40+ eCommerce Stats You Need to Know for a Successful Online Store

Are you up to speed on the latest eCommerce statistics? If you’re interested in starting an online store or want to boost your eCommerce sales, knowing the latest eCommerce statistics will help you make data-driven decisions that will bring you results.

In this article, we’ll share 40+ eCommerce statistics you need to know for a successful online store.


Let’s dive into the world of eCommerce.

eCommerce Statistics

Since this is a big list of eCommerce statistics, here’s a table of contents so you can jump straight to the section of eCommerce statistics that interests you most.

eCommerce Growth Statistics: The Popularity of Online Shopping

Let’s start off with some statistics on the rise of online shopping and how popular it’s become in recent years.

More and more people are now online shopping. According to Statista, in 2021, over 2.14 billion people worldwide are expected to buy goods and services online, up from 1.66 billion global digital buyers in 2016.

And eCommerce sales rose from $390 billion in 2016 to $453 billion in 2017, that’s a 16% increase!

Check out this breakdown of eCommerce sales by country from 2015-2018 by Invesp. The top 3 countries that shop online the most are the United Kingdom, China, and Norway. The United States comes in at #8 on the list.


As you can see, these eCommerce stats show a steady increase in the popularity of online shopping—so much so that estimates say that consumers will make 95% of purchases online by 2040.

But, with all of these people shopping online, are you wondering how eCommerce industry statistics stack up against retail brick and mortar stats?

Keep reading to find out.

eCommerce vs. Retail Statistics


Just because online shopping is popular, doesn’t mean retail brick-and-mortar shopping is dying. In fact, brick and mortar sales rose from $2985 billion in 2016 to $3043 billion in 2017, a two percent increase.

People love shopping at brick-and-mortars; they get to see and feel the products before buying, they can take their product home immediately instead of waiting for it to be delivered, and retail shopping is something people can do with friends and family—it’s an experience and an event.

In 2019, e-retail sales accounted for only 14.1 % of all retail sales worldwide. But, this figure is expected to reach 22 percent in 2023.

So, even though more people shop at a brick-and-mortar, eCommerce sales continue to grow each year.

eCommerce Consumer Statistics: Who Shops Online?

Since online shopping is so popular, everyone must shop online right? Well, not quite. 76% of all United States adults shop online.

That’s still a ton of people, but let’s take a closer look at who is shopping online the most.

According to Statista, online shopping by age group breaks down like this:

  • 67% of Millenials prefer to shop online
  • 56% of Generation X prefer to shop online
  • 41% of Baby Boomers prefer to shop online
  • 28% of seniors prefer to shop online

Age makes a difference in buying behavior as well. For example, younger shoppers make more unplanned purchases than older shoppers.

Nearly 80% of younger shoppers make impulse purchases online and 21% of 28-to-37-year-olds say they made a spontaneous online buy in the previous week.

So, why do people prefer to shop online?

The number one reason people shop online is that they’re able to shop at all hours of the day. Other tops reasons people shop online is the ability to compare prices, to get online sales/better prices, and to save time.

Online Shopping and Research Statistics

Before deciding to make a purchase online, consumers do their research. In fact, 85% of consumers conduct online research before making a purchase online.

How do they do online research?

The most used channels for research before making an online purchase across generations include websites (74%), email (43%), social media (38%) and retailer’s mobile apps (36%). And 40% of millennials (age 18-36) say they use voice-enabled digital assistants, such as Amazon Echo and Google Home, to research merchandise before buying online.

A lot of shoppers also start their online shopping research on Google. A quick Google search for their desired item will result in tons of results.

Shoppers can take a look at all of their different options from multiple eCommerce websites, compare prices, and ultimately make a purchase.


The average amount of time between a Google product search and a purchase is 20 days and 35% of Google product searches turn into transactions within 5 days.

This is why it’s important that eCommerce businesses optimize for SEO so they can get their items on the first page of Google search results.

As previously mentioned, shoppers use social media to research products. But, social media isn’t just for shopping research, they’re actually online shopping platforms too.

In the next couple of sections, we’ll take a look at some Facebook and Instagram eCommerce stats.

Facebook eCommerce Statistics

Facebook is no longer used just for staying connected to family and friends, it’s a great place for eCommerce businesses to promote their products and encourage online shoppers to buy. In fact, 90 million small businesses use Facebook.

Consumers can discover small eCommerce businesses on Facebook, click the “Shop Now” button, and start shopping.


85% of orders from social media sites come from Facebook. Plus, the average order value for customers referred from Facebook is $55.

Instagram eCommerce Statistics

Instagram is another popular social media network for online shoppers. Instagram says that 200 million Instagram users visit at least one business profile daily.

And Instagram users aren’t just visiting these business profiles by chance, they’re visiting them because they’re looking for products to buy.

60% of people say they discover new products on Instagram and 62% of people say they have become more interested in a brand or product after seeing it on Instagram Stories.

As you can see, promoting your products on Instagram is powerful. But, are people actually buying directly on Instagram or simply window shopping?

The answer is buying.

11% of US social media users shop on Instagram and 130 million Instagram users tap on shopping posts every month.

