Home / Ecommerce / 19 E-Commerce Statistics You Can Use to Inform Your Marketing Strategy [2020]
19 E-Commerce Statistics You Can Use to Inform Your Marketing Strategy [2020]

19 E-Commerce Statistics You Can Use to Inform Your Marketing Strategy [2020]

19 E-Commerce Statistics You Can Use to Inform Your Marketing Strategy [2020]

Most entrepreneurs need to keep forward of the curve when it comes to figuring out what shoppers need. And it is smart. The extra about your shoppers, the easier you’ll marketplace your services and spice up on-line income.

But to get within the thoughts of on a regular basis shoppers, you want to perceive what they be expecting and search for when buying groceries on-line, and extra importantly, adapt your retailer to no longer best meet the ones wishes however exceed them indefinitely. 

In this publish, I’ll come up with 19 e-commerce statistics to assist you to higher perceive lately’s shoppers and their buying groceries conduct, at the side of concrete takeaways and examples to assist you to increase an efficient business plan.

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Table of Contents

Part 1: Demographics

1. There Were 1.eight Billion Global Digital Buyers in 2018 (Statista)

As of writing, there are 7.7 billion folks within the World. 

That manner 21.55 % of the World’s inhabitants purchase on-line, and in 2021, the quantity is anticipated to upward push to over 2.14 billion.

That’s an enormous pool of attainable patrons.

So, should you’re no longer already promoting on-line, those numbers will have to persuade you to accomplish that.

But with extra folks buying groceries on-line, extra on-line companies are rising, making a fierce and aggressive market.

This makes it tougher for on-line companies to stick out from competition, and the will for brand new inventive tactics to advertise your product rises.


You can’t marketplace to everybody, so it’s necessary to perceive your goal purchaser to know what makes them tick. Personalize your advertising efforts to the person and also you’ll have a a lot better probability of surviving within the face of festival.

2. Men Spend 68 Percent More Online Than Women (KPMG)

I used to be surprised after I first learn that statistic, however while you consider it, it is smart.

On moderate, males spend $220 according to transaction when compared to $151 according to transaction for girls. So it’s no longer that males store greater than girls—it’s that they spend extra according to transaction. 

Male shoppers are much more likely to purchase higher-priced pieces akin to grooming merchandise and electronics. Women, in contrast, generally tend to purchase lower-priced pieces akin to cosmetics and skin care merchandise. Moreover, when males store on-line, they have a tendency to be environment friendly, that means they bulk purchase to save time.

So, when promoting to a male target market, you’ll spice up conversions via providing similar merchandise and package deal offers. 

Here’s an instance from Harry’s:

When potentialities undergo Harry’s checkout, they are able to upload merchandise that flatter their order akin to a razor stand or post-shave balm.

Offering similar merchandise right through checkout makes it simple for patrons—each women and men—to temporarily upload pieces with no need to abandon their cart to seek for extra merchandise.


Only display pieces which are related to what’s already within the cart. If the similar pieces pass smartly with the object(s) within the cart, potentialities are much more likely to purchase them too.

three. Generation X Shop More Online Than Baby Boomers and Millennials (KPMG)

People born between 1966-1981, or “Generation Xers,” make extra on-line purchases than some other age crew, averaging just about 19 transactions according to yr.

This may come as a wonder to many making an allowance for Millennials are the virtual natives of our society.

However, as Millennials get older and input the team of workers and get started households, their spending will increase. It’s anticipated that Millennials’ on-line buying groceries will building up exponentially one day and some distance surpass on-line spending via older generations. 

So, if you wish to have to marketplace your merchandise to Millennials, you want to create a price proposition they are able to establish with. Millennials view the goods they purchase as an extension in their picture, and if a product doesn’t have a good impact on their desired self-image, they gained’t purchase it. 


You want to promote Millennials on a tale. Ask your self, “What is the scenario in which your product will help them overcome a problem or make them feel better?”

