Consumer Electronics

Consumer Electronics Ecommerce Statistics

Consumer electronics grew conversion, site visits, and average ticket

The median conversion rate for consumer electronics retailers grew slightly from 2021 to 2022, from 1.0% to 2.1%, an increase of about 5%.

Over the same period, average site visits grew from about 474,000 to 568,000. That’s an increase of about 20% for the year. Consumer electronics retailers bucked the trend of other categories tracked by Digital Commerce 360, which saw traffic decline as consumers returned to stores.

Median average ticket grew from $313 in 2021 to $380 in 2022. That’s an increase of 21%.

Revenue in the consumer electronics

Online sales from all 75 category retailers in the Top 1000 surpassed $53.9 billion in 2022, up from $53.7 billion in 2021. Total online sales for the top 1000 in the category grew by about $166 million in 2022.

Online penetration was very high, at 81.1% in 2022. That’s an increase of about 10% from 2021, when penetration was 73.6%.

Four out of five retailers in the category remained constant in 2022. Apple maintained its top spot with 13.4% growth in 2022 on top of 14.1% growth in 2021.

Online sales managed to grow slightly for consumer electronics in 2022, up 0.3% from 2021. However, total category sales lagged, down 8.9%.

Young consumers buy more electronics

Shopper demographics of consumer electronics stayed nearly constant from 2021. Younger consumers are more likely to purchase than older consumers, and 25 t0 34-year-olds once again make up the largest purchasing group. Consumers age 34 and under make up nearly half of all electronics sales (47%).

Meanwhile, just 6% of sales are made by shoppers age 65 or older. Consumers age 45 and up make just 31% of sales.

Source: Digital Commerce 360 1. Digital Commerce 360 analysis of SimilarWeb traffic data. 2. Includes only U.S. sales from the sites of U.S.-owned retailers for consistency with the U.S. Department of Commerce’s methodology; U.S. totals exclude B2B sales for retailers in the computers/equipment and general consumer electronics subcategories with $500 million or more in web sales since the Commerce Department captures B2B sales for larger companies in a different survey reflecting wholesale sales data 3. Digital Commerce 360 analysis of U.S. Department of Commerce retail data. 4. Medians won’t sum to 100%