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UPDATED OCTOBER 2019 

5 min read

Ecommerce will be the largest retail channel in the world in just two years, according to projections.

People aren’t just shopping online. Ecommerce statistics say they’re spending more in online stores than physical stores for the first time in history. Statista forecasts that consumers will spend almost a trillion online in 2023 in the U.S. alone.

Here are 5 ecommerce statistics you need to read today

  1. Estimates say that consumers will make 95% of purchases online by 2040 (Nasdaq)
  2. 87% of shoppers today use ecommerce reviews to decide whether to buy, and 77% of those shoppers buy online (Business.com)
  3. Ecommerce is only about 5% of omnichannel spending, but it’s responsible for 40% of its growth. (Nielsen)
  4. Only 26% of the small business market has tried to create their own online ecommerce store (Small Biz Trends)
  5. 72% of ecommerce will take place on a mobile device by 2021 (Statista)

So, why has there been such a major increase in online retail and ecommerce activity?

Simplicity. Shopping online has become more meaningful, convenient, and practical.

Small business owners are rushing to take advantage of this explosion. Simple and powerful ecommerce platforms like Selz have made it easier than ever before and businesses are selling online from their blogs, websites, and online stores.

Estimates say that consumers will make 95% of purchase online by 2040 one of many impressive ecommerce and online shopping statistics from Selz, one of the best website builders for ecommerce

Consumers have the power to buy eBooks, clothing, and more from all over the world from their tablets, smartphones, and computers. They can also collect feedback from other customers all over the world.

With a few clicks of a button, consumers can have quality goods and services delivered straight to their door or downloaded instantaneously.

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pinterest graphic for 40 online shopping and ecommerce statistics


With this power to connect, many consumers are looking to buy from small, genuine companies, which is a huge benefit to you. By starting an online store, you allow people all over the world to find your business, not just locals in your neighborhood.

Because most business owners base their decisions on data, we thought you might enjoy a list of the most important online shopping and ecommerce statistics.

Use these numbers to decide what products to sell, where to sell, and how selling online can benefit your growing business.

40 Powerful Online Shopping and Ecommerce Statistics

General Ecommerce Statistics

6. Experts expect global ecommerce sales to double between 2018 and 2023, breaking the $6 trillion mark (Statista)

7. 9.7% of household spending is online for homes with an annual income above $50,000, compared to 3.4 percent for lower-income households (Washington Post)

8. Thanksgiving and Cyber Monday sales were up 6% in 2018, and over $7.9 billion in online sales happened on Cyber Monday alone (Washington Post)

9. Average ecommerce conversion rates average 2-4% and 43% of online shopping traffic comes from organic search (Invesp)

10. 55% of people who shop online say that free shipping is the most important checkout option (Pixel Union)

Experts expect global ecommerce sales to double between 2018 and 2023 breaking the 6 trillion mark Selz, one of the best website builders for ecommerce

US Ecommerce Statistics

11. Roughly eight-in-ten Americans are now online shoppers: 79% have made an online purchase of any type, up from only 22% back in 2002 (Fit Small Business)

12. Projections say there will be 230 million digital shoppers in the United States in 2021 (Statista)

13. 77% of US small businesses use social media for key business transactions like sales, customer service, and marketing (PR Newswire)

14. 23% of Americans say they shopped more online in 2018, and 11% say they plan to increase their online shopping in 2019 (Brookings)

15. Estimates say that U.S. ecommerce sales will be $690.84 billion for 2020, increasing to $891.7 billion by 2022 (EMarketer)

16. 79% of U.S. online shoppers said free shipping would get them to buy online (Walker Sands)

17. Websites with more than three seconds of loading time lose 40% of their initial website visitors (Forbes)

UK and EU Ecommerce Statistics

18. 51% of consumers in the UK say that they prefer to shop online (Ecommerce News UK)

19. Online shoppers in the UK use the internet for 87% of their retail purchases (Ecommerce News EU)

20. 57% of online shoppers say they’ve bought something from a retailer overseas. (Nielsen)

87% of shoppers use ecommerce reviews to decide whether to buy ecommerce statistics you can use, also retargeting ads are more ecommerce statistics you can use Selz, one of the best website builders for ecommerce

Marketing and Social Media Ecommerce Statistics

21. 74% of people look to their social networks when considering a purchase (Tapinfluence)

22. 18% of local searches lead to a sale within 24 hours. (Researchgate)

23. 85% of customers start a purchase on one device and finish on another device. (Think with Google)

24. Facebook still shows the most powerful social media ecommerce statistics, and 78% of shoppers 18-34 in 2018 said they first found products on Facebook (Axios)

25. 65% of senior executives visit the website after seeing a related YouTube video. (HubSpot)

26. The average shopping conversion rate for Google Ads is 1.91% and 1.74% for Bing Ads. (Wordstream)

27. 75% of customers pay attention to retargeting ads (Invesp)

28. 72% of millennial shoppers are fine with retargeting (Neil Patel)

Voice Search, Text, and Mobile Online Shopping Statistics

29. Mobile shopping is booming, and leapt from 8% to 15% in 2019, while shopping on desktop dropped from 78% to 63%. (Invesp)

30. Small businesses may see up to 30%  higher mobile conversion rates than large retailers. (Practical Ecommerce)

31. 10% of online shoppers have used a voice home assistant to make a purchase at some point (NPR/Marist)

32. 2% of Alexa owners have ever used it for shopping online (Forbes)

33. 98% of all SMS text marketing messages are opened (Search Engine Journal)

34. Voice searches are more than 20% of searches in the Google App (Social Media Today)

35. In 2018 mobile purchase rates were less than 1.61% on average, compared to a 3.91% purchase rate for traditional online shoppers (CPC Strategy)

36. 69% of smartphone users are more likely to purchase from ecommerce sites that give easy answers to their questions or concerns (Blue Corona

Small businesses may see up to 30% higher mobile conversion rates than larger retailers Selz, one of the best website builders for ecommerce

Shopping Cart Abandonment Ecommerce Statistics

37. According to a 2017 study by the Baymard Institute, 69.89% of customers abandon their online shopping carts (Baymard)

38. 22% of online shoppers abandon carts because of unexpected costs during the checkout process (Small Biz Trends)

39. The abandonment rate for mobile shopping carts is 85.6% (Barilliance)

40. 24 percent of people who abandon shopping carts want to save their selections to purchase or consider at a later date (Optin Monster)

Bonus – 5 Small Business Ecommerce Statistics

41. 40% of small businesses don’t have a website for their business (Visual Objects)

42. 89% of B2B buyers search online when they have to make a purchase (Researchgate)

43. 46% of small businesses didn’t have a web presence in 2018 (The Balance Small Business)

44. 46.5% of small and mid-sized businesses believe that free shipping increases their sales profits (Multichannel Merchant)

45. 19% of small business owners without a website believe that their business would grow 25% in three years or less with the benefit of a website. (Devrix)

40% of small businesses don't have a website for their business  Selz, one of the best website builders for ecommerce

Looking for more ecommerce statistics? Check out this article full of Facebook stats.

This post was originally published in August 2015 and has been updated for accuracy and comprehensiveness.

About the author

Molly Corless

Molly has been marketing for small startups for over 5 years. From marketing automation to Facebook ads to copywriting, Molly has figured out the key to growing a business from the ground up. She lives in rainy Portland, Oregon with her dog named Hamms.

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