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Key Findings from Q4 2017

Carried by an exceptionally strong Christmas holiday shopping season, digital commerce grew 16% YoY, thanks in large part to an 11% increase in traffic. Q4 was the only quarter in 2017 that saw traffic growth outpace growth in shopper spend. Shoppers registered the highest levels of buying intent on record, with 18% indicating a buying signal, like searching, adding a product to cart or starting a checkout, during their visit.

Mobile reached another all-time high, accounting for 60% of all traffic to retail sites in Q4, as predicted. For the first time ever, mobile accounted for a majority of orders — on Christmas Day — where traffic soared to 68%. Shoppers demonstrated increased confidence and comfort buying from their phones, with mobile conversion rate up 15% YoY.

The strong quarter came at a cost, though, as discount rates and free shipping peaked to 23% and 72% respectively, leading to a slight decline in average order value and increasing margin pressure.

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Digital Commerce Growth

The Year-Over-Year (YoY) change in revenue on a per-period basis, for instance Q4 2017 over Q4 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 Q4 2015 through Q4 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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