Amazon eCommerce Statistics

We couldn’t create this list of eCommerce statistics without mentioning the eCommerce giant, Amazon.

44% of online shoppers start at Amazon to search for products online, rather than doing a Google search for example. Amazon is like an eCommerce product search engine for many online shoppers.

Of course, it’s not only used to find products, but tons of people also buy from Amazon. Almost 66% of Americans have shopped Amazon.

Related Content: How to Make Money on Amazon: Your Guide for 2020

The most popular products on Amazon are electronics (44%), followed closely by clothing, shoes, and jewelry (43%) and home and kitchen products (39%).

While 67% of Amazon users prefer to shop using their desktop computer or laptop, many Amazon users shop on mobile too.

In fact, Amazon is the most popular shopping app in the United States with 145.2 million mobile users in March 2019.


Speaking of mobile shopping, let’s take a look at some mobile eCommerce statistics in the next section.

eCommerce Mobile Statistics

Part of the reason why online shopping is so popular is that it’s convenient. Consumers can pull out their smartphones, access an eCommerce website or app, and start shopping.

Mobile eCommerce done through smartphones accounted for $117 billion in the US alone last year.

Even if consumers are buying products directly via mobile, they’re browsing on mobile. 53% of shoppers browse on mobile but buy on desktop.

You might be surprised to learn that even while shopping in a brick and mortar, shoppers are still checking their phones. 65% of shoppers look up price comparisons on their mobile device while in a physical store.

eCommerce website owners work hard to make sure their sites are optimized for mobile since that’s where much of their traffic is coming from. In fact, 77% of traffic came from mobile devices in 2017, up from 16% in 2012.

eCommerce Website Statistics

A user-friendly, professional-looking website is important if you want consumers to buy from your online store.

Take a look at Lush’s website, for example. It has an eye-catching design and it’s easy for users to find the products they’re looking for.


But, just because you have an awesome website, that doesn’t necessarily mean shoppers will buy from you. Invesp says that on average, only 2.86% of eCommerce website visits convert into a purchase.

If you want to increase conversions on your eCommerce site, check out our guide on 15 eCommerce User Experience Best Practices to Explode Your Sales.

And remember, don’t rely on your eCommerce website to make sales. On average, 52% of online stores have omnichannel capabilities. This means they sell and communicate with customers through a number of different channels like their website, Facebook Page, Instagram account, email list, and more.

eCommerce Customer Service Statistics

If you want to create a successful eCommerce business, you need to provide great customer service. 80% of people stop doing business with a company because of poor customer experience.

Features like free shipping and a great return policy will help you keep customers. 79% of US consumers said that free shipping would make them more likely to shop online and 92% of consumers will buy something again if returns are easy.

But, you also need to build customer trust to turn one-time customers into lifelong customers.

One way you can build customer trust is with contact forms and live chat. According to statistics, consumers are most likely to trust a business that makes it easy to contact people at the company.

eCommerce Abandonment Statistics: Shopping Cart Abandonment

Shopping cart abandonment is one of the biggest challenges for eCommerce websites. 69.57% of digital shopping carts and baskets were abandoned and the purchase was not completed.

When consumers abandon their shopping carts, that’s a missed opportunity to make a sale—and those missed opportunities add up.

Why do consumers abandon online stores?

Well, an unexpected extra cost is the number one reason shoppers abandon carts. Other common causes of shopping cart abandonment include being required to create an account and a long and complicated checkout process.

To reduce shopping cart abandonment, you can create an exit-intent popup using OptinMonster to encourage users to return to their carts and buy.

For example, check out the cart abandonment exit-intent popup below from Gleam.

You can also use email marketing to combat shopping cart abandonment.

Using email marketing software, you can automatically send emails to your subscribers every time they abandon their carts and convince them to return.

The best part? Abandoned cart emails work!

Abandoned cart emails have an average open rate of 45% and emails sent within 20 minutes after the abandonment of the cart have an average conversion rate of 5.2%.

eCommerce Personalization Statistics

Shoppers want personalized online shopping experiences. 74% of consumers get frustrated when they’re shown content that isn’t relevant to them.

By now, most marketers know how important eCommerce personalization is, in fact, 90% of marketers believe personalization is the future.

That’s probably due to the fact that marketers see an average increase of 20% in sales when using personalized experiences and 48% of consumers spend more when their experience is personalized.


eCommerce personalization examples include:

  • Personalizing search results
  • Sending personalized emails based on user behavior
  • Recommending products based on browsing behavior
  • Using geo-location targeting

That’s it!

You can use these powerful eCommerce statistics to boost the success of your online store. With an understanding of the eCommerce industry and consumers, you can skyrocket your eCommerce sales.

If you loved this roundup of eCommerce statistics, check out our other post on online shopping statistics you need to know.

Don’t forget, if you want to reduce shopping cart abandonment by creating an exit-intent popup as we showed you earlier, get started with OptinMonster today! With OptinMonster you can create a high-converting abandoned cart popup in no time using our drag and drop builder.

Allison Hott
Allison is a writer who loves all things digital marketing and WordPress. When she’s not writing you can find her curled up with a good mystery book, eating cheese, and spending time with her dog, Splinter (yes, like Master Splinter from the Ninja Turtles).

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