下面是小编为大家整理的EPI-2020年第一季度B2C零售报告（2022年）,供大家参考。
Episer v er
B2C
R etail
Benchmark
R eport,
Q1
2020
Page
2
Ex ecutiv e
Summar y
2019
w as
a
blockbuster
y ear
f or
online
r etail.
Consumer s
spent
$9. 4
billion
on
Cyber
Monda y alone,
a
whopping
19
per cent incr ease
o v er
2018.
With
26
per cent of
consumer s
shopping online
e v er y
w eek,
accor ding
to Episer v er ’ s
4th
Annual
R eimagining
Commer c e
R eport ,
it shouldn ’t
be
a
surprise
r etailer s
put up
big
number s
in
2019.
The
broader
r etail
landsc ape
w as mix ed,
ho we v er ,
with
the Commer c e
Departmen t
r eporting
se v er al
months of
negativ e
sales gr o wth
in
2019.
In
2020,
r etailer s
should
tak e
credit
f or
delivering
str ong
ecommerce
sales while
taking
note
of
broader
economic
tr ends
that
ma y
mak e
earning
consumer
dollars
mor e difficult
in
the futur e .
The
B2C
R etail
Benchmark
R eport,
Q1
2020,
pr ovides
a
deeper
dive
into the 2019
tr ends
in consumer
beha vior
on
r etail
and
brand
w ebsites.
W e ’ v e
compiled
billions
of
shopping
sessions across
160
w ebsites
that
use
Episer v er
and
analyzed
the k e y
findings
f or
device
penetration, tr affic sources
and
con v er sion
r ates .
K e y
Findings
1. Mobi le
shar e
of
tr affic consistently
ex ceeded
50
per cent e v er y
month in
2019.
Meaning, mobile
is
her e
to sta y .
Episer v er
pr edicts
mobile
tr affic will
ex ceed
60
per cent or
mor e
in peak -selling seasons
fr om
this point
on,
particularly
during
the holida ys
when
mobile
shar e of
tr affic r eached
59
per cent in
No v ember
2019.
2. Paid
sear ch and
or ganic
sear ch deliv er
the highest
con v er sion
r ates
and
lo w est bounce r ates ,
which
pr o v es
sear ch is
the w orkhorse
of
high-intent purchases.
R etailer s
and
brands alik e
should
in v est in
both non-br anded
and
branded
or ganic
and
paid
sear ch str ategies. This
matches consumer
sur v e y
data
fr om
Episer v er ’ s
R eimagining
Commer ce
R eport
2020, wher e
42
per cent of
consumer s
r eported
the y
visit
fir st
when
the y
ha v e
a
specific pr oduct in
mind
f or
purchase
(Amaz on
w as
second
at 33
percent).
3. Social
peaked
in
late 2019
taking
eight
per cent of
all tr affic .
This
is
a
big
milestone
and should
not be
ignored
b y
r etailer s.
Consumer s
use
diff er ent channels
along
their
journe y , often using
social
fir st
f or
inspir ation
and
resear ch.
The
best
r etailer s
are
balancing optimiz ed
sear ch and
c ampaigns
with
disco v er y
journe ys
on
social.
T r affic
Sour ces
•
Paid
sear ch is
used
y ear -r ound
and
not isolated
to just peak
shopping
periods
lik e
the winter
holida ys .
In
f act, paid
sear ch usage
tends
to decline
during
peak
seasons
lik ely
due to higher
competition (i. e .,
mor e
e xpensiv e
bids).
•
S ocial
tr affic has
doubled
to eight
per cent in
shar e
of
w ebsite
tr affic fr om
Januar y
2018
to October
2019
but poor
con v er sion
r ates
and
bounce
r ates
r educe
the re v enue
potential f or social
as
a
v aluable
tr affic sour ce
toda y .
•
In
2019,
29
per cent of
consumer s
r eported
clicking on
a social
media
ad
at least
once
and
28
per cent r eported
the y ha v e
click ed
and
completed
a
purchase
fr om
a
social
ad, suggesting
that
or ganic
social
and
social
adv ertising
is gaining
importance
but it
still
maturing
as
a
w ebsite
tr affic sour ce
f or
serious
buy er s.
