ONLINE BRANDS ONLY TARGETING HEAVY BUYERS ARE MISSING OUT, SAYS STUDY

Summary from the TLDR Marketing newsletter

New research finds that about 50% of online sales come from light buyers, while the heaviest 20% of buyers also contribute about half. Around 70% of sales come from customers who purchase more than the average, but the contribution of frequent buyers is closer to 50-70% of total sales rather than 80-90%. This challenges the idea that focusing on heavy buyers or customers further along the funnel is the best strategy. The research shows that brands should target a wide range of buyers to drive growth in the $8 trillion global e-commerce market expected by 2025.