The average e-commerce transaction was about AZN 56 in September, against AZN 11.6 through POS. Payment size explains much of the difference in turnover.
Volume and value tell different stories
Domestic card figures in CBA Table 4.5 show 138.44 million e-commerce transactions worth AZN 7.76 billion. POS processed 105.04 million payments worth AZN 1.22 billion.
Online volume was about 1.32 times POS volume, while value was 6.36 times larger. Dividing value by transaction count gives approximately AZN 56.0 online and AZN 11.6 at POS. These are aggregate averages, not median purchase amounts.
POS volume grew faster
POS transaction count rose about 7.4% from August, but value increased only 1.3%. The average fell from AZN 12.3 to AZN 11.6. More payments were accompanied by smaller amounts.
E-commerce volume increased roughly 1.2% and value about 0.9%, leaving the average around AZN 56. Comparing channels using only one growth measure would miss these differences.
| Channel | Transactions, million | Value, AZN billion | Average, AZN |
|---|---|---|---|
| E-commerce | 138.44 | 7.755 | 56.0 |
| POS | 105.04 | 1.220 | 11.6 |
Online turnover is not internet-shop sales
The banking classification of e-commerce is broader than a single retail product category. Without a purpose breakdown, total turnover cannot be equated with goods purchases or assigned to individual platforms.
The figures distinguish payment patterns: POS handles many small transactions, while the online channel carries a higher average amount. Profitability also depends on fees, refunds and customer-service costs, none of which is established by transaction volume alone.
