How removing friction has accelerated the rise of digital commerce

Removing Friction from Commerce

Over 200 Million Shoppers are telling us…

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Three key Shopper-Focused Trends

1. Conversion Rate is an antiquated metric.

2. Mobile is the force of commerce growth.

3. The Shopping Cart: the next big thing.

Why is conversion rate antiquated?

© 2015 Demandware 3

Orders

Visits

Orders

Shopper

Orders

Visits

Conversion Rate is Yesterday’s Metric

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8% VISITS PER SHOPPER

11% BASKETS PER SHOPPER

2% CONVERSION RATE

6% ORDERS PER SHOPPER

The analysis reflects a comparison of digital commerce sites transacting in Q2 2015 and Q2 2014, and reflects activity of registered users.

WHAT REALLY MATTERS:

Visits per shopper are up (thanks device-hoppers)…

…so are orders per shopper.

Beware of the antiquated metric ‘conversion rate!’

Mobile Phones quickly taking share

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Phones Fuel Commerce Growth

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Device Contribution on Growth Metrics

9.4 MINS

AVG TIME PER VISIT, Q2 2015 AVG TIME PER PHONE VISIT, Q2 2015

8.5 MINS

28% 37%

The analysis reflects a comparison of digital commerce sites transacting in Q4 2014 and Q4 2013, and reflects activity of all shoppers.

WHAT REALLY MATTERS:

Shopping is part of the digital routine: Spontaneous and interrupted.

How can you inspire and guide shoppers before time runs out?

7 The analysis reflects a comparison of digital commerce sites transacting in Q2 2015 and Q2 2014, and reflects activity of all shoppers.

Duration Declines Dramatically

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The ‘Next’ Big Thing: The Shopping Cart

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On Phones: Add to cart rate up 15% Increase in carts created on phones: 99%

Increase in Carts created: 27%

Add to Cart Rate up 5%, globally

Rise in Carts per shopper: 11%

Removing friction leads to commerce success

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Marketing: the next friction-free frontier

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Visit our Resource Center for More Reports

www.Demandware.com/Shopping-Index

www.Demandware.com/Resource-Center

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