"In E-commerce, Wallets Opened Easily for Purchases for Our Children"

Marketing Automation Solution 'BigIn' Big Data Aggregation Results
Highest Purchase Conversion in Infant and Child Sector at 5.05%
Lowest Category is Furniture

[Asia Economy Reporter Kim Cheol-hyun] A survey has revealed that consumers tend to spend more when shopping for infant and children's products, as well as pet products, in e-commerce. BigInsight (CEO Hong Seung-pyo), which operates 'BigIn,' an AI-based marketing automation solution, disclosed this analysis through its 'E-commerce Trend Report' covering purchase conversions of domestic e-commerce consumers.

The report analyzed the step-by-step behavioral conversions and final purchase conversions of e-commerce customers using BigIn over six months from February to July this year. The data aggregation targeted 100 shopping malls and was based on more than 443 million pieces of customer behavior big data generated during the period.

According to the report, infant and children's products ranked first with a purchase conversion rate of 5.05%, followed by pet products at 3.21%. It was notable that consumers were more active in purchasing items for their children or pets than for personal satisfaction. These product categories often have a strong purchase intent, which is believed to have significantly influenced this behavior. One infant and children's brand recorded the highest purchase conversion rate of 13.44% during the survey period. In contrast, furniture, a relatively high-priced product category, showed the lowest purchase conversion rate at 0.72%.

There were also differences in purchase conversion rates depending on the traffic source. The highest purchase conversion rate came from organic search, with 2.88% of visitors making actual purchases. Visits through email showed a 2.59% purchase conversion rate, while visits related to social channels had a 1.13% conversion rate. Hong Seung-pyo, CEO of BigInsight, stated, "The ultimate goal of e-commerce marketing activities is not just customer acquisition but 'retention,' which can lead to positive consumer responses and purchases." He added, "We hope this report, which includes a multifaceted analysis of the purchase conversion process, will support industry professionals in their work."