1、Ecommerce Quarterly Benchmarks Q1 2022INTRODUCTIONKibos quarterly eCommerce benchmark report includes average order value,page views,bounce rates,add-to-cart rates,cart abandonment rates,and conversion rates by device,source channel,and more.To produce this proprietary data,we analyzed billions of c

2、ustomer sessions across 250+retailer brands,across four regions:US,EMEA,GB,and Other.GB(Great Britain)includes England,Scotland,Wales,and Northern Ireland.SUMMARYFor Q1 of 2022,we saw some interesting trends emerging,while other data points remained relatively stable over the past 12 months.In Q1 20

3、22,the data showed that mobile shopping is still driving most of the traffic(67%)overall.Bounce rates are up slightly,with EMEA seeing a 12%increase over the past year.Also,direct bounce rates are up nearly 20%over the past 12 months,with social bounce rates up by 8%.Average page views continue to g

4、o down,except for an increase in US mobile traffic.Add-to-Cart rates have seen a slight decline YoY,mainly in EMEA,but the US did see a sizable decrease since last quarter(Q4 2021).By device,this decline is most pronounced on desktop,and most noticeable in GB and EMEA.By source,add-to-cart rates hav

5、e declined over the 12 months from nearly every source,apart from social,where rates have been flat,and email which is up by nearly 20%,but down slightly from Q4 2021.Also,down over the past 12 months are conversion rates across the board.But the average order value is up over the past 12 months,par

6、ticularly in the US and GB,and can be seen most clearly in desktop purchases in these same two regions.B EN CHMA R KS Session Distribution 3 Bounce Rate 4 Average Page Views 7 Add-to-Cart 9 Abandoned Cart 12 Conversion Rate 15 Average Order Value 182.ECOMMERCE QUARTERLY BENCHMARKS|Q1 2022Session Dis

7、tribution By Device Q1 2021Q2 2021Q3 2021Q4 2021Q1 2022Change since Q4 2021Change since Q1 2021USTablet3%3%3%3%3%-0.70%-11.67%USMobile Phone64%63%64%65%63%-3.04%-1.93%USDesktop32%33%33%32%34%6.28%5.09%GBTablet5%5%4%4%4%-0.80%-18.48%GBMobile Phone73%75%74%72%71%-2.10%-3.43%GBDesktop22%20%21%24%25%6.5

8、9%16.17%EMEATablet3%3%3%2%2%-14.18%-46.56%EMEAMobile Phone68%69%66%69%68%-2.19%-0.49%EMEADesktop29%28%31%29%31%6.29%6.50%OtherTablet3%2%2%2%2%-0.04%-16.46%OtherMobile Phone72%72%72%73%72%-0.81%0.11%OtherDesktop26%26%26%25%26%2.32%1.40%AggregateTablet4%3%3%3%3%-1.58%-18.76%AggregateMobile Phone68%69%

9、68%68%67%-2.12%-1.88%AggregateDesktop28%28%29%28%30%5.27%7.18%How shoppers have used their devices has stayed relatively similar over the past quarter,with a slight increase in Desktop shopping.Tablet usage has dropped off quite a bit over the past 12 months.However,Mobile shopping is still driving

10、the majority of traffic,at 67%overall.SESSION DISTRIBUTION3.ECOMMERCE QUARTERLY BENCHMARKS|Q1 2022BOUNCE RATEBounce Rate By Region Q1 2021Q2 2021Q3 2021Q4 2021Q1 2022Change since Q4 2021Change since Q1 2021US42%44%42%42%43%2.97%3.41%Other41%42%42%42%43%4.50%5.65%GB31%33%32%33%34%1.67%9.15%EMEA36%38%

11、40%37%40%7.39%11.65%Aggregate38%40%39%39%40%3.01%6.44%Bounce rates are up slightly.3%since Q4 and 6%over the past 12 months.The increase is most pronounced in EMEA,which saw a 12%increase over the past year.4.ECOMMERCE QUARTERLY BENCHMARKS|Q1 2022Bounce Rate By Device Q1 2021Q2 2021Q3 2021Q4 2021Q1

12、2022Change since Q4 2021Change since Q1 2021USTablet36%36%37%39%39%-0.49%8.52%USMobile Phone42%44%41%41%42%2.16%0.01%USDesktop42%45%43%44%45%3.79%8.50%GBTablet24%24%25%27%27%-2.61%8.75%GBMobile Phone32%33%32%32%31%-0.96%-1.85%GBDesktop25%26%27%32%36%10.56%42.28%EMEATablet30%32%36%35%40%12.36%30.33%E

