Wolfgang says mobile tops for revenue and traffic

For the first time, mobile accounts for most e-commerce website revenue with a 54 per cent share and as much as 70 per cent of traffic, Wolfgang Digital reports. It is the first time ever that paid search is the primary channel driving revenue to e-commerce websites with 34 per cent of revenue. Organic search was a close second at 33 per cent of revenue.

Does this mean SEO is dead?

Not a hope, says Wolfgang chief executive Alan Coleman (above). Organic search revenue grew by double digital rates. Retailers can now measure the in-store impact of their online activity. For every euro they make online they make a further €1.68 in-store. In store average order values are treble their online counterparts, Coleman added.

Thee findings show that the website is not just another store, it is the big ticket item customers first point of contact before entering the store ready to spend. The average online purchaser visits a website five times before parting with their cash. Wolfgang says only 18 per cent of Irish consumers believe they are influenced by influencers.

The strongest point of difference between the top performing websites and the chasing pack is that the top performers have figured out how to generate social media traffic that converts. Data is the new oil. The most valuable companies in the world 100 years ago, 50 years ago and even a decade ago were oil companies – not anymore.

The last decade has seen a seismic shift in the commercial order. The largest companies in the world by market cap are now data companies. Apple makes the data gathering devices and Google and Facebook are the largest marketplaces for data. The key driver of the transformation has been the smartphone, with data proving its value.

Click here for the full Wolfgang Digital 2020 KPI Report

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