The holiday 2013 ecommerce shopping season was full of record-breaking performances and significant growth in mobile. Our latest edition of Ecommerce Quarterly examines the stories behind the numbers, and delves into what was trend-driven and statistically significant during holiday 2013—and what was a result of an anomalous season. Plus, you’ll get insight into what you should do over the course of this year to get ready for holiday 2014.

1. 4
Ecommerce Quarterly
EQ4 2013:
Holiday Roundup
a publication from

2. EQ4 2013
Executive Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2
About the EQ . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4
Ecommerce Holiday Highlights . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5
Mobile Takeover . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8
Focus on the Metrics that Matter . . . . . . . . . . . . . . . . . . . . . . . . . . . 11
Holiday is Getting Social . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12
Your Personal EQ . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13
Benchmark Reports . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17
Methodology . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25
References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25
About Monetate . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26

3. EQ4 2013
Executive Summary
A Record-Breaking Season of Firsts
And by looking at the retail landscape, it’s clear that this massive online
Holiday 2013 was unlike any other holiday season in recent memory. A
take was crucial for overall holiday success.
retail perfect storm combined a later-than-usual Thanksgiving (resulting
The US Department of Commerce states that 2013 online sales grew
in a truncated shopping period of 26 days compared to 32 in 2012), frigid
12% over 2012 1, while overall retail growth in the US was up a less-
weather that kept shoppers indoors and out of the malls, and the once-in-a-
than-anticipated 4.1%. According to the National Retail Federation, the
lifetime event of the first night of Hanukkah coinciding with Thanksgiving.
November to December shopping season generally accounts for 20 to
To combat this unprecedented combination of events, retailers
compensated by starting Black Friday deals on Thanksgiving Day (or even
earlier in the week), offering usual Cyber Monday deals on the weekend,
and extending the online deals well beyond Monday, in essence creating a
40% of retailers’ annual sales 2 (with the weekend after Thanksgiving alone
making up 10 to 15% of those sales). In line with previous years, this past
two-month season accounts for 27% of total annual sales for the average
US retailer.
Cyber Week. All in all, it made for a season full of big wins and key learnings
So considering the breadth of the brick-and-mortar vs. online sales
to help navigate holiday 2014.
disparity, ecommerce truly proved to be the saving grace in what was an
The November to December retail period showed huge, record-breaking
numbers. Cyber Monday was the most lucrative online shopping day in
history, with an impressive $2 billion tally. And it was joined with nine
other billion-dollar-plus ecommerce days.
otherwise not-quite-stellar holiday season.
So what was the main driver of this ecommerce explosion?
In one word: Mobile.
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4. EQ4 2013
In 2012, only one in five online purchases were made on a mobile device
EQ4 2013 also includes guest commentaries by renowned Wharton
(phone and tablet). This year, that number jumped to one in three, growing
professor Peter Fader, who discusses the importance of focusing on the
approximately 50% in one year. Mobile has effectively changed the
holiday metrics that are truly relevant, and by internationally recognized
ecommerce landscape for good, and those who fail to embrace a mobile
email marketing expert Jeanne Jennings, who explains how to most
mindset will undoubtedly find their future holiday coffers filled with coal
effectively use this EQ’s metrics and benchmarks and tailor them for your
instead of cash. And with mobile comes social, which also had a role, albeit
own business.
not as large, in shaping the holiday 2013 retail climate.
EQ4 2013 delves into what all of these facts and figures really mean: what’s
trend-driven and statistically significant, what’s a result of this anomalous
season, and what online retailers need to do over the course of this next
year to prepare for holiday 2014.
Cyber Monday was the most lucrative
online shopping day in history, with
an impressive $2 billion tally.
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5. EQ4 2013
About the EQ
As ecommerce companies look for ways to increase customer engagement
The EQ also includes Takeaways, ideas and best practices used by leading
and sales in a highly competitive online environment, they’re faced with
ecommerce websites, based on insights gained from the more than
challenges centered on massive amounts of data. This big data conundrum
seven billion online shopping sessions that contribute to the analysis and
goes beyond the collection and storage of information about customers
benchmark reports found in every release.
and prospects.
