Data has become a new currency, but gaining access to powerful data points beyond the scope of your individual business can be challenging. We know today’s leading brands often lean on internal benchmarks if readily available, but with consumer behavior and trends shifting on a regular basis, staying abreast of KPI targets and refining goals is no walk in the park.
In our experience over the last decade working with over 350 global brands, we’ve been afforded the opportunity to track consumer insights and behavior across channels for over 200 million monthly users. This translates into over 300 million sessions across seven, key conversion metrics, including shopping cart abandonment, conversion rate, and add-to-cart rate, by location, device, and industry.
With consumers turning to eCommerce at an unprecedented rate for their shopping needs, the pressure is on marketers to optimize their sites, craft pleasant and memorable experiences, and look back on historical data to glean powerful insights to inform future tests.
Introducing, our new eCommerce benchmarks tool
Our eCommerce Benchmarks tool is the home base for valuable conversion metrics and data points, aggregated centrally to help marketers conduct their own research. Designed to serve as a starting point, all information, while anonymized, is derived from the activity of real consumers. Using this free, public tool, eCommerce teams can pull insights to benchmark their own efforts, track performance, and plan their programs accordingly. Below, learn how to use the tool and uncover notable trends and insights based on six months of eCommerce data.
Breaking down eCommerce trends and benchmarks
Understanding how a brand stacks up against the competition is an ever present endeavor, and tracking consumer behavior on an industry-level can help marketers identify gaps in their own plans and prioritize any backlogs of campaign ideas.
How to effectively use the tool
The tool provides access to seven KPIs across eight sub-industries within the eCommerce sector. Users can utilize filters to breakdown their view by device (desktop, mobile, tablet) and region (America, APAC, EMEA), as well.
Users can filter the data by industry, region, and device type.
Our benchmark tool analyzes data according to the following seven KPIs:
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Device Usage: Site traffic broken down according to the device type used
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Conversion Rate: The percentage of site visitors that complete a given action, such as a purchase or email sign up
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Add-to-Cart rate: The number of times a shopper adds items to their cart, regardless of whether they complete a purchase
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Cart Abandonment Rate: The percentage of shoppers that add an item to the cart but leave the site without completing a purchase
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Average Order Value: The amount of dollars spent per person by site visitors, on average
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Units per Transaction: The number of items purchased per site visitor in a single order
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Average Transactions per User: The percentage of purchases completed per user on average over a fixed period of time, typically 30 days
Additionally, users can filter by industry, exploring data over the six-month period for the following, eight eCommerce sub-industries:
- Beauty & Personal Care
- Consumer Goods
- Fashion, Accessories, and Apparel
- Food & Beverage
- Home & Furniture
- Luxury & Jewelry
- Multi-Brand Retail
- Pet Care & Veterinary Services
Whether you’re in search of information to help you identify a “good” conversion rate for brands in your vertical, determine if your site visitors are abandoning too quickly during peak seasons, or nail down how much to invest your mobile presence, this tool can shed light on some of your team’s most pressing questions.
Users can download and save graphs in the views they’ve filtered for future reference. Additionally, dive into recommended reading and access strategies related to each KPI to aid your process of improving or optimizing your site experience.
Users can create their own filter view and download the KPI graphs.
Access additional resources
After exploring and playing with different filters for each KPI, learn more about a given metric by clicking “More [KPI name] insights” link located at the top right of each section.
Click the CTA text to view more info about any conversion metric.
Upon click, users are directed to a landing page for the chosen metric. This page is split into two sections: the left half featuring the graph previously seen on the benchmark homepage and the right half featuring metric stats and trends, as well as additional strategies, content, and reading relevant to the KPI. Stats and insights are dynamic, meaning as our data changes and expands to cover a wider range of time, so will the trends and insights noticed. Additionally, we will continue to build out these pages to include the most up-to-date information, strategies for marketers focused on improving their metrics, as well as tips to have a better conceptually grasp on all of the variables that impact the metric.
Each conversion metric page is packed with additional content to help marketers better understand each KPI.
Start benchmarking your performance
Data can tell powerful stories and uncover insights and trends practitioners may not notice as they test and tweak eCommerce strategies on a regular basis. Setting aside time to look back on performance, identify what’s working and what isn’t, and stack up your KPIs against competitors and others in the industry gives you an opportunity to think big, institute and test changes, and find inspiration for strategies to employ going forward. So go ahead and give the tool a spin – you may be surprised by what you discover.
