Examining Online Buyer Churn

Retailers usually concentrate on the growth trajectory of the online buying population, which is increasing from year to year. However, within this growing population is a subset of consumers that drop out from one year to the next, reducing the pool of potential repeat buyers. This report will measure the rate of churn among online buyers and highlight their reasons for dropping out.
Key Questions
Is there significant online buyer churn?
What are the primary reasons for this churn?
Should retailers be concerned, and should they introduce measures to reduce churn?
Lead Analyst: Vikram Sehgal
Contributing Analysts: Corina Matiesanu, David Schatsky