For the past 4 years, Demac Media has published a quarterly benchmark report to help retailers put their numbers in the context of their peers, and prepare for the quarter ahead.
In this edition of our Benchmark Report, we are highlighting the most important datapoints and trends we use to prepare our customers for growth.
For the past 4 years, Demac Media has published a quarterly benchmark report to help retailers put their numbers in the context of their peers, and prepare for the quarter ahead.
In this edition of our Benchmark Report, we are highlighting the most important datapoints and trends we use to prepare our customers for growth with special features from Bronto Software and Yotpo.
Lunch and Learn: Matt Bertulli @ Loblaw DigitalDemac Media
On April 22, 2016 Demac's CEO and co-founder, Matt Bertulli, joined the team at Loblaw Digital for a Lunch and Learn to discuss the changing digital landscape and the biggest challenges facing retailers.
Loblaw Digital is the team of responsible for building and operating the digital channels for Canada's largest and most successful retailer.
In the world of ecommerce, 2015 was a turning point in terms of mobile’s place in the affiliate shopping experience.
More than a device on which to research or browse, smartphones and tablets last year triumphed as sales portals -- mobile sales now represents nearly 1 in 3 sales which occur in the CJ Affiliate global network. Near the end of 2016, sales on mobile devices for some categories will likely account for 40% of global affiliate sales.
For an aspiring entrepreneur who has decided to be a part of the online world, there are endless decisions to take. These decisions further impact (and decide) the fate of their online business.
Considering the struggle of eCommerce startups and ever-changing consumer trends, we studied and listed the major highlights that would be crucial for online businesses in 2018.
Have a look to learn more.
For the past 4 years, Demac Media has published a quarterly benchmark report to help retailers put their numbers in the context of their peers, and prepare for the quarter ahead.
In this edition of our Benchmark Report, we are highlighting the most important datapoints and trends we use to prepare our customers for growth with special features from Bronto Software and Yotpo.
Lunch and Learn: Matt Bertulli @ Loblaw DigitalDemac Media
On April 22, 2016 Demac's CEO and co-founder, Matt Bertulli, joined the team at Loblaw Digital for a Lunch and Learn to discuss the changing digital landscape and the biggest challenges facing retailers.
Loblaw Digital is the team of responsible for building and operating the digital channels for Canada's largest and most successful retailer.
In the world of ecommerce, 2015 was a turning point in terms of mobile’s place in the affiliate shopping experience.
More than a device on which to research or browse, smartphones and tablets last year triumphed as sales portals -- mobile sales now represents nearly 1 in 3 sales which occur in the CJ Affiliate global network. Near the end of 2016, sales on mobile devices for some categories will likely account for 40% of global affiliate sales.
For an aspiring entrepreneur who has decided to be a part of the online world, there are endless decisions to take. These decisions further impact (and decide) the fate of their online business.
Considering the struggle of eCommerce startups and ever-changing consumer trends, we studied and listed the major highlights that would be crucial for online businesses in 2018.
Have a look to learn more.
2019 is the year of grocery disruption and mainstream omnichannel shopping. In this landscape, tight margins, high perishability, and heavy reliance on promotions mean that forecast accuracy is paramount. Legacy players cannot keep up with the speed of change driven by modern tech giants.
Rubikloud CEO, Kerry Liu pairs with a top 50 retailers to discuss how AI and machine learning help retailers fight technology with technology and offer shoppers the convenience and personalization they crave.
Nicolas Vedrenne, Managing Director Europe of the Merchant Risk Council, will present the key findings of MRC’s latest global research on payment security.
Who wins in an environment where stores are not only physical, but, both physical and digital, and anybody can set up a store front very easily.
Where the role of the retailer of the future is not merely delivering product to the shelf, but will include pricing, picking, and delivering product right to the household.
The Chinese market is an obvious source of inspiration, talent, and opportunity for Australian businesses. But tackling such a complex market needs considerable context, insight, and cultural understanding.
At ThoughtWorks Live Australia 2016, Angela Ferguson and Hu Kai shared stories and learnings around the level of upfront preparation, commitment, and assessment needed to ensure the best chance of success in the Chinese market.