Part 2: Payment and Spending

Four. In 2019, E-Commerce Sales Accounted for 14.1 Percent of All Retail Sales Worldwide (Statista)

Considering that greater than a 10th of all retail gross sales are made on-line, you’ll’t underestimate the significance of incessantly optimizing your on-line retailer.

Online buying groceries is gaining popularity than ever, and via 2021, e-commerce gross sales are anticipated to achieve 17.five % of retail gross sales international.

This manner there’s extra attainable for e-tailers to building up visitors and conversions—and an opportunity to create a greater on-line enjoy (a space maximum on-line shops fall brief).


Prioritize person enjoy above all. A compelling price proposition is price not anything if guests have a foul enjoy for your web site. This is particularly necessary when it comes to your checkout glide.

five. There Are More Than 286 Million Active PayPal Accounts in The World (Statista)

This is a 17 % year-on-year enlargement when compared to 220 million in 2017.

With PayPal, potentialities should buy merchandise on-line with no need to pull out their bank card, simplifying the checkout procedure additional.

The faster and more uncomplicated a prospect can undergo your checkout, the much more likely they’re to whole their acquire.

But this doesn’t imply bank card bills are lifeless. According to one document, 42 % of internet buyers choose to pay with their bank cards.

Bottom line? Giving guests more than one cost choices will building up conversion charges, and scale back cart abandonment.

Takeaway: Survey your consumers and to find out what their most well-liked cost choices are. The extra related choices you be offering, the more cash you stand to make.

6. As of Q1 2019, 2.72 Percent of E-Commerce Website Visits Converted into Purchases (Statista)

With a median conversion fee of best 2.72 %, there’s a lot room for growth for e-commerce. 

Converting guests into consumers is getting tougher as a result of the fierce festival on-line. 

Much to the chagrin of many trade house owners, providing low costs or the most efficient merchandise is now not sufficient. You want to be offering a private buying groceries enjoy for the person customer.

Here’s an instance from ASOS, who acknowledges returning guests:

I’ve shopped with ASOS repeatedly, and as a result of the cookies ASOS use, I don’t have to log in each time I discuss with their web site.


Use your cookie settings to acknowledge returning consumers and make it simple for them to purchase once more. You will have to additionally create campaigns that focus on explicit customer segments that haven’t purchased from you prior to. The extra customized your campaigns are, the much more likely they’ll grow to be a buyer or no less than, an e mail lead.

7. In Q1 2019, Smartphones Accounted for 65 Percent of Retail Site Visits Worldwide (Statista)

Mobile trade is slowly gaining up on desktop.

It’s now the most popular instrument for surfing on-line, with desktop accounting for best 30 % of on-line retail visits.

But desktop remains to be the go-to instrument when it comes to finishing orders.

Mobile accounts for 46 % of on-line orders, when compared to 54 % for desktop.

This creates a problem for e-commerce:

The acquire trail is now not easy. 

Consumers bounce between channels and units and their acquire conduct are sporadic. 

Potential consumers will depart pieces of their cart on cellular and once they go back to their cart on desktop—the pieces are long gone. 

With that during thoughts, you want to believe the person adventure throughout units if you wish to have to optimize conversions.


Integrate an omnichannel business plan with real-time knowledge throughout all channels and units. This manner updating knowledge in real-time, so customers can get admission to their cart on any instrument and straight away take a look at and proceed buying groceries.

Part three: Shopping Habits

eight. Sixty-Five Percent of Consumers Look Up Price Comparisons on Mobile While in a Physical Store (KPMG

We’ve all carried out it, haven’t we?

You need to purchase one thing on-line, however you wish to have to be sure to don’t overpay. So you go surfing to see if the product is to be had somewhere else at a cheaper price.

To steer clear of potentialities leaving behind a shop on-line or off, many companies use value matching

Here’s an instance from eBay:

With value matching, you’ll save you potentialities from purchasing the product from a competitor as a result of pricing.

