The Digital Pulse of E-Commerce
Now that you're a few weeks past the end of the 2013 holiday season, it is probably a better time to understand how your brand and the industry as a whole performed.
Custora recently released its E-Commerce Pulse report, which tracks U.S. e-commerce statistics based on aggregate data from more than 100 retailers. What's valuable about the report is that it not only looks at 2013 but suggests what may be in store in the year ahead. While there are the expected and near obligatory mentions of mobile, there are many interesting highlights including:
- Midwest Clicks: Revenue growth of Oklahoma, Kansas and Nebraska grew an average of 18 percent, far higher than more mature markets including California (6 percent) and New York (-2 percent).
- Search Rules: 41 percent of online orders according to Custora were attributed to organic (26 percent) and paid search (15 percent), followed by email (16 percent) and affiliate (10 percent). Social media generated less than 2 percent of e-commerce sales.