Shopping in the 21st Century - 29 eCommerce Statistics


Feb 03,2023

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If you can’t buy it on the web, they say, it doesn’t exist. A quick glance at Amazon or eBay suggests there is truth to the adage. But how true is it really? Are brick-and-mortar shops going the way of the dinosaurs and the dodo? eCommerce statistics tell us where we are so we can figure out where we are going.

Key eCommerce Statistics
eCommerce search statistics show that 35% of consumers purchase a product within five days after Googling it.
Mobile eCommerce statistics show that 40% of eCommerce purchases made during the holiday season were made via smartphone.
In 2018, Jeff Bezos announced that Amazon had signed up its 100 millionth Amazon Prime member.
eCommerce industry statistics reveal that 79% of American consumers see free shipping as the top reason for shopping online.
Online retail stores could be facing a loss of $3 billion a year due to an average shopping cart abandonment rate of 69.57%.

eCommerce Platform Statistics

B2B eCommerce statistics show that annual online retail sales are projected to reach $700 billion worldwide by the end of 2022.

(US Census Bureau)

Projections suggest that reliance on eCommerce transactions is only going to increase. Today, leading retailers are investing in building market share and boosting sales. In 2017, customers spent $453.5 billion shopping online.

The US eCommerce market accounts for about 10% of total retail sales - and almost half of it belongs to Amazon alone.


Amazon surpassed Walmart in 2019, claiming 47% of all eCommerce transactions, which translates to 5% of total US retail sales according to global eCommerce statistics. eCommerce growth statistics show that digital shopping accounts for more than three-quarters of total retail growth, fueling the industry’s expansion.

According to Amazon sales statistics, the company earned $232 billion in 2018, making it the king of online retailers.


Amazon has been at the forefront of eCommerce for years and revenues keep rising, jumping from $178 billion in 2017 to $232 billion in 2018. Amazon’s sales rival those of enormous brick-and-mortar franchises like Walmart and Ikea. Alibaba and eBay are major forces in the world of eCommerce, but Amazon wins the prize as the largest online retailer on the planet.

Online retail sales statistics suggest that Prime members spend an average of $1,400 per year at Amazon.


While Amazon Prime members spend around $1,400 on online shopping every year, their non-Prime counterparts spend about $600.

Amazon’s eCommerce app has more than 150 million mobile users worldwide.


Amazon’s e-shopping app leads the way as the most popular online shopping application on the web. Walmart, which ranks second, has just 86 million users. According to Business Insider, more than half of Amazon’s mobile customers make their purchases via mobile browsers, not the app.

In 2018, Jeff Bezos announced that Amazon had signed up its 100 millionth Amazon Prime member.


Few can compare their success with Amazon’s. With a user base larger than the population of all but a handful of countries, Amazon caters to its customers with the help of more than 560,000 employees worldwide - and a growing number of robots. Amazon pioneered free shipping as the norm, driving its competitors to do the same. Data from 2019 suggests that the number of Amazon Prime subscribers has swelled to 105 million.

Retail eCommerce statistics show that 91% of companies integrate social media marketing into their business.


The power of social media has proven on numerous occasions to be a game-changer, especially when it comes to marketing. Social networks like Facebook, Twitter and Instagram have become invaluable platforms for cost-effective marketing. Reaching target audiences has never been easier.

eCommerce statistics suggest that if you want customers to find your site and your products, Google is the key.

(Wolfgang Digital)

Some 43% of eCommerce site traffic comes from Google searches, 26% from Google AdWords.

By 2020, consumers in China paid as much as $45 trillion through mobile payments alone, eCommerce statistics say.


This is a huge jump from 2015 when mobile payments via QR codes accounted for approximately $1 trillion. China has made major efforts to push eCommerce into the mainstream, and the country now accounts for about 42% of the world’s online shopping.

Adblocking threatens eCommerce. Today, about 25.8% of American internet users employ advertising blocking tools.


US eCommerce statistics reveal that more than a quarter of Americans block ads on their connected devices. In response, companies have begun paying more attention to customer retention and organic methods of driving sales without ads.

Small business eCommerce statistics show 45% of brick-and-mortar retailers have not yet begun selling online.


With little more than half of the American small businesses using the internet to generate sales, it’s no wonder the big eCommerce vendors are snapping up market share. eCommerce statistics show that as many as 42% of small business owners don’t consider the web an important factor in their business - 28% don’t even have company websites.

Mobile eCommerce statistics show that 40% of eCommerce purchases made during the holiday season were made via smartphones.

(Adobe Analytics)

As far back as 2015, eCommerce mobile statistics were claiming that mobile traffic was overtaking desktop use in online shopping. It is imperative for online retailers to adapt their businesses for mobile users. From website design to apps to search-engine optimization, companies are doing everything they can to reach millions of potential customers who are more comfortable on their smartphones than on the desktop. According to online shopping statistics by year, 40% of Black Friday 2018’s $6.2 billion in purchases were made via smartphone. In 2019, mobile users accounted for 54% of Cyber Monday’s $9.2 billion in online sales.

Facebook eCommerce statistics reveal that the platform is home to 85% of all social media purchases


Facebook’s marketing capabilities are unprecedented. Studies show that a Facebook user who clicks on an ad is ready to spend an average of $55. The company’s annual ad revenues are projected to grow to $94.61 billion by 2021.

Consumer Behavior in eCommerce

Estimates for 2021 show that the number of online shoppers could climb to 2.14 billion.

(Analytics Insight)

It is eCommerce growth statistics like this one that drive entrepreneurs to invest in online retail enterprises. With a global population of about 7.7 billion, online shopping will soon be a reality for 30% of all humanity.

Studies say millennials make 54% of their purchases online.