IREU Top500 Mobile and Cross-channel Report @ 2016Filipp Paster
In this second IREU Top500 Performance Dimension Report, we focus squarely on mobile and cross-channel retail. One device, in particular, has transformed this area: the smartphone. We explore how retailers are using mobile in their business models as they trade at scale in this continent, and we investigate how the use of mobile varies between markets.
Authors: Mark Pigou
Topics: Mobile Commerce, Ecommerce Strategy
Industry: Retailer / Brand - Other Goods
Publication date: 9 December 2016
Chaplygin Roman Cybersecurity challanges in an interconnected worldEast-West Digital News
PwC expert Roman Chaplygin present the key findings of PWC’s Global Information Security Survey 2015 and their implications in the retail and consumer sectors.
2019 is the year of grocery disruption and mainstream omnichannel shopping. In this landscape, tight margins, high perishability, and heavy reliance on promotions mean that forecast accuracy is paramount. Legacy players cannot keep up with the speed of change driven by modern tech giants.
Rubikloud CEO, Kerry Liu pairs with a top 50 retailers to discuss how AI and machine learning help retailers fight technology with technology and offer shoppers the convenience and personalization they crave.
Nicolas Vedrenne, Managing Director Europe of the Merchant Risk Council, will present the key findings of MRC’s latest global research on payment security.
Who wins in an environment where stores are not only physical, but, both physical and digital, and anybody can set up a store front very easily.
Where the role of the retailer of the future is not merely delivering product to the shelf, but will include pricing, picking, and delivering product right to the household.
The Chinese market is an obvious source of inspiration, talent, and opportunity for Australian businesses. But tackling such a complex market needs considerable context, insight, and cultural understanding.
At ThoughtWorks Live Australia 2016, Angela Ferguson and Hu Kai shared stories and learnings around the level of upfront preparation, commitment, and assessment needed to ensure the best chance of success in the Chinese market.
IREU Top500 Mobile and Cross-channel Report @ 2016Filipp Paster
In this second IREU Top500 Performance Dimension Report, we focus squarely on mobile and cross-channel retail. One device, in particular, has transformed this area: the smartphone. We explore how retailers are using mobile in their business models as they trade at scale in this continent, and we investigate how the use of mobile varies between markets.
Authors: Mark Pigou
Topics: Mobile Commerce, Ecommerce Strategy
Industry: Retailer / Brand - Other Goods
Publication date: 9 December 2016
Chaplygin Roman Cybersecurity challanges in an interconnected worldEast-West Digital News
PwC expert Roman Chaplygin present the key findings of PWC’s Global Information Security Survey 2015 and their implications in the retail and consumer sectors.
28 Key Takeaways From The Email Design Conference 2016 (Boston)Litmus
It’s our biggest event of the year: The Email Design Conference in Boston. Couldn’t make it? Don’t worry! Relive the best moments with inspiring quotes and actionable takeaways from our speakers
in this presentation we have discussed about different methodology in password cracking. Password bruteforce, social engineering attack , phishing attack, windows login cracking, web login cracking, application password cracking, Gmail password and facebook password extracting
Acting as digital analyst for RestorationHardware.com, 2016 sales have been forecasted based on the previous 4-years of data from the web analytics provider.
Scenario:
▪ In order to save money in the down economy, RestorationHardware.com has reduced marketing spending and cut inventory buys.
▪ This strategy caused for negative sales growth – much lower than expected.
Goal:
▪ Increase Sales back to positive growth rate to reach $662m in Item Sales for 2016.
▪ List what metrics will be used.
Antti Ujainen, co-founder and CEO of SBD, kicks off the Marketing Automation Unplugged-event which was held on February 5th 2015. In his presentation, Antti describes the problems that marketing automation can solve, presenting a triangle framework which consists of your brand, your customer and the media through which you communicate with your customers. He also has the low-down on media consumption in this day and age and suggests that marketing and sales need to communicate in a more streamlined fashion. Towards the end he suggests a couple of frameworks for succeeding in implementing a marketing automation system and presents a couple of cases in which SBD have successfully solved their clients' problems.