Using a combination of historical and real-time data allows ecommerce
marketers to glean meaningful insights that result in more relevant shopping
experiences that drive loyal customers who share their experiences with
others. Ecommerce businesses that tackle big data head-on focus their
attention on different customer segments that continue to be explored in
every release of the Ecommerce Quarterly (EQ):
• Predefined: New versus returning; referring
traffic sources; technographics; geography.
• Custom or Proprietary: Demographics;
proximity to location.
• On-Site Behavior: Shopping cart
activity; brand or category affinity.
• Behaviors Across the Web: Browsing and purchase
patterns demonstrated on third-party websites.
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6. EQ4 2013
Ecommerce Holiday Highlights
The November to December time period is fiscal make-or-break time for
But as it has for four years running, Black Friday took a backseat to Cyber
online retailers, and the 2013 holiday season certainly did not disappoint.
Monday, its powerhouse online sibling. Cyber Monday has become a
Overall, there was a 33.3% increase in the number of purchases made on
leading retailers’ websites between Thanksgiving Day and Cyber Monday,
and a $166.24 average order value (AOV) in that same period, which
resulted in a 13.96% increase in AOV from last year.
BLACK
FRIDAY
TOTAL
REVENUE
68%
Online spending on Black Friday soared to record highs as an everincreasing amount of customers chose to shop online rather than brave
long lines (and the elements). Year over year, total revenue on Black Friday
increased by 68% and conversion rates jumped from 3.53% to 4.51% for a
28% increase. Overall, website traffic jumped over 10%.
Overall Average Order Values
(November & December)
Average Order Value by Device
(Holiday Shopping Kickoff Period*)
barometer for the holiday season’s overall success. And with massive
amounts of dollars being spent, huge AOVs, and impressive conversion
$165.22
2013
rates, this year was no exception.
Overall
$144.21
2012
Cyber Monday 2013 was the highest grossing online shopping day in
14.57%
history at over $2 billion, and Cyber Monday itself continues to be the top
Year Over Year Increase
online sales day of the year. It held the year’s highest average conversion
$167.31
2013
rate at 4.92%, which is a 20% conversion rate jump from 2012’s spike at
Traditional
4.1%. And the year-over-year conversion rate jump is more pronounced on
$144.60
2012
Cyber Monday than during the two-month holiday period, which increased
just 6.83% (from 2.78% to 2.97%).
Tablet
$162.80
2013
2012
15.71%
Year Over Year Increase
$142.64
Overall Conversion Rates
(November & December) 14.13%
Year Over Year Increase
2013
2012
$161.09
$133.08
2013
Smartphone
21%
2013
2012
2012
2.97%
$133.60
2.78%
$136.61
6.83%
2.20%
Year Over Year Increase
Year Over Year Increase
Year Over Year Decrease
*(11/23/2013 – 12/02/2013)
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7. EQ4 2013
Average Order Value by Device
(Holiday Shopping Kickoff Period*)
While the five-day period in between Thanksgiving and Cyber Monday
used to be the most crucial timeframe for the holiday shopping season,
that period has now extended and evolved into Cyber Week, with deals
extending well beyond Monday. For the five days beyond Cyber Monday,
2013 saw a year-over-year increase in purchases of 22.74%, ecommerce
Overall
2013
2012
$165.22
$144.21
conversion rates of 19.46%, AOV of 21.41%, total revenue of 46.84%,
14.57%
and revenue per session of 44.43%. Revenue from shoppers on tablets
Year Over Year Increase
had the largest revenue increase at 152.68%, followed by smartphones at
108.58% and desktops and laptops at 33.54%.
Traditional
$167.31
2013
2012
$144.60
Overall, however, shoppers converted better across all channels and
15.71%
devices throughout the entire holiday season, not just Black Friday and
Year Over Year Increase
Cyber Monday. The increase in conversion rates show that people were
shopping with the intent to buy, not just browse.
Tablet
Overall Average Order Values
(November & December)
CYBER WEEK STAND-OUT STATS
2013
REVENUE
PER SESSION
2012
44%
CONVERSION
RATE
19%
2012
$162.80
$142.64
14.13%
Year Over Year Increase
$161.09
AVERAGE
ORDER
$133.08 VALUE
21%
21%
2013
Smartphone
2013
2012
$133.60
$136.61
2.20%
Year Over Year Increase
Year Over Year Decrease
*(11/23/2013 – 12/02/2013)
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8. EQ4 2013
Conversion Rate by Device
(Holiday Shopping Kickoff Period*)
Overall
Takeaways
• Send smarter and relevant emails promoting your holiday sales. Use realtime mechanisms like countdown clocks to create a sense of urgency, and
open-time emails to geo-target shoppers with holiday offers specific to
their location. Make sure you have continuity of experience between email
and website, providing a consistent feel.