If a shopper is on your bodily retailer, the probabilities of them going somewhere else to purchase a product should you be offering value matching are narrow.


If you be offering to fit competitor costs, you want to make this visual on your retailer, each on-line and stale. Have it seem for your entrance web page, or as an indication on your bodily retailer for larger visibility.

nine. The Number One Reason People Shop Online is Because They Can Shop 24/7 (KPMG

Fifty-eight % of customers store on-line due to on-line opening hours (or lack thereof).

The Internet by no means closes, making it simple for shoppers to purchase any product at any time.

Shopping, for many of us, hasn’t ever been extra handy.

But although your on-line retailer doesn’t shut, your customer support division does.

To get forward of attainable problems with potentialities who can’t get involved with you right through out of administrative center hours, create separate touch campaigns for opening hours and shutting hours. That manner, you’ll inform guests when to be expecting a answer in case your workforce are offline.

Here’s what the ones two campaigns may just seem like.

During opening hours:

Create a identical marketing campaign


Like what you spot? Load this high-converting template in our editor and customise it to the appear and feel of what you are promoting.

Try it out

During final hours:


Schedule campaigns upfront to turn on and deactivate on agenda. When you let potentialities know when they are able to be expecting a solution they’ll be extra affected person with you (and much more likely to purchase).

10. Thirty Percent of Consumers Say The Would Rather Buy from a Website They’ve Bought from Previously (KPMG

We’re creatures of dependancy. When it comes to purchasing on-line, we depend on our personal and different’s reviews to affect our buying selections. 

Once shoppers have had a excellent enjoy with a emblem, they’re much more likely to go back to that emblem or even suggest it to others.

That’s why you will have to take a look at to get new consumers to join your loyalty program or your e-newsletter. Then you’ll achieve out to them by way of e mail advertising and switch them into repeat patrons.

The very best time to ask consumers to accomplish that is for your thanks web page when they’ve purchased from you.

Here’s an instance of ways you’ll ask new consumers to sign up for your loyalty membership:


Consider the place your consumers are within the purchaser’s adventure. If they only purchased one thing, they may not reply smartly to a gross sales e mail tomorrow. But should you goal them over the years with related provides in keeping with their acquire historical past, they’ll in all probability go back to your retailer once more.

11. Fifty-Nine Percent of 16-36 Year-Olds Head to Amazon Before Any Other E-Commerce Website (Inviqa)

I believe we will be able to all agree that Amazon is a most sensible contender within the e-commerce marketplace.

Again, it comes down to comfort. If a prospect should buy all of the other pieces they want in the similar position, then it’s a no brainer.

So, to accommodate this rising development, believe promoting on Amazon, in case your nation allows.

You may even upload a call-to-action button for your web site that hyperlinks to the object on Amazon.

Here’s an instance from Breakthrough Clothing:


To promote your merchandise on Amazon, make the adventure out of your product web page to the corresponding product web page on Amazon as seamless as imaginable.

Part Four: Cart Abandonment

12. Fifty-Three Percent of Online Shoppers Abandon Their Carts Because of Unexpected Extra Costs (Baymard Institute)

“Unexpected extra costs” come with, tax, charges, and naturally, transport.

To steer clear of consumers leaving behind their carts, then, make guests acutely aware of any further prices prematurely prior to they input the checkout. You too can be offering unfastened transport on orders above a selected price to scale back cart abandonment and building up moderate order price.

According to HubSpot, 24 % of customers are able to spend extra to qualify free of charge transport, so this can be a smart way to building up the common order price.

Whenever a customer provides an merchandise to their cart, monitor the basket price and cause a marketing campaign in step one of your cart. Then, if the order price isn’t excessive sufficient, be offering unfastened transport.

To inspire guests to purchase extra, it is advisable upload product suggestions on your marketing campaign with an “add to cart” call-to-action.

