eCommerce Industry Situation - eCommerce Benchmark Report 2022

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eCommerce Industry Situation - eCommerce Benchmark Report 2022

👤 Dominique Rogers
👁 1222
⏰ Published: 2023-12-29 Time: 00:00:04

Table of Contents

eCommerce Benchmark Report 2022:

eCommerce Average Order Value

Sizable Increase in the Average Order Value in Most Places Over the Last Year
Direct Traffic Brings the Highest Average Order Value by Source
Greatest Growth Sector for eCommerce Average Order Value is Electrical and Commercial Equipment
Dropshippers Have the Highest Average Order Value When Analyzing by Business Models
Sellers on Amazon Have Considerably Smaller Average Order Value Than Those Using Their Own Store

Transaction Path Length

The Average Online Purchaser Takes 4.79 Sessions Before Buying
Shoppers Use a Variety of Online Sources During Their Shopper Journey
Online Shoppers Most Likely to Visit Retailer Websites/Apps (37%) Than Any Other Touchpoint

eCommerce Traffic Source

Search Generates 65% of Website Traffic
Search Generates 67% of Website Revenue

eCommerce Conversion Rates

Conversion Rate by Region
Conversion Rate in Great Britain Double That of EMEA Countries
Conversion Rate by Channel
Search Brings Highest Conversion Rate for Main Traffic Sources
Conversion Rate by Business Model (Dropshipping, Reselling, etc.)
Private Label Business Model Gives Highest Conversion Rate
Conversion Rate by Industry
Arts & Crafts has the Highest eCommerce Conversion Rate
Conversion Rate by Country
Germany Has the Highest eCommerce Conversion Rate

Cart Abandonment Rate

Cart Abandonment Rate High, But Steady to Falling Depending on Location
Social Traffic Led to Highest Cart Abandonment, Search Least
Substantially Higher Cart Abandonment by People Using Mobile Phones

Google Ads

Average Click-Through Rate (CTR) for Google Ads (Search) is 3.17%
Average Cost Per Click (CPC) for Google Ads (Search) is $2.69
Average Conversion Rate (ACR) for Google Ads (Search) is 3.75%
eCommerce Firms have Comparatively Low Average Click-Through Rates, Average Cost Per Click, and Average Conversion Rates
Amazon is Responsible for More Than 20% of Google Text Ad Impressions
Amazon was Responsible for More Than 60% of Google Shopping Ad Impressions Around Google Prime Day

Google Shopping

Brands Now Spend Considerably More on Google Shopping Than Other Types of Google Ads
Advertisers Spend an Average of $770.41 per month on Google Shopping
Average Click-Through Rate (CTR) for Google Shopping is 0.86%
Average Cost Per Click (CPC) for Google Shopping is $0.66
Average Conversion Rate (ACR) for Google Shopping is 1.91%
Google Shopping Now Takes 57% of Google Paid Search Clicks

Annual eCommerce Growth Rate

Retail eCommerce Sales Expected to Grow by 14% in 2021

Customer Retention by Vertical

The average Retention Rate is 28.2%
CBD (Cannabidiol) Has Highest Retention Rates
Average Retention in the Apparel Sector is 26%

eCommerce Margins by Business Model

Average Gross Margin is 45%
Average Net Margin is 18.2%
Margins Smaller for Firms Selling Primarily on Amazon

Average Page Views Per Consumer

Average Page Views Falling
Search Results in the Most Page Views, Social the Least

Mobile vs. Desktop Purchases

Mobile Accounts for 55% of Revenue
Mobile Has Flattened in the USA But Continued to Rise in Great Britain
Multi-Channel Retailers Experience Research Online, Purchase Offline
Phone and Tablets Combined Make up 71% of All Paid Search Clicks
Phones Account for 71% of Google Search Clicks But Only 24% of Those on Microsoft

Consumers Who Research Online and Then Purchase In-Store

Consumers Spent an Additional 168% In-Store as a Result of Their Online Research
The Average Order Value (AOV) of 'Research-Online Purchase-in-Store' Sales is Three Times Higher Than That of Online Sales

What do Consumers Most Value from Online Retailers?

Free Shipping is the Top Reason Consumers Prefer to Shop Online

Impact of Covid 19 on eCommerce

eCommerce Greatly Benefitted From Covid 19
eCommerce Grabbed a Greater Share of Retail Sales at the Start of Covid Before Partially Backtracking Later
Many Small Local Businesses Quickly Established an eCommerce Presence
B2B Firms Needed to Change Their Operations
CPC Surged 35% in Year to Q2 2021 Following 20% Fall a Year Previously
Google Ad Clicks Continue to Fall Despite the Increased CPC
Travel Seeing Huge Boost in Paid Search Spend Growth in Q2 2021, as people Try to Escape Lockdown
Travel Sites Experienced a 140% Increase in Visits in the Year Ending Q2 2021
Overall Organic Search Increased in the First Year of Covid, But is Now Falling
Facebook Ad Spend Grew 68% in Year to Q2 2021
Instagram Yet to See the Same Increase in Ad Spend as its Big Brother

Trends for 2022

Travel and High-Tech / B2B Sectors Should Expect Sizable Growth in 2022
Voice Search Will Continue to Grow in Popularity
Increased Use of Augmented Reality to Visualize Purchases
Online Purchasers Intend to Make Greater Use of "Last Mile" Delivery Services

eCommerce Opportunities

Agency Professionals Consider Performance Tracking, Measurement, Reporting, and Analytics Biggest Opportunity for Partnering With eCommerce Retailers
Industry Professionals Consider an Improved User Experience as the Biggest eCommerce Opportunity

European-Only Statistics

The Percentage of eShoppers in Europe Has Reached 73% in 2021
E-GDP Grows Each Year
Western Europe Has Highest Share of European eCommerce
Northern Europe Has the Highest Penetration of Internet Users, But Western Europe Has More eShoppers
The UK Has the Highest Percentage of eShoppers in Europe
Nearly 10% of UK's GDP Comes From eCommerce

External Sources

Sources

https://influencermarketinghub.com/ecommerce-benchmark-report/

Article information

Author: Dominique Rogers

Last Updated: 1703804404

Views: 1222

Rating: 3.8 / 5 (35 voted)

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Author information

Name: Dominique Rogers

Birthday: 2017-04-25

Address: Unit 8688 Box 6823, DPO AE 42654

Phone: +4759297898272462

Job: Article Writer

Hobby: Surfing, Rock Climbing, Tennis, Survival Skills, Playing Piano, Hiking, Origami

Introduction: My name is Dominique Rogers, I am a risk-taking, unyielding, rare, Adventurous, ingenious, resolved, spirited person who loves writing and wants to share my knowledge and understanding with you.

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