+ All Categories
Home > Documents > 2013 eCommerce Benchmark and Holiday Shopping...

2013 eCommerce Benchmark and Holiday Shopping...

Date post: 24-May-2020
Category:
Upload: others
View: 3 times
Download: 0 times
Share this document with a friend
18
ADOBE DIGITAL INDEX | 2013 Holiday and eCommerce Benchmark 2013 eCommerce Benchmark and Holiday Shopping Report ADOBE DIGITAL INDEX
Transcript
Page 1: 2013 eCommerce Benchmark and Holiday Shopping Reportsuccess.adobe.com/assets/en/downloads/infographics/2013... · 2020-05-08 · ADOBE DIGITAL INDEX | 2013 Holiday and eCommerce Benchmark

ADOBE DIGITAL INDEX | 2013 Holiday and eCommerce Benchmark

2013 eCommerce Benchmark and Holiday Shopping ReportADOBE DIGITAL INDEX

Page 2: 2013 eCommerce Benchmark and Holiday Shopping Reportsuccess.adobe.com/assets/en/downloads/infographics/2013... · 2020-05-08 · ADOBE DIGITAL INDEX | 2013 Holiday and eCommerce Benchmark

ADOBE DIGITAL INDEX | 2013 Holiday and eCommerce Benchmark

2013 Holiday Season01 Season Summary02 Mobile Shopping03 Social Impact04 Thanksgiving Day05 Black Friday06 Cyber Monday07 Merchant Type08 Merchant Category09 International Holiday Shopping

2013 eCommerce Benchmarks11 Acquisition Benchmarks12 Engagement Benchmarks13 Conversion Funnel Benchmarks14 eCommerce Benchmarks15 Loyalty Benchmarks16 Mobile Benchmarks

Table of Contents

Page 3: 2013 eCommerce Benchmark and Holiday Shopping Reportsuccess.adobe.com/assets/en/downloads/infographics/2013... · 2020-05-08 · ADOBE DIGITAL INDEX | 2013 Holiday and eCommerce Benchmark

ADOBE DIGITAL INDEX | 2013 Holiday and eCommerce Benchmark 1

Holiday Season Summary2013 was the shortest online shopping season since 2002 with only 27 days between Thanksgiving and Christmas. Despite the condensed season, online sales grew by 18% over last year, and November plus December accounted for 27% of total annual sales for the average US retailer; a higher share than any other country.

Compared to their European counterparts, US consumers waited much longer to start holiday shopping. Unfortunately, US consumers have been conditioned to wait for Black Friday for the best dealsand when Thanksgiving falls late in the season retailers miss out important shopping days. This year the late start to the season cost retailers more than a billion in potential online sales.

NOVEMBER JANUARYDECEMBER

4

2

Online Sales(Relative to normal)

UNITED STATES EUROPE

$140

$100

$60

$20

12 :00 am 12 :00 pm06:00 am 06:00 pm 11 :00 pm

Online Sales by the Hour(In millions)

BLACK FRIDAY CYBER MONDAYTHANKSGIVING

US consumerswait for Black

Friday deal whileEuropeans startshopping earlierand finish later.

Page 4: 2013 eCommerce Benchmark and Holiday Shopping Reportsuccess.adobe.com/assets/en/downloads/infographics/2013... · 2020-05-08 · ADOBE DIGITAL INDEX | 2013 Holiday and eCommerce Benchmark

ADOBE DIGITAL INDEX | 2013 Holiday and eCommerce Benchmark 2

Mobile ShoppingIn-store mobile shopping started to take off in 2012. This year, while waiting in long lines on Black Friday or visiting family over the Thanksgiving weekend, consumers said they would shop 40% more from their mobile device than last year. In 2013 mobile shopping accounted for 14% of total holiday online sales for the average US retailer and on some unique shopping days it was much higher. Mobile shopping hit its peak at 26% of all online sales on Black Friday.

Two important things happened on Black Friday to drive up mobile shopping that retailers should expect to see more:1. Smartphone apps allowed consumers to shop online while waiting in long lines.2. Doorbusters on Thanksgiving led to shopping fatigue on Black Friday. Many consumers chose to shop on tablets from the comfort of their couches rather than go out again.

