My colleague Åsa Lundell at TradeDoubler, www.tradedoubler.com and www.digipedia.se, showed me some very interesting research on transaction volumes online. The research clearly highlights how average order values (AOVs) are trending down year to date.
What is even more interesting is that the order volumes themselves are not trending down. The number of orders are probably driven by a variety of factors e.g. growth of online users and migration of offline campaigns.
On the other hand, average order values are hit by:
- Purchase patterns amid recession – people have less money and look for bargains and cannot fully afford high end products.
- Increased efficiency in online tracking – the more orders we track as a percentage of total – the greater the number of orders and the lower the average order value.
- Possibility that high AOV ecommerce items (durabels etc) are suffering more than e.g. fast moving consumer goods i.e. mix is shifting to lowend AOV.
2 responses so far ↓
Bregan // September 16, 2009 at 2:35 pm |
Can you direct me to the report that corroborates this find?
philiphallenborg // September 16, 2009 at 4:02 pm |
Hey,
I cannot. I am looking at proprietary info (internal reports) and adding layers of external info. We are a listed company so I have to be very careful with what I share in terms of reports. Most of reports are confidential. And I will only give broad overviews.
Sorry.
Philip