Chart of the Day: Chasing the getaway cart
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The state of ecommerce conversion rates
In the US, desktop computers had the highest ecommerce conversion rate of any device during Q4 2021, at?3.8%. Tablets followed with a?3.2%?conversion rate, while mobile registered a substantially lower rate of?2.3%.
Beyond the chart:?That quarter,?67%?of online shopping sessions in the US took place on mobile phones, while?31%?occurred on desktops. Add-to-cart rates were between?12.5%?and?13.5%, depending on device, but shoppers abandoned their carts?77.5%?of the time. Ultimately, these trends stayed fairly consistent throughout 2021: Desktop shopping is more likely to pay off for retailers, while mobile brings in more window shoppers.
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