eCommerce Market Research: Key Indicators and Trends 2020

Promodo has conducted an e-commerce market report for Central and Eastern Europe in 2019.

In preparing the study, 292 online stores from 16 countries were analyzed with an annual online turnover of $ 2,380,000,000. Data taken from Google Analytics.
The eCommerce market in 2019 grew by a quarter in revenue and sessions. The growth rate of the average online retailer check has exceeded inflation. However, the number of transactions increased slightly.

Indicators of user behavior on the site for 2019 have not changed significantly. The page loading speed increased slightly (6.2 seconds), but the viewing depth fell (3.6 pages per session). This may be due to an increase in the number of relevant landing pages that help users quickly find the information they need.
The average bounce rate is 45.8%, the average duration of a site search is 246 seconds.

The highest conversion rate - on sites with a download speed of 4-5 seconds. As you can see, increasing the speed of loading the site is a working way to improve the user experience and increase the income of the online store.
Work on increasing the speed of the site is especially important for the mobile version. By the number of sessions, the desktop loses to mobile devices more than 2 times. Researchers believe that in 2020 there will be a turning point - for the first time, the number of transactions and revenue from mobile devices will exceed the desktop.

Returning users make 83% of the total number of transactions, bringing 3 times more income. At the same time, the conversion rate among returning users is 2 times higher than the average for the site. Thus, work with regular customers becomes the trend of 2020. Email marketing tools, loyalty programs and competent remarketing setup will help with this issue.
Effectiveness of Digital Channel

In 2019, organic search became the most significant channel for attracting traffic, ahead of paid by 10%. The share of organic search has noticeably increased in comparison with 2018.

To attract more traffic from the "shareware" organic delivery helps high-quality content. This is not only about thematic articles, but also about videos, useful publications on social networks, interactive guest materials.
Equally important is the effective distribution of content.
In order to catch and hold the user's attention, it is important to study his needs and adapt materials for each channel.

As for profitability, contextual advertising brought the most revenue in 2019.
And the referral channel became the most effective channel in terms of traffic / money (posting on rating sites, price aggregators, cashback services and in CPA networks).

Email remains the most conversion channel, although its average cost is the lowest. And the highest average check for the channel is direct (users who go to the site bypassing the search and stores of competitors).
A brief analysis of key indicators by niche

Electronics

Average bill - $ 231, average page load time - 6.7 seconds, conversion - 0.5%
The niche of electronics is characterized by the highest level of penetration in eCommerce. Compared to last year, the average check in the category grew by $ 52 - consumers began to buy more expensive electronics online.
72% of revenue comes from contextual advertising and organic search.
Competition for user attention is growing, which, in turn, leads to an increase in the cost of attracting new customers in this category.

Fashion and Style

Average bill - $ 74.6, average page load time - 5.7 seconds, conversion - 1.3%
Referral and email channels show the highest profitability in the fashion niche, but the locomotives of sales are contextual advertising and search traffic. And display advertising has the largest share in traffic and revenue among all niches.

A special role in this niche is played by segmentation and personalization of advertising campaigns. Perhaps, for any other niche, thorough knowledge of the client is not so crucial.

Travels

Average bill - $ 163.2, average page load time - 5.7 seconds, conversion - 0.5%
Organic Search - The Main Source of Traffic and Sales
for travel sites. In terms of income, referral and email channels show the highest potential.
For this niche, the key is useful content (practical and applied materials). The role of video content and a demonstration of customer experience is also great: live pictures and real stories cause a greater emotional response from the audience. And emotions are the main stimulus for "spontaneous" purchases.

More information about other niche you will find in full reporthttps://www.promodo.com/download-guide/?guide=17042

Key conclusions:

Current dynamics indicate that a turning point will occur in 2020. For the first time, the number of transactions from mobile devices will exceed the desktop. Everything that will help users to conveniently and quickly place an order from mobile devices is the 2020 trend.

Brand and direct traffic show the highest potential for profitability. The most effective channel for building and developing a brand is still TV. But despite this, TV advertising works much better when combined with online promotion. Running an advertising campaign on several platforms at once is more profitable, up to 60%.

Bright and unlike win. Creative content equally well helps to stand out for both niche players and market leaders. The latter are ready to invest large budgets, for example, on viral Instagram Stories, which in the future can become the basis for large-scale advertising campaigns.

More expert content about eCommerce marketing you can find on Promodo site https://www.promodo.com/

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Promodo is a digital marketing company that provides a full range of marketing services. We can help ecommerce companies with:
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This release was published on openPR.