Overall Performance Metrics
Retail Ecommerce Performance Benchmarks, US
Geography:
Overall
Performance Metrics
In-Store Retail Performance Metrics
Metrics, by Device
Add-to-Cart Rates
Average Order Values
Average Page Views
Average Visit Duration
Conversion Rates
Growth & Share, by Device
Order Growth
Order Share
Traffic Growth
Traffic Share
Social Traffic Share
by OS
Mobile Order Share
Mobile Traffic Share
In-Store, by Region
Average Transaction Value Growth
Conversion Rate Growth
Sales Growth
Traffic Growth
Shopper Yield Growth
Geography:
US
 
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Retail Ecommerce Performance Metrics, US

TimeframeQ3 2017Q4 2017Q1 2018Q2 2018Q3 2018
Sales growth
10.96%
12.67%
14.18%
15.14%
18.09%
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Order growth
11.44%
15.51%
12.47%
16.23%
22.81%
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Traffic growth
-5.33%
10.44%
9.77%
5.30%
8.79%
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Average order value
$111.20
$113.01
$118.46
$113.79
$107.99
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Average spend per visit
$2.01
$2.69
$2.18
$2.33
$2.22
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Average visit duration (minutes)
4.29
4.47
4.30
4.29
4.32
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Average discount rate
22.49%
23.78%
20.68%
21.15%
23.04%
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Free shipping order share
69.36%
72.52%
66.95%
68.71%
69.59%
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Social traffic share
4.93%
5.42%
5.27%
6.00%
6.05%
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Source: Salesforce Commerce Cloud (formerly Demandware)

Note: represents activity on the Salesforce Commerce Cloud network, broader industry metrics may vary

Additional Note: free shipping order share = the share of total orders that shipped at no cost to the shopper; average discount rate = the share of an order amount that was reduced due to merchandise or other discounts (doesnt include product markdowns or reductions in shipping costs); social traffic share = the share of visits where the referring source is a social media platform

Methodology: Data is from the October 2018 Salesforce Commerce Cloud (formerly Demandware) report titled Q3 2018 Shopping Index. Behavioral data from more than 500 million shoppers (1.2 billion visits) worldwide interacting with 927 sites across 29 countries were analyzed during Q3 2016-Q3 2018. Salesforce Commerce Cloud (formerly Demandware) is cloud-based ecommerce software technology company that focuses on retailers and brand manufacturers.