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Online Retail Performance: Milliseconds Are Critical

Ari Weil

Website performance is critical to maintaining customer attention and completing online transactions, according to the latest State of Online Retail Performance report, issued by Akamai Technologies. In fact, the study found that a 100-millisecond delay in website load time can hurt conversion rates by 7 percent.

The data, gathered by SOASTA (now part of Akamai), represents one month’s worth of anonymous user data from top online retailers, equating to approximately 10 billion user visits. The report delivers insights into how web performance affects consumers and, ultimately, online businesses, and explores the “magic number” for page load times and the impact of one-second performance improvements — or slowdowns — on conversion and bounce rates, as well as impact of performance on session length.

Findings include:

■ Half of consumers browse for products and services on their smartphones, while only one in five complete purchases using those phones

■ A two-second delay in web page load time increase bounce rates by 103 percent

■ 53 percent of mobile site visitors will leave a page that takes longer than three seconds to load

■ Bounce rates were highest for mobile phone shoppers, while tablet shoppers had the lowest bounce rate


“Results from our State of Online Retail Performance report have shown that user experience is critical to e-commerce success, and things aren’t getting any easier,” said Ash Kulkarni, SVP and GM, Web Experience Division, Akamai. “Customers have extremely short attention spans, and degradations in website performance — no matter how small — can cause consumers to go elsewhere in an instant.”

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Online Retail Performance: Milliseconds Are Critical

Ari Weil

Website performance is critical to maintaining customer attention and completing online transactions, according to the latest State of Online Retail Performance report, issued by Akamai Technologies. In fact, the study found that a 100-millisecond delay in website load time can hurt conversion rates by 7 percent.

The data, gathered by SOASTA (now part of Akamai), represents one month’s worth of anonymous user data from top online retailers, equating to approximately 10 billion user visits. The report delivers insights into how web performance affects consumers and, ultimately, online businesses, and explores the “magic number” for page load times and the impact of one-second performance improvements — or slowdowns — on conversion and bounce rates, as well as impact of performance on session length.

Findings include:

■ Half of consumers browse for products and services on their smartphones, while only one in five complete purchases using those phones

■ A two-second delay in web page load time increase bounce rates by 103 percent

■ 53 percent of mobile site visitors will leave a page that takes longer than three seconds to load

■ Bounce rates were highest for mobile phone shoppers, while tablet shoppers had the lowest bounce rate


“Results from our State of Online Retail Performance report have shown that user experience is critical to e-commerce success, and things aren’t getting any easier,” said Ash Kulkarni, SVP and GM, Web Experience Division, Akamai. “Customers have extremely short attention spans, and degradations in website performance — no matter how small — can cause consumers to go elsewhere in an instant.”

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Misaligned architecture can lead to business consequences, with 93% of respondents reporting negative outcomes such as service disruptions, high operational costs and security challenges ...

A Gartner analyst recently suggested that GenAI tools could create 25% time savings for network operational teams. Where might these time savings come from? How are GenAI tools helping NetOps teams today, and what other tasks might they take on in the future as models continue improving? In general, these savings come from automating or streamlining manual NetOps tasks ...

IT and line-of-business teams are increasingly aligned in their efforts to close the data gap and drive greater collaboration to alleviate IT bottlenecks and offload growing demands on IT teams, according to The 2025 Automation Benchmark Report: Insights from IT Leaders on Enterprise Automation & the Future of AI-Driven Businesses from Jitterbit ...

A large majority (86%) of data management and AI decision makers cite protecting data privacy as a top concern, with 76% of respondents citing ROI on data privacy and AI initiatives across their organization, according to a new Harris Poll from Collibra ...

According to Gartner, Inc. the following six trends will shape the future of cloud over the next four years, ultimately resulting in new ways of working that are digital in nature and transformative in impact ...

2020 was the equivalent of a wedding with a top-shelf open bar. As businesses scrambled to adjust to remote work, digital transformation accelerated at breakneck speed. New software categories emerged overnight. Tech stacks ballooned with all sorts of SaaS apps solving ALL the problems — often with little oversight or long-term integration planning, and yes frequently a lot of duplicated functionality ... But now the music's faded. The lights are on. Everyone from the CIO to the CFO is checking the bill. Welcome to the Great SaaS Hangover ...

Regardless of OpenShift being a scalable and flexible software, it can be a pain to monitor since complete visibility into the underlying operations is not guaranteed ... To effectively monitor an OpenShift environment, IT administrators should focus on these five key elements and their associated metrics ...

An overwhelming majority of IT leaders (95%) believe the upcoming wave of AI-powered digital transformation is set to be the most impactful and intensive seen thus far, according to The Science of Productivity: AI, Adoption, And Employee Experience, a new report from Nexthink ...

Overall outage frequency and the general level of reported severity continue to decline, according to the Outage Analysis 2025 from Uptime Institute. However, cyber security incidents are on the rise and often have severe, lasting impacts ...