3.50%
2013
2.96%
2012
18.12%
Year Over Year Increase
Traditional
4.00%
2013
3.21%
2012
24.29%
Year Over Year Increase
Tablet
3.16%
2013
2.68%
2012
17.75%
Year Over Year Increase
Smartphone
2013
2012
1.18%
• Use the lessons learned from the anomalies of this past season to prepare
for holiday 2014. The crucial time period between Thanksgiving and
Christmas will still be truncated, resulting in only two more days than this
year. Think about starting your holiday sales well before the traditional
Black Friday start of the season. And with the compressed holiday season
making it all but mandatory for consumers to shop online over the weekend,
it’s critical to bridge the gap between the consumer’s in-store and online
shopping experiences through personalization and real-time marketing
efforts.
• Whether it be related to weather or unexpected demand, some leading
retailers had trouble delivering purchases by a promised date. Retailers
can begin differentiating themselves in this area by adding clarity to the
shopping process. Let your customers know throughout the browsing and
checkout process what items—and how many—are in stock, when those
items will ship, and when they can expect to receive them.
0.93%
26.70%
Year Over Year Increase
*(11/23/2013 – 12/02/2013)
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9. EQ4 2013
Mobile Takeover
MOBILE
COMMERCE
102%
Website Traffic by Device
One out of every three visits to leading ecommerce websites now comes
from either a tablet or smartphone—up from one out of five just last year—
12.21%
and, overall, mobile ecommerce orders grew 102% year-over-year and
accounted for 4.22% of holiday ecommerce orders. In particular, mobile
traffic was responsible for almost 40% of Black Friday online traffic.
On Black Friday, traffic stemming from tablets jumped a whopping 89.46%
Q4
2013
14.58%
73.21%
from last year (compared to a 66.09% increase for smartphones and a
5.80% decrease for traditional). The numbers are similarly impressive
on Cyber Monday, where tablet traffic saw an uptick of 73.09%, while
Traditional
smartphones increased a solid 53.19% and traditional took a 9.77%
Tablet
nosedive from 2012.
CHRISTMAS
DAY TABLET
TRAFFIC
47%
38.6% respectively from 2012, which could be the result of a slew of shiny
9.55%
new toys under the tree, or consumers receiving gift cards and using them
to start shopping the sales from the comfort of their couches.
Smartphone
8.83%
Christmas Day tablet and smartphone traffic were also up 46.9% and
Q4
2012
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81.62%

10. EQ4 2013
Although smartphones are due their fair share of credit when it comes to
Furthermore, tablet’s massive year over year spike of 53% of market
traffic, it’s clear that, when it comes to AOV, the true mobile superstar of
share also shows how rapidly the tablet is becoming the device of choice
the holidays is the tablet.
for shoppers. Smartphones, too, have seen a big percentage jump year
During the November/December shopping season, AOV for tablets was
$153.44, compared to smartphones’ $129.42. AOV for traditional hovered
over year in market share, but, relatively, their overall percentages are
still quite low.
at $164.13, which shows that tablets are comparable to desktops and
If the upward trend continues and tablets continually become a more
laptops in that shoppers will buy on them, whereas consumers are more
integral part of the consumers’ shopping experience, tablets may very
likely to use smartphones to browse or as entertainment. Year over year,
well overtake laptops and desktops as the shopping vehicle of choice
AOV for tablets continued its growth trajectory at a healthy 17.27%, while
come holiday 2014.
smartphones were relatively stagnant at .5%.
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11. EQ4 2013
Average Order Value by Device
(November & December)
Traditional
$164.13
2013
2012
$133.45
22.98%
Year Over Year Increase
Tablet
2013
2012
$153.44
$130.84
17.27%
Year Over Year Increase
Smartphone
2013
2012
$129.42
$128.75
Takeaways
• Tablets represented a huge revenue driver this holiday season, just
as previous years’ performance data predicted. Marketers who were
unprepared to provide customers with a winning tablet experience this past
season should take this lesson to heart when looking to the year ahead.
