Removing friction from the online shopping experience has accelerated the growth of digital commerce. Conversion rate is an outdated metric, as mobile devices allow for more spontaneous, interrupted shopping sessions. Mobile phones now fuel the majority of commerce growth, with average visit times on phones shorter than desktops. The shopping cart has become the new focus, with add-to-cart rates and cart creation up significantly on mobile. By removing points of friction, online retailers have seen more visits, orders, and higher sales per customer.

1. How removing friction has accelerated the rise of digital commerce
Removing Friction from Commerce

2. Over 200 Million Shoppers are telling us…
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Three key Shopper-Focused Trends
1. Conversion Rate is an antiquated metric.
2. Mobile is the force of commerce growth.
3. The Shopping Cart: the next big thing.

3. Why is conversion rate antiquated?
© 2015 Demandware3
Orders
Visits
Orders
Shopper
Orders
Visits

4. Conversion Rate is Yesterday’s Metric
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8%VISITS PER SHOPPER
11%BASKETS PER SHOPPER
2%CONVERSION RATE
6%ORDERS PER SHOPPER
The analysis reflects a comparison of digital commerce sites transacting in Q2 2015 and Q2 2014, and reflects activity of registered users.
WHAT REALLY MATTERS:
Visits per shopper are up (thanks device-hoppers)…
…so are orders per shopper.
Beware of the antiquated metric ‘conversion rate!’

5. Mobile Phones quickly taking share
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6. Phones Fuel Commerce Growth
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Device Contribution on Growth Metrics

7. 9.4MINS
AVG TIME PER VISIT, Q2 2015 AVG TIME PER PHONE VISIT, Q2 2015
8.5
MINS
28%
37%
The analysis reflects a comparison of digital commerce sites transacting in Q4 2014 and Q4 2013, and reflects activity of all shoppers.
WHAT REALLY MATTERS:
Shopping is part of the digital routine: Spontaneous and interrupted.
How can you inspire and guide shoppers before time runs out?
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The analysis reflects a comparison of digital commerce sites transacting in Q2 2015 and Q2 2014, and reflects activity of all shoppers.
Duration Declines Dramatically
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8. The ‘Next’ Big Thing: The Shopping Cart
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On Phones: Add to cart
rate up 15%
Increase in carts created
on phones: 99%
Increase in Carts created: 27%
Add to Cart Rate
up 5%, globally
Rise in Carts per shopper: 11%

9. Removing friction leads to commerce success
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10. Marketing: the next friction-free frontier
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11. Visit our Resource Center for More Reports
www.Demandware.com/Shopping-Index
www.Demandware.com/Resource-Center
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