Annual b2b marketing data benchmark report 2015Toni Wijaya
The marketing database sits at the heart of this machine and now has an inextricable linkage to your success in building interest, driving engagement and ultimately creating revenue. While enhanced analytics are increasingly seen as a key tool to identifying new sales opportunities and improving efficiency, so much of your success as marketers still boils down to how well your contact and company data is maintained, and how well it aligns with your go-to-market strategy. More than ever, you are measured by your ability to serve up content that helps customers prioritize and accelerate through the buyer journey. But you have to make sure there is a good fit for your offerings and a valid person on the other end of the line. Your relationship with your sales teams and your CEO depends on it.
How do you know how much to spend when developing a media budget for your brand? Learn the key questions you need to answer when deciding how much to allocate to your marketing budget for advertising.
What is the most important thing that changes during times of recession? Customer behavior. Building a good customer experience through experimentation can help retain existing customers, strengthen brand loyalty, and gain valuable insights.
Retail Omni Channel Commerce Platform IndustryAryanRaj496746
Retail omni channel commerce platform has gain popularity in recent times. It helps companies to manage their customers' data and manage their needs easily. In this report, you will find an introduction about retail omni channel commerce platform, latest news in industry, and detail about Delvens' market research report on global retail omni channel commerce platform market.
Digital First Brussels 14 - Key ingredients to lead generation 2.0 (16/10/2014)Kevin Van den Bosch
3 key elements to succesful lead generation.
Adapt your message & appraoch to the digital body language of your consumer.
Be relevant, personal and easy.
Illustrated with a few examples
Startup Stage - Business Services - Presentation by Murat Soysal, Founder & CEO of Segmentify at the NOAH Conference Berlin 2017, Tempodrom on the 22nd of June 2017.
Ecommerce and Digital Trends 2016.
- Ecommerce continues to grow WW
- Mobile is growing continously too...
- Omni Channel
- Social Media and Messaging Apps are the store
- Hyper Convenience, Speed and Excellence
- Big Data for relevance and Customized experience
Who is doing well
Around 1% to 3% of GMV per month is lost into leakages under various scenarios like overcharges levied by the marketplaces on commissions, pick and pack and weight handling charges, payments due on unpaid order, damage returns, carrier damages, replacement and returns.
Learn more about these intricated scenarios and how to handle it, with us.
Similar to eCommerce Benchmark Report - Q4 2015 (20)
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For October's eCommerce Toronto Meetup we were joined by Corey Ferreira, Content Marketer at Shopify to learn advances techniques and tips for Black Friday traffic and sales.
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Demac Media's Email Marketing Manager Ivana Simvic, presented at The Email Design Conference for Litmus Live 2016 in Boston on Email Deliverability and helping retailers avoid getting blacklisted. Here's a copy of here presentation with key action items for marketers, retailers, and brands.
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Who better to lead the Meetup on this topic than Demac Media's Director of Shopify Solutions, Jason Kemp. Jason joined us to discuss brand new mobile features like Apple Pay, and how merchants can make the most of them for the big Fall release. Jason also discussed the horizon in the mobile world to help online retailers be proactive rather than reactive!
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Christmas in July? Sort of! Unfortunately, most merchants don't realize the importance of planning and preparing for the holiday shopping season in Q3. With Back to School, Thanksgiving, Black Friday, CyberMonday, and Boxing Day…. the list goes on for the multitude of opportunities you should be taking advantage of, and ensuring that your eCommerce is up to snuff for the busy season ahead. Whether this is your first holiday experience, or if you're a seasoned pro, we've got you covered. From marketing budgets and calendars, to infrastructure testing, order fulfillment planning and code freezes, there's a lot more preparation and planning needed for Q4 than the average merchant might think. Join us on Thursday July 30th for a frank and in-depth discussion from our VP of Operations, Graham Leckie on the various things you should be planning for before and during the holiday season.
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Everything You Need to Know About Customer Lifetime Value (CLV)Demac Media
Customer Lifetime Value (CLV) has become a must know term for eCommerce merchants of any size. It allows you to discover the true value each customer has to your store. But what most people don't know are the different ways to calculate it and the true impact it has on your business.
