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02/10/2019

RESEARCH

B2B eCommerce benchmark data [Q3 2019]

Check out our Google Analytics benchmark data from July - September 2019 for B2B eCommerce websites.

The businesses indexed are limited to B2B retailers whose online sales range up to £5m per annum with average order values of £326.40. Their websites are all built on the eCommerce platform Magento (an Adobe Company) on either version 1 or 2. In aggregate, this latest report tracks the behaviour of over half a million website visitors across 6 businesses.

Online retailers whose data was benchmarked include Agar Scientific, Mast Digital and Carlton Sales.

The data includes statistics regarding traffic sources and mobile usage, website engagement & conversion rates.

Overall KPIs

Average order value

£ per visit

Conversion rate

Bounce rate

Traffic sources = organic search

% of visits

Conversion rate

Bounce rate

Traffic sources = paid search

% of visits

Conversion rate

Bounce rate

Traffic sources = email

% of visits

Conversion rate

Bounce rate

Traffic sources = direct

% of visits

Conversion rate

Bounce rate

Traffic sources = referrals

% of visits

Conversion rate

Bounce rate

Average

£326.40

£4.13

1.8%

47%

Average

52%

44%

1.55%

Average

33%

53%

0.83%

Average

2%

39%

2.5%

Average

20%

49%

2.2%

Average

4%

42%

3.4%

Standout figures

The average order value ranged from £128 to £825 and saw a significant increase in comparison to Q2.
Organic search continues to be the source of over half of all traffic.
Overall bounce rates remained similar to Q2 whilst the AOV and £ per visit noticeably increased
Email traffic brought about 2% of total visitors but converted at 2.5% (the second-best after referrals), indicating that investing in B2B email marketing and website UX journeys could reap substantial benefits.

Desktop usage

% of visits

Bounce on desktop

Conversion on desktop

Tablet usage

% of visits

Bounce on tablet

Conversion on tablet

Mobile usage

% of visits

Bounce on mobile

Conversion on mobile

Average

63.4%

41%

2.1%

Average

6.9%

42%

1.1%

Average

29.7%

52%

0.7%

Standout figures

Desktop brought more than half of searches and also had the highest conversion rate.
Mobile searches amounted to almost 30% of all searches but had the lowest conversion rate - this could indicate that although most purchases are made on desktop, the search often begins on mobile devices and thus responsive websites with a solid UX are crucial to B2B success.
Although tablet only brought 6.9% of users to B2B websites, it converted higher than mobile.

Device

Site search usage

Conversion from site search

Bounce from site search

Desktop

8.1%

3.6%

14.5%

Tablet

7.3%

3%

10.5%

Mobile

2.4%

1.7%

19.7%

Standout figures

Overall, bounce rates were lower and conversion rates higher for traffic using site search.
Site search usage increased for desktop and mobile compared to Q2 as did the site search conversion rates for mobile and tablet.
Bounce rates for site search on tablets decreased from Q2.

Disclaimer: Google Analytics data is not always 100% accurate.

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