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class="nav"></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li><li class="has-dropdown product menu-item menu-item-type-custom menu-item-object-custom menu-item-has-children" data-content="product" title=""> <a href="">Product</a></li><li class="has-dropdown solutions menu-item menu-item-type-custom menu-item-object-custom menu-item-has-children" data-content="solutions" title=""> <a href="">Solutions</a></li><li class="has-dropdown why_dy menu-item menu-item-type-custom menu-item-object-custom menu-item-has-children" data-content="why-dynamic-yield" title="Why DY"> <a href="">Why Dynamic Yield</a></li><li class="has-dropdown company menu-has-cta menu-item 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href="https://www.dynamicyield.com/experience-os/"><span class="menu-banner-img-wrap"><img class="menu-banner-img-desktop" src="/wp-content/uploads/2024/10/expos-nav-updated.png" width="218" height="131" /><img class="menu-banner-img-mobile" src="/wp-content/uploads/2024/10/expos-nav-updated-mobile.png" width="114" height="98" /></span><span class="menu-cta-text-wrap"><span class="menu-cta-subtitle">Get an overview of Dynamic Yield’s product and see why we’re known as the Experience OS.</span> <span class="menu-cta-button">Learn more →</span></span></a></li></ul></div></li><li class="left"><div class="key_caps-wrapper"><h2>Core Capabilities</h2><ul class="links-list"><li class="key-caps-segment menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/segmentation/"><svg version="1.1" id="audience" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink" x="0px" y="0px" viewBox="0 0 30 30" style="enable-background:new 0 0 30 30;" xml:space="preserve"><path id="audience-green" fill="#4FB294" d="M9.291,30H30V9.291C18.562737,9.291,9.291,18.562737,9.291,30z"/><path id="audience-black" d="M12.527,15.947C9.240353,12.385597,4.806085,10.093244,0,9.471V30h7.639 C7.632218,24.897682,9.35532,19.943764,12.527,15.947z"/><circle id="audience-circle" fill="#4FB294" cx="15" cy="4.967" r="4.967"/></svg>Segmentation<span>Identify, build, and analyze audiences</span></a></li><li class="key-caps-omnichannel menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/targeting/"><svg version="1.1" id="personalization" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink" x="0px" y="0px" viewBox="0 0 20.987 30" style="enable-background:new 0 0 20.987 30;" xml:space="preserve"><path id="personalization-black-2" d="M20.987,19.507c0,5.795401-4.698099,10.4935-10.4935,10.4935S0,25.302401,0,19.507H20.987z"/><path id="personalization-pink" fill="#EE3968" d="M18.143,10.245c0,4.224978-3.425022,7.649999-7.65,7.649999S2.842999,14.469978,2.842999,10.245 H18.143z"/><circle id="personalization-black-1" cx="10.494" cy="4.307" r="4.307"/></svg>Targeting<span>Serve each customer with unique offers</span></a></li><li class="key-caps-recs menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/recommendations/"><svg version="1.1" id="recs" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink" x="0px" y="0px" viewBox="0 0 30 30" style="enable-background:new 0 0 30 30;" xml:space="preserve"><path id="recs_4" d="M15.953,30H30V15.953H15.953V30z"/> <path id="recs_3" d="M0,15.953V30h14.047V15.953H0z"/><path id="recs_2" fill="#FFA354" d="M30,14.047V0H15.953v14.047H30z"/><path id="recs_1" d="M14.047,0H0v14.047h14.047V0z"/></svg>Recommendations<span>Algorithmically predict customers’ interests</span></a></li><li class="key-caps-email menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/journey-orchestration/"><svg version="1.1" id="trigger" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink" x="0px" y="0px" viewBox="0 0 26.017 30" style="enable-background:new 0 0 26.017 30;" xml:space="preserve"><path id="trigger-black" d="M14.017,12h12l-12,18V12z"/><path id="trigger-purple" fill="#5D39B9" d="M12,18H0L12,0V18z"/></svg>Journey Orchestration<span>Reach customers at critical moments</span></a></li><li class="key-caps-abtesting menu-item menu-item-type-custom menu-item-object-custom"><a href="/optimization/"><svg version="1.1" id="testing" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink" x="0px" y="0px" viewBox="0 0 28.713001 30" style="enable-background:new 0 0 28.713001 30;" xml:space="preserve"><path id="testing-blue" fill="#6BDADA" d="M15.831,0c7.114532,0,12.882001,5.767468,12.882001,12.882S22.945532,25.764,15.831,25.764l0,0V0z"/><path