Before we get into specific e-commerce metrics, we want to reinforce an important dimension of segmentation.
There’s a tendency to think of all mobile use as the same. That’s wrong. “One of my pet peeves these days is how ‘mobile’ traffic is defined,” says Derek Szeto. “It’s often defined as tablet + smartphone, and especially from a commerce perspective, they’re very different things. If I were managing a marketplace or storefront, I’d segment my analysis into three groups: desktop, tablet, and smartphone.”
Part of the difference comes from the fact that users engage with the online world in three postures: creation (often on a computer with a keyboard); interaction (usually with a smartphone); and consumption (with a tablet.) Mixing tablets and mobile phones into a single category is a dangerous mistake. People buy more media on a tablet than they do on a PC because that’s where they consume content.
In other words: your mileage will vary. It’ll depend on whether you’re an acquisition- or a loyalty-focused e-commerce site; on whether your buyers are buying from a tablet, a phone, or a desktop; and on a variety of other important dimensions. The only way you can deal with this is to measure, learn, and segment properly.