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It’s the sound of marketers across the country cheering for yet another strong quarter in the world of e-commerce. Online revenue was up 8.6% in the first quarter of 2016 compared to the previous year. Online orders increased 7% and Average Order Value (AOV) was up 1.5%, indicating a less promotionally-driven quarter.
Mobile shopping continued to grow with nearly 30% of orders being placed on mobile phones (19.9%) and tablets (9.9%).
Of those purchases made on mobile devices, 24.5% were placed on devices running Google’s Android operating system and 75.2% were made on devices running Apple’s iOS.
Search was still the primary marketing channel driving online sales; organic search brought in 21.8% of orders while paid search made up 20%. Email marketers will be pleased to hear that their efforts paid off big in Q1 – 18.4% of purchases were driven by email, up from 15.5% during the same timeframe in 2015.
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