In this discussion we cover everything you need to know about customer lifetime value. We present a few ways to calculate it as well as show some cases where CLV can impact a business. These cases will show what happens when you ignore lifetime value, and the benefits of making decisions with CLV in mind.
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Changing Role of Operations and Fulfillment in Omni-Channel RetailDemac Media
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As eCommerce grows in our home and native land, we've seen an 'Americanization' of Canadian consumer spending. Black Friday and Cyber Monday are great examples of shopping phenomenons that we've adopted from our neighbours south of the border. But how can merchants use these critical shopping days to further their success online? Check out this presentation by Derrick Khoo, Director of Conversion and Retention at Demac Media for a closer look at the shifting spending habits of Canadians, the proliferation of Black Friday and Cyber Monday promotions by Canadian retailers, and challenges retailers face in planning their promotional schedule. We also share insights and an aggregate of our own merchant data from the biggest holiday shopping weekend in Q4 to help merchants better understand where opportunities lie in 2015.
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2. TABLE OF
CONTENTS
A Q U I C K W O R D
D I S C O V E R Y
C O N V E R S I O N B Y D E V I C E
C O N V E R S I O N B Y C H A N N E L
M E T H O D O L O G Y
C O N TA C T D E M A C
4
5
7
12
13
16
ECOMMERCEBENCHMARKREPORTQ42015@DEMACMEDIA
3. DEMAC MEDIA IS A
COMMERCE AGENCY
For the past 4 years, Demac Media has published a quarterly benchmark
report to help retailers put their numbers in the context of their peers, and
prepare for the quarter ahead.
In this edition of our Benchmark Report, we are highlighting the most
important datapoints and trends we use to prepare our customers for
growth.
More information on the methodology used in reporting the findings herein
can be found at the end of this report.
Watch this space as we include more of our own data, and insights from our
partners, for future editions.
WE HELP MERCHANTS DESIGN,
CREATE & GROW STRONG
ECOMMERCE BUSINESSES.
OBJECTIVES
3
STRATEGY DESIGN DEVELOPMENT
ECOMMERCEBENCHMARKREPORTQ42015@DEMACMEDIA
4. “
The holiday season in North America is marked in every retailer’s calendar as the most
important time of the year. In fact, the term “Black Friday” was originally used to mark
the date when a retailer’s financial statements finally showed profitability - 11 months
into the year!
At Demac, we spend a significant part of our year preparing our retailers for this all-
important season; from ensuring servers are ready to meet traffic demands to the
timing of promotional material sent to new and existing customers. Growing from the
strength we built in Q4, we are entering 2016 galvanized with the optimism of our
retail customers and technology partners.
An opportunity trend to continue tracking is the rise of mobile commerce. In this
report, we see evidence of its growth and how it is affecting the traditional path to
purchase. It also drives us to meet the growing expectations of shoppers for a more
consistent, personalized, and convenient shopping experience.
Economic conditions and evolving consumer preferences will continue to challenge us
in the year ahead, but we are focused on another banner year in digital commerce.
A QUICK
WORD
4
MARLON RODRIGU ES
DIRECTOR, MARK ETIN G
DEMAC MEDIA
ECOMMERCEBENCHMARKREPORTQ42015@DEMACMEDIA
5. 5
DISCOVERY
ORGANIC SEARCH IS STILL KING IN
RETAIL DISCOVERY.
A strong showing in Organic Search is hard-earned over time through
good SEO hygiene, and bolstered with regular SEM practices.
It is also instructive to see the increasing value of social media in this
report. “Social Commerce” is happening now - how is your business
benefitting from it?
% OF SESSIONS BY TRAFFIC SOURCE
31%
23%
17%
8%
6%
5%
10%
○ organic search
○ social
○ direct
○ paid search
○ email
○ referral
○ other
S O U R C E : Q 4 2 0 1 5 E C O M M E R C E B E N C H M A R K R E P O R T
6. 6
DISCOVERY
ABOUT HALF OF SESSIONS ON EVERY
DEVICE IS FROM NEW VISITORS.