Online Sales by Day

Mobile Share of Sales

THANKSGIVING BLACKFRIDAY

SATURDAY CYBERMONDAY

SUNDAY

20%

10%

0%

SMARTPHONETABLET

THANKSGIVING BLACK FRIDAY CYBER MONDAY

$2,000

$1,000

$0

MOBILETRADITIONAL 26%18%

21 %

Page 5: 2013 eCommerce Benchmark and Holiday Shopping Reportsuccess.adobe.com/assets/en/downloads/infographics/2013... · 2020-05-08 · ADOBE DIGITAL INDEX | 2013 Holiday and eCommerce Benchmark

ADOBE DIGITAL INDEX | 2013 Holiday and eCommerce Benchmark 3

Social Impact2% of shoppers jump directly from a social network to a retail website (last click), but 36% of U.S. con sumers say that a significant portion (about 30% or more) of their holiday purchases require them to con sult social media before making a final purchase deci-sion. As we noted in our recent Social Media Intel li gence Report, with ads in the newsfeed and pro moted tweets and pins, adver tis-ing impres sions on sites like Face book are up 85% ver sus last year.

More rele vant advertising on Face book, Pinterest and Twitter led to 12, 24, and 17 percent social referral share growth respectively for these networks, while other social sites, Tumblr, Reddit, Blog-ger, and YouTube were down year over year. Retailers need to understand the value of social media in the purchasing journey to effec tively use social to drive online sales and not mea sure social marketing by just look ing at direct referrals.

24% INCREASEyear-over-year

17 % INCREASEyear-over-year

Pinterest and continue to gro w, but Facebook s till represents 64% of social re ferrals.

to social

by socia l

2%36%

SOCIAL OTHER

12 % INCREASEyear-over-year

ADOBE DIGITAL INDEX | 2013 Holiday and eCommerce Benchmark

Page 6: 2013 eCommerce Benchmark and Holiday Shopping Reportsuccess.adobe.com/assets/en/downloads/infographics/2013... · 2020-05-08 · ADOBE DIGITAL INDEX | 2013 Holiday and eCommerce Benchmark

ADOBE DIGITAL INDEX | 2013 Holiday and eCommerce Benchmark 4

Consumers took full advantage of their mobile devices to “shop on the sly” on Thanksgiving Day. Retailers poured money into new mobile capabilities this year by adding WiFi to key stores, expanding mobile application offerings, and optimizing websites for easier transactions from small screens. These investments in mobile paid off, driving customers to use their smartphones and tablets more this year. Online shopping peaked in the evening as consumers shopped from their phones while taking advantages of deals in-store.

Thanksgiving Day

$140

$100

$60

$20

12 :00 am 12 :00 pm06:00 am 06:00 pm 11 :00 pm

Online Sales by the Hour(In millions)

2010 2011 2012 2013

18 % INCREASE

year-over-year

ADOBE DIGITAL INDEX | 2013 Holiday and eCommerce Benchmark

Page 7: 2013 eCommerce Benchmark and Holiday Shopping Reportsuccess.adobe.com/assets/en/downloads/infographics/2013... · 2020-05-08 · ADOBE DIGITAL INDEX | 2013 Holiday and eCommerce Benchmark

ADOBE DIGITAL INDEX | 2013 Holiday and eCommerce Benchmark 5

Black FridayLast year, sales started pick ing up online at 6 a.m. ET on Black Fri day. This year things began ramping up three hours earlier as a result of increased in-store mobile shopping and new strate-gies that staged releases of “door-buster” promotions through out the day. With in-store shop ping hap pen ing early in the day on Thanksgiv ing , con sumers appeared to head home ear lier and con tinue shop ping online. Online shop ping peaked between 11 a.m. and 12 p.m. ET on Black Fri day, when retailers pulled in $150 mil lion in a single hour.