13、MEAMobile Phone34%37%37%35%37%5.30%6.74%EMEADesktop40%41%47%43%48%10.76%18.52%OtherTablet38%44%46%45%44%-2.16%18.13%OtherMobile Phone42%43%41%41%44%5.03%4.70%OtherDesktop40%41%43%40%43%6.41%8.35%AggregateTablet31%32%34%35%35%-0.94%12.35%AggregateMobile Phone38%39%38%38%38%1.72%1.73%AggregateDesktop3

14、8%40%41%41%43%5.97%14.33%Bounce rates are relatively stable over the past 12 months on Mobile,but up on Tablet and Desktop.5.ECOMMERCE QUARTERLY BENCHMARKS|Q1 2022Direct bounce rates are up nearly 20%over the past 12 months,with Social bounce rates also up 8%.Other traffic sources remain relatively

15、stable.Bounce Rate By Source Q1 2021Q2 2021Q3 2021Q4 2021Q1 2022Change since Q4 2021Change since Q1 2021Direct41%44%45%46%48%5.07%18.22%Social42%45%48%46%46%-0.13%8.14%Email33%33%33%31%30%-0.63%-6.87%Search29%29%29%29%30%2.65%2.48%Unknown38%40%37%37%37%-0.01%-3.22%Aggregate37%39%39%38%40%3.12%5.94%6

16、.ECOMMERCE QUARTERLY BENCHMARKS|Q1 2022AVERAGE PAGE VIEWSAverage Page Views By RegionQ1 2021Q2 2021Q3 2021Q4 2021Q1 2022Change since Q4 2021Change since Q1 2021US6.76.67.67.77.1-7.87%5.96%GB10.610.110.19.69.4-2.17%-11.19%EMEA8.48.48.17.97.5-5.98%-11.24%Other7.67.97.57.37.0-4.56%-8.11%Aggregate8.28.0

17、8.38.27.8-4.96%-4.73%Besides a slight uptick in the US over the past 12 months,page views are slightly down across the board by roughly 5%,most noticeably in GB and EMEA.7.ECOMMERCE QUARTERLY BENCHMARKS|Q1 2022Average Page Views By Device Q1 2021Q2 2021Q3 2021Q4 2021Q1 2022Change since Q4 2021Change

18、 since Q1 2021USDesktop7.67.37.67.77.0-9.09%-8.28%USMobile Phone6.26.27.67.77.2-7.23%15.92%USTablet7.77.67.97.57.3-2.63%-5.25%GBDesktop15.715.114.112.711.6-8.07%-25.72%GBMobile Phone9.18.89.18.88.8-0.09%-2.96%GBTablet13.813.613.111.811.8-0.66%-14.51%EMEADesktop9.09.48.78.06.9-13.63%-22.89%EMEAMobile

19、 Phone8.17.97.97.97.7-2.45%-4.93%EMEATablet10.010.310.19.58.5-10.79%-14.88%OtherDesktop9.29.48.58.57.6-10.09%-16.46%OtherMobile Phone7.17.47.17.06.8-2.92%-4.69%OtherTablet6.86.87.06.76.5-2.70%-4.74%AggregateDesktop9.79.49.08.98.1-8.64%-16.30%AggregateMobile Phone7.57.48.07.97.7-3.51%2.55%AggregateTa

20、blet10.310.09.89.29.1-1.41%-11.71%Average page views have gone down over the past 12 months nearly across the board,with the exception of an increase in US mobile traffic.8.ECOMMERCE QUARTERLY BENCHMARKS|Q1 2022ADD-TO-CARTAdd-to-Cart By Region Q1 2021Q2 2021Q3 2021Q4 2021Q1 2022Change since Q4 2021C

21、hange since Q1 2021US12%12%12%14%12%-11.55%-3.51%GB18%17%19%18%17%-3.43%-5.12%EMEA12%12%11%10%9%-6.43%-25.88%Other9%9%9%9%9%1.42%2.62%Aggregate14%13%13%14%13%-6.66%-6.45%Add-to-cart rates have seen a slight decline YoY,concentrated mainly in EMEA.The US has seen a sizeable decrease since Q4 2021.9.E

22、COMMERCE QUARTERLY BENCHMARKS|Q1 2022Add-to-Cart By Device Q1 2021Q2 2021Q3 2021Q4 2021Q1 2022Change since Q4 2021Change since Q1 2021USTablet12%12%12%13%12%-11.00%-1.13%USMobile Phone13%12%12%13%12%-6.98%-3.27%USDesktop12%12%12%14%11%-18.59%-2.62%GBTablet20%18%18%18%17%-4.09%-14.32%GBMobile Phone16

