KIBO：2022年第一季度电子商务季度基准报告（中译版）（22页）.pdf

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