Custora Q2 2016 Pulse update .pdf

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U.S. E-COMMERCE STATISTICS, Q2: 2016 vs 2015

Q2 2016

+

REVENUE

U.S. e-commerce has yet to show signs of slowing down — online
revenue was up 8.9% in the second quarter of 2016 compared to the
previous year. Online orders increased 8.1% and Average Order
Value (AOV) was up .7%, indicating that most of the growth is
driven by increasing numbers of transactions.
Mobile shopping continues to grow with over 30% of orders being
placed on mobile phones (20.1%) and tablets (9.2%). While orders
on tablets are declining, more people are making purchases on
mobile devices.

ORDERS BY MARKETING CHANNEL

8.9% 8.1%

0.7%

+

+

ORDERS

AVG. ORDER VALUE

Apple still reigns supreme, with 75.3% of mobile orders made on
devices running Apple’s iOS and 24.4% on devices running
Google’s Android operating system. However, Android continues
to gain share.
Search was still the primary marketing channel driving online sales;
organic search brought in 21.8% of orders while paid search made
up 19.6%. Email continues to be a strong and growing channel—
18.4% of purchases were driven by email, up from 14.8% during the
same timeframe in 2015. Check in for monthly e-commerce stats
and analysis at custora.com/pulse.

S H A R E ( % ) O F E - CO M M E RC E O R DE RS BY M A R K E T IN G C HAN N EL, Q2

100%

Organic
search

Paid
search

Direct

Email

Affiliate

Social
media

Other

Display

50%
23.3

21.8

21.7

18.4

17.3

19.6

14.8

18.4

15.7

12.3

4.9

0%

2015

6.7

1.3

1.6

0.9

1.3

2016

MOBILE ORDERS BY PLATFORM

ORDERS BY DEVICE
S HAR E (%) O F E- CO MMERCE O R D ERS BY DE V I C E , Q 2

S H A R E ( % ) O F E - COM M ERC E ORD ERS M AD E BY M OBILE PLAT FORM

100%

100%

77.4

75.3

69.7

72.6
Desktop

50%

50%

Tablet
Total
Mobile % 27.4

9.2

22.2

10.3

24.4
Other

30.4
17.1

Phone

21.2

iOS

Android
0.4

0%

0%

2015
CUSTORA E-COMMERCE PULSE 2016

2016

2015

2016

0.3


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