Will IKEA Take Over The World or Just the World Wide Web?

Ikea 2

Image from: Ikea Image / Shutterstock

In the last year sales for IKEA have risen and with plans to expand even further it looks like the Swedish owned furniture store may just land on every continent. But with the success of growth internationally, how is IKEA fairing in the US?

Looking at Compete.com we can see that visitors to Ikea.com are spending a good deal of time on the site. With an average stay of approximately eight minutes and roughly 15 pages per visit, are visitors to the site purchasing or perusing?

Average Stay and Pages per visit to ikea.com

While Ikea does give customers an opportunity to purchase online, how are they engaging customers between clicks as they choose to shop offline at brick and mortar stores specifically for products that aren’t offered online?

As we’ve seen before, a good indicator of online-to-offline interest is a retailer’s store locator tool.

Looking at the daily search referrals we can see that customers are searching for an IKEA store in various locations throughout the United States.

Daily Search Referrals to ikea.com

But is IKEA losing customers because the click to the brick is too complicated? Are customers leaving the site when they realize that their item isn’t available for shipping and a store is too hard to locate? Will IKEA be able to keep customers engaged online so that they do end up at a store?

About Alyssa Maine:
Alyssa is on the Inside Sales team here at Millward Brown Digital, working within the Financial Services and Technology & Entertainment industries delivering digital intelligence that helps clients improve their marketing based on the online behavior of millions of consumers. Find Alyssa on Twitter at @alyssamaine or connect with her on Linkedin.

Categories: Retail & Consumer Products

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  1. Ellie

    I’ve tried the Ikea website several times and yes, they lost me.

    You say the average customer spends 8 minutes on the site: it’s that long is because we REALLY want to find something, and the interface is REALLY bad.

    That combo will keep people around 8 minutes, but it’s no an indication of online success.


  2. Ricky Strode

    I have to agree the the IKEA site is not all that user friendly. It is friendlier than some sites, but it definitely lacks on the “is the user in mind when creating this”. They seemed to try and design it in their stores. So, people take longer to find what they are looking for. So, there is a chance that they might buy more. However, this can hurt them in the long run and especially on the internet.