id="testing-black" d="M12.882,30C5.767468,30,0,24.232533,0,17.118S5.767468,4.236,12.882,4.236V30z"/></svg>Optimization<span>Experiment on any digital property</span></a></li><li class="key-caps-search menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/search/"><svg width="16" height="16" viewBox="0 0 16 16" fill="none" xmlns="http://www.w3.org/2000/svg"> <g clip-path="url(#clip0_4082_5186)" id="cap-search-svg-bg"> <path d="M11.6757 9.81054C8.73958 9.81054 6.35089 7.42177 6.35089 4.48562C6.35089 2.62899 7.30664 0.992133 8.75134 0.0388074C8.50309 0.0155936 8.25193 0.00238037 7.99762 0.00238037C3.58066 0.00238037 0 3.58304 0 8C0 12.417 3.58066 15.9976 7.99762 15.9976C12.4146 15.9976 15.9952 12.417 15.9952 8C15.9952 7.86848 15.9916 7.73782 15.9853 7.60785C15.0166 8.94122 13.4462 9.81054 11.6757 9.81054Z" fill="black"/> <path id="cap-search-svg-circle" d="M11.6757 0.161346C11.2226 0.161346 10.7857 0.231773 10.3749 0.361649C8.62429 0.915114 7.35156 2.55436 7.35156 4.48561C7.35156 6.87003 9.29141 8.80988 11.6757 8.80988C13.5373 8.80988 15.1277 7.62753 15.7358 5.97437C15.9066 5.51 16 5.00851 16 4.48561C16 2.10119 14.0602 0.161346 11.6757 0.161346Z" fill="#FFC61E"/> </g> <defs> <clipPath id="clip0_4082_5186"> <rect width="16" height="16" fill="white"/> </clipPath> </defs> </svg>Search<span>Help customers find what they want</span></a></li></ul></div></li><li class="right"><div class="scale-wrapper"><h2>Made for Scale</h2><ul class="links-list"><li class="key_caps-element menu-item menu-item-type-custom menu-item-object-custom"><a href="/element/">Element<span>A groundbreaking new dimension of hyper-personalization</span></a></li><li class="key_caps-adaptml menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/ai/">AI & Automation<span>Increase automation, lower operational costs, and drive more revenue with a holistic AI personalization system</span></a></li><li class="key_caps-apis menu-item menu-item-type-custom menu-item-object-custom"><a href="https://www.dynamicyield.com/experience-apis/">Experience APIs<span>Give developers the tools they need to build the best customer experiences</span></a></li><li class="key_caps-enterprise menu-item menu-item-type-custom menu-item-object-custom"><a href="https://www.dynamicyield.com/enterprise-grade-personalization/">Enterprise solutions<span>Scale with security, privacy, and compliance, made for the enterprise</span></a></li></ul></div></li></ul><a href="/shopping-muse/" target="" class="banner"><div class="menu-banner"><span class="menu-cta-text"><strong>Meet Shopping Muse: </strong> Conversational commerce meets cutting-edge personalization.</span> <span class="menu-cta-button">Learn more →</span></div></a></div></li><li id="solutions" class="dropdown links"><a href="" class="label">Solutions</a><div class="content"><ul><li class="left"><div class="industries-wrapper"><h2>Industries</h2><ul class="links-list"><li class="industry-ecomm menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/ecommerce/">eCommerce</a></li><li class="industry-finserv menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/financial-services/">Financial Services</a></li><li class="industry-qsr menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/restaurants/">Restaurants</a></li><li class="industry-grocery menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/grocery/">Grocery</a></li><li class="industry-b2b menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/b2b-ecommerce/">B2B eCommerce</a></li><li class="industry-travel menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/travel/">Travel</a></li><li class="industry-gaming menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/gaming/">iGaming</a></li><li class="industry-media menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/media/">Media</a></li></ul></div></li><li class="right"><div class="channels-wrapper"><h2>Channels</h2><ul class="links-list"><li class="channels-web menu-item menu-item-type-custom menu-item-object-custom"><a href="/web/">Web<span>Create customer-centric web experiences</span></a></li><li class="channels-email menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/channels/email/">Email<span>Personalize emails with a no-code builder</span></a></li><li class="channels-mobile-apps menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/mobile/">Apps<span>Optimize mobile app experiences</span></a></li><li class="channels-ads menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/advertising/">Ads<span>Improve customer acquisition