• Mobile optimization has to be a crucial part of your holiday strategy. Make
sure that all messages render properly across all screens and devices. Use
responsive or fluid design to increase mobile openings and engagement.
Ensure that shoppers are having good user experiences, which, in turn,
build brand affinity and revenue-building loyalty.
• Growth rates from the weekends leading up to Christmas—which have
traditionally been light—have jumped to almost four times what’s being
seen in the work week. This could be attributed to the fact that people are
shopping more from their tablets at home on the weekends rather than
from their office desktops during the week.
.50%
Year Over Year Increase
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12. EQ4 2013
Focus on the Metrics that Matter
Peter Fader, Professor of Marketing at the
Which is why it intrigued me that during the holidays, news outlets were
Wharton School of the University of Pennsylvania
focusing on the fact that despite Android’s dominance over iOS in terms
and academic Co-Director of the Wharton
of sheer number of devices, the Apple products delivered more Christmas
Customer Analytics Initiative, an academic
sales than its better-selling competitor (16.29% better, with iOS averaging
research center focused on the development and
$150.87 compared to Android’s $129.73). So yes, maybe we’re selling
application of customer analytic methods.
more Android phones, but if consumers are doing less on it, than its net
I find it frustrating that we’re always just saying; “How much more did
contribution to the economy or the app environment is less.
we sell of one phone than the other?” At the surface it’s like, ok, we’re
We know that we’re using the phone as a platform for other kinds of things,
comparing two operating systems. But while those numbers might be
so we should judge it on that broader basis. When we look at all the other
completely accurate—and I’m not arguing with their validity—they’re
things that the people who are using iOS did, it’s clear that it’s much more
getting only part of the picture.
profitable and attractive than Android. And this knowledge gives us a new
What interests me is that instead of looking at which of these two devices
sold more, we’re starting to focus on what’s really relevant: which of the
window to actually understand holiday sales more generally, and how to
prepare for holiday seasons ahead.
two was a portal to lots of other commerce that maybe have very little to
do with the device itself.
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13. EQ4 2013
Holiday Is Getting Social
While it may not have the critical significance of mobile, social media is
On the opposite end, Pinterest has emerged as this season’s social superstar,
becoming increasingly crucial for ecommerce success.
with its conversion rate jumping 29.8% in just one year. Its more than 70
Looking solely at the numbers, social impact appears somewhat
contradictory with regards to holiday ecommerce. Traffic originating from
social sites increased 13.9% from 2012 to 2013, but there’s been a 15%
drop in social conversion rate (from .87% in 2012 to .74% in 2013).
million users looked increasingly toward the pin-centric site for holiday
promotions and deals, and according to a recent survey by the Harvard
Business Review, a full 21% of Pinners have bought an item after pinning,
repinning it, or liking it 3.
But at closer examination, it’s clear that the disconnect is a result of
Takeaway
Facebook’s declining traffic. Facebook’s conversion rate has plummeted by
26.27% in the past year. Around 75% of what’s considered social traffic is
derived from Zuckerberg’s behemoth, so while it may appear that social is
declining, the numbers are actually getting skewed by Facebook’s market
domination.
• Social users can be incredibly fickle. What’s the hottest social platform
one year can be passé the next. It’s not uncommon for social networks to
skew the metrics and hide the more interesting and actionable figures. It’s
important to look closely at the data to identify areas of opportunities to
engage users where they’re most active (i.e., Pinterest vs. Facebook) and
to understand the true trends taking place.
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PINTEREST
CONVERSION
RATE
30%

14. EQ4 2013
Your Personal Ecommerce Quarterly
Jeanne Jennings is Vice President of Global
Reports like this one give you a framework—you can see how smart
Strategic Services for Alchemy Worx, a leading
analytical minds are looking at, parsing and manipulating data to gain
email marketing agency, and an internationally
insight into online marketing performance. A large part of the value lies
recognized expert in the field of email marketing.
not so much in the end result, but in the formulas used to get there. These
formulas give you the groundwork you need to develop your own internal
Here, Jeanne walks you through how to build your own personal EQ.
benchmarks and allow you to gauge your current and future performance
against your own past performance, as well as against industry trends.
