Post on 13-Apr-2018
7/26/2019 Demac Media Q4 2015 ECommerce Benchmark Report
1/16
ECOMMERCEBENCHMARK REPORT
Q4 2015
ECOM
M
ERCE
BENCHM
ARKR
EPORT
Q4
2015
@DEMA
CM
EDIA
7/26/2019 Demac Media Q4 2015 ECommerce Benchmark Report
2/16
TABLE OFCONTENTS
A Q U I C K W O R D
D I S C O V E R Y
C O N V E R S I O N B Y D E V I C E
C O N V E R S I O N B Y C H A N N E L
M E T H O D O L O G Y
C O N T A C T D E M A C
4
5
7
12
13
16
ECOM
M
ERCE
BENCHM
ARKR
EPORT
Q4
2015
@DEMA
CM
EDIA
7/26/2019 Demac Media Q4 2015 ECommerce Benchmark Report
3/16
DEMAC MEDIA IS ACOMMERCE AGENCY
For the past 4 years, Demac Media has published a quarterly benchmark
report to help retailers put their numbers in the context of their peers, and
prepare for the quarter ahead.
In this edition of our Benchmark Report, we are highlighting the most
important datapoints and trends we use to prepare our customers for
growth.
More information on the methodology used in reporting the ndings herein
can be found at the end of this report.
Watch this space as we include more of our own data, and insights from our
partners, for future editions.
WE HELP MERCHANTS DESIGN,
CREATE & GROW STRONG
ECOMMERCE BUSINESSES.
OBJECTIVES
3
STRATEGY DESIGN DEVELOPMENT
ECOM
M
ERCE
BENCHM
ARKR
EPORT
Q4
2015
@DEMA
CM
EDIA
7/26/2019 Demac Media Q4 2015 ECommerce Benchmark Report
4/16
The holiday season in North America is marked in every retailers calendar as the most
important time of the year. In fact, the term Black Friday was originally used to mark
the date when a retailers nancial statements nally showed protability - 11 months
into the year!
At Demac, we spend a signicant part of our year preparing our retailers for this all-
important season; from ensuring servers are ready to meet trafc demands to the
timing of promotional material sent to new and existing customers. Growing from the
strength we built in Q4, we are entering 2016 galvanized with the optimism of our
retail customers and technology partners.
An opportunity trend to continue tracking is the rise of mobile commerce. In thisreport, we see evidence of its growth and how it is affecting the traditional path to
purchase. It also drives us to meet the growing expectations of shoppers for a more
consistent, personalized, and convenient shopping experience.
Economic conditions and evolving consumer preferences will continue to challenge us
in the year ahead, but we are focused on another banner year in digital commerce.
A QUICK
WORD
4
M A R L O N R O D R I G U E S
D I R E C T O R , M A R K E T I N G
D E M A C M E D I A
ECOM
M
ERCE
BENCHM
ARKR
EPORT
Q4
2015
@DEMA
CM
EDIA
7/26/2019 Demac Media Q4 2015 ECommerce Benchmark Report
5/16
5
DISCOVERY
ORGANIC SEARCH IS STILL KING IN
RETAIL DISCOVERY.
A strong showing in Organic Search is hard-earned over time through
good SEO hygiene, and bolstered with regular SEM practices.
It is also instructive to see the increasing value of social media in this
report. Social Commerce is happening now - how is your business
benetting from it?
% OF SESSIONS BY TRAFFIC SOURCE
31%
23%
17%
8%
6%
5%
10%
organic search
social
direct
paid search
email referral
other
S O U R C E : Q 4 2 0 1 5 E C O M M E R C E B E N C H M A R K R E P O R T
7/26/2019 Demac Media Q4 2015 ECommerce Benchmark Report
6/16
6
DISCOVERY
ABOUT HALF OF SESSIONS ON EVERY
DEVICE IS FROM NEW VISITORS.
We know that Returning Customers are the most lucrative for retailers,
but New Visitors offer the opportunity to grow your business. Here, your
User Experience matters to quickly engage people who are unfamiliar
with your site, and encourages them to return to shop with you again.
48%
tablet desktop
58%
SESSIONS FROM NEW VISITORS, BY DEVICE TYPE
47%
mobile
S O U R C E : Q 4 2 0 1 5 E C O M M E R C E B E N C H M A R K R E P O R T
7/26/2019 Demac Media Q4 2015 ECommerce Benchmark Report
7/16
7
CONVERSION
CONVERSION RATES VARY
DRAMATICALLY BETWEEN DEVICE
TYPES AND RETAILERS.Conversion rates are ever-present on the minds of retailers, but they are
not a singular measure of the health of your business. The key to using
this metric is to benchmark your own and work to progressively improve
it while driving new trafc to your site and increasing order value.