results</span></a></li></ul></div></li></ul></div></li><li id="why-dynamic-yield" class="dropdown links"><a href="" class="label">Why Dynamic Yield</a><div class="content"><ul><li class="impact-wrapper"><h2>Proven impact and success services</h2><ul class="links-list"><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/clients/">Select customers</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="/case-studies/">Case studies</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="/customer-success/">Customer success services</a></li></ul></li><li class="scale-wrapper"><h2>Built for scale</h2><ul class="links-list"><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/enterprise-grade-personalization/">Enterprise-grade solutions</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="/adaptml/">AI Technology</a></li><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/gdpr-and-privacy/">GDPR and data privacy</a></li><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/security/">Security</a></li><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/compliance/">Compliance</a></li></ul></li><li class="network-wrapper"><h2>Robust partner network</h2><ul class="links-list"><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/partners/">Partner library</a></li><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/partner-program/">Partnership program</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="/partners/#technology-partners">Tech Partners and Integrations</a></li></ul></li><li class="resources-wrapper"><h2>Extensive product resources</h2><ul class="links-list"><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="https://support.dynamicyield.com/hc/en-us">Knowledge Base</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="http://academy.dynamicyield.com/">Academy & Certification</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="https://support.dynamicyield.com/hc/en-us/community/topics">Community</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="https://dy.dev/">API documentation</a></li></ul></li></ul><a href="https://www.dynamicyield.com/personalization-awards/" target="_self" class="banner"><div class="menu-banner"><div class="menu-cta--left"> <img src="/wp-content/uploads/2023/11/2023-award-badge.svg" width="60" height="60" /></div><div class="menu-cta--right"> <strong class="menu-cta-title">The Personalization Awards</strong> <span class="menu-cta-subtitle">Celebrating customers and partners setting the gold-standard for personalization</span> <span class="menu-cta-button">Learn more →</span></div></div></a></div></li><li id="company" class="dropdown button"><a href="" class="label">Company</a><div class="content"><ul class="links-list"><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="https://www.mastercard.com/us/en/for-the-world/about-us.html">About us</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="/blog/">Blog</a></li><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/labs/">DY Labs</a></li><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/careers/">Careers</a></li><li class=" menu-item 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exponential levels</a></li><li class="hidden-desktop menu-item menu-item-type-custom menu-item-object-custom"><a href="/learn/">XP<sup>2</sup> Hub<span>Take your knowledge to exponential levels</span></a></li><li class="resources-paths menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/learning-paths/">Learning Paths<span>Curated courses on key skill areas</span></a></li><li class="resources-webinars menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/talks/">Talks<span>Engaging discussions taking place in CX</span></a></li><li class="resources-articles menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/articles/">Articles<span>An expansive collection of in-depth playbooks</span></a></li><li class="resources-glossary menu-item menu-item-type-custom menu-item-object-custom"><a href="/glossary-terms/">Encyclopedia<span>A glossary of experience optimization terms</span></a></li><li class="resources-use-cases menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/personalization-examples/">Inspiration Library<span>Personalization examples from real brands</span></a></li><li class="resources-maturity menu-item menu-item-type-custom menu-item-object-custom"><a href="https://www.dynamicyield.com/personalization-maturity/"><strong class="badge-new">Personalization Maturity</strong><span>How global businesses prioritize