We know that Returning Customers are the most lucrative for retailers,
but New Visitors offer the opportunity to grow your business. Here, your
User Experience matters to quickly engage people who are unfamiliar
with your site, and encourages them to return to shop with you again.
48%
tablet desktop
58%
SESSIONS FROM NEW VISITORS, BY DEVICE TYPE
47%
mobile
S O U R C E : Q 4 2 0 1 5 E C O M M E R C E B E N C H M A R K R E P O R T
7. 7
CONVERSION
CONVERSION RATES VARY
DRAMATICALLY BETWEEN DEVICE
TYPES AND RETAILERS.
Conversion rates are ever-present on the minds of retailers, but they are
not a singular measure of the health of your business. The key to using
this metric is to benchmark your own and work to progressively improve
it while driving new traffic to your site and increasing order value.
S O U R C E : Q 4 2 0 1 5 E C O M M E R C E B E N C H M A R K R E P O R T
DISTRIBUTION OF CONVERSION RATE BY DEVICE TYPE
0
5
10
15
20
25
30
35
40
45
0-1% 1-2% 3-4% 4-5% 5-6% 6-7% 7-8% 8-9% 9-10% 10-11% 11-12% 12-13% 13-14% 14-15%
○ mobile ○ tablet ○ desktop
COUNT
8. 8
CONVERSION
FOR NOW, MORE PAGEVIEWS PER
VISIT STILL CORRELATES WITH MORE
COMMERCE ENABLED.
Time spent on desktop and tablet are identical, but more pageviews
consumed per visit on desktop. This points to more control on desktop,
larger surface area, potentially more distractions compared to either
mobile or tablet. Expect the transaction volume and type on these devices
to render pageviews and time spent metrics obsolete in the near future.
AVERAGE NUMBER OF PAGEVIEWS PER SESSION
AVERAGE SESSION LENGTH
S O U R C E : Q 4 2 0 1 5 E C O M M E R C E B E N C H M A R K R E P O R T
6.64
6.25
5.66
0 5 5.2 5.4 5.6 5.8 6 6.2 6.4 6.6 6.8
desktop
tablet
mobile
S O U R C E : Q 4 2 0 1 5 E C O M M E R C E B E N C H M A R K R E P O R T
3mins
mobile
4m12s
tablet
4m12s
desktop
9. 9
CONVERSION
DISPROPORTIONATE AMOUNT OF
REVENUE EARNED ON DESKTOP.
Key to a successful multi-device strategy is to understand the difference
in customer expectations for each platform. Here, we see that mobile is
used heavily for research but consumers still prefer to complete online
transactions on desktop computers.
% OF REVENUE BY DEVICE CATEGORY
S O U R C E : Q 4 2 0 1 5 E C O M M E R C E B E N C H M A R K R E P O R T
% OF SESSIONS BY DEVICE CATEGORY
52%
37%
11%
○ mobile
○ tablet
○ desktop
S O U R C E : Q 4 2 0 1 5 E C O M M E R C E B E N C H M A R K R E P O R T
68%
19%
13%
○ mobile
○ tablet
○ desktop
10. 10
CONVERSION
DESKTOP STILL RULES AS THE MOST
EFFICIENT DEVICE FOR HARVESTING
ONLINE REVENUE.
Mobile lags far behind desktop and tablet in total transactions online,
but shoppers are already spending a meaningful amount of money per
transaction on their mobile devices.
S O U R C E : Q 4 2 0 1 5 E C O M M E R C E B E N C H M A R K R E P O R T
AVERAGE REVENUE PER SESSION AND
AVERAGE ORDER VALUE, BY DEVICE CATEGORY
$134.51
$124.78
$121.55
$1.64
$0.99
$0.33
0
0.2
0.4
0.6
0.8
1
1.2
1.4
1.6
1.8
$0
$120
$125
$130
$135
$140
desktop tablet mobile
average order value average revenue per session
AVERAGEORDERVALUE($)
AVERAGEREVENUEPERSESSION($)
11. 11
CONVERSION
APPLE STILL DOMINATES MOBILE
COMMERCE, AND IPHONE RETAINS
ITS FLAGSHIP POSITION.