23、%16%18%17%17%-2.39%3.21%GBDesktop24%23%22%20%18%-10.36%-25.20%EMEATablet14%14%14%9%8%-12.69%-44.35%EMEAMobile Phone12%11%11%10%10%-2.24%-19.61%EMEADesktop13%13%12%10%8%-14.72%-36.88%OtherTablet6%6%6%6%7%6.36%16.53%OtherMobile Phone8%9%8%8%9%4.67%4.56%OtherDesktop10%11%10%11%10%-7.82%-3.78%AggregateT

24、ablet14.8%13.9%13.8%13.8%12.9%-6.08%-12.43%AggregateMobile Phone13.2%12.7%12.9%13.3%12.8%-3.58%-2.48%AggregateDesktop14.5%13.8%13.2%14.4%12.3%-14.22%-14.94%The decline in add-to-cart rates is most pronounced on Desktop,and most noticeable in GB and EMEA.10.ECOMMERCE QUARTERLY BENCHMARKS|Q1 2022Add-t

25、o-cart rates have declined over the past 12 months from nearly every source,with the exception of Social,where theyve been flat,and Email,which is up nearly 20%(but down slightly from Q4)Add-to-Cart By Source Q1 2021Q2 2021Q3 2021Q4 2021Q1 2022Change since Q4 2021Change since Q1 2021Direct13%12%12%1

26、3%11%-12.76%-10.81%Search12%12%12%12%11%-5.69%-6.93%Email11%11%12%14%13%-4.19%17.21%Social9%9%9%9%9%2.36%0.59%Unknown20%19%18%19%18%-2.17%-8.30%Aggregate14%13%13%14%13%-6.89%-6.67%11.ECOMMERCE QUARTERLY BENCHMARKS|Q1 2022ABANDONED CARTAbandoned Cart By Region Q1 2021Q2 2021Q3 2021Q4 2021Q1 2022Chang

27、e since Q4 2021Change since Q1 2021US78%78%79%79%81%2.06%3.31%GB76%76%77%77%77%0.04%1.65%EMEA83%82%82%82%84%2.19%1.61%Other84%84%85%85%88%3.06%3.90%Aggregate79%79%79%79%80%1.40%2.24%Abandon cart rates are relatively stable,but trending up slightly.12.ECOMMERCE QUARTERLY BENCHMARKS|Q1 2022Abandoned C

28、art By Device Q1 2021Q2 2021Q3 2021Q4 2021Q1 2022Change since Q4 2021Change since Q1 2021USTablet70%70%72%75%76%1.37%7.78%USMobile Phone83%82%83%83%85%2.37%1.89%USDesktop68%69%71%73%74%1.36%7.47%GBTablet73%72%71%73%75%2.17%2.86%GBMobile Phone78%79%79%79%79%-0.02%1.53%GBDesktop71%70%70%71%71%-0.59%-0

29、.71%EMEATablet80%79%79%77%81%6.27%1.88%EMEAMobile Phone86%86%86%86%87%1.90%1.38%EMEADesktop76%74%75%75%76%1.75%0.24%OtherTablet78%77%78%79%81%2.15%3.49%OtherMobile Phone87%87%88%88%90%2.56%3.52%OtherDesktop78%76%78%78%81%3.63%4.33%AggregateTablet73%73%73%74%76%2.03%3.38%AggregateMobile Phone82%82%83

30、%82%83%1.44%1.62%AggregateDesktop72%71%72%73%74%0.97%2.81%13.ECOMMERCE QUARTERLY BENCHMARKS|Q1 2022Abandoned Cart By Source Q1 2021Q2 2021Q3 2021Q4 2021Q1 2022Change since Q4 2021Change since Q1 2021Direct78%78%79%79%80%1.32%2.60%Social89%88%90%89%90%1.53%2.07%Email81%82%82%82%85%2.83%4.40%Search74%

31、74%76%76%77%2.15%4.66%Unknown80%80%80%80%81%0.50%0.49%Aggregate79%78%79%79%80%1.44%2.20%14.ECOMMERCE QUARTERLY BENCHMARKS|Q1 2022CONVERSION RATEConversion Rate By Region Q1 2021Q2 2021Q3 2021Q4 2021Q1 2022Change since Q4 2021Change since Q1 2021US2.5%2.7%2.6%2.8%2.3%-18.65%-8.63%GB4.4%4.1%4.3%4.1%4.

