Online Shoppers Bought More In Less Time In Q1

Chris CrumeCommerce

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It would seem that not only are people buying more things online, they're doing so more quickly. A recent report from Demandware (one of the early partners for Pinterest's Buyable Pins) found that in Q1, digital shoppers worldwide spent less time per visit, but created 22% more baskets and placed 21% more orders compared to the prior quarter.

This is all the more impressive when you consider that the prior quarter was the holiday quarter.

"With the large gains in basket creation, retailers have more opportunities to know their customers, and create more personalized experiences to deepen engagement," said Rick Kenney, Demandware's industry principle and thought leader on data-driven digital commerce trends. "Tablets accounted for 16% of worldwide orders in Q1, while phones continued their march to the top of the digital commerce food chain with 18% of orders and 35% of all traffic, up an eye-popping 59% and 38% respectively."

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These stats come from Demandware's Q1 Shopping Index, which measures digital commerce growth based on analysis of the shopping activity of over 200 million shoppers around the world.

The report also found that year over year, digital commerce grew by 23%, which is faster than the 20% year-over-year growth recorded in 2014.

"Shoppers are exhibiting a massive behavioral shift in shopping patterns," the report says. "Shopping is no longer a distinct activity. Rather, the increase in shopping visit frequency, reduced time per visit and ubiquitous use of phones as a shopping device proves that shopping is embedded throughout a consumer's digital routine."

It fond that orders per shopper increased 6% while visit duration fell 31% to 8.9 minutes and down 43% to 8.4 minutes on phones. Phones acconted for 35% of traffic and 18% of orders. 21% of shoppers visited the same site with more than one device type during the quarter, which is up 18% year-over-year.

Images via Thinkstock, Demandware

Chris Crum
Chris Crum has been a part of the WebProNews team and the iEntry Network of B2B Publications since 2003. Follow Chris on Twitter, on StumbleUpon, on Pinterest and/or on Google: +Chris Crum.