Smartphone and tablet users visit more than five times per month on average. Mobile shoppers visit and nearly four times a month.

These days, as many merchants are getting more than half of their site traffic from smartphone and tablet users, understanding the mobile shopper is more important than ever.

A new Internet Retailer analysis of mobile traffic patterns at top online retail sites shows that smartphone and tablet users have clear preferences on where and how often they shop.

Namely, those consumers shop a lot more often at, and—far more frequently than they do at competitor sites like and

On average, mobile shoppers visited 5.1 times per month from December 2016 to February 2017—the highest among 15 top online retail sites, according to an Internet Retailer analysis of SimilarWeb Ltd. mobile traffic data. In second and third, respectively, were and, with consumers averaging 3.67 and 3.61 mobile visits to each site per month.

Here’s a look at the number of times, on average, smartphone and tablet shoppers visit the top 15 retail sites in a given month.


How often a customer visits an e-commerce site in any given period can be a good indication of how engaged and loyal that retailer’s customers are. If a retailer’s average site visitor tends to visit once, buy something and never visit again, that merchant may not be doing enough when it comes to post-purchase email communication or other customer service tactics aimed at getting her to shop again.

Or if a higher-than-average proportion of a retailer’s traffic tends to visits its site, browse and never come back, perhaps the merchant could benefit from a robust retargeting strategy to present ads to that consumer on other sites, or use a personalized email program to tout products that the consumer browsed while on site.

Not only do Inc., No. 1 in the Internet Retailer 2016 Top 500 Guide, eBay Inc. and QVC Group (No. 10) drive mobile users to visit their sites multiple times per month, they also keep mobile users engaged while there, as these three merchants also rank high in mobile page views per visit. On average, each mobile visitor to Amazon in the three months between December 2016 and February 2017 viewed 8.21 pages on average. Mobile visitors browsed 7.63 pages on eBay and 5.44 on QVC.

Here’s a look at how the same retailers rank in terms of number of page views per mobile visit.