E-commerce Update: Online Sales Soar Following Thanksgiving

Here, the IndieCommerce team shares an important look at current trends in the world of e-commerce.

• The e-commerce conversion rate is the percentage of online customers who complete an online purchase. Over the past seven days, the conversion rate has averaged 7.31 percent. That is a 180.20 percent increase over the 2.61 percent conversion rate for the same seven-day period last year.
• The average order value (AOV) is determined by taking all of the online orders on IndieCommerce and IndieLite sites over the past seven days and calculating the average amount paid for a completed online purchase. Last year, that amount was $50.27 for this seven-day period. This year, the AOV increased to $58.43.
• Traffic/users are the number of customers visiting IndieCommerce and IndieLite websites. Over the past seven days, compared to last year, that number has increased by 193.34 percent.
• Revenue is driven by traffic, conversion rate, and how much people are spending. The number of online transactions is up 796.20 percent. We’re seeing big increases in all of these areas, and the result is a 941.61 percent increase in revenue over the past seven days when compared to the same seven-day period last year.

We’ve considerably beefed up the infrastructure that the IndieCommerce platform runs on and have built in additional headroom to manage unforeseen traffic spikes. The next big sales surge will likely be Monday, December 14. From now until then, we’re expecting to continue to see elevated traffic and sales volume.