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e-Commerce Industry News


August 13, 2014
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Desktops trump all for generating sales
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August 13, 2014
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People don't spend as much money on tablets. People don't spend as much
money on tablets.
So many retailers have focused on expanding the number of avenues through which they engage prospects. ARTICLE CONTENT So many retailers have focused on expanding the number of avenues through which they engage prospects. This omnichannel retailing approach is designed to improve merchants' flexibility and give customers the option to shop how they want, when they want.

However, as a recent report from Affiliate Window suggested, just because merchants provide shoppers with numerous avenues to make purchases, that doesn't mean they are all the same. In fact, retailers may want to consider focusing on specific channels, as customers will spend more or less money depending on how they are shopping.

The difference is staggering - according to the Affiliate Window study, the average value of desktop orders crested the $150 mark compared to only $85 spent on smartphone purchases. Tablet shoppers fell closer to the desktop shopper average order value at $131. If retailers want to make as much money as possible, they need to ensure their desktop website is up to par.

"Average order values through tablets are below that of desktop, which points to more impulse purchases through tablets," Matt Swan, client strategist for Affiliate Window, explained to Internet Retailer. "With more emails typically being picked up on tablet devices, a well-timed offer can trigger a purchase."

The takeaway here is that every channel is equally valuable for different reasons. Mobile sites may be great jumping off points, allowing retailers to engage customers at any time through promotional mobile emails. At the same time, people spend the most money when they shop from desktop computers. By offering all of these different channels, merchants can effectively reach customers regardless of their current position in the buying cycle. Whether people want to use desktops, smartphones or tablets, retailers must offer shoppers all three.