SimilarWeb Inside

eCommerce Technology
Author: Simeon Atkins | Industry Consultant
November 2020

SimilarWeb Inside eCommerce Technology | 1

 The grip of COVID-19 is still being felt across the world and despite
the easing of lockdowns, consumers are still nervous about
returning to brick-and-mortar shops. To add to that, many have
become used to the convenience of online shopping.

This presents a significant opportunity for many eCommerce

businesses to thrive, which in turn presents new partnership
opportunities for a variety of software providers to support these

Introduction eCommerce businesses and ensure they are optimized in order to

turn more visitors into paying customers.

In this paper we have analysed the growth of the eCommerce

market, which specific sectors have been growing and how having
support softwares such as AI chatbots installed can help turn more
visitors into paying customers.

We also have an exclusive interview with website translation

experts TextMaster and to help boost those Q4 sales pipelines we
have included a list of the fastest growing eCommerce sites in 5
different markets.

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 INSIGHTS
Growth in number of eCommerce sites and total visits to
The eCommerce market has those Sites
Worldwide, Desktop & Mobile Web, Jan 20 - July 20
continued to grow since the start of
the COVID-19 pandemic
● This graph, shows the % growth in the total number of eCommerce
websites and the total amount of visits to those sites in Q2
compared to Q1.

● In both instances there is an increase with the total number of

eCommerce sites increasing by 12% and the total visits to these
sites increasing by 5%

● This suggests that opportunities in the eCommerce market for

software providers continues to increase

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 INSIGHTS
Top 5 Growing eCommerce sectors by volume of traffic
The Home & Garden sector saw the Worldwide, Desktop & Mobile Web, Jan 20 - Jul 20

biggest increase in consumer visits

in Q2.
● In this graph we took the top 500 global eCommerce sites and
broke them down into their respective sectors. We then calculated
the total percentage increase in website traffic to those sectors in
Q1 vs Q2.

● Home & Garden experienced the biggest increase in traffic, rising

by 55% in Q2

● This was followed by Beauty & Cosmetics, and Pet Food &
Supplies, which grew by 37% and 28% respectively.

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 INSIGHTS Top 5 Amazon US categories by average conversion rate
Worldwide, Desktop, Jan 20 - Jul 20
Pet Supplies is the leading category
for average conversion rate on
Amazon US
● The measure of how well a category is performing is not just
down to overall traffic, but also how many customers go on to
make a purchase

● In this graph we looked at which Amazon categories had the

highest average conversion rate in the US over the last 6 months

● A number of the categories we saw in the previous slide show up

here as well, including Groceries, Pet Supplies and Beauty

● This gives us a good indication as to which sectors consumers

are going to spend their money on

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 INSIGHTS eCommerce average visit duration vs. live chatbot
software installed
Installing a live chatbot on your Worldwide, Desktop, Sep 20

website could help to retain

consumers for longer
● Today, many eCommerce sites are choosing to leverage AI and
automation to complete, augment, and personalize customer
service agent interactions to deliver improved customer
experience (CX) across channels.

● AI chatbots are becoming an increasingly popular way for

eCommerce sites to deal with customer queries in real time,
personalize the consumer journey and engage with prospects
across multiple communication channels.

● In this graph we see that across the top 500 global eCommerce
sites, those who had a live chatbot software installed on their
website in August were able to keep consumers on their website
for 2 minutes longer on average compared those websites who
did not.

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 INSIGHTS eCommerce average conversion rate vs. live chatbot
software installed
As a result, having a live chatbot Worldwide, Desktop, Sep 20

installed could help them increase

their average conversion rate
● In this graph we have taken the top 50 US fashion and apparel
websites in the US that either have or do not have a live chatbot
installed on their website.

● The sites that installed a live chatbot on their website had an

average conversion rate of 4% vs 3% for those sites who did not.