personalization</span></a></li><li class="resources-guides menu-item menu-item-type-custom menu-item-object-custom"><a href="/guides/">Guides & reports<span>Comprehensive topic-specific materials</span></a></li><li class="resources-benchmarks menu-item menu-item-type-custom menu-item-object-custom"><a href="https://marketing.dynamicyield.com/benchmarks/">Benchmarks<span>Industry performance metrics and insights</span></a></li></ul></li><li class="bottom"><a href="/rooted-personalization/" target="_self"><div class="menu-banner"><div class="menu-cta--left"> <img src="/wp-content/uploads/2023/03/rooted-icon.svg" width="60" height="60" /></div><div class="menu-cta--right"> <strong class="menu-cta-title">Rooted Personalization<span>new</span></strong> <span class="menu-cta-subtitle">Learn a scalable methodology for building an audience-based personalization program.</span> <span class="menu-cta-button">Find out more →</span></div></div></a></li></ul></div></li><li class="contact top-link walker-last mobile-only menu-item menu-item-type-post_type menu-item-object-page" data-content="connect-with-us" title=""> <a href="https://www.dynamicyield.com/contact/"><span class="button-arrow">Connect with us</span></a></li></ul><div class="bg-layer" aria-hidden="true"></div></div></div></li></ul></nav></div><div class="topnav-buttons"><div class="language-switcher header-language-switcher"><ul><li>en<ul><li><a class="active" 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metrics</div><div class="lc-header-right lc-flex"><ul class="lc-header-social lc-flex"><li class="et-social-icon"> <a href="#" title="Share on Facebook" class="icon" onclick="window.open('https://www.facebook.com/sharer/sharer.php?u=' + encodeURIComponent(document.URL) + '&t=' + encodeURIComponent(document.URL)); return false;"> <svg xmlns="http://www.w3.org/2000/svg" viewBox="0 0 460.1990662 458.5138245"><path 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class="button-inner"> XP² Newsletter </span> </a></div></div></div><div class="lc-progress-wrap"><div class="lc-scroll-progress"></div></div></header><article id="post-148151" class="et_pb_post post-148151 post type-post status-publish format-standard has-post-thumbnail hentry category-product tag-ecommerce-statistics"><div class="article-content"><div class="article-breadcrumbs"> <a href="https://www.dynamicyield.com/blog/" title="Blog">Blog</a><ul class="post-categories"><li><a href="https://www.dynamicyield.com/blog/category/product/" rel="category tag">Product</a></li></ul></div><h1 class="article-title">eCommerce Benchmarks – an insights tool to discover and track industry conversion metrics</h1><h2 class="article-excerpt">We’ve aggregated data from 200M+ monthly unique users over 300M+ total sessions for our new, industry benchmark tool.</h2><div class="article-authors lc-flex"><div class="article-author-box lc-col lc-flex"><div class="article-author-image lc-col"><div class="entry_author_image"><img src="https://www.dynamicyield.com/wp-content/authors/yaniv-127.jpg" alt="Yaniv Navot" width="76" height="76" /></div></div><div class="article-author-title lc-col"><div class="article-author-name"> <a href="https://www.dynamicyield.com/blog/author/yaniv/" title="Posts by Yaniv Navot" rel="author">Yaniv Navot</a></div><div class="article-author-title-text"> CMO, Dynamic Yield</div></div></div></div><div class="entry-content article-entry-content"><p>Data has become a new currency, but gaining access to powerful data points beyond the scope of your individual business can be challenging. We know today’s leading brands often lean on internal benchmarks if readily available, but with consumer behavior and trends shifting on a regular basis, staying abreast of KPI targets and refining goals is no walk in the park.</p><p>In our experience over the last decade working with over 350 global brands, we’ve been afforded the opportunity to track consumer insights and behavior across channels for over 200 million monthly users. This translates into over 300 million sessions across seven, key conversion metrics, including <a href="https://www.dynamicyield.com/lesson/shopping-cart-abandonment-strategy/">shopping cart abandonment</a>, <a href="https://www.dynamicyield.com/glossary/conversion-rate/">conversion rate</a>, and add-to-cart rate, by location, device, and industry.</p><p>With consumers turning to eCommerce at an unprecedented rate for their shopping needs, the pressure is on marketers to optimize their sites, craft pleasant and memorable experiences, and look back on historical data to glean powerful insights to inform future tests.