The Big Three

Buying Patterns Across Top E‑commerce Brands in North America

In July, long time former rivals Home Shopping Network (HSN) and QVC announced a $2.1 billion merger. The deal secured QVC parent company, Liberty Interactive’s place as third largest e-commerce company in North America, only below leading brands Amazon and Walmart. To showcase examples of differentiation between the three American e-commerce leaders, we have compared and examined buying patterns across their customers.

QVC % Number of Orders by Day of Week
Walmart % Number of Orders by Day of Week
HSN % Number of Orders by Day of Week
Amazon % Number of Orders by Day of Week

Note: These values are representative of Edison users’ orders for HSN, QVC, Walmart, and Amazon during the time period of January 01, 2017 to August 01, 2017. Each graph is normalized such that the most popular day of orders is noted as 100% and the other days of the week are fractional percentages.

As seen above, when it comes to e-commerce, customers of both HSN and QVC have analogous purchase behavior by day of the week. When comparing this e-commerce activity of HSN and QVC to that of Walmart and Amazon in Figure 2, the differences are noticeable. HSN and QVC customers heavily tend to make orders on Friday and Saturday while Walmart and Amazon customers make orders more sporadically throughout the week. This behavior displays the different customer bases of QVC and HSN compared to Amazon and Walmart.

Average Order Value by Merchant

Note: The values are representative of Edison users’ average price per order for HSN, QVC, Walmart, and Amazon during the time period of January 01, 2017 to August 31, 2017.

Since January, American shopper’s average spend on brands HSN and QVC have remained fairly steady between $100-$103 per order, leading over Amazon’s much lower average order price range of $39 and Walmart’s $87 average. However, looking at order quantity demonstrates that Walmart, HSN and QVC have a significant gap to fill if they want to catch up to Amazon--the tech giant’s peak monthly order quantity is 241x higher than HSN, 160x higher than QVC, and 32x higher than Walmart.

As the market evolves, we will continue to stay on top of the latest trends. To learn more about how Edison Trends can help your business, contact us at bizdev@edison.tech. For more up-to-date insights in the e-commerce space, be sure to subscribe to our newsletter, and follow us on Twitter at @EdisonTrends.

*The data shown is based on a sample of anonymized and aggregated e-receipts from millions of consumers in the United States.