eCommerce Benchmarks for Your Business

03/25/2015 — Leah Palnik

Small Business Trends recently posted an interesting article about benchmarks you should be using to evaluate your ecommerce strategy. Shipping is a significant component of the online retail process, and many of these benchmarks touch on this. Here are a few questions you should be asking yourself about your ecommerce shipping strategy. These benchmarks are based on data from the E-Tailing Group’s 17th Annual Mystery Shopping Study, which surveyed 100 top retail websites for their best practices. To get some insight from the customer side we also took a look at the UPS Pulse of the Online Shopper Global Study, conducted by comScore. 

How easy is your shopping cart to use and edit? Is make-or-break information such as shipping costs presented before the end of the process? Can the customer save key information securely?

It’s a good idea to be transparent about your shipping costs upfront. 63% of consumers say it’s important to provide estimated delivery date and shipping costs early in the shopping process. Not doing so could lead to cart abandonment. In fact, 50% of consumers abandoned a cart due to lengthy delivery times or when no delivery date was provided.

98% of retailers surveyed offer the ability to pre-populate information from a customer’s profile, including shipping address, credit card info, and billing address, which allows shoppers to check out faster. Additionally, 51% of shoppers say it’s important for retailers to “remember me” by not only saving order information, but also saving unpurchased items in their cart from a previous session as well.

How long does it take to receive orders? What types of shipping options do you offer and for what prices?

The average delivery time is 3.42 days for the top retailers in this survey. Shoppers are surprisingly willing to wait for most deliveries but also want the option for expedited service. 85% of online shoppers will wait 5 days or more for delivery, while 7 days is the average time shoppers are willing to wait for delivery.

How easy are returns? Is there a charge for returns or are shipping costs covered?

64% of retailers provide prepaid return shipping labels to make it more convenient for customers to make returns. 68% of shoppers say free returns shipping is key to a positive returns experience. On top of that, 52% of consumers want to see a return label right in the box. Taking these extra steps can influence a customer to pull the trigger on a purchase and also positively impact their overall satisfaction.

These benchmarks are a good starting point to assess where your ecommerce site ranks among some of the top retailers in the industry. If you’re looking to improve your online store, evaluating your shipping processes can be very beneficial. PartnerShip is here to help you determine the best way to manage your shipping and be more efficient. Click here for a free shipping analysis.