Mobile Shopping Comes of Age
BURLINGTON, Mass.--(BUSINESS WIRE)--Demandware®, Inc. (NYSE: DWRE), the industry-leading provider of enterprise cloud commerce solutions, today released the Demandware Shopping Index 2015 Recap and Q4 metrics. The Demandware Shopping Index measures digital commerce growth and is based on an analysis of the shopping activity of more than 400 million shippers worldwide. The report reveals the trends and sources driving this growth. Among other trends for the year, Demandware concluded that 2015 was “the year of mobile shopping.”
The 2015 Demandware Shopping Index reveals that shopping attraction, which measures the growth in number of shoppers, soared, driving 98% of digital commerce’s growth in Q4 2015. Moreover, shopper spend, which combines the change in site visit frequency, conversion rate and average order value , also increased, and drove 2% of digital’s growth. The combined increases in shopper spend and shopping attraction yields the Demandware Shopping Index of +26% for 2015.
“Attraction is the driver of digital commerce expansion,” said Rick Kenney, head of consumer insights at Demandware. “The large increase in the number of shoppers choosing digital is a clear sign that online shopping behaviors continue to evolve.”
2015: The Year of the Phone
After years of observing the
rise of mobile, the phone finally took over in 2015. Phones accounted
for all the growth in visits and baskets and the majority, and
increasing, share of order growth. This translates into a net loss in
visits and baskets on tablets and computers. Tablets saw reduced traffic
and order share, down 19% and 10% respectively. Overall, phones traffic
share rose 30% to 43% and order share was up 50% to 23%.
“In 2015, the shopper went mobile. This is driving the mobile-first mandate for retailers. More and more shoppers are interacting with brands for the first time through their mobile devices,” said Kenney. “Particularly when targeting millennials, who overwhelmingly experience a brand for the first time on their phone, it is necessary to provide a simple and quick experience.”
2016 Trends to Watch
Beyond the increasing prominence of
phones, the following trends are likely to continue in 2016 and are
worth watching:
- Reduced time on site – Demandware found reductions in both average time per visit (down 11%) and average time per phone visit (down 19%) in Q4. The rise of personalization will likely perpetuate this trend as retail brands make it more efficient for shoppers to interact and purchase across channels.
- Increased cart creation – Baskets are now the currency of cross-channel engagement, with Q4 showing an overall increase in cart rate creation. This is a good sign for omnichannel retailers that rely on carts to bridge the gap from digital to store.
- Shopper expectations – Shoppers expect free shipping and discounts, but increasingly prefer an experience that is customized and exclusive to them.
The full Q4 2015 Demandware Shopping Index is available at demandware.com/shopping-index.
About The Demandware Shopping Index
The Demandware Shopping
Index measures digital commerce growth and is the product of two key
attributes consumers display on sites transacting on
the Demandware Commerce Cloud—shopping attraction and shopper spend. The
index represents an analysis of same site data over time and
incorporates the behavioral data of over 400 million shoppers
interacting with those sites. Demandware sourced data from digital
commerce sites transacting on the Demandware Commerce Cloud that were
live throughout 2015 and 2014. The index and the corresponding set of
key digital commerce metrics is published quarterly.
About Demandware
Demandware, the category defining leader of
enterprise cloud commerce solutions, empowers the world’s leading
retailers to continuously innovate in our complex, consumer-driven
world. Demandware’s open cloud platform provides unique benefits
including seamless innovation, the LINK ecosystem of integrated
best-of-breed partners, and community insight to optimize customer
experiences. These advantages enable Demandware customers to lead their
markets and grow faster. For more information, visit http://www.demandware.com,
call +1-888-553-9216 or email info@demandware.com.
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