Here’s an instance:


Identify the explanations consumers abandon checkout and cope with the ones causes with an exit-intent marketing campaign or with an deserted cart e mail.

13. Abandoned Cart Emails Have an Average Open Rate of 45 Percent (Moosend)

If you’ve ever given up trying out prior to finishing an order you’ve most probably gained an deserted cart e mail. 

And in case you have, that its objective is to assist you to conquer objections and purchase one thing. 

The moderate income according to deserted cart e mail is $five.64, when compared to best $zero.02 for promotional emails, and $zero.18 according to welcome e mail you ship.

So, there’s some huge cash to be made right here.

Here’s a excellent instance from Man Crates:


There’s a explanation why we upload pieces to our cart—and a explanation why, or causes, why we selected no longer to purchase. If you’ll establish those two causes together with your potentialities, you’re already smartly for your manner to writing the very best restoration e mail.

14. Abandoned Cart Emails Sent inside 20 Minutes Have an Average Conversion fee of five.2 Percent (PrestaShop)

Your deserted cart emails’ timing has a super impact on conversion charges.

Emails despatched inside an hour have a median conversion fee of Four.five %, whilst emails despatched greater than 24 hours after cart abandonment best convert at round 2.6 %.

Consumers are repeatedly bombarded with promotional subject matter, and that makes it tougher for entrepreneurs to keep most sensible of thoughts with potentialities.

That’s why it’s so necessary to ship deserted cart emails immediately after a prospect abandons their cart, to be certain your emblem remains to be most sensible of thoughts once they obtain the e-mail.

Here’s an instance from Bean Box

This e mail arrived best ten mins once I deserted my cart and whilst I used to be nonetheless enthusiastic about espresso.


Automate your deserted cart emails and cause them to pass out inside 20-minutes after a prospect abandons their cart. Make positive to write a compelling matter line and come with the cart pieces within the e mail at the side of more than one calls-to-action to return to the cart.

15. Exit-Intent Campaigns Convert Between 2-Four Percent of Abandoning Visitors (Sleeknote)

I do know what you’re pondering. 

Yes, exit-intent campaigns are hectic… 

But provided that you misuse them.

One excellent follow is including exit-intent campaigns to your checkout to scale back cart abandonment. With exit-intent campaigns, you’ll flip leaving behind guests into e mail leads and even higher, get them to whole their acquire. 

Here’s an instance from minimal that makes a speciality of getting leads: 

This explicit marketing campaign had a conversion fee of 37.Four % when it was once are living. 

Another possibility is to give the bargain code immediately within the marketing campaign like Nicehair

Nicehair examined this marketing campaign on their other websites (International web site, Danish web site, Swedish web site, and Norwegian web site) for a restricted time to see if they might scale back cart abandonment. 

They made transparent that the cut price code wanted to be used straight away, encouraging leaving behind consumers to practice via with their acquire. 

The moderate conversion fee of this marketing campaign throughout all 4 websites? An wonderful 44.76 %. That’s proper: nearly part the guests who have been about to abandon their cart returned to it after seeing this marketing campaign. 

But although those two campaigns carried out so smartly, Nicehair and minimal know the significance of the use of reductions sparingly. 

When you don’t use reductions frequently, you’ll escape with providing smaller reductions and now have nice luck together with your marketing campaign. 


Identify why guests abandon their cart and check out to get rid of that fear on your exit-intent campaigns. Use reductions sparingly and consider what different price you’ll give to leaving behind consumers. (For example, be offering to save cart, notify when pieces pass on sale, invite them to get involved with attainable questions, and so forth).

Part five: Reviews and Customer Service

16. Thirty Percent of Online Consumers Have Posted Product Feedback Online (KPMG)

Reviews are extremely efficient when it comes to nudging potentialities to make a purchase order, and that’s why you will have to all the time inspire your guests to evaluation their buying groceries enjoy.

The very best time to ask for a evaluation is correct after a purchase order for your thanks web page.

