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19/02/2019

RESEARCH

B2B eCommerce benchmarks 2018

Check out the 2018 Google Analytics benchmark data, regarding visitor sources and behaviour on conversions, 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 £169. Their websites are all built on the eCommerce platform Magento, on either version 1 or 2. In aggregate, this latest report tracks the behaviour of 2.5 million website visitors across 6 businesses.

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

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

Bounce rate

Conversion rate

Traffic sources = paid search

% of visits

Bounce rate

Conversion rate

Traffic sources = email

% of visits

Bounce rate

Conversion rate

Traffic sources = direct

% of visits

Bounce rate

Conversion rate

Traffic sources = referrals

% of visits

Bounce rate

Conversion rate

Average

£169.76

£3.02

2.28%

42.84%

Average

51%

40%

2.17%

Average

25%

58%

1.04%

Average

1%

34%

4.08%

Average

25%

43%

2.54%

Average

7%

42%

2.46%

Stand-out out figures

  • The average order value was £169.76, ranging from £117 to £763.
  • Organic search was the source of over half of all traffic, with the next biggest sources of traffic being paid search and direct.
  • Although only 1% of traffic came from email marketing, it converted at 4.08%, indicating that B2B retailers could benefit from increasing their email marketing activities.

Desktop usage

Bounce on desktop

Conversion on desktop

Tablet usage

Bounce on tablet

Conversion on tablet

Mobile usage

Bounce on mobile

Conversion on mobile

Average

43%

2.6%

Average

46%

1.4%

Average

52%

0.6%

Standout figures

  • Desktop continued to have the lowest bounce rate (43%) and highest conversation rate (2.6%) of all devices.

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

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