A new study on the State of e-commerce Discovery analyzed consumer trends based on over 2.9 billion e-commerce sessions globally.

The data was culled from an e-commerce database in the consumer categories of jewelry, fashion, and home décor brands and retailers, including Farfetch, Signet Jewelers, Shein, Perry Ellis, and Prada.

Here are some of the key takeaways:

• Desktop fashion consumers spent roughly 20% more time in sessions and visited 16% more pages per session.
• Consumers using desktop computers had higher average transactions across all 3 verticals.
• Consumers who are buying are using desktops and mobile, but the types of purchases are different.
• 81% of fashion and apparel shoppers used their mobile devices to make purchases, compared to 69% for jewelry and 43% for home décor.
• 84% used their mobile devices to browse fashion. 81% used their mobile devices to buy.
• Spending was significantly higher when consumers shopped on their desktops– 39% for Jewelry, 37% for fashion and apparel—than on mobile.

So, for example, people looking on their mobile devices for a T-shirt will buy it. It’s pretty quick and straightforward.

However, for a larger ticket item, like a winter coat, you’ll spend more time shopping on the website and doing research, comparing prices, and looking for great sales discounts before making a purchase. It’s more time-consuming.

Action Items

• Your mobile site should not be an auto-generated mobile optimization program—You’ll lose sales. Customize it so it’s more logical and friendly.
• For the desktop, make sure it’s easy to see and the pictures and graphics don’t detract from the direct response copy.
• If you have an online retail store, obviously, it must be easy to find your store. Remember, with a desktop, stress the alternative and make it inviting and easy.

Need help? Call Michael Oppenheimer at 615- 933-4647 or email him at [email protected].