S O U R C E : Q 4 2 0 1 5 E C O M M E R C E B E N C H M A R K R E P O R T
DISTRIBUTION OF CONVERSION RATE BY DEVICE TYPE
0
5
10
15
20
25
30
35
40
0-1% 1-2% 3-4% 4-5% 5-6% 6-7% 7-8% 8-9% 9-10% 10-11% 11-12% 12-13% 13-14% 14-15%
COUNT
7/26/2019 Demac Media Q4 2015 ECommerce Benchmark Report
8/16
8
CONVERSION
FOR NOW, MORE PAGEVIEWS PER
VISIT STILL CORRELATES WITH MORE
COMMERCE ENABLED.Time spent on desktop and tablet are identical, but more pageviews
consumed per visit on desktop. This points to more control on desktop,
larger surface area, potentially more distractions compared to either
mobile or tablet. Expect the transaction volume and type on these devices
to render pageviews and time spent metrics obsolete in the near future.
AVERAGE NUMBER OF PAGEVIEWS PER SESSION
AVERAGE SESSION LENGTH
S O U R C E : Q 4 2 0 1 5 E C O M M E R C E B E N C H M A R K R E P O R T
6.64
6.25
5.66
0 5 5.2 5.4 5.6 5.8 6 6.2 6.4 6.6 6.8
desktop
tablet
mobile
S O U R C E : Q 4 2 0 1 5 E C O M M E R C E B E N C H M A R K R E P O R T
3mins
mobile
4m12s
tablet
4m12s
desktop
7/26/2019 Demac Media Q4 2015 ECommerce Benchmark Report
9/16
7/26/2019 Demac Media Q4 2015 ECommerce Benchmark Report
10/16
7/26/2019 Demac Media Q4 2015 ECommerce Benchmark Report
11/16
11
CONVERSION
APPLE STILL DOMINATES MOBILE
COMMERCE, AND IPHONE RETAINS
ITS FLAGSHIP POSITION.Every mobile device maker and platform is trying to get into mobile
commerce, but it will be a long time before anyone is able to contest
Apples lead.
% OF SHOPPERS BY MOBILE DEVICE
47%
19%
34%
S O U R C E : Q 4 2 0 1 5 E C O M M E R C E B E N C H M A R K R E P O R T
iphone ipad other
7/26/2019 Demac Media Q4 2015 ECommerce Benchmark Report
12/16
7/26/2019 Demac Media Q4 2015 ECommerce Benchmark Report
13/16
13
METHODOLOGY
THE RETAILERS IN THIS STUDY
REPRESENT A BROAD SET OF
RETAIL SUB-VERTICALS.The retailers in this study reached shoppers in over 200 countries
during the reporting period, including 1 from the West African
nation of Guinea-Bissau!
DEMAC CUSTOMERS INCLUDED
IN THIS REPORT, BY US CENSUSHOME COUNTRY OF RETAILER
INCLUDED IN THIS REPORT
clothing, accessories
furniture, furnishings
miscellaneous
sports, hobby, book, music
health, personal care
electronics, appliancesfood, beverage
building, gardening, supplies
general merchandise
47%
15%
11%
9%
6%
4%
4%
S O U R C E : Q 4 2 0 1 5 E C O M M E R C E B E N C H M A R K R E P O R TU S C E N S U S B U R E A U , N O R T H A M E R I C A N I N D U S T R Y C L A S S I F I C A T I O N
S Y S T E M [ H T T P : / / W W W. C E N S U S . G O V / E O S / W W W/ N A I C S / ]
S O U R C E : Q 4 2 0 1 5 E C O M M E R C EB E N C H M A R K R E P O R T
canada united states
84%
16%
7/26/2019 Demac Media Q4 2015 ECommerce Benchmark Report
14/16
7/26/2019 Demac Media Q4 2015 ECommerce Benchmark Report
15/16
GET IN TOUCH
Next Demac Benchmark Report: April 2016
Demac Blog
Dx3 Canada 2016, March 2-3, Toronto
Bronto Summit, March 14-16, Miami
Shopify Unite, March 22-23, SF Oro Momentum, April 10, Las Vegas
Magento Imagine, April 11-13, Las Vegas
Monthly eComm, Meetup, Toronto
DEMAC MEDIA IS A COMMERCE
AGENCY THAT BRINGS TOGETHER
THE BEST OF STRATEGY, INDUSTRYINSIGHTS AND REAL-WORLD
IMPLEMENTATION EXPERIENCE TO
GROW YOUR RETAIL BUSINESS.
DEMAC RESOURCES
WHATS NEXT?
hello@demacmedia.com
CONTACT US
15
ECOM
M
ERCE
BENCH
M
ARKR
EPORT
Q4
2015
@DEM
ACM
EDIA
7/26/2019 Demac Media Q4 2015 ECommerce Benchmark Report
16/16
MONTREAL
4529 Rue Clark #300
Montreal, QC H2T 2T4
TORONTO
211 Yonge Street, 6th Floor
Toronto, ON M5B 1M4
MIAMI
Coming Soon
Toll Free: 888-860-0364 | hello@demacmedia.com
ECOM
M
ERCE
BENCH
M
ARKR
EPORT
Q4
2015
@DEM
ACM
EDIA