</p><p><img fetchpriority="high" decoding="async" class="aligncenter size-full wp-image-148152" src="https://www.dynamicyield.com/wp-content/uploads/2020/11/ecommerce-statistics-KPI-benchmarks-header.png" alt="ecommerce industry benchmarks tool" width="2356" height="1024" /></p><h2>Introducing, our new eCommerce benchmarks tool</h2><p>Our <a href="https://marketing.dynamicyield.com/benchmarks/">eCommerce Benchmarks</a> tool is the home base for valuable conversion metrics and data points, aggregated centrally to help marketers conduct their own research. Designed to serve as a starting point, all information, while anonymized, is derived from the activity of real consumers. Using this free, public tool, eCommerce teams can pull insights to benchmark their own efforts, track performance, and plan their programs accordingly. Below, learn how to use the tool and uncover notable trends and insights based on six months of eCommerce data.</p><h2>Breaking down eCommerce trends and benchmarks</h2><p>Understanding how a brand stacks up against the competition is an ever present endeavor, and tracking consumer behavior on an industry-level can help marketers identify gaps in their own plans and<a href="https://www.dynamicyield.com/article/prioritization-template/"> prioritize any backlogs of campaign ideas</a>.</p><h3>How to effectively use the tool</h3><p>The tool provides access to seven KPIs across eight sub-industries within the eCommerce sector. Users can utilize filters to breakdown their view by device (desktop, mobile, tablet) and region (America, APAC, EMEA), as well.</p><p><img decoding="async" class="aligncenter size-full wp-image-148158" src="https://www.dynamicyield.com/wp-content/uploads/2020/11/conversion-rate-filters.gif" alt="A gif of the different filters for the conversion rate KPI on Dynamic Yield's industry benchmark tool" width="1178" height="626" /></p><p style="text-align: center;"><em>Users can filter the data by industry, region, and device type.</em></p><p>Our benchmark tool analyzes data according to the following seven KPIs:</p><ul><li><strong>Device Usage:</strong> Site traffic broken down according to the device type used</li><li><strong>Conversion Rate:</strong> The percentage of site visitors that complete a given action, such as a purchase or email sign up</li><li><strong>Add-to-Cart rate:</strong> The number of times a shopper adds items to their cart, regardless of whether they complete a purchase</li><li><strong>Cart Abandonment Rate:</strong> The percentage of shoppers that add an item to the cart but leave the site without completing a purchase</li><li><strong>Average Order Value:</strong> The amount of dollars spent per person by site visitors, on average</li><li><strong>Units per Transaction: </strong>The number of items purchased per site visitor in a single order</li><li><strong>Average Transactions per User:</strong> The percentage of purchases completed per user on average over a fixed period of time, typically 30 days</li></ul><p>Additionally, users can filter by industry, exploring data over the six-month period for the following, eight eCommerce sub-industries:</p><ul><li>Beauty & Personal Care</li><li>Consumer Goods</li><li>Fashion, Accessories, and Apparel</li><li>Food & Beverage</li><li>Home & Furniture</li><li>Luxury & Jewelry</li><li>Multi-Brand Retail</li><li>Pet Care & Veterinary Services</li></ul><p>Whether you’re in search of information to help you identify a “good” conversion rate for brands in your vertical, determine if your site visitors are abandoning too quickly during peak seasons, or nail down how much to invest your mobile presence, this tool can shed light on some of your team’s most pressing questions.</p><p>Users can download and save graphs in the views they’ve filtered for future reference. Additionally, dive into recommended reading and access strategies related to each KPI to aid your process of improving or optimizing your site experience.</p><p><img decoding="async" class="aligncenter size-full wp-image-148164" src="https://www.dynamicyield.com/wp-content/uploads/2020/11/benchmark-file-download.gif" alt="A gif showing how users can download filtered views of Dynamic Yield's industry benchmark tool" width="1098" height="644" /></p><p style="text-align: center;"><em>Users can create their own filter view and download the KPI graphs.