Why device segmentation matters
The difference comes down to how people use each device. Think of it in three postures:
Creation happens on a computer, usually with a keyboard.
Interaction happens on a smartphone, where people engage on the go.
Consumption happens on a tablet, where people read, watch, and buy media.
Mixing tablets and smartphones into one “mobile” bucket can distort your data. For example, people are far more likely to purchase media on a tablet than on a desktop, because that’s where they consume it.
Conversion rates and what to expect
E-commerce benchmarks vary by industry, but average conversion rates tend to be low single digits. If you’re significantly outperforming that—closer to double digits—you’re in rare company.
Your results will always depend on buyer intent. Visitors with strong intent to purchase typically convert at much higher rates, while casual browsers need more nurturing to get there.
The reality of online shopping behavior
Even with strong intent, the path to purchase is rarely straightforward. Many shoppers begin their journey researching across multiple channels, often starting with a search engine. A large portion of those who start the checkout process never finish—cart abandonment is one of the most persistent challenges in e-commerce.
And don’t forget: research is a huge part of the buying process. Shoppers often spend as much time comparing, reading reviews, and exploring alternatives as they do adding items to a cart.
Think search first, not just mobile first
“Mobile first” has been a popular mantra in e-commerce, but it doesn’t go far enough. A smarter approach is “search first.”
Instrument search on your website and inside your product to learn what users are looking for—and, just as importantly, what they can’t find. That insight helps you refine your product, improve your store, and guide shoppers toward the purchase they already want to make.