Amazon, the Undisputed Leader of E-commerce
This month’s Verto Index focuses on the Top 30 e-commerce services in the U.S. for Q3 2015. Our data clearly reveals that Amazon remains the undisputed e-commerce leader with 194M unique monthly users. Walmart is making a challenge, however, with more than 124M unique users for their website and app. Walmart has been heavily investing into its e-commerce business, and the results show it. Walmart’s shopper’s club, Sam’s Club, has also been growing and reached more than 16M monthly users in Q3 2015.
eBay, Amazon, and Walmart are the only e-commerce properties attracting at least 100M+ users a month. Users of eBay and Amazon have similar online behavior. They spend around 1.5 hours each month browsing and shopping, and each session takes an average of 5.5 minutes. Amazon users tend to visit the service (websites and apps) more frequently, however, with 27 percent of its users visiting on a daily basis compared to eBay’s 18 percent.
Groupon Is Struggling
Groupon comes in third regarding the number of sessions per month per user. Despite their relatively high number of sessions per user per month, they reach only 61.5M users – which is less than half of Walmart’s monthly reach and less than one-third of Amazon’s reach. Additionally, the time spent on Groupon apps and websites is much lower than on Amazon and eBay, as Groupon users spend less than 30 minutes a month browsing Groupon’s offers.
Amazon Reigns Supreme in Stickiness
Amazon also leads the Verto Stickiness Index (VSI) with 26.6 percent, followed by eBay with 17.9 VSI, Groupon’s Snap with 14.1 VSI, and Walmart with just 13 percent VSI. The Verto Stickiness Index (VSI) compares daily users with monthly users to reflect the active, loyal, and engaged part of the audience. The higher the stickiness, the bigger the share of daily users versus the monthly users is.