 11.72 in January.

Consumer Goods — rose by 23.72% in units per transaction, from 6.95 in December to 8.82 in January.

Fashion, Accessories, and Apparel — rose by 10.2% in units per transaction, from 2.42 in December to 2.68 in January.

Luxury & Jewelry — rose by 31.22% in units per transaction, from 2.46 in December to 3.37 in January.

Multi-Brand Retail — rose by 30.32% in units per transaction, from 3.75 in December to 5.09 in January.

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