$140

$100

$60

$20

12 :00 am 12 :00 pm06:00 am 06:00 pm 11 :00 pm

Online Sales by the Hour(In millions)

2010 2011 2012 2013

39% INCREASE

year-over-year

ADOBE DIGITAL INDEX | 2013 Holiday and eCommerce Benchmark

Page 8: 2013 eCommerce Benchmark and Holiday Shopping Reportsuccess.adobe.com/assets/en/downloads/infographics/2013... · 2020-05-08 · ADOBE DIGITAL INDEX | 2013 Holiday and eCommerce Benchmark

ADOBE DIGITAL INDEX | 2013 Holiday and eCommerce Benchmark 6

Cyber Monday shopping patterns were consistent with previous years. Online sales peaked between 8 p.m. and 9 p.m., with sales in that hour alone totaling $150 million. On Cyber Monday, mobile played a lesser role, as consumers seemed more than happy to sit at their work computers or at home with their laptops in the evening hours and shop. Even at 18% of sales on Cyber Monday, however, the total sales attributed to a tablet or smartphone this Cyber Monday was $419 million ($290 millionfrom tablets and $129 million from smartphones). 29% of visits to retailers’ websites came from smartphones, but these visitors converted to sales at a much lower rate than did tablets or desktop users.

Cyber Monday

Online Sales by the Hour(In millions)

$140

$100

$60

$20

12 :00 am 12 :00 pm06:00 am 06:00 pm 11 :00 pm

2010 2011 2012 2013

16 %INCREASE

year-over-year

ADOBE DIGITAL INDEX | 2013 Holiday and eCommerce Benchmark

Page 9: 2013 eCommerce Benchmark and Holiday Shopping Reportsuccess.adobe.com/assets/en/downloads/infographics/2013... · 2020-05-08 · ADOBE DIGITAL INDEX | 2013 Holiday and eCommerce Benchmark

ADOBE DIGITAL INDEX | 2013 Holiday and eCommerce Benchmark 7

Merchant Type

Mobile Share of Sale s

BRAND MANUFACTURER CATALOG & TV

20%

15 %

10 %

5%

0%

+4.5%+6.4%

+5.3% +5.7%

BRAND MANUFACTURER CATALOG & TV

50%

30%

10%

THANKSGIVING BLACK FRIDAY CYBER MONDAY

Share of Sales by Da y

20132012

ONLINE ONLY

ONLINE ONLY

BRICK & CLICK

BRICK & CLICK

Not all types of retailers faired equally during the 2013 holiday season. Brick and Click retailers grew faster than Online Only retailers (25% vs 17% growth YoY). Brick and Click growth came from mobile shopping (21% of online sales over Thanksgiving weekend). Online Only and other non-traditional retailers captured a greater share of sales later in the season.

Page 10: 2013 eCommerce Benchmark and Holiday Shopping Reportsuccess.adobe.com/assets/en/downloads/infographics/2013... · 2020-05-08 · ADOBE DIGITAL INDEX | 2013 Holiday and eCommerce Benchmark

ADOBE DIGITAL INDEX | 2013 Holiday and eCommerce Benchmark 8

3

2

1

SPEC

IALT

Y

HO

USE

WAR

ES

HEA

LTH

/BE

AUTY

APPA

REL

/AC

CESS

ORI

ES

FLO

WER

S /

GIF

TS

TOYS

/H

OBB

IES

BOO

KS /

MED

IA

FOO

D /

DRU

G

MAS

SM

ERCH

ANT

SPO

RTIN

GG

OO

DS

JEW

ELRY

ELEC

TRO

NIC

S

OFF

ICE

SUPP

LIES

AUTO

MO

TIVE

HAR

DW

ARE

20132012

20%

10%

0

TOYS

/H

OBB

IES

APPA

REL

/AC

CESS

ORI

ES

JEW

ELRY

SPO

RTIN

GG

OO

DS

HO

USE

WAR

ES

FLO

WER

S /

GIF

TS

HEA

LTH

/BE

AUTY

HAR

DW

ARE

MAS

SM

ERCH

ANT

BOO

KS /

MED

IA

FOO

D /

DRU

G

SPEC

IALT

Y

PET

CARE

AUTO

MO

TIVE

OFF

ICE

SUPP

LIES

ELEC

TRO

NIC

S

SMARTPHONETABLET

Mobile Share of Online Sales

Merchant Category

Category breakdowns of mobile and social influenced shopping reveal important differences retailers should keep in mind. Mobile is more common when shopping for traditional gift items like toys, apparel, and jewelry and less common in higher-ticket categories like automotive and electronics. Also, the purchase of softgoods like housewares and health items are more likely to be influenced by social media while hardware and automotive retailers see relatively few social referrals.

