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Key Findings from Q3 2017

Consumers spent 15% more year-over-year per visit, a metric known as Shopper Spend, which now represents the most significant driver of digital commerce growth.

Shopper spend far outpaced traffic growth in Q3, a trend that has continued the past three quarters, proving that effectively engaging shoppers on-site is a critical component of building a robust digital strategy.

Shoppers were incentivized to purchase with a 7% increase in merchandise discount rates to an average rate of 22% — the highest rate ever recorded by the Shopping Index. General apparel sites led this trend with average discounts of 23%, a 12% increase over last year.

Mobile proves to be the most disruptive force to retail with 58% of all Q3 traffic to retail sites coming from mobile devices. Computers are on the verge of dropping below 50% of order share after experiencing a 21% decline over the last two years.

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Digital Commerce Growth

The Year-Over-Year (YoY) change in revenue on a per-period basis, for instance Q3 2017 over Q3 2016.

Order and Traffic Growth by Device

Order Growth by Device: The change in number of orders placed from each device, expressed as a percentage.

Traffic Growth by Device: The change in number of visits from each device, expressed as a percentage.

Global

All Verticals

OVERALL
COMPUTER
MOBILE
TABLET

Shopper Spend

The per-visit average amount spent by a shopper.

Global

All Verticals

Buying Intent

Buying intent quantifies the level of interest an aggregate set of shoppers express during their shopping journey within the analysis period. There are two aggregate shopper groups measured: 1.) Buyers, i.e. shoppers that made a purchase(s), and 2.) Active Shoppers, i.e. shoppers that expressed a buying signal but did not place an order. Buying signals include orders, checkout starts, baskets created, and site searches.

Global

All Verticals

Active Shoppers
Buyers

Order Share and Traffic Share by Device

Order Share: The share of orders placed on each device, expressed as a percentage.

Traffic Share: The share of visits on each device, expressed as a percentage.

Due to rounding, values may not sum to 100%.

Global

All Verticals

COMPUTER
MOBILE
TABLET

Average Order Value, Discount Rate and Free Shipping

Average Order Value: The per-order amount spent by the shopper.

Discount Rate: The share of an order amount that was reduced due to merchandise or order discounts. This value does not include product markdowns or reductions in shipping cost.

Free Shipping: The share of total orders that shipped at no cost to the shopper, expressed as a percentage.

Global

All Verticals

AOV ($)
discount rate
free shipping

Product Assortment Growth

The change in total number of unique items purchased by the aggregate shopper set.

Global

All Verticals

INCREASE IN PRODUCTS SOLD, YOY

Social Traffic

The share of visits where the referring source is a social media platform.

Global

All Verticals

OVERALL
COMPUTER
MOBILE
TABLET

Visit Duration

The per-visit average amount of time spent on site by shoppers, in minutes.

Global

All Verticals

OVERALL
COMPUTER
MOBILE
TABLET

Mobile Order and Traffic Share by Operating System

Order Share by Operating System: The share of mobile orders placed with each operating system, expressed as a percentage.

Traffic Share by Operating System: The share of mobile visits with each operating system, expressed as a percentage.

Share values are not exhaustive of all operating systems and do not sum to 100%. Android is a trademark of Google Inc. iOS is a trademark of Apple Inc.

Global

All Verticals

Android
iOS

Methodology

To qualify for inclusion in the analysis set, a digital commerce site must have transacted throughout the analysis period, in this case Q3 2015 through Q3 2017, 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.

Shopping Activity

Digital Commerce Sites

Countries Represented

Million Shoppers

Billion Visits

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