Web Traffic

Lowe’s decrease net visitors doesn’t harm gross sales in Q1

First-quarter 2023 earnings outcomes are in. The heyday of do-it-yourself residence tasks has subsided — for now. A more in-depth have a look at desktop net visitors that resulted in conversion was additionally down for heavy-hitters The Dwelling Depot Co. (down 22.8%), Lowe’s Cos. Inc. (down 17%) and Overstock.com Inc. (down 33.6%), based on estimates by Similarweb, which screens web site visitors.

Whole U.S. net visitors from Feb.-April 2023 was -5.3% for Dwelling Depot, -8.9% for Lowe’s, and -13.1% for Overstock, based on Similarweb estimates.

Dwelling Depot (ranked No. 4 within the 2023 Digital Commerce 360 High 1000 database) had the perfect conversion fee (3.3%) amongst residence enchancment retailers, which embrace Lowe’s (No. 12), Overstock.com (No. 50), Wayfair Inc. (No 10), Ikea, and Ace {Hardware} Corp. (No. 662). That’s down half a degree from 3.8% a yr prior and three.8% within the quarter ended Jan. 31. Ikea ranks No. 3 within the Digital Commerce 360 Europe database.

When in comparison with earnings outcomes for Q1, solely Lowe’s reported a rise in on-line gross sales (6%) for the three-month interval ended Could 5.


Dwelling Depot on-line gross sales for fiscal Q1 ended April 30 fell 2.9%. Whereas Overstock.com reported that on-line gross sales have been down 29% in its fiscal Q1 ended March 31. Wayfair reported income decreased 7.3%, energetic prospects decreased 14.6% and orders have been down 6.7% for its fiscal Q1 ended March 31.

Dwelling Depot led the pack in net visitors

With greater than 521 million visits to its web site in Q1 2023, Dwelling Depot outpaced Lowe’s 321 million visits and 303 million visits to Wayfair.com, based on Similarweb estimates of desktop and cell net visits from Feb.-April 2023.

Ikea has essentially the most net visits that result in conversion

Ikea’s transformed net visits grew 0.3%, the one service provider to develop on this class. Wayfair’s conversion fee decreased 0.1%, adopted by Ace {Hardware} (-0.2%), Lowe’s (-0.3%), Dwelling Depot (-0.5%) and Overstock (-0.6%).

Lowe’s misplaced essentially the most net visitors share however gained on-line gross sales in Q1

It could be high quality of time, not amount of time, with regards to net visitors visits. Lowe’s net visitors declined in Q1 however on-line gross sales elevated 6% — an anomaly amongst opponents whose ecommerce gross sales declined.


Bounce charges have been down for Lowe’s however up for Dwelling Depot, based on Similarweb estimates. Lowe’s bounce fee decreased 2.77% in April 2023 yr over yr.

“This might replicate a greater ecommerce expertise for web site guests,” says David Carr, senior insights supervisor. Over the previous few years, Lowe’s has invested in upgrading its 15-year-old legacy software program system.

On-line gross sales elevated 6%, representing greater than a ten% gross sales penetration. Lowe’s will proceed to deal with upgrading its B2B Professional digital expertise with new instruments and personalization, stated Marvin Ellison, chairman, president and CEO, throughout the retailer’s Could 23 earnings name. Ellison attributed on-line progress to a rise in its professional gross sales. Lowe’s professional prospects are contractors, restore remodelers, tradesmen, in addition to property administration and facility administration professionals, based on the service provider.


“We additionally proceed to reinforce our DIY on-line expertise by making residence enchancment tasks simpler for shoppers to visualise, estimate and store,” Ellison informed buyers. “These investments are paying off with greater on-line convergence and attachment charges.”

Shoppers are additionally spending much less time per web site go to, based on Similarweb’s estimates. The common minutes per go to, desktop and cell net, worldwide, is on the decline.

In April 2023, the time spent decreased yr over yr:


Ace {Hardware} positive factors essentially the most net visitors in Q1

Smaller service provider Ace {Hardware}’s desktop net visitors grew 22.4%, based on Similarweb estimates of desktop and cell net visits from Feb.-April 2023. That’s according to Ace {Hardware}’s Q1 2023 (ended April 1) report of a 22% enhance in on-line visits. The service provider reported that on-line income elevated 11% in contrast with the yr prior.

Wayfair net visitors additionally elevated 3.1%.

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