I’m a huge fan of metrics and benchmarks—in fact, I collect them. But
industry benchmarks are a somewhat controversial concept in the online
marketing world. Even in the Methodology section of this report it’s said,
“These averages are published only to support the analysis...and are not
intended to be benchmarks for any ecommerce business.”
So why publish average metrics if you don’t suggest they be used as
industry benchmarks? And what benefit can you get from this report full
of data if you don’t use the numbers as benchmarks for your own results?
Pull your own data, develop and chart your
internal benchmarks and then compare your
performance trends to the industry trends
provided here. Then you’ve got the analysis
you need to identify key variances, investigate
them and make qualitative changes to improve
your ecommerce marketing programs.
- Jeanne Jennings, Vice President of Global
Strategic Services, Alchemy Worx
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15. EQ4 2013
Developing internal benchmarks isn’t difficult, but it does take time—time
at Average Order Value by State, found on page 25. (If you’re divvying up
that many marketers don’t feel they have. It also takes some thought
your marketing spend by state, this would be an important metric for you.
to get it right. Here’s a quick start guide to help build your own internal
If not, it likely wouldn’t be. So, take or leave this as an internal benchmark
benchmarks:
depending on your current situation. For this simple exercise, let’s leave it.)
1. Determine which of the metrics or formulas presented here are
Next, use your own data to calculate your internal AOV benchmarks. If
most relevant to your business and which aren’t so relevant.
you can get historic data to calculate past performance, by all means do.
2. Use your own data to calculate quarterly performance using the
Here’s an example:
formulas you’ve identified as speaking to your business goals.
Your Email
Q4 2012
Q1 2013
Q2 2013
Q3 2013
Q4 2013
Revenue
$129,875
$168,976
$197,653
$178,543
$197,654
3. Plot these internal benchmarks over time to
Number of Orders
2,567
2,611
2,450
2,435
$69.27
$65.83
$75.70
$72.87
$81.17
Your Search
4. Compare the trends you see in your internal
1,875
Average Order Value
identify peaks, valleys and trends.
Q4 2012
Q1 2013
Q2 2013
Q3 2013
Q4 2013
$99,865
Revenue
$105,670
$115,600
2,875
1,876
1,992
1,986
$55.31
$55.22
$56.33
$58.03
$50.28
Your Social
understand what qualitative factors are causing
$158,765
2,146
Average Order Value
5. Analyze the elements impacting your program to
$120,080
Number of Orders
benchmarks to trends in industry averages.
Q4 2012
Q1 2013
Q2 2013
Q3 2013
Q4 2013
$234,789
Revenue
$135,678
$165,432
$176,431
2,250
2,556
2,875
3,267
3,554
Average Order Value
Let’s walk through a simple exercise, using the information found in this
$126,700
Number of Orders
your performance to improve—or decline.
$56.31
$53.08
$57.54
$54.00
$66.06
Q4 2013
I’m a fan of any metric that includes revenue, so let’s start by looking at
Q4 2012
Q1 2013
Q2 2013
Q3 2013
$115.19
$108.13
$117.36
$112.01
$123.92
Monetate Search AOV
EQ4 2013, to get you started.
Monetate Data
Monetate Email AOV
$127.83
$138.43
$144.82
$151.96
$150.83
Monetate Social AOV
$90.27
$90.51
$94.18
$93.49
$110.82
Average Order Value by Traffic Source, found on page 22. Now let’s look
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16. EQ4 2013
Average Order Value
$85
Average Order Value
$160
$80
$140
$75
$70
$120
$65
$100
$60
$80
$55
$50
$60
$45
Q4 2012
Q1 2013
Your Email AOV
Q2 2013
Your Search AOV
Q3 2013
Q4 2013
Q4 2012
Your Social AOV
Q1 2013
Monetate Email AOV
Q2 2013
Q3 2013
Monetate Search AOV
Q4 2013
Monetate Social AOV
Once you have the numbers, use a line chart, like the one above, to visually
Here is where we come back around to the value of industry average
show performance over time. You might also chart this year over year, with
performance. One way to look at your internal performance compared to
a different line for each calendar or fiscal year.
industry performance is to chart it all together on the same graph, as above.
