Notes: Smartphones have grown to represent almost 1 in 5 visits to US e-commerce retailers, per the latest quarterly report from Monetate. But those increases are causing them to drag down overall e-commerce metrics, as smartphones continue to have significantly lower conversion and add-to-cart rates than tablets and computers, indicating that they are still being used more for research than for purchases.
Interestingly, product recommendations may be following the same pattern, per the report, which notes that “merchandising tactics in place (namely product recommendations) are tempting shoppers enough to click and browse, but not enough to buy.” Monetate’s recommendation? Focusing on relevant recommendations within a “variety of contexts” using all available data.
About the Data: The Monetate E-Commerce Quarterly (EQ) analyzes a random sample of exclusive Monetate customer data, which includes more than seven billion global online shopping experiences, using “same store” data across each calendar quarter. Averages throughout the EQ are calculated across the entire sample. Key performance indicators, such as average order value and conversion rate, will vary by industry/market type. These averages are published only to support the analysis in each release of the EQ, and are not intended to be benchmarks for any e-commerce business.