Every mobile device maker and platform is trying to get into mobile
commerce, but it will be a long time before anyone is able to contest
Apple’s lead.
% OF SHOPPERS BY MOBILE DEVICE
○ iphone
○ ipad
○ other
47%
19%
34%
S O U R C E : Q 4 2 0 1 5 E C O M M E R C E B E N C H M A R K R E P O R T
○ iphone ○ ipad ○ other
12. 12
CONVERSION
DIRECT TRAFFIC DRIVES THE
HIGHEST ORDER VALUE AMONG
ALL ACQUISITION CHANNELS.
Direct Traffic is premised on strong brand awareness and returning
shoppers. Many retailers use their loyalty programs to improve their
relationship with existing customers, and in numbers, this is why.
S O U R C E : Q 4 2 0 1 5 E C O M M E R C E B E N C H M A R K R E P O R T
AVERAGE ORDER VALUE BY ACQUISITION CHANNEL
$157
$132
$120 $118 $117
$109 $107 $104
$-
$20
$40
$60
$80
$100
$120
$140
$160
$180
direct organic search social other email display paid search referral
13. 13
METHODOLOGY
THE RETAILERS IN THIS STUDY
REPRESENT A BROAD SET OF
RETAIL SUB-VERTICALS.
The retailers in this study reached shoppers in over 200 countries
during the reporting period, including 1 from the West African
nation of Guinea-Bissau!
DEMAC CUSTOMERS INCLUDED
IN THIS REPORT, BY US CENSUS
HOME COUNTRY OF RETAILER
INCLUDED IN THIS REPORT
clothing, accessories
furniture, furnishings
miscellaneous
sports, hobby, book, music
health, personal care
electronics, appliances
food, beverage
building, gardening, supplies
general merchandise
47%
15%
11%
9%
6%
4%
4%
S O U R C E : Q 4 2 0 1 5 E C O M M E R C E B E N C H M A R K R E P O R T
U S C E N S U S B U R E A U , N O R T H A M E R I C A N I N D U S T R Y C L A S S I F I C AT I O N
S Y S T E M [ H T T P : // W W W . C E N S U S . G O V/ E O S / W W W / N A I C S / ]
S O U R C E : Q 4 2 0 1 5 E C O M M E R C E
B E N C H M A R K R E P O R T
○ canada ○ united states
84%
16%
○ canada
○ us
○ canada ○ us
14. By publishing commerce data with higher granularity
than the US Census, Demac wants to equip retailers with
practical benchmarks and actionable insights to grow their
business.
All data is provided in aggregate to separate signal from
noise and to protect the proprietary information of each
participating retailer.
All data was extracted from Google Analytics, and all labels
are standard definitions of the Google Analytics Platform.
If you would like to learn more about this report, or have
any suggestions, please reach us. Our contact details are
on the next page.
NOTE: Demac publishes this data as a guide and, despite our
best efforts, does not guarantee that it is free from error.
A FEW WORDS ON OUR PROCESS
FOR BUILDING THIS REPORT.
METHODOLOGY
14
ECOMMERCEBENCHMARKREPORTQ42015@DEMACMEDIA
15. GET IN TOUCH
• Next Demac Benchmark Report: April 2016
• Demac Blog
• Dx3 Canada 2016, March 2-3, Toronto
• Bronto Summit, March 14-16, Miami
• Shopify Unite, March 22-23, SF
• Oro Momentum, April 10, Las Vegas
• Magento Imagine, April 11-13, Las Vegas
• Monthly eComm, Meetup, Toronto
DEMAC MEDIA IS A COMMERCE
AGENCY THAT BRINGS TOGETHER
THE BEST OF STRATEGY, INDUSTRY
INSIGHTS AND REAL-WORLD
IMPLEMENTATION EXPERIENCE TO
GROW YOUR RETAIL BUSINESS.
DEMAC RESOURCES
WHAT’S NEXT?
hello@demacmedia.com
CONTACT US
15
ECOMMERCEBENCHMARKREPORTQ42015@DEMACMEDIA
16. MONTREAL
4529 Rue Clark #300
Montreal, QC H2T 2T4
TORONTO
211 Yonge Street, 6th Floor
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