News

Returning ecommerce consumers more cart active than new visitors

Research reveals dichotomy between new and returning retail customers.

April 5, 2016

The loyal customer is much more lucrative for online retailers as they purchase much more than the new customer.

Research on Q4 ecommerce activity by Monetate reveals returning visitors spent nearly $5.3 billion, nearly twice as much as new visitors in Q4, according to an announcement. Yet the returning visitors made up just 48 percent of ecommerce sessions, states the research report. New visitors, according to Monetate, are half as likely to drop an item in the cart, about 15 percent of the time while new visitors added to the cart 8 percent of the time.

New shoppers using a mobile device are even less cart active, dropping items in about 4 percent of the sessions, versus 10 percent of return visitors using a mobile device.