Download Custora’s Q2 2016 Pulse Report

Every quarter, we release a report recapping the state of US e-commerce based on data from over 500 million anonymized shoppers and $100B in e-commerce revenue from over 200 online retailers. Check out this report to learn more about the top e-commerce trends of Q2 2016. For real-time updates, sign up for the Pulse here.

If you have any questions or comments regarding the report or this data, we’d love to hear them. Feel free to comment here, or email us at info@custora.com.

If you’re curious about the statistical methods we used to produce this report, check out this blog post about a previous report, which used similar tools.

Please enter your details below to get the report.

The Retail Tipping Point

David Stychno creative

Sculpture by Isamu Noguchi

 

Growing retailers often place companies like Amazon on a pedestal, strategizing about the hurdles necessary to overcome and place themselves amongst the upper echelon. But let’s be honest, comparing yourself to the Amazon of today is simply unrealistic – and will likely only frustrate you.

Every company reaches what I like to call a “tipping point.” Some hit it at the $20 million mark, some at the $50 million mark, others much later. This “tipping point” forces a company to evaluate their strategy and make a crucial decision: continue with the status quo, or adapt and dig in to their customer data to move that revenue needle forward. If you are like most growing companies, you are probably leaning more towards the latter, devising a plan to move beyond optimizing one-time transactions and entering the realm of sustainable revenue through retention.

We’ve all heard the cliche that “it’s 5x more expensive to acquire a customer than to retain one.” Regardless of what statistic you hold true, acquisition is simply the more costly marketing strategy. But let’s not be penny wise and dollar foolish: growing retailers need to continue focusing on acquisition. The key is in optimizing your acquisition investment by ensuring you have a strong retention net in place.

Acquisition and retention are two vastly different animals that require their own unique tools for customer insights and campaign deployment.

There’s a very common mistake made within these “hyper-growth” organizations when they hit this transition: the unnecessary tendency to stop the presses, rip everything out, hunt for the silver bullet and replace it with tools that further over-promise and under-deliver. This is commonly referred to as “re-platforming.”

Believe it or not, you can significantly innovate your organization to drive the revenue needle forward by enhancing what you currently have in place. Before making significant changes to your current marketing stack, take a step back and assess how you can simply fine tune your existing engine to optimize for retention. Frequently, a complete system overhaul can be avoided by introducing a solution that sits on top of your current tools to multiply your efforts.

The sheer purpose of the above ramble isn’t to provide you with an answer, but to simply challenge you to question your status quo. You just need to dig in. Are you truly preparing your rapidly growing organization to join the enterprise elite, or, are you simply on an endless hunt for the perfect solution?

Insights from Shoptalk, where retail met tech

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Custora’s Chief Revenue Officer, Tim Bryan, attended the Shoptalk conference last month to listen to innovative retailers…well… talk shop. Shoptalk bills itself as the “nextgen ecommerce event” and brought together leaders from the e-commerce, venture capital, and retail worlds.

To read about Tim’s take on how customer experience, loyalty, and omnichannel marketing are front and center in retailers’ minds, and how this means good things for their customers in the coming years, head over to CMO.com.

 

Custora E-Commerce Pulse Report: Q1 2016

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Shhh…Hear that?

It’s the sound of marketers across the country cheering for yet another strong quarter in the world of e-commerce. Online revenue was up 8.6% in the first quarter of 2016 compared to the previous year. Online orders increased 7% and Average Order Value (AOV) was up 1.5%, indicating a less promotionally-driven quarter.

Mobile shopping continued to grow with nearly 30% of orders being placed on mobile phones (19.9%) and tablets (9.9%).

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Of those purchases made on mobile devices, 24.5% were placed on devices running Google’s Android operating system and 75.2% were made on devices running Apple’s iOS.

q1_orders_by_platform

Search was still the primary marketing channel driving online sales; organic search brought in 21.8% of orders while paid search made up 20%. Email marketers will be pleased to hear that their efforts paid off big in Q1 – 18.4% of purchases were driven by email, up from 15.5% during the same timeframe in 2015.

q1_orders_by_marketing_channel

Check in for monthly e-commerce stats and analysis at custora.com/pulse. To keep up with the latest industry analysis, interviews with e-commerce pros, and meaningful case studies, subscribe to Custora’s blog.

 

2015 Holiday Recap + 2016 Outlook From Marketing Leaders

Spring may be just around the corner, but there’s still plenty to be said about what happened this winter. Earlier this year, we published the 2015 Holidata Recap Report, examining the major trends of the 2015 holiday shopping season. In addition, we brought together the e-commerce community for a webinar to recap the season and discuss how holiday trends will impact their 2016 marketing plans.

 

You can watch the full webinar below, but here are three of the most surprising trends from this holiday season.

 

1) Cyber Monday is becoming Cyber Week 

Historically, our advice has been to think of the holiday shopping season as a marathon, not a sprint. While that still rings true, this year there were some miles that were more important than others.

In 2015, the top seven shopping days of the holiday season all fell in one week – what we’ll refer to as “Cyber Week.” (This week is comprised of the dates between 11/24-11/30).

Top Days By Revenue

This year marked the tenth anniversary of Cyber Monday. In those ten years, Cyber Monday has become synonymous with the best sales, inventory, and shipping options that the internet has to offer. To leverage that reputation, retailers have been stepping up their offerings for the week leading up to Cyber Monday as well. Shoppers who are serious about getting a good deal now flock to Cyber Week for their holiday shopping needs.

 

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