Bolstered by a strong Christmas Holiday Shopping Season, digital commerce enjoyed 19% year-over-year growth in Q4 2016. An 11% increase in traffic, coupled with a soaring 8% lift in shopper spend per visit, made this the most balanced growth over the past three years. Mobile maintained its upward momentum, as phones captured 52% of all traffic and 30% of orders. Social was a more important traffic channel, accounting for 4% of all traffic and 5% of mobile traffic. Visit duration, which fell consistently in recent quarters, increased to 6.6 minutes, the longest duration since 2014, aided by an increase in mobile visit duration.
To qualify for inclusion in the analysis set, a digital commerce site must have transacted throughout the analysis periods, in this case Q4 2014 through Q4 2016, and meet a monthly minimum visit threshold. Additional data hygiene factors are applied to ensure consistent metric calculation.
Data footnotes are noted inline throughout the report to provide additional clarity on analysis.
The Shopping Index is published quarterly.
Any forecasts noted within the Shopping Index are forward-looking projections based on current and prior values and as such should not be read as guarantees of future performance or results.
The Shopping Index is not indicative of the operational performance of the Salesforce Commerce Cloud or its reported financial metrics including GMV growth and comparable customer GMV growth.
Digital Commerce Sites