So what does this chart tell you? You can see your own absolute performance
What I don’t like about this is that it’s too easy to just say “we’re below the
and you can see your own trends. But is email really the rockstar that it
industry average,” throw up your hands and walk away. Here’s the thing:
appears to be? And were search and social truly on par with each other until
it’s not about the absolute data value of the industry average—it’s about
this last quarter when there was a huge divergence? Yes and no.
the trend over time.
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17. EQ4 2013
70%
As a result, I prefer to chart AOVs and other internal benchmarks as a
Average Order Value
Percent to Industry Benchmark
percentage of the industry averages (see left). I think this makes for a
cleaner chart (three lines instead of six, in this case) and it removes the
“absolute dollar value” bias to allow for a clearer focus on trends.
65%
60%
So how are our AOVs doing compared to the industry averages? Looking
55%
at the chart above we can clearly see that email is doing well—it’s trending
50%
upwards, improving more than the industry average is.
45%
Search and social, which seemed on par, are actually doing very differently
40%
with respect to what the rest of the industry is seeing. Social has tracked
35%
the industry average fairly closely at a consistent 60% of performance. But
Q4 2012
Q1 2013
Your Email AOV %
to Industry Benchmark
Q2 2013
Q3 2013
Your Search AOV %
to Industry Benchmark
search is another story—it has been losing ground compared to what the
Q4 2013
Your Social AOV %
to Industry Benchmark
industry as a whole is seeing.
Once you’ve analyzed your performance compared to industry trends, it’s
time to dive deeper and look for the reasons behind the numbers. Set aside
Take the AOV metric we’ve been working with, for example. The absolute
some time to develop your own personal Ecommerce Quarterly report for
value of an average order varies widely. Ecommerce companies selling
your organization. Pull your own data, develop and chart your internal
high-ticket items will almost always have a higher AOV than those selling
benchmarks and then compare your performance trends to the industry
low-ticket items, even if they are in the same industry. Although the dollar
trends provided here. Then you’ve got the analysis you need to identify key
values may be widely different, the trends in AOV should be the same no
variances, investigate them and make qualitative changes to improve your
matter the absolute dollar value.
ecommerce marketing programs.
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18. EQ4 2013
Benchmark Reports
SMARTPHONE
TABLET
OVERALL
Website Visits by Device
Q4 2012
Q1 2013
Q2 2013
Q3 2013
Q4 2013
Traditional
81.62%
79.82%
78.79%
76.13%
73.21%
Tablet
9.55%
11.20%
11.96%
13.21%
14.58%
Smartphone
8.83%
8.98%
9.25%
10.67%
12.21%
iPad
91.11%
90.55%
90.50%
88.93%
87.52%
Kindle Fire
2.70%
1.93%
1.54%
1.43%
1.96%
Android
6.19%
7.52%
7.96%
9.65%
10.53%
iPhone
60.75%
62.65%
62.26%
60.75%
59.59%
Android
38.33%
36.28%
36.51%
37.92%
39.05%
Windows
0.92%
1.07%
1.24%
1.33%
1.36%
Website Visits by Traffic Source
Q4 2012
Q1 2013
Q2 2013
Q3 2013
Q4 2013
Email
4.38%
3.76%
3.21%
2.82%
2.72%
Search
29.81%
28.99%
29.86%
30.16%
32.61%
Social
1.01%
1.04%
1.09%
1.12%
1.14%
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19. EQ4 2013
Conversion Rates
Q4 2012
Q1 2013
Q2 2013
Q3 2013
Q4 2013
U.S.
2.85%
2.54%
2.67%
2.42%
3.06%
International
1.65%
1.40%
1.21%
1.14%
1.17%
Conversion Rates
Q4 2012
Q1 2013
Q2 2013
Q3 2013
Q4 2013
New
2.18%
1.78%
1.78%
1.64%
2.11%
Returning
3.30%
3.02%
3.16%
2.92%
3.54%
Add-to-Cart Rates
Q4 2012
Q1 2013
Q2 2013
Q3 2013
Q4 2013
U.S.
