July 19, 2016
Chart

SMB Chart: How retailer KPIs are trending

SUMMARY:

Is your website traffic increasing or decreasing? What about conversion rates? Cart abandonment?

To help SMB retailers benchmark their performance, we look at data for seven common KPIs in this MarketingSherpa Research Chart article.

by Daniel Burstein, Senior Director, Content & Marketing, MarketingSherpa and MECLABS Institute

Worldwide Business Research surveyed 254 SMB (small and medium business) retailers (retail organizations under $100M) at eTail West on behalf of Emarsys and discovered the following retail trends.

Chart: Key Trends for Common Ecommerce Metrics
Key Trends for Common Ecommerce Metrics

We sat down to interview Sean Brady, President of the Americas, Emarsys, about the data.

As you can see in the chart, most KPIs (key performance indicators) are trending in the right direction for SMB retailers, with five of the six positive KPIs trending upward for a majority of these retailers.

However, there is a distinct group of underperforming retailers. For example, while website traffic was the positive KPI that increased for the most SMB retailers (74%), it is also the positive KPI that decreased for the most marketers (14%).

Cart abandonment, the only negative KPI surveyed, stayed the same for the largest group of retailers (49%), while 23% saw more customers abandoning carts.

Related Resources

B2B E-commerce: How an online retailer garnered 100% top-line growth in its affiliate program (plus 5 more marketing channels)

SMB Marketing in 2013: 85% of SMBs to increase use of email

SMB Marketing in 2013: 68% of small businesses to increase marketing budget (a look back in the MarketingSherpa library)


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