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State of mobile-first eCommerce


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State of mobile-first eCommerce Report is a comprehensive comparison of 11,000 online stores worldwide. Along with our partner, Shoprank, we used the Lighthouse test to check what the PWA condition for the biggest market players is.

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State of mobile-first eCommerce

  1. 1. Comparison of 11K Online Stores Using Lighthouse Test STATE OF MOBILE-FIRST ECOMMERCE
  2. 2. STATE OF MOBILE-FIRST ECOMMERCE Today, the Internet is mobile. It’s no surprise with over 2.5 billion smartphones used worldwide and 17 exabytes of data downloaded by mobile devices each month. Introduction Number of smartphones users worldwide from 2014 to 2020 (in billions) 3.0 2014 2015 2016 2017 2018 2019 2020 2.0 1.0 2.5 1.5 0.5 0 1.57 1.86 2.1 2.32 2.53 2.71 2.87 Global data traffic from 2016 to 2021 (in exabytes per month) 2016 2017 2018 2019 2020 2021 50 30 10 40 20 7 11 17 24 35 49 2
  3. 3. STATE OF MOBILE-FIRST ECOMMERCE According to eMarketer estimates, retail eCommerce sales reached $2.3 trillion in 2017, a 23.2% increase over the previous year. The mobile share of this stood at 58.9%, or $1.4 trillion. Surprisingly, not all companies are aware of these changes and not all of them react in the right way. As we believe that PWA is one of the answers to the mobile-first revolution, we decided to create a report about the condition of PWA, performance and other factors affecting the biggest eCommerce shops around the world. In 2021, mobile eCommerce could rake in some $3.5 trillion and then make up almost three quarters (72.9%) of eCommerce sales. 3
  4. 4. One of the most important factors that Lighthouse examines is a company’s PWA. But what exactly is a PWA? First, let’s take a look at the definition created by Google: Progressive Web Apps (PWA) are user experiences that have the reach of the web, and are: • Reliable – Load instantly and never show the downasaur, even in uncertain network conditions. • Fast – Respond quickly to user interactions with silky smooth animations and no janky scrolling. • Engaging – Feel like a natural app on the device, with an immersive user experience. This new level of quality allows Progressive Web Apps to earn a place on the user’s home screen. So, a PWA is a web application based on standard web technologies with the addition of the newest JavaScript features that make you feel as though you’re using a native Android or iOS app. PWA applications save downloaded files and data on the user’s device in a cache. Thanks to this, the data is delivered immediately from the user’s device on subsequent queries no matter how fast your Internet connection is (or even whether you have it or not). It’s possible thanks to a service worker, which is a kind of gate between our application and the server. When it detects the page or data is already saved in the device’s cache, it delivers the data to the user directly from the cache and, in the meantime, synchronizes it with the server data. PWA engages as native apps – they are installable, attract users with push notifications and offer an immersive full- screen experience. This last feature is possible thanks to the so-called Web App Manifest – a simple JSON file that tells the browser about your web application and how it should behave when it is ‘installed’ on the user’s mobile device or desktop. What exactly is a PWA? 4 STATE OF MOBILE-FIRST ECOMMERCE
  5. 5. STATE OF MOBILE-FIRST ECOMMERCE What are the advantages of PWA? • Discoverability – content in Progressive Web Apps can easily be found by search engines. It brings new possibilities for content-centric companies that run native apps. When you use a PWA, your content will be shown in the search engine results. • Linkability – any page or screen of your app has a direct link that can be shared easily. • Bookmarkability – you can save that link to access the app directly. • Fresh and up-to-date – there’s no need to go through the app store approval process to push updates; what’s more, native apps are usually updated only via a wifi connection – PWA are always up-to-date. • Data saving – this is especially important if your business is present in markets where internet access is slow or expensive. 5
  6. 6. Increase mobile revenue by 20% One app across all browsers and platforms Save up to 75% on development costs No App Store submissions or rejections Ready to launch in just 60 days Always up-to-date with the latest version Easy to integrate through API, no IT risk SCHEDULE A DEMO
  7. 7. STATE OF MOBILE-FIRST ECOMMERCE Our research We’ve examined 11k of the most popular eCommerce websites in the world using the Lighthouse tool from Google. Lighthouse is an open-source, automated tool for improving the performance, quality, and correctness of a web app. The entire test was conducted by our partner - ShopRank using open-source and publicly available technologies such as Lighthouse-api. We also used the most standard configuration for this purpose which was provided by the library created by Google ( GoogleChrome/Lighthouse). Data processing took place on a DigitalOcean server with 8 GB RAM and 4 vCPUs. The server was in Germany. When auditing a page, Lighthouse runs a barrage of tests against the page, and then generates a report on how well the page did. From here you can use the failing tests as indicators on what you can do to improve your app. The Lighthouse report focuses on 5 different areas: PWA, Best practices, Performance, SEO, and Accessibility. Below, you’ll find what factors are taken into consideration when analyzing the website. The data has been subjected to statistical analysis to verify their diversity in terms of country, technology and industry. 7
