Paytronix Report Says First-Party Online Ordering Results in Bigger Baskets

Guest buying directly from a retailer ordered 35% more.

April 02, 2024

The 2024 Paytronix Online Ordering Report found that guests transacting directly with a brand order 35% more items per check compared to those who order via third-party marketplaces. Paytronix is a provider of first-party platforms.

Online ordering represented 27% of all orders for restaurants and convenience stores in 2023, and operators in the top 25% of online ordering volume saw online orders jump to 62% of all their orders last year.

Additional findings from the Online Ordering Report include:

  • Guests who order both in-store and online have the highest order frequency, the best retention, and 35% more lifetime value than customers who only order in-store.
  • First-party ordering platforms are the preferred method for consumers during lunch and dinner, and they also spend 30% more per transaction. However, late-night orders (any time after 8 p.m.) are nearly one-third more likely to be done using third-party marketplace apps.
  • Mobile apps generate 34% of digital orders, and mobile app users have a 45% higher customer lifetime value than web users.
  • Loyalty program members visit their favorite establishments over 40% more often than non-members.