Here are some ecommerce statistics, organized by ten different criteria, that will help you understand where ecommerce is heading.
Ecommerce was already growing rapidly, but the COVID-19 pandemic has given ecommerce an extra boost. By 2040 we’ll be making 95% of purchases online, according to the latest forecasts.
The growth of ecommerce presents huge opportunities for entrepreneurs, both large and small.
A key to succeeding with ecommerce is understanding the trends that are shaping online shopping, online consumer behavior, and the emerging ecommerce markets.
1. Growth in Ecommerce (US)
The USA is the world’s largest economy and it’s also the country that pioneered online shopping, producing e-commerce giants, such as eBay and Amazon. So it’s worth paying close attention to the ecommerce trends in the United States:
- Consumers spent $601.75 billion online with U.S. merchants in 2019, which is up 14.9% in 2018 (Source).
- By 2021, 53.9% of all US retail ecommerce is expected to be generated through mcommerce (Source).
- The eCommerce industry is growing 23% year-over-year, yet 46% of American small businesses still don’t have a website (Source).
- 46% of American businesses still do not have a website (Source).
- Only 8% of total retail sales in the USA derive from online sales (Source).
- 61% of online consumers in the United States have made a purchase based on recommendations from a blog (Source).
- Amazon alone represented more than a third—36.9%—of all U.S. ecommerce sales in 2019 (Source).
- On average, two in five US consumers (41%) receive one to two packages from Amazon per week (Source).
- In 2019, 83.5 percent of the American population purchased goods online (Source).
2. Growth in Ecommerce - Global
While the US had traditionally led the way in ecommerce, as a market it’s being overtaken by emerging in Asia and elsewhere. Here are some global trends in ecommerce:
In 2019, retail e-commerce sales worldwide amounted to 3.53 trillion US dollars and e-retail revenues are projected to grow to 6.54 trillion US dollars in 2022 (Source).
- In 2020, ecommerce sales are expected to account for 15.5 percent of retail sales worldwide (Source)
- It’s estimated that there will be 2.05 billion global digital buyers in 2020 (Source)
- Worldwide, the share of mcommerce in all ecommerce is expected to rise to 72.9% by 2021 (Source)
- Ecommerce retail sales accounted for 14.1% of global retail sales in 2019 (Source)
4. Emerging Ecommerce Markets
- Fast growing e-commerce markets, measured by CAGR growth 2018 - 2022:
- India - 19.8%
- Malaysia - 17.6%
- Indonesia - 16.6%
- Philippines - 15.2%
- Vietnam - 13.5%
5. Largest Ecommerce Companies, by Revenue (2019)
- Contrary to what you might think, Amazon is not the largest e-commerce company. Here are the top ranking e-commerce websites based on GMV (Gross Merchandise Value):
- Alibaba - >$768 billion
- Amazon - $239 billion
- JD.com - $215 billion
- eBay - $93 billion
- Shopify - $33 billion
- Rakuten - >$31 billion
- Walmart - >$19 billion
6. Number of Online Shoppers (by Country)
- Number of online shoppers, by country:
- China - 1 billion
- India - 360.1 million
- USA - 258.5 million
- Indonesia - 107 million
- Japan - 89.9 million
93.5% of global internet users have purchased products online (Source)
8. Revenue Per Shopper
Average annual revenue per shopper (top five countries):
- USA - $1,951.11
- Norway - $1,719.96
- UK - $1,639.23
- Denmark - $1,383.15
- Austria - $1,249.62
9. Ecommerce Conversion Rates
On average, only 2.86 percent of ecommerce website visits convert into a purchase (Source).
Average conversion rates by device (Q2 - 2019):
- Desktop - 3.9%
- Mobile - 1.82%
- Tablet - 3.49%
- Average conversion rates by retail sector:
- Gifts - 4.9%
- Health & Pharmacy - 4.6%
- Apparel & Footwear - 4.2%
- Sports - 3.1%
- Jewellery & Cosmetics - 2.9%
- Major chains - 2.3%
- Home Furnishing & Decor - 2.3%
- Automotive - 2.2%
- DIY & Tools - 1.7%
- Overall average - 3%
10. Cart Abandonment
Global average rate of shopping cart abandonment is 75.6% (Source).
The average open rate for an abandoned cart email is 15.21% (Source).