Chart - Online Merchants' Traffic & Revenue Sources In 2013

E-commerce trends seen earlier in the year held true in Q4 and for 2013 overall, according to MarketLive’s latest Performance Index. Namely, for those online merchants comprising the index, paid search continued to deliver more valuable traffic than organic search. For the year as a whole, PPC accounted for 36.5% of search traffic but an outsized 47.9% of revenue from search.

As a percentage of overall traffic, organic (33%) search continued to be a bigger driver than paid search (19%). But the gap was almost non-existent in terms of revenue, with organic delivering 25% of total revenue compared to 23% for paid search. Read the rest at MarketingCharts.