32、0%-3.55%-10.02%EMEA2.1%2.2%2.1%1.7%1.5%-16.10%-31.60%Other1.4%1.4%1.3%1.4%1.1%-16.08%-18.77%Aggregate2.8%2.8%2.7%2.8%2.5%-11.72%-11.50%Conversion rates are down 12%over the past 12 months across the board,more so in EMEA than in the US and GB.15.ECOMMERCE QUARTERLY BENCHMARKS|Q1 2022Conversion Rate

33、By Device Q1 2021Q2 2021Q3 2021Q4 2021Q1 2022Change since Q4 2021Change since Q1 2021USTablet3%4%3%3%3%-14.72%-13.67%USMobile Phone2%2%2%2%2%-17.51%-4.81%USDesktop3%4%3%4%3%-21.74%-13.49%GBTablet5%5%5%5%4%-9.80%-20.87%GBMobile Phone4%3%4%4%3%-2.31%-2.44%GBDesktop7%7%7%6%5%-9.03%-23.86%EMEATablet3%3%

34、3%2%2%-30.77%-48.47%EMEAMobile Phone2%2%2%1%1%-13.41%-26.40%EMEADesktop3%3%3%2%2%-19.23%-37.34%OtherTablet1%1%1%1%1%-2.48%1.82%OtherMobile Phone1%1%1%1%1%-15.28%-20.77%OtherDesktop2%2%2%2%2%-19.69%-18.06%AggregateTablet4%4%4%4%3%-11.67%-18.57%AggregateMobile Phone2%2%2%2%2%-10.05%-6.79%AggregateDesk

35、top4%4%4%4%3%-16.54%-18.66%Declines in conversion are more pronounced on Desktop and Tablet.16.ECOMMERCE QUARTERLY BENCHMARKS|Q1 2022Conversion Rate By Source Q1 2021Q2 2021Q3 2021Q4 2021Q1 2022Change since Q4 2021Change since Q1 2021Direct3%3%3%3%2%-17.12%-15.99%Search3%3%3%3%3%-12.08%-17.26%Email2

36、%2%2%2%2%-16.92%-4.98%Social1%1%1%1%1%-10.51%-15.53%Unknown4%4%4%4%4%-4.34%-6.15%Aggregate3%3%3%3%2%-12.07%-11.55%The biggest declines in conversion comes from Search and Social traffic over the past 12 months,although Direct and Email traffic are both down QoQ.17.ECOMMERCE QUARTERLY BENCHMARKS|Q1 2

37、022AVERAGE ORDER VALUEAverage Order Value By Region Q1 2021(USD)Q2 2021(USD)Q3 2021(USD)Q4 2021(USD)Q1 2022(USD)Change since Q4 2021Change since Q1 2021US$109.35$120.10$118.25$125.30$123.02-1.82%12.50%Other$111.15$114.87$116.47$124.49$119.76-3.80%7.75%GB$89.76$96.52$96.52$109.31$102.38-6.34%14.06%EM

38、EA$129.95$133.93$177.96$119.53$118.75-0.65%-8.62%Aggregate$104.65$113.07$118.40$118.81$113.63-4.37%8.58%Q1 2021(BP)Q2 2021(BP)Q3 2021(BP)Q4 2021(BP)Q1 2022(BP)Change since Q4 2021Change since Q1 2021US79.2985.9585.7793.2191.80-1.51%15.78%Other80.5982.1284.3992.3889.32-3.32%10.83%GB65.1069.0770.0181.

39、2876.38-6.02%17.33%EMEA94.2995.82128.8588.7488.55-0.22%-6.09%Aggregate75.8980.9185.8488.3484.77-4.04%11.70%AOV is up over the past 12 months,particularly in the US and GB.18.ECOMMERCE QUARTERLY BENCHMARKS|Q1 2022The increase in AOV over the past 12 months can be seen most clearly in Desktop purchase

40、s,particularly in the US and GB.Average Order Value By Device(USD)Q1 2021Q2 2021Q3 2021Q4 2021Q1 2022Change since Q4 2021Change since Q1 2021USTablet$83.34$87.72$84.71$97.40$90.00-7.60%7.99%USMobile Phone$93.62$101.83$99.98$109.62$102.27-6.70%9.24%USDesktop$130.20$143.78$142.50$146.98$150.59 2.46%15