Episer v er ’ s
202 0
sur v e y
of
global consumer s
further
addresses
social
as
a
tr affic sour ce .
2019
2018
Episerv er . com
10%
13%
12%
12%
12%
13%
13%
13%
13%
13. 71 %
14%
14%
15%
16%
16%
17%
17%
17%
16%
17%
18%
18%
18%
18%
18%
Paid Sear ch A
Y oY Comparison of
Paid Sear ch
Tr affic
to
R etail
Sites 20%
January
February
Marc h
April
Ma y
June
Jul y
A ugus t
September
October
November
December
January
February
Marc h
April
Ma y
June
Jul y
A ugust
September
October
November
•
Still,
lo w
click - thr ough
r ates
and
con v er sions
should
not dissuade
r etailer s
and
brands fr om
in v esting
in
social.
Most
shopping
journe ys
span
multiple sessions,
devices
and channels .
Social
is
a
po w erful
disco v er y
channel
f or
consumer s
to engage
with
r etailer s and
brands.
Lo w
re v enue
performance
does
not mean
social
is
not a
critic al
channel
f or ecommerce
succes s
in
2020
particularly
as
it
c an
be
used
to target k e y
buy er
personas.
•
While
social
as
a
buying
channel
is
still
maturing,
social
is
eating
into email
and
or ganic sear ch ’ s
tr affic shar e
as
is
paid
sear ch f or
B2C
r etailer s
and
brands.
Episerv er . com
2019
2018
2%
1%
0%
4%
4%
4%
3%
5%
5%
4%
4%
4%
4%
5%
6%
6%
5%
5%
5%
5%
5%
5%
6%
6%
6%
6%
6%
7%
7 .35 %
7%
9%
Social
8%
A
Y oY Comparison of
Social Media
Tr affic
to
R etail
Sites Episerv er . com
2019
2018
0%
5%
5%
5%
5. 41%
6%
6%
6%
6%
5%
5%
5%
5%
4%
4%
4%
4%
5%
5%
5%
5%
4%
4%
5%
8%
7 .35%
6%
7%
6%
7%
7%
7%
7%
6%
7%
7%
7%
7%
6%
6%
6%
6%
7%
6%
7%
6%
7%
10%
Social
13. 71 %
13%
14%
12%
12%
12%
13%
13%
13%
13%
14%
15%
18.64%
18%
18%
17%
17%
17%
16%
17%
17%
18%
18%
18%
16%
20%
Paid Sear ch 21%
24 %
23%
24 %
22%
22%
22%
22%
22%
22%
23%
23%
22%
22%
25%
25%
26%
24 %
25%
26%
27%
27%
26%
Or ganic Sear ch A
Y oY Comparison of
Tr affic
Sour ces
to
R etail
Sites
30%
January
January
February
February
Marc h
Marc h
Apri l
Apri l
Ma y
Ma y
June
June
Jul y
Jul y
A ugust
A ugust
S eptember
S eptember
October
October
November
November
December
December
January
January
February
February
Marc h
Marc h
Apri l
Apri l
Ma y
Ma y
June
June
Jul y
Jul y
A ugust
A ugust
S eptember
S eptember
October
October
November
November
Ses sions
b y
De vice
•
Mobile
shar e
of
tr affic continues
to incr ease
y ear
o v er
y ear .
By
2020,
Episer v er
pr edicts
the a v er age
monthly
mobile
shar e
of
tr affic will
r each
60
per cent f or
r etailer s
and
brands
as tablets continue
to f all and
desktop
sessions
become
less
fr equent.
•
For
r etailer s
and
brands
Episer v er
tr ack s,
desktop
tr affic has
not ex ceeded
43
per cent since
the summer
of
2018,
while
mobile
shar e
has
consistently
r emained
abo v e
50 per cent. Mobile
is
the ne w
norm.
