94 Ecommerce Statistics You Need to Stop and Read Right Now

by Ted Vrountas in Ecommerce ecommerce statistics

It’s hard to conceive of just how much the internet has changed the way we buy. Today, nearly everything is purchasable via the internet. From software to clothing, equipment to food, there’s nothing more than a few clicks away.

This kind of convenience is what’s propelled ecommerce to a multi-trillion-dollar industry, and it’s what will propel it to total dominance over the commerce in the coming decades. By 2040, it’s expected that 95% of all products will be purchased via the internet.

If you’re a business that thinks ecommerce isn’t for you, you’ll have a hard time maintaining your opinion after these 90+ statistics for ecommerce. Use them to guide your online strategy.

The big list of 94 ecommerce statistics

Whether you’re a B2B owner, a social media marketer, or somewhere in between, there’s a statistic in here that proves the power of ecommerce for your brand. Have a look below:

B2B ecommerce statistics

  • Almost half of U.S. B2B businesses offer their entire product line on the internet.
  • By 2019, B2B businesses will spend more on technology for ecommerce than online retailers.
  • 69% of B2B businesses say they expect to stop printing catalogs within five years.
  • The world’s biggest ecommerce market is in China, valued at $1.9 trillion.
  • The world’s second biggest ecommerce market is in the US, valued at $600 billion.

Mobile ecommerce statistics

  • Compared to large retailers, small retailers can see up to 30% higher mobile conversion rates.
  • According to one survey, customers spend almost 60% of their online shopping time on a mobile device.
  • While in a physical store, 65% of shoppers look up price comparisons on a mobile device.
  • Mobile shopping reached over $2 billion on Cyber Monday in 2018.
  • Smartphones accounted for almost 40% of all online purchases made during the 2018 holiday season.
  • 80% of Americans shop online.
  • Over 50% of Americans have made purchases on mobile devices.
  • Globally, the mobile ecommerce share of ecommerce is expected to rise to 72.9% by 2021.
  • In the third quarter of 2018, 77% of traffic on Shopify stores came from mobile.
  • From 2016 to 2017, mobile shopping increased from 8% to 15%, while desktop dropped from 78% to 63%.
  • More than 33% of digital Black Friday 2018 sales happened on smartphones.
  • 38% of online shoppers never shop on mobile devices.
  • 7% of online shoppers never shop on desktop devices.
  • Global mobile shopping penetration is highest in the Pacific region of Asia, at 46%.
  • Mobile shopping cart abandonment rates are higher than desktop shopping car abandonment rates.
  • 40% of shoppers say they will buy a product if they can experience it through augmented reality first.
  • By 2020, mobile wallets are expected to surpass both credit and debit purchases.
  • In-store mobile payments are expected to reach $503 billion by 2020.

Facebook ecommerce statistics

  • 85% of orders from social media sites come from Facebook.
  • The average order value for customers referred from Facebook is $55.
  • 30% of online shoppers say they would be likely to purchase from a social media network.
  • 80 million businesses around the world use Facebook.
  • 65% of people on Facebook are under the age of 35.
  • 96% of active users access the platform via mobile.