● As we saw in the previous slides, those websites that had a live

chatbot installed on their website were able to keep consumers
on their site for longer

● The longer a consumer stays on a website, the more likely it is

they will go on to make a purchase so it’s no surprise we see
those sites with a live chatbot could in turn see a higher average
conversion rate

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INSIGHTS

Breakdown of live chatbot installs by industry

Live chatbots are being utilized by a Worldwide, Desktop, Sep 20
large number of industries
● This graph represents the industries in which the top live
chatbots technologies are most present, measured by
number of website installs

● The top 5 industries only account for 7% of total market

share, while the other 93% comprises of a further 178
industries, highlighting just how effective live chatbots can
be for a huge range of industries

● Pure play eCommerce sites, for example, can get more

value from AI chatbots to help them support large volumes
of visits in a cost effective way

● Other companies which still rely on offline sales, such as,

Automotive and Real Estate can use chatbots to engage
visitors and book a meeting with their sales team

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INSIGHTS Top 5 fastest growing live chat softwares by number
of sites installed on
[Link] has seen the fastest Worldwide, Desktop, Jan 20 - Sep 20
growth globally since the start of the
year
● In this graph, we analyzed the fastest-growing AI chatbot
software providers globally, by the number of websites they
are now installed on.

● [Link] has seen the biggest jump in the number of

websites it was installed on, growing by 24% since the start
of the year

● REVE Chat and Mtalk come next with a growth of 15% and
12% in this period respectively

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eCommerceTechnology
Technology | 9
 Othmane El Azzouzi,
Head of Sales Development
Representatives at TextMaster

Othmane is the Head of Sales Development Representatives at

TextMaster, an Acolad Company. He created his first company

Exclusive Industry when he was 18 years old in the event industry, growing from 0
to a team of 10 people. After a few years, he decided to move
on and sold his shares to jump into the tech industry. He

Interview worked for several SaaS companies in various industries:

Influencer Marketing, Marketing Automation, and now the
Translation Industry.

Apart from his job, he loves cooking, doing sports and

discovering new talented music artists and traveling around
the world.

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Payments | 10
EXPERT CORNER

TextMaster specialises in website translation services. In If these conditions are met, the company can start its
your experience when should a company look to ensure internationalisation project. If the company then chooses to use
their website is set up for multiple languages? a service provider:

A company should enter a new market when it meets several · Make sure that the reintegration of translated files will not be
criteria: too heavy in terms of administrative workload.
· Start with a quality test to make sure that it suits the company's
· Its financial situation must be good enough to invest in opening expectations.
a new country, knowing that the return on investment is not · Weigh the pros and cons of services offered by translation
immediate. It is therefore necessary to have a strong backbone. agencies/solutions because in this market all prices are possible
· It has a team that can take care of this new country’s launch. and of course, cheap is not very often synonymous with quality.
Either the current team has time available to take care of these
missions or by a means of hiring. A website translated by a local, specialised, contextualised and
· It can sell its products/services with a similar level of quality as SEO-optimised translator is more likely to be successfully
with its main market, especially when deliverability or logistics implemented in a new country.
issues have been managed.

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EXPERT CORNER

When translating the website, the company took great care to

What pieces of best practice advice would optimise the translation from an SEO point of view in order to
you give to companies looking to optimise position itself on keywords where the company is likely to hold a
strong position but also a high search volume. As a result, it will
their website for international visitors? not only reach a target of enthusiasts who know their brand but
also qualified visitors who are looking for specific products and
who have the intention to buy.
We are grateful to work with many worldwide brands. In terms of
our partnership with them, we discovered that there is a huge Companies who put efforts into translating their websites and
difference between a website in local language versus a content into local languages improve their organic reach and
worldwide language such as English. conversion rate drastically. On the other hand, companies who
don't do this have to inject a fortune into advertising in order to
Let's imagine that an American clothing brand "A" has English as earn customers.
the only language on its website. If German or French visitors
visit their website, they undoubtedly know the brand very well The best way to optimise a website for international visitors is:
because there is no way for them to find it with google searches
into their mother tongue. · By doing an SEO audit of the keywords you would like to
strengthen your position on in the local language.
Now let's imagine the American clothing brand "B" has its · By integrating the local keywords into the translation process.
website in English but has also translated its website into · By translating your website with a professional, native translator
German and French which are good markets for this type of who is specialised in your industry.
business.