10.10%
9.20%
8.94%
7.25%
8.84%
International
7.36%
6.22%
5.70%
5.09%
5.90%
Add-to-Cart Rates
Q4 2012
Q1 2013
Q2 2013
Q3 2013
Q4 2013
New
7.62%
6.74%
6.25%
5.16%
6.35%
Returning
12.26%
10.98%
10.85%
9.02%
10.77%
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20. EQ4 2013
SMARTPHONE
TABLET
OVERALL
Conversion Rates by Device
Q4 2012
Q1 2013
Q2 2013
Q3 2013
Q4 2013
Traditional
2.91%
2.58%
2.64%
2.47%
3.11%
Tablet
2.43%
2.14%
2.28%
2.01%
2.59%
Smartphone
0.86%
0.85%
0.88%
0.76%
1.01%
iPad
2.49%
2.19%
2.35%
2.09%
2.72%
Kindle Fire
1.51%
1.34%
1.40%
1.15%
0.82%
Android
1.89%
1.69%
1.71%
1.44%
1.82%
iPhone
0.90%
0.85%
0.91%
0.81%
1.09%
Android
0.81%
0.85%
0.82%
0.69%
0.90%
Windows
0.72%
0.76%
0.72%
0.59%
0.70%
Conversion Rates by Traffic Source
Q4 2012
Q1 2013
Q2 2013
Q3 2013
Q4 2013
Email
2.14%
1.79%
1.79%
1.69%
2.28%
Search
0.87%
0.68%
0.60%
0.54%
0.74%
Social
3.31%
3.03%
3.07%
2.90%
3.84%
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21. EQ4 2013
Add-to-Cart Rate by Referrer
Q4 2012
Q1 2013
Q2 2013
Q3 2013
Q4 2013
Email
11.37%
10.33%
10.09%
9.19%
11.25%
Search
7.47%
6.38%
6.20%
5.18%
6.53%
Social
3.64%
3.08%
2.61%
1.98%
2.85%
Average Page Views by Referrer
Q4 2012
Q1 2013
Q2 2013
Q3 2013
Q4 2013
Email
9.34
9.22
8.61
8.52
8.87
Search
9.05
8.62
8.25
7.91
8.04
Social
5.34
5.22
4.63
4.38
4.53
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22. EQ4 2013
SMARTPHONE
TABLET
OVERALL
Average Order Value by Device
Q4 2012
Q1 2013
Q2 2013
Q3 2013
Q4 2013
Traditional
$144.36
$147.29
$151.46
$163.28
$165.85
Tablet
$132.57
$133.12
$135.02
$149.57
$152.70
Smartphone
$125.34
$110.47
$113.66
$109.29
$129.20
iPad
$134.29
$135.54
$137.59
$153.15
$155.36
Android
$98.78
$91.94
$94.47
$93.83
$109.80
Kindle Fire
$111.46
$104.17
$101.89
$109.14
$123.44
iPhone
$132.31
$113.79
$111.58
$111.00
$125.98
Android
$113.61
$105.16
$118.20
$106.71
$135.75
Windows
$106.76
$96.83
$91.66
$89.83
$106.15
Average Order Value by Traffic Source
Q4 2012
Q1 2013
Q2 2013
Q3 2013
Q4 2013
Email
$127.83
$138.43
$144.82
$151.96
$150.83
Search
$90.27
$90.51
$94.18
$93.49
$110.82
Social
$115.19
$108.13
$117.36
$112.01
$123.93
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23. EQ4 2013
Browser Market Share
Q4 2012
Q1 2013
Q2 2013
Q3 2013
Q4 2013
Internet Explorer
36.68%
33.41%
31.64%
30.49%
25.08%
Chrome
18.93%
21.13%
22.71%
23.03%
23.62%
Mobile Chrome
0.36%
0.60%
0.91%
1.49%
2.16%
Firefox
15.00%
14.69%
14.35%
13.45%
12.85%
Mobile Safari
13.85%
15.46%
16.19%
17.72%
19.50%
Safari
14.63%
14.29%
13.82%
13.49%
13.33%
Kindle Fire
0.26%
0.22%
0.18%
0.19%
0.29%
Opera
0.12%
0.01%
0.01%
0.01%
0.01%
Other
0.16%
0.20%
0.19%
0.11%
3.16%
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24. EQ4 2013
Conversion Rates by State
Q4 2013
Conversion Rates by State
Q4 2013
Armed Forces - Europe
4.58%
South Dakota
3.17%
Pennsylvania
4.14%
Nebraska
3.14%
Wyoming
4.06%
New Mexico
3.14%
Armed Forces - Pacific
4.00%
Oklahoma
3.13%
West Virginia
3.90%
Arizona
3.12%
Armed Forces - America
3.88%
Idaho
3.12%
Delaware
3.74%
Illinois
3.11%
Connecticut
3.60%
Iowa
3.10%
Vermont
3.56%
Tennessee
3.10%
New Jersey
3.51%
Kansas
3.06%
Kentucky
3.50%
South Carolina
3.05%
Montana
3.46%
North Carolina
3.05%
New Hampshire
3.46%
Utah
3.05%
North Dakota
3.45%
Massachusetts
3.04%
Maryland
3.44%
Alabama
3.04%
Indiana
3.40%
Arkansas
3.03%
Colorado
3.39%
Nevada
3.01%
Alaska
3.37%
Georgia
2.97%
Wisconsin
3.36%
Oregon
2.96%
