High Point, N.C. – It was bound to happen sometime, and it seems that 2022 is the year. For the first time, home décor shoppers made more transactions using their mobile device than they did a desktop.
According to Syte’s The State of eCommerce Discovery in 2022, 52.9% of transactions in the first half of the year took place on via mobile. The study calls this change “a critical tipping point for home décor brands and retailers as it represents a shift in consumer behavior that will need to be mirrored in the overall approach to customer experience.”
Although mobile logged more transactions and more sessions by device, desktops still reigned supreme in most other categories, including time spent on a site (7:22 minutes vs. 5:35 minutes); conversion rate (2% vs. 1.1%) and items ordered (1.6 vs. 1.4)
Most important to note, desktops accounted for a higher average order. Syte’s research found a home décor order via desktop averaged $220.20, while the average order value through a mobile device was $166.10, a difference of more than 32%.
Looking at the various means by which consumers search for home décor products, email topped the charts as the source for longest time spent on e-commerce sites, coming in at just over 21 minutes. After “other,” in a distant second at 7:26 minutes, direct searches, Google paid and Google organic rounded out the top five.
Email was also the leader for generating traffic that produced the highest average order value at $334.50. Direct was second at $233.30, followed by Pinterest, $211.20; affiliate, $192.40; and other, $192.10.
About the data
The data for Syte’s The State of eCommerce Discovery in 2022 is based on more than 1.2 billion e-commerce sessions in the home décor, fashion and jewelry verticals as recorded in Syte’s database from January through June 2022. Syte is a product discovery platform that uses AI to create search and discovery experiences for shoppers.
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I'm Joanne Friedrick, research editor for the Home Furnishings Division. I began my career as a newspaper editor and then became a trade journalist, covering myriad industries including pension funds, supermarkets, gourmet food and security systems, just to name a few. Most recently, I entered the home furnishings category as a contributor for HFN and Home Textiles Today before transitioning into research where I now get to tell the stories behind the numbers for all of the HFD titles.
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