41、.66%GBTablet$89.94$96.95$96.20$105.87$104.01-1.76%15.65%GBMobile Phone$84.31$89.32$88.71$98.07$89.09-9.15%5.67%GBDesktop$98.90$109.32$111.77$130.58$126.54-3.09%27.95%EMEATablet$137.65$136.80$131.31$112.71$117.50 4.25%-14.64%EMEAMobile Phone$107.18$106.65$106.76$101.82$95.19-6.51%-11.18%EMEADesktop$1

42、57.83$165.35$261.68$144.96$152.36 5.10%-3.47%OtherTablet$107.01$102.48$102.06$112.06$95.94-14.39%-10.35%OtherMobile Phone$97.29$96.85$98.91$100.51$100.97 0.46%3.78%OtherDesktop$128.55$136.35$137.74$152.65$143.37-6.08%11.53%AggregateTablet$94.00$98.40$96.21$102.67$98.32-4.24%4.60%AggregateMobile Phon

43、e$91.75$97.07$96.18$103.75$95.46-8.00%4.03%AggregateDesktop$123.49$136.07$151.43$142.04$141.43-0.43%14.53%19.ECOMMERCE QUARTERLY BENCHMARKS|Q1 2022The increase in AOV over the past 12 months can be seen most clearly in Desktop purchases,particularly in the US and Great Britain.Average Order Value By

44、 Device(BP)Q1 2021Q2 2021Q3 2021Q4 2021Q1 2022Change since Q4 2021Change since Q1 2021USTablet60.4562.7961.4372.4067.11-7.31%11.02%USMobile Phone67.8872.8972.5181.6176.32-6.48%12.44%USDesktop94.41102.88103.38109.26112.382.85%19.03%GBTablet65.2669.4069.7778.6477.55-1.39%18.84%GBMobile Phone61.1563.92

45、64.3472.9466.46-8.88%8.70%GBDesktop71.7278.2481.0797.0794.41-2.74%31.63%EMEATablet99.9297.8995.2383.4887.584.92%-12.34%EMEAMobile Phone77.7776.3577.4475.6770.93-6.26%-8.80%EMEADesktop114.50118.26189.31107.53113.695.73%-0.71%OtherTablet77.6573.3374.0283.2271.53-14.04%-7.87%OtherMobile Phone70.5769.23

46、71.6374.6375.300.90%6.71%OtherDesktop93.1797.4999.85113.23106.93-5.56%14.78%AggregateTablet68.2170.4369.7876.2873.31-3.89%7.49%AggregateMobile Phone66.5469.4769.7577.1971.21-7.74%7.02%AggregateDesktop89.5597.35109.77105.55105.53-0.02%17.85%20.ECOMMERCE QUARTERLY BENCHMARKS|Q1 2022Average Order Value

47、 By Source Q1 2021(USD)Q2 2021(USD)Q3 2021(USD)Q4 2021(USD)Q1 2022(USD)Change since Q4 2021Change since Q1 2021Direct$105.14$112.20$120.50$121.25$117.06-3.46%11.34%Email$98.79$103.98$98.02$107.52$104.83-2.51%6.11%Search$89.36$98.11$96.70$102.49$99.55-2.86%11.41%Social$70.36$74.73$74.66$81.13$77.27-4

48、.76%9.81%Unknown$121.07$133.76$142.47$137.23$126.67-7.70%4.63%Aggregate$104.65$113.07$118.40$118.81$113.63-4.37%8.58%Q1 2021(BP)Q2 2021(BP)Q3 2021(BP)Q4 2021(BP)Q1 2022(BP)Change since Q4 2021Change since Q1 2021Direct76.2580.2987.3690.1387.34-3.10%14.54%Email71.6674.4271.1079.9878.17-2.27%9.09%Sear

49、ch64.8170.1970.1476.2474.28-2.57%14.62%Social51.0353.4854.1160.3357.58-4.56%12.85%Unknown87.8195.72103.28102.0294.51-7.36%7.64%Aggregate75.8980.9185.8488.3484.77-4.04%11.70%The greatest increases in AOV over the past 12 months came from Direct and Search.21.ECOMMERCE QUARTERLY BENCHMARKS|Q1 2022 POW

50、ERFUL PERSONALIZATIONKibo Personalization,the leading and most experienced personalization solution on the market,empowers marketers to delight customers by enabling everything from quick one-off content changes to complex personalization across the entire customer journey.Kibo Personalization is the No.1 personalization vendor to the IR1000 for 13 years in a row and is the winner of three TrustRadius Top Rated awards for A/B Testing,Real-time Interaction,and eCommerce Personalization.Contact https:/ by