  8. 8. High quality data about eCommerce market. aggregates information from over 1.4 millions of eCommerces and exposes them by simple list with various filters and search engine to let you find only these companies which are interesting for you. Service is gathering data about eCommerces traffic, technologies, product categories, couriers and many others. You can export to CSV or integrate with your CRM. If your clients are mainly eShops or you want to learn more about eCommerce market, you should visit, many of the features are available for free. CHECK SHOPRANK WEBSITE
  9. 9. Countries Although the Chinese eCommerce Market is the first in the world (600 000 mln USD), as you can observe, China isn’t one of the top countries. The reason for that is eCommerce shops in China are gathered mainly on big marketplaces, including TaoBao, Alibaba or Tmall. It makes the Chinese eCommerce landscape more centralized. Countries with the biggest number of eCommerce stores in our sample: Number of eShops per country Review of investigated stores United States Germany Russia United Kingdom France Italy 1544 657 757 503 696 325 * No data - eCommerce shops for which we had difficulty determining the country of origin. Australia Brazil Canada Czech Republic France Germany India Italy Japan Netherlands Poland Russia Spain Sweden Ukraine United Kingdom United States Others No data 0 500 1000 1500 2000 2500 3000 154 178 109 113 757 166 325 102 138 280 696 321 118 124 657 1544 780 2935 503 9 STATE OF MOBILE-FIRST ECOMMERCE
  10. 10. STATE OF MOBILE-FIRST ECOMMERCE Industries The most popular industries were clothing, consumer electronics, home and garden, recreation and sports. Number of eShops per Industry * No data - eCommerce shops for which we had difficulty determining the industry. antiques, collectibles art and crafts children clothing consumer electronics entertainment flowers and gifts food health and beauty home and garden jewellery and watch music and film office pets publications recreation and sport tools toys and games vehicle no data 0 500 1000 1500 2000 93 245 141 1668 1532 65 200 420 874 1398 242 167 117 88 299 1222 180 209 363 1477 10
  11. 11. STATE OF MOBILE-FIRST ECOMMERCE Visitors We’ve examined 11K of the most popular eCommerce websites in the world using the Lighthouse tool from Google. This is how many monthly visitors the smallest shop from the analyzed list had. This is how many visitors the biggest shop from the analyzed list had. The average number of visitors from the analyzed companies. 251K 7,358M 3M 11
  12. 12. STATE OF MOBILE-FIRST ECOMMERCE Review of Lighthouse Scores In this part, we focus on the condition of the analyzed eCommerce shops (11,000) with regard to each Lighthouse Test criteria (Performance, PWA, Accessibility, SEO and Best Practices). The eCommerce shops were scored on a scale of 100 points - the higher number means better result. Every criterion is shown on a diagram that represents the number of eCommerce shops (Frequency) that scored within a particular range of points (0-10, 10-20, 20-30 and so on). 12
  13. 13. 13 Performance Factors Performance refers to the speed with which web pages are downloaded and displayed on the user’s web browser. During performance analysis, Lighthouse scores such elements as images, JavaScripts and CSS. • Critical Request Chains • Defer unused CSS • Enable Text Compression • Estimated Input Latency • First Contentful Paint • First Interactive • First Meaningful Paint • Avoids Enormous Network Payloads • Has multiple page redirects • JavaScript Bootup Time Is Too High • Keep Server Response Times Low • Minify CSS • Offscreen Images • Optimize Images • Properly Size Images • Perceptual Speed Index • Preload key requests • Render-Blocking Resources • Serve Images in Next-Gen Formats • Time to Interactive • Unoptimized Images • User Timing Marks and Measures • Uses An Excessive DOM Size • Uses inefficient cache policy on static assets Performance isn’t the strong suit of the analyzed eCommerce shops. The average score for the analyzed shops is just 35.66. The most frequent score is between 10-30 - 36% of companies. The greatest number of eCommerce shops (73% of all platforms) scored less that 50. The research has also shown a strong correlation between PWA and Performance score. A bigger score for PWA was connected to a higher score for Performance. Performance distribution by frequency 2000 1000 Performance Frequency 0 0-10 10-20 20-30 30-40 40-50 50-60 60-70 70-80 80-90 90-100 100 1461 1981 1985 1523 1176 893 663 476 351 314 177 Performance - average score 35.66 STATE OF MOBILE-FIRST ECOMMERCE
  14. 14. 14 Accessibility Factors During the accessibility test, Lighthouse controls whether websites and web tools are properly designed and coded for people with disabilities to use them. It focuses on such aspects as properly labeled elements. • Buttons Have An Accessible Name • Document Doesn’t Have A Title Element • Element aria-* Attributes Are Allowed For This Role • Element ARIA Attributes Are Valid And Not Misspelled Or Non-Existent • Element aria-* Attributes Have Valid Values • Elements With ARIA Roles Have The Required aria-* Attributes • Every Form Element Has A Label • Every Image Element Has An alt Attribute • No Element Has a tabindex Attribute Greater Than 0 As we can see from the chart, majority of scores for Accessibility is clustered around the middle of the scale. The average rank is 58.34. The biggest group of eCommerce shops (27%) scored between 50-60 and is followed by 25% of all eCommerce shops, which scored 60-70. Only 7.77% of eCommerce shops achieved 80 points or more. Accessibility distribution by frequency Accessibility - average score 58.34 2000 3000 1000 Accessibility Rank Frequency 0 0-10 10-20 20-30 30-40 40-50 50-60 60-70 70-80 80-90 90-100 100 21 186 749 1975 2985 2769 1439 617 190 4821 STATE OF MOBILE-FIRST ECOMMERCE
  15. 15. If you want to know more about PWA, contact us! DOWNLOAD FULL REPORT