Despite Economy, Online Sales Continue to Grow
The report, which is based on 2008 aggregated merchandise purchase data from the Abacus Cooperative database, found the percentage of sales taking place online has grown by 30 percent over the past four years, with 8 percent growth in the most recent year alone. During this time, the proportion of retail sales were flat and call center-based sales declined, according to the report.
Average dollar per online transaction also has increased over the past four years, the report says.
On the other hand, the average sale and spend per household declined in 2008 from 2007 for all channels except the online channel.
Highly valuable multichannel buyers
The study also found that multichannel buyers are highly valuable to B-to-C and B-to-B marketers.
B-to-C multichannel buyers represent 67 percent of total repeat buyers with the highest spend and transactions per household. In addition, compared to exclusive retail buyers, multichannel buyers are more active and have higher spend per household, despite lower average sale.