E-commerce Update: Average Purchase Amount Increases

Here, the IndieCommerce team shares an important look at current trends in the world of e-commerce.

Although the e-commerce conversion rate (the percentage of website visitors who complete an online order) dropped slightly last week (blue line below), sales revenue for last week remained about the same when compared to the previous week.

The number of transactions decreased by 2.71 percent, but the average amount spent on an online purchase increased by 2.76 percent, which helped to offset the decrease in the conversion rate. While we had slightly fewer visitors buying online last week, those that were buying were spending more.

The average user traffic last week (blue line below) increased by 0.61 percent when compared to the previous week (orange line).

Based on 2019 sales and traffic trends for this time of the year, we are seeing a normal traffic and sales pattern. While the pattern appears to be comparable to 2019, the numbers we are seeing within that pattern are much higher. When compared to this week last year, traffic levels are 96 percent higher and sales revenue is 584 percent higher.