Retail & e-commerce Benchmarks

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What’s good for my industry?

In order to give retail & e-commerce companies a sense of how their products are performing, we aggregated 20 billion events from 115 projects in three sub-verticals: lifestyle brands, grocery and food & beverage, and two-sided marketplaces.

We captured commonly used product metrics in usage, retention, engagement and conversion to see what how typical and elite products perform in the retail & e-commerce industry. Find out how your numbers compare to the competition’s in the most crucial metrics for determining success as an online retailer.

Lifestyle retail and e-commerce illustration

Is usage increasing?

ADAU over MAU is a measure of vibrancy, telling you on what percentage of days in a given month active users show up. Of the three platforms measured here, mobile app visitors return the most frequently, showing up more than visitors to even elite web products.

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Retail & e-commerce ADAU/MAU broken down by platform.

Read the full report to learn in greater detail when and how users show up in retail & e-commerce products, including an answer to the question of what a typical monthly growth rate looks like.

Retail and e-commerce retail store illustration

What's excellent retention?

For lifestyle brands, even the best of the best are only able to keep one-fifth of users after a month. This makes sense—purchases like sneakers and clothing are going to necessarily have longer timeframes. For some types of purchases in this sector, a longer retention window probably makes more sense.

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Pairing retention metrics and usage metrics is usually a good idea. It’s one thing to grow a product, and one thing to keep retention high. The great challenge for product teams is finding a way to do both.

Retail and e-commerce grocery illustration

When does engagement peak?

Product owners in the retail & e-commerce industries should expect traffic on desktop web to vary wildly: when people are at work, they do more on their computers, even online shopping, apparently.

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Retail and e-commerce normalized activity by day of the week

Users are willing to break out their phones with a bit more frequency on the weekend. Build targeted campaigns that find them where they’re active, when they’re active.

Retail and e-commerce benchmarks report conversion illustration

Are we closing the deal?

In the middle of the pack, lifestyle brands are the strongest at getting their visitors to actually make a purchase, but among the most elite products, grocery and food & beverage ones are stronger.

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median-90th-percentile-conversion-rate-by-sub-industry@2x

Typically, there is an inverse relationship between the price of a product and its conversion rate. After all, buying a car ought to require more research than ordering dinner.

“With Mixpanel, we can isolate user trends and nudge users in order to take a specific action, whether that’s to post a grab or shop again. By sending relevant communications tied to a user’s actions, we are more efficient in our marketing and more effectively encourage our users to re-engage with the platform.”

Christina Leigh Morgan - Marketing Director, Grabr

“Some of the most valuable information that I get from Mixpanel comes from the peaks and valleys in the data. If a user performs the same action 50 times in a row, there is probably something we can automate or improve.”

Christopher Vezzuto - Senior Software Engineer, Ticketmaster

“Everything that our customers do on the site is logged on Mixpanel. There aren’t any actions the user can take without first signing into their account. Five months into our implementation of Mixpanel, we are able to understand cross-platform behavior – drilling down to the user level by device, country, and segment to improve re-engagement across our five different customer profiles.”

Wanda Saint Paul - Former Web Analytics Manager, Vente-Privee

“The lessons of the Hidden Valley Ranch personalization engine experiment transcend the brand. If we can serve content that consumers are interested in, they will engage with it. And there’s a clear line from increased engagement to increased sales.”

Kesha Patel - Brand Engagement Manager, Clorox

Retail and e-commerce benchmarks report illustrations

How do you compare?

Download the full report to see KPIs at the 90th percentile and expert analysis.

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Retail & e-commerce Benchmarks

What’s good for my industry?

Is usage increasing?

What's excellent retention?

When does engagement peak?

Are we closing the deal?

How do you compare?

Retail & e-commerce Benchmarks

See the state of the industry

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