KIBO：2022年第二季度电子商务季度基准报告（中译版）（24页）.pdf

1、Ecommerce Quarterly Benchmarks Q2 2 0 2 2IntroductionKibos 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 o

2、f customer sessions across 250+retailer brands,across four regions:US,EMEA,GB,and Other.GB(Great Britain)includes England,Scotland,Wales,and Northern Ireland.BenchmarksSession Distribution 4 Bounce Rate 5 Average Page Views 8 Add-to-Cart 11 Abandoned Cart 14 Conversion Rate 17 Average Order Value 20

3、2.ECOMMERCE QUARTERLY BENCHMARKS|Q2 2022Q2 of 2022 saw some interesting trends,which will be important to continue to watch as we feel the impacts of inflation and price increases and how that plays out worldwide.Although how shoppers use their devices to shop has stayed similar over the past quarte

4、r,we saw a slight decrease in Desktop shopping for Q2 2022.Also,over the past 12 months,shoppers using Tablets have dropped ofg quite a bit.But,despite the drop in Tablet usage,mobile shopping continues to drive most of the trafgic,at 68%overall.Bounce rates are up slightly,by 4%over Q1 2022 and by

5、5%over the past 12 months.This increase in bounce rate is most pronounced in Asia/Africa/Latin America,which saw a 7%increase in bounce rate over the past year.By device,bounce rates continued to increase across the board over the past 12 months,particularly on Desktop and Tablets.Average page views

6、 are also slightly down,by roughly 8%.This is most noticeable in EMEA and Asia/Africa/Latin America.The US is the most stable over the past 12 months,although the most significantly down over Q1 of 2022.Regarding page views,the largest drop-ofg YoY comes from Direct trafgic,which is down by 16%.Emai