Source: See hereMobile ecommerce is a huge and growing industry, responsible for over $3 trillion in global revenue. The apps that underpin this industry are used by billions of people, and lots of careful consideration is put into every design and function choice.
Ecommerce apps need to be sticky and a lot of their value derives from the items available. Marketplaces, such as Amazon, eBay or Shein, have succeeded through scale, offering far more items than the competition without caring too much about quality or value.
There are many KPIs to track with an ecommerce app, including cart abandonment and add-to-cart rate. High add-to-cart rate can indicate a good selection of items and easy route to basket, while high cart abandonment may indicate issues with the payment flow and other distractions. Other metrics, such as retention and conversion, remain important as they are across all app sectors.
We have collected data and statistics on ecommerce app benchmarks. Read on below to find out more.
Like almost all app sectors, ecommerce apps have seen retention rate declines over the past three years, dropping to 4.2% in 2023.
Conversion rate for ecommerce apps spikes in November, before descending in February through almost all of the summer. It starts climbing again in October.
Food ⁘ beverage has the highest conversion rate across all categories listed in Dynamic Field by Mastercard's ecommerce KPI benchmarks .
Americas typically has a higher conversion rate than other regions, although it has a very steep fall off following the Christmas holidays.
PC users have a higher conversion rate than those on mobile. Tablet users are somewhere in-between, which makes sense given the three form factors.
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