</em></p><h3>Access additional resources</h3><p>After exploring and playing with different filters for each KPI, learn more about a given metric by clicking “More [KPI name] insights” link located at the top right of each section.</p><p><img loading="lazy" decoding="async" class="aligncenter size-full wp-image-148170" src="https://www.dynamicyield.com/wp-content/uploads/2020/11/CTA-to-view-KPI-insights.png" alt="CTA button users can click to view in-depth insights of a KPI on Dynamic Yield's industry benchmark tool" width="2028" height="358" /></p><p style="text-align: center;"><em>Click the CTA text to view more info about any conversion metric.</em></p><p>Upon click, users are directed to a landing page for the chosen metric. This page is split into two sections: the left half featuring the graph previously seen on the benchmark homepage and the right half featuring metric stats and trends, as well as additional strategies, content, and reading relevant to the KPI. Stats and insights are dynamic, meaning as our data changes and expands to cover a wider range of time, so will the trends and insights noticed. Additionally, we will continue to build out these pages to include the most up-to-date information, strategies for marketers focused on improving their metrics, as well as tips to have a better conceptually grasp on all of the variables that impact the metric.</p><p><img loading="lazy" decoding="async" class="aligncenter size-full wp-image-148176" src="https://www.dynamicyield.com/wp-content/uploads/2020/11/shopping-cart-abandonment-insights-and-trends.png" alt="Shopping cart abandonment insights and trends page on Dynamic Yield's industry benchmark tool" width="2200" height="1480" /></p><p style="text-align: center;"><em>Each conversion metric page is packed with additional content to help marketers better understand each KPI.</em></p><h2>Start benchmarking your performance</h2><p>Data can tell powerful stories and uncover insights and trends practitioners may not notice as they test and tweak eCommerce strategies on a regular basis. Setting aside time to look back on performance, identify what’s working and what isn’t, and stack up your KPIs against competitors and others in the industry gives you an opportunity to think big, institute and test changes, and find inspiration for strategies to employ going forward. So go ahead and give the tool a spin – you may be surprised by what you discover.</p><p><button class="arrow_animation" style="padding: 10px 27px; font-size: 16px; box-shadow: 0px 0px 10px #eee; margin-bottom: 5px; background: #21516D;"> <a class="capability_icons_link" style="color: white; text-decoration: none !important; font-weight: 600;" href="https://marketing.dynamicyield.com/benchmarks/">Explore our eCommerce benchmarks tool</a> </button></p></div></article><div style="clear: both;"></div></div></div><div class="article-content"><div class="article-separator"><svg width="54" height="26" viewBox="0 0 54 26" fill="none" xmlns="http://www.w3.org/2000/svg"> <path d="M53.0088 25.6367C52.7884 21.9564 51.8025 18.3625 50.1141 15.0849C48.4256 11.8073 46.0718 8.9181 43.2031 6.60203L43.2031 25.6367L53.0088 25.6367Z" fill="black"/> <path d="M14.4395 3.59038C10.3237 5.69174 6.82743 8.83082 4.29638 12.6973C1.76533 16.5638 0.28711 21.0239 0.0078125 25.6367L14.4395 25.6367L14.4395 3.59038Z" fill="black"/> <path d="M17.6563 2.20809L17.6562 25.6367L39.9829 25.6367L39.9829 4.36701C39.9829 4.36701 30.7303 -2.31342 17.6563 2.20809Z" fill="black"/> </svg></div><div class="article-tags-block"> <strong>Categories:</strong><ul class="post-categories"><li><a href="https://www.dynamicyield.com/blog/category/product/" rel="category tag">Product</a></li></ul></div><div class="article-tags-block"><strong>Tags:</strong><a href="https://www.dynamicyield.com/blog/tag/ecommerce-statistics/" rel="tag">eCommerce Statistics</a></div></div></div><section class="lc-subscription-section"><div class="lc-subscription-form-block lc-subscription-inner"><h4 class="lc-subscription-title">Sign up for the XP² newsletter</h4><div class="lc-subscription-text">Join thousands of readers from Target, Citi, Spotify, Hulu, Google, Sephora, and other innovative brands who read our bi-weekly XP² newsletter, delivering educational content, research, and insights straight to your inbox</div><form class="mktoForm" data-formId="3876" data-formInstance="sub-inline"></form><div class="lc-privacy-wrapper"><div class="lc-privacy"> You may unsubscribe at any time. 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_form.vals({ mkt_tok: ls_mkto_tok });
