Average online buy takes 3.67 minutes and 4.6 clicks

It takes 4.6 clicks to satisfy a customer, according to a survey from the e-tailing group, inc. that examined the average response and fulfillment times of 100 online merchants in 15 consumer categories during the fourth quarter of 2003. The survey found that the average shopping time was 3.67 minutes, and items took 4.4 days to be delivered – results that fell comfortably within the e-tailing group’s criteria. Shopping time improved from the fourth quarter of 2002, when customers took 4.08 minutes to complete their spending spree, while delivery time remained the same.

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