Here’s an instance from Livingshop:

If consumers don’t reply to the above, you will have to practice up with an e mail, like Billigvoks:

If your consumers have reviewed what you are promoting on evaluation websites akin to Trustpilot, you want to come with a few of these critiques for your web site.

It’s no longer simply sufficient to have them on third-party websites if you wish to have them to be efficient—they have got to be the place the motion occurs, which is for your web site.


Encourage consumers to depart critiques and exhibit them for your web site. If you will have a evaluation segment for your product pages, you want to come with your unhealthy critiques too. Otherwise, any excellent critiques will appear untrustworthy.

17. Eighty-One Percent of Consumers Trust the Advice of Family and Friends Over Businesses (HubSpot)

Online buying groceries has made it simple for shoppers to display a selected product to their pals or circle of relatives to get a 2d opinion prior to making a purchase order. 

This can also be shared via a hyperlink on SMS, e mail, social media, and different channels. 

If family and friends suggest one product over the opposite, we’re much more likely to select the really helpful one, irrespective of value and high quality. 

To lend a hand inspire guests to purchase, come with other sharing choices that can lend a hand attainable consumers get a thumbs up from their pals.

You too can do as Mulberry and come with a “Hint hint” possibility on product pages:

When you click on the button, this popup triggers, supplying you with the choice to e mail a pal to tell them you prefer this product.

Here’s what the e-mail seems like:


Make it simple for shoppers to percentage merchandise out of your web site with family and friends via other channels. Make positive to come with an instantaneous hyperlink to the product at the side of an picture of the product.

18. Eighty Percent of Respondents Said They Had Stopped Doing Business with a Company Because of Poor Customer Experience (HubSpot)

Someone as soon as stated by no means underestimate the ability of a grin. (Or perhaps it was once me, I will’t be mindful.)

While we is probably not ready to smile to our on-line consumers, we will be able to cause them to really feel favored via being sure and giving them a singular enjoy once they get involved with us.

A destructive enjoy will stick with potentialities longer than a good enjoy.

That’s why you want to be sure that each one that interacts together with your emblem has a excellent enjoy.

A good suggestion is to survey your web site guests to get insights on how to toughen the buyer enjoy for your web site—despite the fact that you assume it’s excellent already. 

One manner to do this is to use a multistep marketing campaign for your web site to with politeness ask for customer comments.

Here’s an instance of what that would seem like:


Survey guests and ask about their enjoy. The additional info you will have, the easier you’ll save you destructive reviews.

19. Fifty-One Percent of Consumers Trust Companies Who Make It Easy for Visitors to Contact the People in the back of the Company (KPMG)

How repeatedly have you ever sought after to get involved with a trade and no longer been ready to to find any touch knowledge?

More than as soon as, proper?

It’s no longer a excellent person enjoy. 

You want to make it simple for folks to get involved with you. Imagine if a possible client can’t get involved with you they usually then come to a decision to store somewhere else.

To save you this, you’ll upload a touch marketing campaign to your web site inviting guests to get involved with you.

Here’s what that would seem like:


Invite guests to get involved so you’ll solution any questions or issues they may have. Make your touch paperwork private via including footage of your workforce, and customise campaigns to other pages for your web site.

Free Downloadable Bonus

Want More Conversion Rate Optimization Strategies?

Get get admission to to our unfastened CRO toolkit and skyrocket your natural visitors, on-page conversion fee and extra (contains sources no longer discovered within the weblog publish).


Developing an effective business plan in your on-line retailer calls for wisdom about e-commerce statistics, tendencies, and shopper conduct.

I’m hoping this newsletter gave you the perception to assist you to get began on that technique, and that you simply discovered one of the solutions you have been searching for.

Have you stumbled upon any sudden e-commerce statistics in recent years? Leave a remark underneath.

The publish 19 E-Commerce Statistics You Can Use to Inform Your Marketing Strategy [2020] seemed first on Sleeknote.

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