{{ searchResult.published_at | date:'d MMMM yyyy' }}

Loading ...
Loading ...

Enter a search term such as “mobile analytics” or browse our content using the filters above.

No_results

That’s not only a poor Scrabble score but we also couldn’t find any results matching “”.
Check your spelling or try broadening your search.

Logo_distressed

Sorry about this, there is a problem with our search at the moment.
Please try again later.

As Christmas gets closer we can expect to see a wealth of e-commerce stats being added to our Internet Statistics Compendium.

This month, there has been some interesting data concerning what online retailers think about the importance of returning customers and some juicy trends highlighting the real worth of shoppers who come back for more compared to first time buyers.

E-retailer confidence

How customer experience can improve e-retail performance is a focal point of Intershop’s recent The E-commerce Report which gives a comprehensive look at the sector in Europe.

Returning customers are at the forefront of many e-commerce specialists’ activities. 73% of European online retailers believe the experience on their website can influence whether consumers return.

Looking closely at seasoned e-retailers from the continent, 91% are confident that the experience customers have on their website can ensure they come back. In the UK specifically, 82% of all e-retailers are of the same opinion.

So just how valuable are returning customers?

Adobe’s recent whitepaper, titled The ROI from Marketing to Existing Online Customers compared first time shoppers with returning purchasers and repeat purchasers in Europe and the US.

In Europe, the average revenue of a returning purchaser is €5.34, three times higher than first timers (€1.75). Repeat shoppers, those who come back again and again, spend €11.54 per person on average – seven times higher than the typical online shopper.

Adobe also highlights average spend trends among first-timers, returning shoppers and repeaters. While the average revenue from first time and returning shoppers have remained pretty much level since Q2 2011, repeat visitors were spending around €5 more by April 2012.

Of course, there are less repeat shoppers than there are first timers, but the average amount repeaters spend mean they are accounting for a bigger proportion of overall revenue.

In Europe, repeat shoppers account for 26% of total online revenue (up from 23% in 2011). In the UK, the figure is a little lower at 16% (but still climbing, from 15% in 2011). In the US, despite only 8% of e-commerce shoppers being returning or repeat visitors, 41% of overall revenue comes from these customers.

How online shops are preparing to entice customers back

Intershop’s data shows that European e-commerce sites are aware of the possibilities for good onsite experiences to turn first timers into repeat customers. So how are how are they intending to achieve this?

Many European e-retailers are confident that a well-delivered multichannel marketing campaign is their key objective, with 49% acknowledging that conversions and basket values will improve if they can ‘consistently market promotions across all channels. ‘

Additionally, 48% are looking to the importance of seasonality and timeliness to try and improve the performance of their sites.

Christmas 2012 may well be a big opportunity to ensure consumers are getting the best shopping experience possible in order to increase the likelihood they’ll be back in 2013.

The festive season is undoubtedly a key time of the year for e-commerce sites to entice new customers, but the value of repeat customers is proving worthy of keen focus from online sellers in the UK, across Europe and in the US. Working to ensure first-timers return in the future should be a major priority.

Luke Richards

Published 9 November, 2012 by Luke Richards

Luke Richards is a freelance writer and a guest blogger on Econsultancy. You can follow him on Twitter or check out his blog

58 more posts from this author

Comments (4)

Avatar-blank-50x50

Sally Bretton

The importance of a returning customer can never be reduced. When a customer returns to an ecommerce site, it shows the customer's preference and trust for the site. Also a returning customer who has had a good experience may actually promote the ecommerce site through the word of mouth which might be very helpful to the site.

almost 4 years ago

Avatar-blank-50x50

anabolics online

I wanna write stuuf like journals or bloggs, but not saying who I really am. Is there any website where I can do this? Websites for blogging or writing journals and get to post them online?. wish you luck

over 3 years ago

Avatar-blank-50x50

daviskathy

We should really save our returning customers. As ecommerce is relaid on customers

over 3 years ago

Avatar-blank-50x50

Android spy software

What is good about eCommerce is that it is faster in buying/selling procedure, as well as easy to find products.More reach to customer and 24/7 buying and selling.

over 3 years ago

Comment
No-profile-pic
Save or Cancel
Daily_pulse_signup_wide

Enjoying this article?

Get more just like this, delivered to your inbox.

Keep up to date with the latest analysis, inspiration and learning from the Econsultancy blog with our free Daily Pulse newsletter. Each weekday, you ll receive a hand-picked digest of the latest and greatest articles, as well as snippets of new market data, best practice guides and trends research.