In 2023, global online shopping exhibited notable trends in consumer spending habits and the influence of traffic sources on order values. According to data from Statista, online shoppers spent an average of approximately $2.95 per visit across all categories during the fourth quarter of the year.
Notably, specific categories saw higher average expenditures; home furniture led with $3.41 per visit, followed closely by luxury apparel at $3.24, food and beverage at $3, and $2.81 for health and beauty.
The average order value (AOV) in e-commerce also saw significant variations throughout the year. As reported, the global AOV was more than $110 in September 2023. This metric is crucial as it reflects the average total spent per order over a defined period, providing insights into consumer purchasing behavior and economic conditions affecting e-commerce.
Traffic sources played a pivotal role in influencing these values. Direct navigation to online stores resulted in the highest average order values globally, underscoring the importance of brand recognition and direct customer engagement. Following direct navigation, orders from email and search engines also demonstrated strong performance, indicating effective marketing strategies and SEO optimization.
These statistics highlight the dynamic nature of online shopping, where consumer preferences and technological advancements continuously shape spending patterns and operational strategies for e-commerce businesses.