•
Fifty -one per cent of
consumer s
who
were
sur v e y ed
f or
Episer v er
R eimagining
Commer c e
2020
r eported
that
the number
of
times the y
ha v e
r eached
f or
their
smartphone
instead of
a
laptop
to shop
online
has
incr eased.
This
lies
in
stark
contrast to the just six
per cent of
consumer s
who
r eported
r eaching
f or
their
smartphones
has
decreased.
Episerv er . com
2019
2018
2017
0%
4%
4.2%
6%
5%
7%
6%
11%
10%
9%
8%
8%
9%
10%
9%
9%
9%
10%
10%
10%
10%
9%
9%
10%
10%
10 %
13%
13%
13%
12%
16%
15%
15%
15%
14%
14%
14%
20%
30%
37%
35%
38%
38%
37%
36%
37%
41%
41%
43%
43%
41%
40%
40%
38%
38%
39%
38%
40%
40%
43%
42%
42%
42%
41%
4 0%
T ablet 39%
40%
39%
39%
45%
45%
45%
45%
43%
43%
Mobile
50%
49%
52%
51%
47%
46%
46%
47%
47%
45%
45%
46%
43%
43%
44%
56%
55%
51%
49%
48%
49%
52%
52%
53%
48%
49%
48%
49%
48%
50%
48%
50%
59%
55%
54%
55%
60%
Desktop
Ses sions
b y
De vice
January February Marc h April Ma y June Jul y A ugus t
September October November December January February Marc h April
Ma y June Jul y A ugust
September October November December January February Marc h April
Ma y June Jul y A ugust
September October
Con v er sion
R ate
b y
De vice
•
Con v er sion
r ates
are
holding
steady
ar ound
thr ee
per cent f or
desktop
and
tw o
per cent f or mobile .
Since
201 7 ,
con v er sion
r ates
ha v e
incr eased
fr om
1. 7
per cent on
mobile
devices
to 2. 1
per cent as
r etailer s
and
brands
ha v e
in v ested
in
mobile
optimization
and
consumer s ha v e
gotten mor e
comf ortable
completing
purchases
on
mobile
devices.
Episerv er . com
T ablet Mobile
Deskto p
1.5 %
1.0 %
0.5%
0.0%
1. 7 %
2.0%
2. 1 %
2.0%
2.5%
2019
2.9%
3.0%
2017
2018
3. 1 %
3.3%
3.2%
3. 4 %
Con v er sion R ate
b y
De vice
3.5%
3.5%
Con v er sion
R ate
b y
T r affic
Source
•
Dir ect tr affic and
r ef err al
tr affic sa w
the highest
incr eases
in
con v er sion
r ate
y ear -o v er - y ear ,
while
paid
sear ch and
or ganic
sear ch both sa w
small declines
in
con v er sion
r ate , suggesting
sear ch k e y wor ds
are
becoming
mor e
competitiv e
and
r ele v anc y
is
becoming e v en
mor e
important as
buy er s
are
discerning
with
what
the y
click in
the sear ch engine r esult pages
(SERPs).
Episerv er . com
Display
Social
Re ferral
Paid
Searc h
Or g anic
Searc h
Emai l
Direct
0.0%
0.3%
0.5%
0.6%
1.0 %
1. 1 %
1.0%
1.5 %
1.8%
2.0%
2. 1 %
2.4 %
2.5%
2.4 %
2.5%
2.6%
2.6%
2. 7 %
2.9%
3.0%
2019
3.0%
3.5%
2018
Con v er sion R ate
b y
Tr affic
Source
Bounce
R ate
b y
De vice
b y
Month Desktop
70 %
65%
Mobile
62%
59%
59%
60%
58%
T ablet 52%
30%
2018
2019
Episerv er . com
Bounce
R ate
•
Bounce
r ates
across
all devices
ha v e
ho v er ed
ar ound
43 per cent with
tablet having
the lo w est bounce
r ate
and desktop
having
the highest.
This
is
true
until late 2019
when desktop
bounce
r ates
sank
lo wer
tha...
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