New York
3.34%
California
2.86%
Ohio
3.34%
Florida
2.78%
Rhode Island
3.32%
Virginia
2.76%
Maine
3.30%
Texas
2.67%
Mississippi
3.26%
Hawaii
2.64%
Michigan
3.24%
Missouri
2.57%
District of Columbia
3.24%
Minnesota
2.38%
Louisiana
3.22%
Washington
2.23%
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25. EQ4 2013
Average Order Value by State
Q4 2013
Average Order Value by State
Q4 2013
Armed Forces - America
$248.83
Louisiana
$144.01
Armed Forces - Europe
$189.96
Virginia
$143.50
Armed Forces - Pacific
$176.62
Arkansas
$143.01
Colorado
$175.31
New Hampshire
$142.12
Texas
$172.39
Arizona
$141.09
District of Columbia
$166.90
Iowa
$140.96
Hawaii
$166.55
Kansas
$140.65
New York
$162.21
Wisconsin
$140.63
Alaska
$159.44
Georgia
$140.40
Illinois
$158.28
Missouri
$140.38
North Dakota
$158.12
Nebraska
$139.85
California
$157.94
Rhode Island
$138.77
Florida
$156.40
Montana
$137.80
New Jersey
$153.55
Michigan
$137.64
Oklahoma
$153.06
Idaho
$136.48
Nevada
$152.28
Alabama
$135.23
Utah
$151.04
Mississippi
$133.88
New Mexico
$150.66
Indiana
$133.83
Massachusetts
$150.62
Tennessee
$133.73
Connecticut
$150.50
North Carolina
$133.66
Delaware
$149.02
Ohio
$133.47
Minnesota
$147.82
Vermont
$132.35
South Dakota
$147.21
Kentucky
$131.29
Wyoming
$146.34
South Carolina
$130.71
Washington
$146.21
Maine
$124.93
Oregon
$146.00
West Virginia
$123.78
Maryland
$144.16
Pennsylvania
$120.97
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26. EQ4 2013
Methodology
The EQ analyzes a random sample of over seven billion online shopping
experiences using “same store” data across each calendar quarter.
Averages throughout the EQ are calculated across the entire sample. Key
performance indicators, such as average order value and conversion rate,
will vary by industry/market type. These averages are published only to
support the analysis in each release of the EQ, and are not intended to be
benchmarks for any ecommerce business.
For all media inquiries, questions, and feedback
regarding the information in this report, or to obtain
copies of previous releases of the EQ, contact:
Matt Helmke
Director of Marketing Strategy
(215) 987-4441
mhelmke@monetate.com
References
1. Census Facts for Features: The 2013 Holiday Season, US Department of Commerce (January 2013)
2. Cautious Consumers Trim Holiday Gift Giving Budgets, National Retail Federation (October 2013)
3. How Pinterest Puts People in Stores, Harvard Business Review (August 2013)
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27. EQ4 2013
About Monetate
The Monetate Acceleration Cloud lets marketers understand their
Monetate generates billions of dollars of new revenue for businesses,
customers’ situations, behaviors, and preferences, and act on those insights
helping them grow 39% faster than the industry average. Brands such as
with in-the-moment, relevant experiences, targeted to the right customer
Best Buy, National Geographic, and Celebrity Cruises rely on Monetate to
at the right time. The Monetate Acceleration Cloud runs above traditional
put the customer first, creating stronger relationships that drive sustained
infrastructure and is accessed through one seamless user interface.
competitive advantage.
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28. Expert Optimization Resources
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monetate.com/resources
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