Page 11: 2013 eCommerce Benchmark and Holiday Shopping Reportsuccess.adobe.com/assets/en/downloads/infographics/2013... · 2020-05-08 · ADOBE DIGITAL INDEX | 2013 Holiday and eCommerce Benchmark

ADOBE DIGITAL INDEX | 2013 Holiday and eCommerce Benchmark 9

CHINANORDICSGERMANY

FRANCEUNITED KINGDOMUNITED STATES

Christmas online shopping around the worldKey dates by country (2, 3, 4x normal daily sales)

3

2

1

0

NOVEMBER DECEMBER JANUARY

Normal sales level

Biggest Online Shopping Day(By country)

CYBER MONDAY (12/2)

GREEN MONDAY (12/9)GermanyNordicsNetherlandsSwitzerlandAustriaJapan

United StatesUnited KingdomItalySpainCanada

LES SOLDE S (12/8)

SINGLES DAY (11/11)China

France

CLICK FRENZY (11/19 )Australia

Green Monday

InternationalShopping data reveals that many global retailers are exporting US Cyber Monday promotions, but the relatively less known Green Monday remains the natural peak sales day for many consumers all around the world.

Page 12: 2013 eCommerce Benchmark and Holiday Shopping Reportsuccess.adobe.com/assets/en/downloads/infographics/2013... · 2020-05-08 · ADOBE DIGITAL INDEX | 2013 Holiday and eCommerce Benchmark

ADOBE DIGITAL INDEX | 2013 Holiday and eCommerce Benchmark 10

25%

15%

5%

20%

10%

Holiday Share of Annual Online Sales

JAPA

N

SPAI

N

AUST

RALI

A

NET

HER

LAN

DS

UN

ITED

STA

TES

NO

RDIC

S

ITAL

Y

CHIN

A

CAN

ADA

UN

ITED

KIN

GD

OM

GER

MAN

Y

FRAN

CE

SWIT

ZERL

AND

AUST

RIA

SWIT

ZERL

AND

JAPA

N

AUST

RALI

A

ITAL

Y

SPAI

N

UN

ITED

KIN

GD

OM

UN

ITED

STA

TES

CAN

ADA

CHIN

A

NO

RDIC

S

NET

HER

LAN

DS

FRAN

CE

GER

MAN

Y

AUST

RIA

International (cont.)

US retailers earned nearly 27% of their total annual onlinesales during the holiday shopping months of November andDecember. Switzerland followed closely by France, Austria,and Germany saw the lowest share of annual sales during theholiday months. Those same four contries also trailed thepack in their share of sales from mobile devices, furtheremphazising the importance of mobile to eCommerce successin 2013.Consumers in the UK, followed closely by Australia, proved tobe the most mobile shoppers during the last holiday season.Japan continues to see more smartphone shopping with morethan double the share of purchases coming from smartphonesthan any other country. Tablets are disproportionately lessimportant in Japan but that won’t be true for long.

Mobile Share of Holiday Online Sales

Page 13: 2013 eCommerce Benchmark and Holiday Shopping Reportsuccess.adobe.com/assets/en/downloads/infographics/2013... · 2020-05-08 · ADOBE DIGITAL INDEX | 2013 Holiday and eCommerce Benchmark

ADOBE DIGITAL INDEX | 2013 Holiday and eCommerce Benchmark

Direct Load / Total Visits% DIRECT 56%

BEST OF THE BEST AVERAGE40%

Search Referred / Total Visits% SEARCH 52%

BEST OF THE BEST AVERAGE36%

Social Referred / Total Visits% SOCIAL 1.6%

BEST OF THE BEST AVERAGE0.9%

Other Referred / Total Visits% OTHER WEBSITES 31%

BEST OF THE BEST AVERAGE20%

11

2013 Acquisition Benchmarks

Page 14: 2013 eCommerce Benchmark and Holiday Shopping Reportsuccess.adobe.com/assets/en/downloads/infographics/2013... · 2020-05-08 · ADOBE DIGITAL INDEX | 2013 Holiday and eCommerce Benchmark

