More sales are coming through mobile devices for e-retailer clients of MarketLive.
Allison Enright , Editor
Web sales in the third quarter grew 17.2% year over year for the more than 100 retailer clients included in e-commerce platform provider MarketLive Inc.’s Performance Index. Greater traffic levels and an increase in the average order size contributed to the growth. The Performance Index does not include actual revenue figures.
Traffic to retailer sites included in the Index increased 15.7%, and the average order size reached $141.68, up 1.5% from $139.53 during Q3 2012. E-retailers that operate on MarketLive’s e-commerce platform include A/X Armani Exchange, No. 308 in Internet Retailer’s Top 500 Guide; Party City Corp., No. 230; and Title Nine, No. 337.
The percentage of visitors who added a product to their shopping carts also rose from 7.7% a year ago to 8.0% during Q3, and the average conversion rate inched up slightly from 2.48% last year to 2.49% in Q3. Retailers with physical stores showed the greatest improvement in the add-to-cart rate, up 15.9% versus a year ago, though they continue perform below the index average at a 5.0% add-to-cart rate.
The Performance Index also reveals how paid search and organic search patterns are changing. Organic search traffic dropped 5.04% year over year and now accounts for 62.4% of search traffic, down from 65.7% in Q3 2012. Paid search traffic increased 9.64% and now accounts for 37.6% of search traffic, up from 34.3% in Q3 2012. Correspondingly, revenue from consumers who arrived through an organic search result declined 9.2% while revenue from consumers who arrived through a paid search ad rose 13.65%.
Q3 Performance Index statistics also illustrate consumers’ ongoing shift to mobile devices. Traffic from desktop computers dropped 15.9% from Q3 2012 to Q3 2013 and desktop computers accounted for 64.5% site traffic during the quarter. Meanwhile traffic from smartphones rose 55.7% and accounted for 22.2% of site traffic. Tablet traffic rose 47.0% and accounted for approximately 13.4% of site traffic.
Although desktop traffic continues to generate the majority of e-commerce sales, 83.9%, transactions on smartphones and tablets are growing quickly. Sales on smartphones grew 64.5% and accounted for 3.5% of sales in Q3, and sales on tablet computers jumped 39.3% and accounted for 12.6% of sales.
Mobile retail commerce in the United States is projected to grow 63% this year to around $34.17 billion from $20.95 billion in 2012, according to Internet Retailer’s 2014 Mobile 500, which ranks online retailers by their 2013 mobile commerce sales. The 2013 growth projection includes an estimated $8.8 billion in U.S. merchandise sales taking place on eBay Inc.
Consumers on smartphones who converted on those devices spent an average of $123.97, according to the MarketLive Performance Index. The Q3 smartphone conversion rate was 0.6%. Consumers on tablets who converted on those devices spent an average of $137.24. The Q3 tablet conversion rate was 2.0%, MarketLive says.