E-commerce Update: Sales Stabilize

Although the e-commerce conversion rate (the percentage of customers who complete an online purchase) decreased to 3.65 percent over the past seven days, revenue increased 4.13 percent (blue graph below). We also saw a slight increase in the average order value (0.28 percent) and the number of transactions or the total number of completed purchases increased by 3.84 percent.

The number of customers/users visiting IndieCommerce and IndieLite websites increased by 8.74 percent last week (blue graph below) when compared to the previous week (orange graph below).

So, although we saw a slight drop in the e-commerce conversion rate last week, the 8.74 percent increase in the number of online shoppers resulted in a 4.13 percent increase in online sales over the past seven days. The drop in the conversion rate appears to be seasonal when compared to the same week in 2019. 

The online sales and traffic patterns appear to be becoming more stable, which is supporting the theory that we are not going to see online sales and traffic regressing to pre-pandemic levels anytime soon. Online sales revenue this past week was up over 585 percent versus the same pre-pandemic week in 2019.