In the third quarter of 2024, online shoppers spent an average of about 2.61 U.S. dollars per visit across all verticals. Health and beauty is the category in which consumers spent the most money per visit on average, at 3.02 U.S. dollars, followed by home appliances at 2.66 dollars.
Nickels and dimes
Over the past few years, the average order value for e-commerce purchases has increased globally, from around 118 U.S. dollars in September 2022 to around 126 U.S. dollars in the same month of 2023. The average order value also depends heavily on the online traffic source consumers use. In 2023, the value per order value was the highest when navigating directly, averaging around 167 dollars. Direct navigation means searching for a website directly in the browser's address bar, bypassing the use of search engines. Orders placed from social media stores were the lowest in value, with an average of less than 110 dollars.
Mobile shopping on the rise
Online shoppers have clear preferences when it comes to device type. When comparing gadgets, the average purchase amount has always been the highest for desktops, with an order value of 170 U.S. dollars. This indicates that bigger purchases are made via desktop computers. However, consumers are more likely to complete orders when shopping on mobile devices. Mobile devices were also clearly preferred when browsing retail websites, with around three-fourths of consumers using smartphones instead of desktops or tablets.
Average e-commerce spending per online shopper worldwide per visit in 3rd quarter 2024, by category
(in U.S. dollars)
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Salesforce Research. (November 25, 2024). Average e-commerce spending per online shopper worldwide per visit in 3rd quarter 2024, by category (in U.S. dollars) [Graph]. In Statista. Retrieved December 24, 2024, from https://www.statista.com/statistics/239288/countries-ranked-by-average-b2c-e-commerce-spending-per-online-buyer/
Salesforce Research. "Average e-commerce spending per online shopper worldwide per visit in 3rd quarter 2024, by category (in U.S. dollars)." Chart. November 25, 2024. Statista. Accessed December 24, 2024. https://www.statista.com/statistics/239288/countries-ranked-by-average-b2c-e-commerce-spending-per-online-buyer/
Salesforce Research. (2024). Average e-commerce spending per online shopper worldwide per visit in 3rd quarter 2024, by category (in U.S. dollars). Statista. Statista Inc.. Accessed: December 24, 2024. https://www.statista.com/statistics/239288/countries-ranked-by-average-b2c-e-commerce-spending-per-online-buyer/
Salesforce Research. "Average E-commerce Spending per Online Shopper Worldwide per Visit in 3rd Quarter 2024, by Category (in U.S. Dollars)." Statista, Statista Inc., 25 Nov 2024, https://www.statista.com/statistics/239288/countries-ranked-by-average-b2c-e-commerce-spending-per-online-buyer/
Salesforce Research, Average e-commerce spending per online shopper worldwide per visit in 3rd quarter 2024, by category (in U.S. dollars) Statista, https://www.statista.com/statistics/239288/countries-ranked-by-average-b2c-e-commerce-spending-per-online-buyer/ (last visited December 24, 2024)
Average e-commerce spending per online shopper worldwide per visit in 3rd quarter 2024, by category (in U.S. dollars) [Graph], Salesforce Research, November 25, 2024. [Online]. Available: https://www.statista.com/statistics/239288/countries-ranked-by-average-b2c-e-commerce-spending-per-online-buyer/