Appcharge: 50% of first-time web store buyers make a second purchase

• The UK leads Apple Pay usage at 37%, surpassing credit card payments in the region.
• Canada tops credit card usage in online stores with 55%, ahead of the US and France at 36%.
• Google Pay adoption remains niche but strong in Spain (43%) and Italy (40%).

Half of consumers that make their first purchase on a web shop return to make a second one, according to a new Appcharge report.

The direct-to-consumer platform - which makes its money from web store transactions - analysed over $500 million of web store transactions. It claimed that those 50% of users return to make their next purchase within seven days. 

Meanwhile, 63% of two-time buyers go on to make a third purchase within a week while 70% of players make a fifth purchase. 

Data showed that 80% of first-time visitors return to a store within 30 days, and among those who convert within a week, the median time from visit to purchase is 2.6 days. 

Preferred payment options

Elsewhere in the report, Appcharge looked at the most popular payment methods for web store transactions.

Apple Pay accounts for 20% of these payments globally, just behind credit cards, which account for 35%.

Canada leads in credit card transactions with 55%, behind the US (36%), France (36%), Australia (32%)  and the UK (27%).

However, the UK leads in Apple Pay transactions with 37%, making it one of the few markets where payment systems are used more than credit cards. Australia follows at 26%, while usage in the US and Canada is lower at 20% and 12%, respectively. 

Appcharge found that although Google Pay is yet to be adopted globally, it does have regional appeal, especially in Spain (43%) and Italy (40%). Poland, UK and the US stood at 22%, 21% and 12%, respectively.

“If you’re not adapting to player preferences, you’re alienating them and ultimately leaving money on the table," said Appcharge VP of product Fanny Beili. “And If you’re not optimising for repeat purchases, you’re also leaving serious lifetime value on the table. 

“Interpreting and handling this complexity is where we come in. Publishers need solutions that adapt to the diverse ways people play and pay. 

“As a company by game makers for game-makers, we focus on serving the customer in a way that ultimately helps developers and publishers.”