Dive Brief:

• Shoppers on the web spend three times more on durable goods like appliances when they’re shopping exclusively for those longer-lasting bigger-ticket items, according to research by search firm HookLogic. 

• From Jan. 1 to March 1, HookLogic looked at more than 4.3 million online purchases at several big e-retailers -- more than $500 million in sales -- and analyzed shopping carts with just durable goods, just consumer product goods (CPG) like health and beauty or baby products, and those with a mix of the two.

• Shoppers were most likely to mix items in their cart when they’re shopping for consumer goods, like adding batteries to an item that requires them, the study found.

Dive Insight:

This HookLogic report shows that online shoppers spend more on items when they are shopping for them exclusively in each category. This information could help e-retailers devise targeted searches and other ways to make it easier for their customers to add to their shopping cart, especially in the CPG category.