THE STATE OF ONLINE RETAIL PERFORMANCE
SPRING 2017
The State of Online Retail Performance
phones, only 1 in 5 complete transactions on mobile
(page X).
1.8 to 2.7 seconds across device types (page X).
conversion rates by up to 7% (page X).
lowest among those using tablets (page X).
from 700ms to 1.2s across all device types (page X).
by up to 103% (page X).
times ranging from 0.9 to 1.5 seconds (page X).
decrease in session length (page X).
KEY INSIGHTS
The State of Online Retail Performance
What’s the cost of a few seconds in the digital marketplace
Retail businesses today face enormous challenges in delivering the fast, reliable, 24x7 omnichannel experience that users
demand. And those users won’t wait around for you to get it right: 53% of mobile site visitors will leave a page that takes
longer than three seconds to load.1
In recent years, many leading retailers have discovered that the page load times of their websites and apps have a signifcant
and measurable impact on metrics like conversions and engagement:
resulted in up to a 1% increase in revenue.
You may already be familiar with the idea that page load times have a negative impact on user engagement and business
metrics, but you may be surprised to learn that these impacts are being felt much earlier than have been reported in the past.
This could be due to the fact that there have been no previous studies that analyzed such a large dataset using such a nuanced
set of correlated metrics. Or it could be due to accelerating changes in user expectations. It’s too early to say. This research
project marks the inauguration of a long-term benchmark study that seeks to answer these questions.
The State of Online Retail Performance
1. Background and approach
What this report is: A semi-annual (spring and fall) study of aggregated performance metrics for leading retail sites. We share
performance metrics from three different perspectives – IT, business, and user experience – and explain how they intersect.
How we did it: We gathered one month’s worth of beacon2 data from leading retail sites, comprised of Akamai customers
who have given permission for their data to be anonymized, aggregated and used in this type of research. Our data science
team then used our industry-leading analytics engine to analyze the data.
Why this study is meaningful:
and the customer list – to conduct a study like this.
which equates to roughly 10 billion user visits.
such as bounce rate, conversion rate, and session length. This gives us unprecedented insight into how performance
affects users – and ultimately businesses.
What we hoped to learn when we started this project:
2. Online retail in the age of Amazon
How Amazon became the gold standard for user experience
In 2016, e-commerce sales in the US grew 15.6%, representing 11.7% of
total sales – but many of those gains were swallowed up by Amazon.3 Amazon
comprised 65.9% of the $53.1 billion growth in U.S. online retail last year, and
27.4% of the $127.6 billion increase in the total retail market.
In fact, Amazon’s market cap is now greater than the combined total of the
largest eight traditional retailers in the US.4
For more than two decades, Amazon has excelled at innovating its digital
business and motivating the rest of the industry to either adapt or lose market
share. While the rest of the digital marketplace was simply driving visitors to
websites, Amazon built an online business based on understanding those
visitors through data science and performance analytics.
Amazon was an extremely early adopter in the study of how seconds –
and sometimes even milliseconds – of latency can affect bounce rates,
conversion rates, sales and revenue. The company uses this knowledge
to drive the evolution of better and better customer experiences. Today,
Amazon’s ability to offer a superior buying experience has driven other
businesses to extinction across multiple categories.
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