eCommerce benchmark (screen shot)
eCommerce benchmark (screen shot)
 

30 May. 2012

ECOMMERCE BENCHMARK RESEARCH RESULTS

Jorij Abraham
Jorij Abraham
Founded in October 2011 by the eCommerce Foundation, the eCommerce Benchmark functions as an interactive online evaluation tool for both B2B and B2C merchants and retailers. The company’s goal is to conduct research studies, facilitate knowledge sharing, support benchmarking efforts and allow clients to compare their own e-commerce activities with those of their competitors, anonymously and free of cost. Since its launch, some 300 companies have joined the eCommerce Benchmark, 55 of which come from the fashion industry. 

One main initiative provides that participants receive automatic emails when new benchmarks are added to their specific industry. Benchmarks are constantly updated and key performance indicators are measured by average order value, order return ratio, number of order lines, marketing practices, ICT and organizational expenditure, innovation priorities and many other elements. 

Key findings from the first set of research data
Key findings from the first set of research data


Ongoing market research also brings helpful and important information to clients. When looking into the impact of social media, for example, eCommerce Benchmark was able to detect that 59% of all traffic comes from search engines whereas social- and viral-related traffic brought in only 4%. They also looked into how the fashion industry is affected by a 52.7% “shopping cart abandonment” rate and provided suggestions for ways to deal with and negate such consumer behavior. 

E-mail open vs. click trough ration
E-mail open vs. click trough ration


Further research explored differing conversion ratios depending on industry, organizational structures in eCommerce and optimal company-to-customer e-mail frequencies, which were determined to be weekly. Any questions about the eCommerce Foundation and its initiatives can be directed at co-founder Jorij Abraham, at: jorij.abraham@eCommerceFoundation.org.
Jorij Abraham & Anastasia Dyakovskaya

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