Shopping ecommerce statistics

  • Multichannel shoppers spend 3 times more than those who shop on one channel.
  • 32% of people who shop online own at least one connected home device.
  • 96% of Americans have made an online purchase in their life.
  • When they’re dissatisfied with a product or company, 55% of online shoppers will tell friends and family.
  • In the third quarter of 2016, online orders increased 8.9% in Q3 2016, but average order value (AOV) increased only 0.2%.
  • 74% of online shoppers say that product selection is most important during the online search process.
  • 72% of shoppers return 10% or less of purchases.
  • Of their budget, Americans spend 64% in-store and 36% online.
  • 40% of US males aged 18-34 say they would ‘ideally buy everything online.’
  • 33% of females aged 18 to 34 said they would ‘ideally buy everything online.’
  • 88% of shoppers say that detailed product information is extremely important to their purchasing decisions.
  • Being presented with unexpected costs is the reason 56% of shoppers leave without completing their purchase.
  • Online shoppers abandon their shopping carts 68% of the time.
  • An average abandonment rate of 68% could translate to the loss of $3 billion or more for ecommerce sites.
  • Shipping rates that are too high is the reason that 43% of shoppers abandoned their carts.
  • The average cart abandonment rate globally increased from 71.39% to 77.24% between 2015 and 2017.
  • If they have to create a new user account, 23% of shoppers will abandon their cart.
  • 54% of shoppers will purchase products they left in their shopping carts if the price of those products is later lowered.
  • 80% of shoppers are driven away by a return policy that’s inconvenient.
  • Of those who own a virtual assistant, almost 60% have used it to make a purchase through voice command.
  • 42% of shoppers online would rather pay with a credit card over services like PayPal.
  • Among online US shoppers, 83% expect regular communication about their purchases.
  • Among online US shoppers, 53% won’t purchase a product if they don’t know when it will arrive.
  • Nearly 60% of consumers abandon a cart because they’re just browsing and not ready to buy.
  • Over 40% of online shoppers in the US have returned something that they bought online in the last six months.
  • If they can’t find the return policy, 63% of US online shoppers say they won’t make a purchase.
  • Almost 70% of online shoppers in the US say that their most recent return experience was “easy” or “very easy.” 96% of that group say they would buy from that retailer again based on that experience.
  • Among US online shoppers, 59% say they want to receive notifications about the status of their refund.
  • Among online shoppers in the US, 41% report that they “bracket” some online purchases, which refers to buying several versions of the same item, and returning the ones that did not work.
  • The three biggest reasons for abandoning a cart during checkout, among online shoppers in the US, are high extra costs, the need to create an account, and a complicated checkout process.
  • Just 2.86% of ecommerce website visits convert into a purchase on average.
  • 41% shoppers have abandoned a transaction online in 2018
  • 24% of shoppers in 2018 walked away from a purchase in-store.
  • As a result of poor customer experience, 80% of online shoppers stop doing business with a company.
  • 30% of consumers would rather return to a website they purchased from previously.

Retail ecommerce statistics

  • 44% of internet minutes for retail are spent using a smartphone.
  • 11% of internet minutes for retail are spent on a tablet.
  • 45% of internet minutes for retail are spent on a desktop.
  • Half of redeemed mobile coupons are claimed directly from a retailer’s site by the consumer.
  • Just 15% of consumers in the US claim that businesses offer shipping options that meet their delivery expectations as it relates to speed.
  • 30% of consumers in the US report that Amazon offers shipping options that meet their delivery expectations as it relates to speed.
  • Almost half of millennials say they’ll go to Amazon before any other ecommerce site.
  • Of all US retail ecommerce, 54% is expected to be generated via mobile by 2021

Instagram ecommerce statistics

  • The average order value for customers referred from Instagram is $65.
  • Ecommerce advertisers on Instagram see an average cost per click $1.03.
  • 83% report that Instagram helps them discover new products and services.
  • 81% claim that Instagram helps them research products and services
  • 80% say instagram helps them decide whether to make a purchase.
  • Instagram users are 70% more likely to make online purchases on their mobile devices than non-users.
  • 44% of active Instagram users say they use social media to conduct brand research.
  • Engagement between users and brands on Instagram is 10x greater than on Facebook.
  • Engagement between users and brands on Instagram is 54x greater than it is on Pinterest.
  • Engagement between users and brands on Instagram is 84x greater than it is on Twitter.

B2C ecommerce statistics

  • On average, millennials make 54% of purchases online
  • On average, non-millennials make 49% of purchases online.
  • 95% of purchases will be made online by 2040.
  • Almost half of consumers list live chat as their preferred way to connect,
  • Nearly half of consumers say they would buy from a chatbot.
  • 79% of US consumers said that free shipping would make them more likely to shop online.
  • 54% of US consumers under the age 25 said that same-day shipping is their number one purchase driver.

Miscellaneous ecommerce statistics

  • Image and voice-activated search may make up 50% of all searches by 2020.
  • By 2021, it is predicted that early adopter brands that redesign their websites to support visual and voice search will increase digital commerce revenue by 30%.
  • 40% of millennials have used voice search before making a purchase online, according to studies. 20% of Google searches on mobile are voice.
  • The top reason for people shopping online is the ability to shop at any time.
  • On average, 52% of online stores have omnichannel capabilities.


The ecommerce industry is growing quickly, and it’s showing no signs of slowing down. The way consumers buy will never be the same. For advertisers, it’s either keep up or get left behind.

Are you ready to capitalize on all your brand’s online opportunities for sales? Find out in the Sign up for an Instapage Enterprise demo here.



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Ted Vrountas

by Ted Vrountas

Ted Vrountas is a Content Writer specializing in psychology and persuasive copywriting. His expertise spans digital advertising, landing pages, and humanizing marketing industry jargon.

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