Global Online Performance
Global Online Performance
Shoppers held back on spending in the first quarter, likely saving up for big shopping moments later in the year.
Digital Commerce Growth
Digital Commerce Growth
The quarter’s online sales grew modestly at 2%, driven in part by a slight increase in AOV.
The year-over-year (YoY) change in revenue is on a per-period basis; for instance, Q1 2020 over Q1 2019.
Marketing Performance
Marketing Performance
Email is still losing ground, while the share of push, SMS, and over-the-top (OTT) messaging continues to grow. Those messaging channels now represent 23% of all messages sent.
Order and Traffic Growth by Device
Order and Traffic Growth by Device
Overall traffic grew 1% in the first quarter, led by mobile which grew at 5%. And, while overall order volumes declined by 2%, orders coming from mobile devices grew by 2%.
Order growth by device: the change in the number of orders placed from each device.
Traffic growth by device: the change in the number of visits from each device.
Search Usage
Search Usage
As shoppers continue to be more deliberate about exactly what they want, site search usage in visits was 6% in the first quarter, accounting for 15% of all orders globally.
Device Trends
Device Trends
Mobile remains the biggest traffic driver and preferred channel for placing orders, with shares of 78% and 66% respectively.
Traffic share: the share of visits on each device.
Order share: the share of orders placed on each device.
Due to rounding, values may not sum to 100%.
Conversion Rate
Conversion Rate
The global conversion rate was 1.7% for the quarter, which is essentially flat compared to the previous year.
Shopper Spend
Shopper Spend
Shopper spend, which is the average amount that each shopper spends per visit, remained flat YoY at $2.48.
The per-visit average amount spent by shoppers.
Average Order Value (AOV) and Discount Rate
Average Order Value (AOV) and Discount Rate
The average discount rate in the first quarter was 18%, which is the same as this time period last year.
AOV: the order amount spent by the shopper.
Discount rate: the share of an order amount that was reduced due to merchandise or other discounts.
This value does not include product markdowns or reductions in shipping costs.
Cart Abandonment Rate
Cart Abandonment Rate
The global cart abandonment rate remained steady year over year. Desktop continues to lead when it comes to actually clicking the buy button, with a 77% cart abandonment rate versus 86% on mobile. Work still remains on mobile to remove friction through the checkout funnel.
The percentage of baskets created that did not result in a completed order.
Social Traffic
Social Traffic
The share of traffic referred by social media increased to 9% in the first quarter, with steady growth in the share coming from tablets.
The share of visits driven by a social media platform.
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Methodology
To qualify for inclusion in the analysis set, a digital commerce site must have transacted throughout the analysis period, and meet a monthly minimum visit threshold. Additional data hygiene factors are applied to ensure consistent metric calculation. Data footnotes are noted inline throughout the report to provide additional clarity on analysis. The Shopping Index is published quarterly. Any forecasts noted within the Shopping Index are forward-looking projections based on current and prior values and as such should not be read as guarantees of future performance or results. The Shopping Index is not indicative of the operational performance of or its reported financial metrics, including Salesforce Commerce Cloud GMV growth and comparable customer GMV growth.