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EXPERT CORNER

Also, I believe the effect of Covid-19 will have an everlasting

Do you believe there will be long term
effect on the buying process.
changes in consumer behaviour as a result of
the crisis that will benefit or potentially Companies are more able to buy products/services and
challenge companies like TextMaster in the solutions without going to companies in person. This is a major
future? turn as it means that the pandemic has changed our concept of
trust. Of course, the higher the cost, the more buyers will need to
meet with companies face to face in order to make the decision
to purchase. Although this crisis is also an economic crisis, we
The pandemic will of course impact consumer behaviour.
believe that in the long term it will benefit our company. We have
indeed noticed an increase in the turnover in the e-commerce
Companies will try to optimise their ROI on each expense. They
industry; consumers are more and more able to make purchases
will challenge their current solutions and services. I believe it
on the internet for more types of products. E-commerce is a key
would benefit our company as we developed a specific workflow
business sector for our company so the more this industry
which allows for adding SEO to our copywriting and translation
develops, the more opportunities we will have to grow alongside
services. Our prospect clients may need more qualified visitors
our clients. However, the impact of this crisis on our company is
on their website as well as to reduce costs. Thanks to our
inevitable. Prospect clients really think twice before investing a
services, they will be able to spend less on paid advertisements.
penny and therefore, apart from companies that are already
developed at a global level and that continue to have recurring
needs, it is more difficult today to help new prospect clients on
their international challenges.

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EXPERT CORNER

You’ve been a longstanding customer of We offer a horizontal solution, which means that any company
with translation or copywriting needs can use our services.
SimilarWeb. How do your sales teams However, our sales teams are not infinite, which means that we
currently utilise market intelligence data in need to focus on companies with the best ratio of time spent
their day to day workflow? with salespeople to revenue generated.

At TextMaster we help companies streamline their translation For example, each time we create a great opportunity for a
processes. We are looking for companies who sell via several company, we research this company in Similarweb in order to
markets with a large product catalogue or high levels of content see if we can find similar prospect clients.
or companies and are looking to develop themselves
internationally. Your tool is constantly evolving, so we also adapt our hunting
processes to be as relevant as possible. Recently, we have added
SimilarWeb allows us to create a list of companies that are keyword search methodology which allows us to find new
growing thanks to criteria such as the industry, visitor numbers prospects but most of all, to be relevant in our pitch with
MoM, transactional websites and country headquarters. But we prospect clients.
also love the competitive landscape feature which helps to find
more companies related to our current clients/opportunities.
Each time we stumble upon a company who could be a good fit
to our services, we look into their competitive landscape to find
other new interesting companies.

SimilarWeb Inside eCommerce

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EXPERT CORNER

What are the main challenges that keep you

up at night?

The main challenge we are facing today in the sales team is

finding the companies that are still expanding and may need our
services. We are working on data to identify the industries where
business is back to normal in order to optimise our sales efforts.
Companies are paying twice as much attention as before when
making a purchasing decision. It is therefore essential to
precisely target prospect clients who are most likely to want to
move forward with our company.

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Payments | 15
 Q4 can be a make or break period for many of us. Now more
than ever we are relying on our sales pipelines to be filled with
as many high quality leads as possible to ensure a good end to
the year.

Discover the Fastest That’s why for the first time in this series, we are delighted to
include a list of the top 10 fastest growing eCommerce sites in
the US, UK, DACH, French and Australian markets. For each
Growing eCommerce market the fastest growing sites were determined by the
biggest YoY increase in website traffic.

Sites Those websites that are rapidly growing could now need your
support in ensuring they are fully optimized and able to handle
the big increase in traffic coming to their website.

Be sure to check out the link to our brand new minisite below
each title slide to discover more leads and sign up to receive a
monthly email with the world's fastest growing websites direct
to your inbox!

SimilarWeb Inside eCommerce Technology | 16

INSIGHTS
LEADS

Top 10 Domain

[Link]
Website category

Health
Monthly
visits
252,822.20
YoY traffic
Increase
18873.79%

Fastest Growing
[Link] Gifts 701,702.98 10001.19%
[Link] Home and Garden 469,468.65 8377.66%
[Link] Fashion and Apparel 678,571.82 7327.69%

eCommerce Sites- [Link]

[Link]
Health
Business and Consumer
Services
158,812.37

189,237.39
5303.21%

5241.71%

USA [Link]
[Link]
E-commerce and Shopping
Home and Garden
217,028.37
170,174.97
4229.52%
4101.03%
Nolaskinsentials.
Beauty and Cosmetics 163,981.58 3458.32%
com
[Link] Pet Food and Supplies 373,840.33 3370.85%
Download the complete list

