Overall Performance Metrics
Retail Ecommerce Performance Benchmarks, US
Geography:
Overall
Performance Metrics
In-Store Retail Performance Metrics
Metrics, by Device
Add-to-Cart Rates
Average Order Values
Average Page Views
Conversion Rates
Shopping Cart Abandonment Rate
Growth & Share, by Device
Order Growth
Order Share
Traffic Growth
Traffic Share
Social Traffic Share
In-Store, by Region
Average Transaction Value Growth
Conversion Rate Growth
Sales Growth
Traffic Growth
Shopper Yield Growth
Geography:
US
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Retail Ecommerce Performance Metrics, US

TimeframeQ2 2019Q3 2019Q4 2019Q1 2020Q2 2020
Sales growth
7.0%
6.0%
3.0%
8.0%
73.0%
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Order growth
13.0%
14.0%
13.0%
20.0%
103.0%
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Traffic growth
13.0%
12.0%
14.0%
14.0%
45.0%
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Average order value
$147.91
$146.67
$139.47
$132.37
$111.58
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Average spend per visit
$3.52
$3.33
$3.96
$3.19
$3.75
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Average discount rate
17.0%
19.0%
22.0%
20.0%
19.0%
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Social traffic share
7.0%
7.0%
7.0%
8.0%
8.0%
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Source: Salesforce Commerce Cloud (formerly Demandware)

Note: represents activity on the Salesforce Commerce Cloud network, broader industry metrics may vary

Additional Note: free shipping order share = the share of total orders that shipped at no cost to the shopper; average discount rate = the share of an order amount that was reduced due to merchandise or other discounts (doesnt include product markdowns or reductions in shipping costs); social traffic share = the share of visits where the referring source is a social media platform

Methodology: Data is from the July 2020 Salesforce Commerce Cloud report titled "Q2 2020 Shopping Index." Behavioral data from more than 1 billion shoppers (2.2 billion visits) worldwide interacting with 1,388 sites across 41 countries were analyzed during Q2 2018-Q2 2020. Salesforce Commerce Cloud (formerly Demandware) is cloud-based ecommerce software technology company that focuses on retailers and brand manufacturers.