B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Recent
$24
$24 -- average order value for first-time e-commerce buyers (2025)
In e-commerce, the average basket value of a first-time buyer is $24.50.
- Unattributed general statistic in blog post
- Text has confusing phrasing contrasting 'new customer' with 'first-time buyer'
Attribution:
View source
Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
$24
Unit
Currency Usd
Data Vintage
2025
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
50
Source Trust
60
Citation Chain
20
Independence
30
Methodology
35
Freshness
95
Source
usertesting.com
Primary
Tier C
https://www.usertesting.com/blog/customer-portal-optimization ↗
Source Article
Customer Portal Optimization: Boost Retention with User Testing
Self-service success: turning your customer portal into a retention machine
In today's digital-first world, customer portals aren't just a nice addition to your service offering—they're essential touchpoints that directly impact customer loyalty, retention, and your bottom line. Whether in banking, …
Original Research
usertesting.com
· Original study ↗
Methodology
Unattributed e-commerce basket-value comparison in vendor blog; first-time buyer average basket of $24.50 contrasted with $52.50 for repeat customers. Undated; vintage approximated to publication year.
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
first-time e-commerce buyers: $24 average order value. Source: usertesting.com (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/ecommerce-first-time-buyer-aov-24-50
HTML Embed
<blockquote cite="https://lighthousedata.io/data/ecommerce-first-time-buyer-aov-24-50" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>$24</strong> -- average order value for first-time e-commerce buyers<br><small>Source: usertesting.com (2025) · <a href="https://lighthousedata.io/data/ecommerce-first-time-buyer-aov-24-50" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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