Demographics of online shoppers show that millennials love eCommerce. They are a driving force behind the expansion of online shopping today, and millennials’ online shopping statistics show they will continue to fuel eCommerce expansion in the future.

Online retail stores could be facing a loss of $3 billion a year due to an average shopping cart abandonment rate of 69.57%.

(Baymard Institute)

About 53% of respondents name high shipping rates as the justification for logging off without completing their purchases. Another 31% complain about the necessity of creating an account for making a purchase, and 23% consider the checkout process to be too long or too complicated.

European eCommerce statistics show that 42% of online shopping on the continent is paid for with a debit card.


The second-most-popular payment option is Paypal (32%). More than half (58%) of European e-shoppers prefer to stick with their main bank when making a purchase.

eCommerce search statistics show that 35% of consumers purchase a product within five days after Googling it.


Product statistics reveal that not everyone buys so quickly. It takes about 20 days for an average consumer to make a purchase after a thorough Google search.

Shopify statistics show that those who click on ads spend an average of $65 at the sponsoring eCommerce sites.


What is a click worth? At Facebook, the average click on an ad nets the advertiser $55. At Shopify, it’s $65.

23% of online shoppers say recommendations on social media influence their purchases, according to social commerce statistics.

(Big Commerce)

As many as 30% of online shoppers say it’s very likely they’ll use social media for making a purchase, listing Facebook, Pinterest, Instagram, Twitter, and Snapchat as their favorite platforms for finding products.

eCommerce shopping statistics show that voice and image search make up a large and growing percentage of all searches.

(Kleiner Perkins)

Smartphones, tablets, smart speakers, and digital assistants demonstrate that keyboards are rapidly becoming optional. This shift is expected to have a significant impact on eCommerce, as more people will expect to make orders using voice commands alone.

According to eCommerce statistics, most American adults have made an online purchase at least once.

(National Public Radio/Marist, Pew Research Group)

In April and May of 2018, NPR surveyed 1,057 adults in the continental United States. NPR reports that 69% said they had made at least one online purchase.

Pew Research Group asked the same question of 4,787 adults as part of its 2018 American Trends Panel study. That survey, conducted in November and December of 2018, showed that 79% of American adults reported that they had made at least one online purchase.

E-commerce statistics worldwide reflect this American phenomenon. Internet users are shopping online in rapidly growing numbers.

eCommerce return statistics suggest that 30% of products purchased online get returned, compared to only 8% bought in brick-and-mortar stores.


Online shopping can never beat physical shops when it comes to trying out the product. Images on the internet can’t tell you everything you want to know.

According to eCommerce statistics, as many as 65% of shoppers compare prices on their phones while browsing in brick-and-mortar stores.


People love to make cost comparisons, and smartphones make it easy. Sometimes they learn they can save money by shopping online or visiting a different shop. If there’s anything eCommerce search bar statistics have taught us, it’s that the internet has raised a culture of informed shoppers who are not easily fooled.

In large retail franchises like Amazon, Wayfair, and Walmart, eCommerce statistics show that small changes in checkout design could mean billions in extra revenue.

(Baymard Institute)

More than 35% of buyers who abandon full shopping carts say the checkout process was too complicated. According to a nine-year research project from Baymard Institute, making checkout simpler and easier could translate into enormous sums. The EU and the US have combined eCommerce sales of $738 billion per year. A 35% increase would result in $260 billion in added sales - more than enough to justify the cost of a redesign.

83% of consumers say they are willing to share their experience with eCommerce sites and brands if it results in a more personalized shopping experience.


According to eCommerce statistics from Accenture, most consumers are open to sharing their personal data. What they expect in return is a quality shopping experience. Trust is key. If users suspect they’re receiving recommendations based on purchases made elsewhere or vendor “push,” the relationship is seriously jeopardized.

The Benefits of eCommerce: Consumers' Perspective

eCommerce industry statistics reveal that 79% of American consumers see free shipping as the top reason for shopping online.

(Walker Sands)

Online retail sales statistics make it clear that consumers don’t like shipping fees. Free delivery is becoming the norm in the world of online retail, with major players already absorbing transport costs. This is a challenge for smaller retailers.

eCommerce statistics show that among people who have shopped online, 53% of men and 58% of women prefer to shop in brick-and-mortar stores.

(National Public Radio/Marist)

The eCommerce gold rush shows no sign of stopping soon - but there’s a long road ahead. As eCommerce companies harvest billions of dollars each year, retailer statistics reveal that most customers would still rather touch and feel and see products in person before buying. Even 54% of Amazon shoppers told NPR/Marist researchers they prefer to shop in stores, not online.

Being able to shop 24/7 is cited by 54% of consumers as the primary benefit of eCommerce.


Online shopping statistics reveal that around-the-clock availability is perceived as a great benefit by most consumers. Other advantages of online shopping include the ability to compare prices, online sales promotions, lower prices, saving time, wider variety of products, and free shipping offers.

What percentage of eCommerce is Amazon?

In 2018, Amazon accounted for 49% of eCommerce sales - that’s 5% of all retail sales across the country. Holding almost half of the market share, Amazon is the dominant driver behind eCommerce. Other major players don’t come close. For example, business statistics online reveal that eBay accounts for 6.6% of online sales, with Apple and Walmart at 3.9% and 3.7%.

How much does the average eCommerce site make?

eCommerce website statistics show that an average online shopping website can generate almost $39,000 during the first month alone. On average, such a website can yield $6.5 million in sales in three years’ time.

What are the statistics of online shopping?

According to eCommerce statistics from 2019, 76% of adult US consumers shop online. About 25% of them do it at least once a month, with another 16% shopping online once a week.

What is the future of eCommerce?

In the future, eCommerce will rely more on AI-based assistants and chatbots.

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