ADOBE DIGITAL INDEX | 2013 Holiday and eCommerce Benchmark

Visitors / Visitors (Returning)FREQUENCY 4.42

BEST OF THE BEST AVERAGE3.60

Average Days Since Last VisitRECENCY 13.16

BEST OF THE BEST AVERAGE10.88

Page Views / Visit (Multi-page)RELEVANCY 13.36

BEST OF THE BEST AVERAGE10.10

Average Minutes Per VisitCONSUMPTION 8.75

BEST OF THE BEST AVERAGE6.97

Returning Visitors / Total VisitorsAFFINITY 91%

BEST OF THE BEST AVERAGE82%

Multi-page Visits / Total VisitsSTICKINESS 66%

BEST OF THE BEST AVERAGE54%

812

2013 Engagement Benchmarks

Page 15: 2013 eCommerce Benchmark and Holiday Shopping Reportsuccess.adobe.com/assets/en/downloads/infographics/2013... · 2020-05-08 · ADOBE DIGITAL INDEX | 2013 Holiday and eCommerce Benchmark

ADOBE DIGITAL INDEX | 2013 Holiday and eCommerce Benchmark

Direct Load / Total VisitsAVG. UNIT VALUE $110.93

BEST OF THE BEST AVERAGE$62.82

Units / OrdersAVG. SIZE ORDER 4.15

BEST OF THE BEST AVERAGE2.90

Carts / Visit (Non-bounce)ADD-TO-CART RATE 95%

BEST OF THE BEST AVERAGE89%

68%BEST OF THE BEST AVERAGE

49%Orders / Checkouts

CHECKOUT COMPLETION

Checkouts / Carts

CHECKOUTINITIATION RATE

72%BEST OF THE BEST AVERAGE

52%

813

2013 Conversion Funnel Benchmarks

Page 16: 2013 eCommerce Benchmark and Holiday Shopping Reportsuccess.adobe.com/assets/en/downloads/infographics/2013... · 2020-05-08 · ADOBE DIGITAL INDEX | 2013 Holiday and eCommerce Benchmark

ADOBE DIGITAL INDEX | 2013 Holiday and eCommerce Benchmark 14

Revenue / OrdersAVG. ORDER VALUE $228.53

BEST OF THE BEST AVERAGE$147.81

Revenue / VisitsREVENUE PER VISIT $4.21

BEST OF THE BEST AVERAGE$2.49

Orders / VisitsCONVERSION (ORDER) 3.28%

BEST OF THE BEST AVERAGE1.96%

2013 eCommerce Benchmarks

Page 17: 2013 eCommerce Benchmark and Holiday Shopping Reportsuccess.adobe.com/assets/en/downloads/infographics/2013... · 2020-05-08 · ADOBE DIGITAL INDEX | 2013 Holiday and eCommerce Benchmark

ADOBE DIGITAL INDEX | 2013 Holiday and eCommerce Benchmark

BEST OF THE BEST AVERAG E97%

SHOPPERS BEST OF THE BEST AVERAG E3%

PURCHASE ANDRETURN RATE BEST OF THE BEST AVERAG E

90%

REPEATPURCHASE RATE BEST OF THE BEST AVERAG E

11%

REMARKETINGEFFECTIVENESS BEST OF THE BEST AVERAG E

270%

LOYALTY RATEBEST OF THE BEST AVERAG E

103%

15

2013 Customer Loyalty Benchmarks

99%

Page 18: 2013 eCommerce Benchmark and Holiday Shopping Reportsuccess.adobe.com/assets/en/downloads/infographics/2013... · 2020-05-08 · ADOBE DIGITAL INDEX | 2013 Holiday and eCommerce Benchmark

ADOBE DIGITAL INDEX | 2013 Holiday and eCommerce Benchmark 16

PHONE % OF VISITS 20%BEST OF THE BEST AVERAGE

12%

TABLET % OF VISITS 15%BEST OF THE BEST AVERAGE

11%

PHONE: RELATIVEENGAGEMENT

93%BEST OF THE BEST AVERAGE

70%

TABLET: RELATIVEENGAGEMENT

111 %BEST OF THE BEST AVERAGE

99%

2013 Mobile Traffic Benchmarks


Recommended