• by Ray Schultz , Columnist, April 24, 2025

Decile’s recent report on ecommerce metrics points to larger issues tied to the economy.  

“Looking at the 2025 Q1 benchmarking statistics relative to 2024, it is clear there are more economic headwinds than last year,” says Cary Lawrence, CEO of Decile. “That said, brands seem focused on ensuring efficient advertising spending as shown by strong First Order Payback Rates. Average order values remained mostly consistent, with the exception of Health & Beauty and Food & Beverage which increased. This can possibly indicate a shift in spending habits to be focused more on essentials, versus industries like Fashion & Apparel or Home Goods.”

What can we expect as the year progresses?

“We know there will be further uncertainty in consumer spending in Q2, 2025, so leveraging data to encourage purchases from high-value customers will be paramount. In Q1 we saw an increase YoY in spending from existing customers (vs. new), so extracting as much value from brand loyalists will be key, particularly as anxious consumers look to stockpile goods in advance of impending price hikes. 

Lawrence adds: “Brands may need to re-evaluate their pricing strategies to account for additional headwinds, such as tariff costs, and really understand their customer behaviors, doubling down on personalization to mitigate price or discount sensitivities. Shoppers are increasingly seeking value, but they also expect experiences tailored to their preferences. Brands that can strike the right balance between affordability and relevance will be the ones that build positive momentum through the rest of the year."

Decile’s Q1 report shows the following average order totals:

• Home Goods — $266
• Fashion & Apparel — $191 
• Health & Beauty — $151
• Supplements — $70 
• Food & Beverage — $69 

Any comparison would be inexact. But the average order totals for the calendar year 2024 were as follows: 

• Home goods — $233 
• Fashion & Apparel — $179 
• Health & Beauty — $138
• Supplements —  $82
• Food & Beverage — 70%