SimilarWeb Inside eCommerce Technology | 17

INSIGHTS
LEADS

YoY traffic

Top 10 Domain

[Link]
Website Category

E-commerce and
Shopping
Monthly visits

337,498.32
Increase

7525.19%

Fastest Growing [Link]

[Link]
Fashion and Apparel
E-commerce and
Shopping
640,463.40

170,109.73
1815.85%

1640.83%

eCommerce Sites-
[Link] Food & Drink 128,118.59 1433.99%
[Link] Home and Garden 181,384.55 1236.66%
Secretgardeningclub.
Home and Garden 177,165.36 685.72%
[Link]

UK [Link]
[Link]
Home and Garden
Home and Garden
240,734.58
140,554.97
567.52%
509.96%
[Link] Home and Garden 223,568.44 440.83%
[Link] Sports 150,910.02 440.20%

Download the complete list

SimilarWeb Inside eCommerce Technology | 18

INSIGHTS
LEADS

Top 10
YoY traffic
Domain Website Category Monthly visits
Increase
TV Movies and
[Link] 2,172,518.83 12889.27%
Streaming

Fastest Growing [Link]

[Link]
Vehicles
E-commerce and
Shopping
762,591.71

832,642.22
3002.39%

2489.77%

eCommerce Sites- [Link]

[Link]
E-commerce and
Shopping
Jewelry and Luxury
254,563.60

166,409.70
840.41%

781.40%
Products

DACH [Link]
[Link]
deutsche-treppenlift
Beauty and Cosmetics
Consumer Electronics
436,375.33
565,394.71
739.17%
728.53%

Health 633,667.67 665.02%

-[Link]
[Link] Sports 274,024.03 642.92%
[Link] Consumer Electronics 5,186,645.27 599.59%
Download the complete list

SimilarWeb Inside eCommerce Technology | 19

INSIGHTS
LEADS

YoY traffic

Top 10 Domain

[Link]
Website Category

Coupons and Rebates

Monthly visits

568,065.87
increase

661.87%

Fastest Growing [Link]

[Link]
Fashion and Apparel

Fashion and Apparel

174,315.20

400,634.16
592.26%

568.07%

eCommerce Sites- [Link]

[Link]
Home and Garden

Antiques and
417,658.60

126,943.12
438.26%

423.02%
Collectibles

France [Link] Home and Garden 542,566.23 371.41%

[Link] Home and Garden 161,782.90 355.32%

robe-materiel-medi
Health 486,749.65 332.08%
[Link]
Download the complete list [Link]
E-commerce and
494,418.99 318.85%
Shopping
mescoursescasino.
Groceries 467,191.16 316.17%
fr

SimilarWeb Inside eCommerce Technology | 20

INSIGHTS
LEADS

YoY traffic

Top 10 Domain

[Link]
Website Category

Beauty and
Cosmetics
Monthly visits

1,134,108.59
increase

9616.49%

Fastest Growing [Link] Fashion and Apparel 128,006.57 6787.93%

fi[Link] Gifts and Flowers 169,719.68 1988.04%

eCommerce Sites- [Link] Home and Garden

[Link] E-commerce and
165,504.32 1644.38%

108,284.66 1076.57%

Australia
[Link] Shopping

[Link] Fashion and Apparel 114,758.18 873.89%

[Link] Sports 199,759.62 603.16%

Add link to minisite
thegoodguyscommer Coupons and
219,028.26 596.11%
[Link] Rebates
Download the complete list [Link]
Beverages 108,256.43 543.87%
[Link]
E-commerce and
[Link] 665,011.62 537.81%
Shopping

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 Simeon Atkins
Industry Consultant, SimilarWeb
Meet the Author Simeon is an Industry Consultant specializing in AdTech, Logistics,
Payment, and B2B Software. He works with a variety of commercial
operations to help them find, win and retain more business by
utilizing SimilarWeb’s market intelligence data.

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 TURNS OUT THAT CURIOSITY DIDN’T KILL THE CAT

So if you’re feeling curious as to how your customers’ eCommerce

sites are performing, which sites are using your competitors’
technology, or to discover new prospects - then get it touch today!

CONTACT US NOW

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