}
// Fill in the UTM data from localStorage
var dy_utms = {
'utm_source': 'txt_source__c',
'utm_medium': 'txt_medium__c',
'utm_content': 'txt_content__c',
'utm_campaign': 'txt_campaign_name__c',
'utm_term': 'txt_term__c',
'gclid': ['GCLID__c', 'GCLID_c__c']
};
for(var i = 0; i < Object.keys(dy_utms).length; i++) {
var ls_key = Object.keys(dy_utms)[i],
ls_value = localStorage.getItem(ls_key),
form_key = dy_utms[ls_key],
form_field;
if(ls_value) {
if(ls_key === 'gclid') {
ls_value = JSON.parse(ls_value).value;
}
if(typeof(form_key) === 'string') {
form_field = form[0].querySelector('input[type="hidden"][name="' + form_key + '"]');
if(form_field) {
form_field.value = ls_value;
}
} else {
for(var j = 0; j < form_key.length; j++) {
form_field = form[0].querySelector('input[type="hidden"][name="' + form_key[j] + '"]');
if(form_field) {
form_field.value = ls_value;
}
}
}
}
}
// IP Address
fetch('https://www.cloudflare.com/cdn-cgi/trace').then(function(result) {
result.text().then(function(values) {
values.split("\n").map(function(item) {
var pair = item.split('=');
if(['ip'].includes(pair[0])) {
form[0].querySelector('input[type="hidden"][name="IP__c"]').value = pair[1];
}
});
});
});
// GA ID and Referrer
var dy_utms_cookie = {};
document.cookie.split(';').forEach(function(el) {
var splitCookie = el.split('=');
var key = splitCookie[0].trim();
var value = splitCookie[1];
dy_utms_cookie[key] = value;
});
if(dy_utms_cookie["_ga"]) {
form[0].querySelector('input[type="hidden"][name="Visitor_ID__c"]').value = dy_utms_cookie["_ga"].substring(6);
}
if(dy_utms_cookie["personalize_referrer_string"]) {
form[0].querySelector('input[type="hidden"][name="Referral__c"]').value = dy_utms_cookie["personalize_referrer_string"].substring(6);
}
// ZoomInfo
if(localStorage.getItem('ZoomInfoData')) {
var zoominfo_data = JSON.parse(localStorage.getItem('ZoomInfoData'));
if(zoominfo_data) {
form[0].querySelector('input[type="hidden"][name="Alexa_Rank__c"]').value = zoominfo_data.alexaglobalrank;
form[0].querySelector('input[type="hidden"][name="Employees__c"]').value = zoominfo_data.employeesrange;
form[0].querySelector('input[type="hidden"][name="Company_Revenue_Range__c"]').value = zoominfo_data.estimatedannualrevenue;
}
}
// Also, dispatch a dataLayer event on success
_form.onSuccess(function(values, follow_up_url) {
window.dataLayer = window.dataLayer || [];
if([3739, 4802, 5094, 5110, 4946, 5076, 5116, 5171, 5172, 5173].includes(_form.getId())) {
window.dataLayer.push({
'event': 'demo_request_complete',
'eventCallback': function() {
if(follow_up_url) {
window.location.href = follow_up_url;
}
}
});
return false;
} else if([3876].includes(_form.getId())) {
window.dataLayer.push({
'event': 'newsletter_signup_complete',
'eventCallback': function() {
if(follow_up_url) {
window.location.href = follow_up_url;
}
}
});
return false;
}
});
});
}</script> <script>if(typeof(jQuery) !== 'undefined') {
$ = jQuery.noConflict();
}
function getUrlParameter(sParam) {
var sPageURL = decodeURIComponent(window.location.search.substring(1)),
sURLVariables = sPageURL.split('&'),
sParameterName,
i;
for (i = 0; i < sURLVariables.length; i++) {
sParameterName = sURLVariables[i].split('=');
if (sParameterName[0] === sParam) {
return sParameterName[1] === undefined ? true : sParameterName[1];
}
}
}
$(window).load(function(){
var videoID = getUrlParameter('video');
if(videoID !== undefined){
if($('#wistia-' + videoID + '-1').length){
var videoName = $('#wistia-' + videoID + '-1').parents('.tab-pane');
videoName = videoName[0].id
}
if($('a[href="#' + videoName +'"]').length){
$('a[href="#' + videoName +'"]').each(function(){
$(this).click();
});
}
addScript('https://fast.wistia.com/embed/medias/'+ videoID +'.jsonp');
addScript('https://fast.wistia.com/assets/external/E-v1.js');
$('body').append('<span class="wistia_embed wistia_async_'+videoID+' popover=true popoverContent=link dy-wistia-popup" style="display:inline"></span>');
window._wq = window._wq || [];
_wq.push({ id: videoID, onReady: function(video) {
var video = Wistia.api(videoID);
video.popover.show(); // open the popover
video.play(); // play the video
setTimeout(function(){video.unmute();}, 500);
}});
}
});</script> <style>#adBanner {
background-color: transparent;
height: 0;
width: 1px;
}</style><div id="wrapfabtest"><div id="adBanner"></div></div></body></html>
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