Explore the 2024 Retail Peak Season Digital Benchmarks

Shoppers swarmed to bag the best deals during Black Friday weekend 2023—with traffic and conversion rates increasing compared to the week prior. What’s more, average order value grew by +7.7% YoY.

While good outcomes spiked, buyer journeys dragged, mobile struggled to convert and well over a third of sessions caused user frustration across the entire peak season period.

Benchmark your performance, discover the most important digital KPIs and get actionable strategies to help you drive growth this peak shopping season.

+31 Billion

Page views

+6 Billion

Site visits

1673

Websites

Countries

Buyer journeys dragged out

In 2023, peak season buyer journeys were long, stretching beyond 25 pages, while mobile visitors viewed fewer pages than desktop.

And a lot of that content goes to waste: less than half of all page content goes unseen—with retailers seeing an average scroll rate of 46.9% in 2023.

Frustration still needs fixing

Obstacles and points of friction in the customer experience cause frustration, which flared up in 2023. Well over a third (40.2%) of sessions last year caused users to feel frustrated.

Conversion rates spike on Black Friday weekend

Retailers saw a significant uplift in traffic by +32.7% and conversion rate by +47.9% on Black Friday weekend in 2023.

Shoppers also swarmed to bag the best deals on desktop devices, spending more per visit compared to mobile.

Explore the 2024 Retail Peak Season Digital Benchmarks

Access the insights

A look at the data set:

2024 Retail Peak Season Digital Experience Benchmarks