Digital

129 eCommerce Stats for 2021 (Includes COVID-19 eCommerce Statistics)

2020 was a wild ride. And, we’ll show you exactly how it played out with these eCommerce stats for 2021. Did COVID-19 have an impact on shopping and eCommerce? You already know it did. The trick for the future is learning how to use the lessons we’ve learned over the past year and apply them to your eCommerce marketing efforts to disaster-proof your eCommerce business. Let’s dive right into the eCommerce statistics you need to know.


129 eCommerce Stats for 2021 (Includes COVID-19 eCommerce Statistics):


129 eCommerce Stats for 2021

As you’ll see in this roundup of eCommerce stats for 2021, eCommerce and online shopping are big business. While it was expected that 2020 would see a boost in online shopping, what’s clear is that the face of shopping and eCommerce has changed because of it. Here’s how everything shakes out…

General eCommerce Statistics

  1. eCommerce is expected to account for more than 95% of all purchases by 2040. (Nasdaq)
  2. China is the fastest-growing eCommerce market in the world. (99Firms)
  3. Mobile commerce is expected to account for 72.9% of eCommerce market share by 2021. (99Firms)
  4. There are over 2 billion digital buyers in the world. (Statista)
  5. Roughly 51% of online shoppers make purchases from their smartphones. (Finances Online)
  6. In 2021, more than 2.14 billion people globally are expected to shop online. (Statista)
  7. eCommerce grew to account for nearly one-third of all UK retail sales in May and June 2020. (Statista)
  8. Gen X makes the most online purchases per year (18.6%), followed by Millennials (15.6%), and Boomers (15.1%). (KMPG Global)
  9. Online sales are expected to account for 22% of all retail sales worldwide in 2023. (Statista)
  10. 43% of online shoppers have made a purchase from the comfort of their beds, 25% from brick-and-mortar stores, and 23% from work. (BigCommerce)
  11. 63% of online shoppers start their product search on Amazon. (Marketing Charts)
  12. 73% of Americans are more likely to buy a product or service after watching an online video about it. (Animoto)
  13. Millennials and Gen Xers spend 50% more time shopping online than older generations. (BigCommerce)
  14. 32% of consumers will pay more for a product from a sustainable brand. (Nosto)
  15. 38% of consumers are more likely to buy from a company if they offer live chat support. (CrazyEgg)
  16. eCommerce is expected to account for half of B2B revenue by 2025. (Episerver)
  17. Amazon takes 38.7% share of eCommerce sales in the US (Marketing Charts)
  18. 45% of small businesses in the US don’t have a website. (CNBC)
  19. 75% of consumers want brands to reduce packaging. (Nosto)

eCommerce Market Share Statistics

  1. China is the largest eCommerce market in the world and has 54.7% of the global market share. It’s forecast that eCommerce in the Asia-Pacific region will continue to grow steadily. (eMarketer)
  2. The second-largest eCommerce market in the world is the U.S with $586.9 billion. (eMarketer)
  3. India is currently the fastest growing eCommerce market. (eMarketer)
  4. Three of the six largest eCommerce markets are in Western Europe. The UK leads the eCommerce market in Europe with $141.93 billion in eCommerce sales, followed by Germany ($81.85 billion) and France ($69.43 billion). (eMarketer)

Consumer eCommerce Statistics

  1. 85% of consumers would rather have free shipping than fast shipping. (Deloitte)
  2. 73% of consumers say that customer experience plays a big role in their purchasing decisions. (PwC)
  3. Personalized eCommerce customer experiences—either on-site or through other marketing channels—can boost revenue by 25%. (BCG)
  4. 67% of consumers say they’re more likely to complete a purchase on a mobile-friendly site. (Think with Google)
  5. The number of regular online shoppers over the age of 55 tripled in 2020. (Waitrose)
  6. 9% of consumers say they use voice technology to shop once a week or more. (PwC)
  7. Consumers name fast shipping speeds (76%) and an easy delivery process (60%) as the top indicators of a positive online shopping experience. (Marketing Charts)
  8. Shoppers in 2019, bought three million times more on Thursdays than on Saturdays. (SaleCycle)
  9. Millennials aged 25–34 were the largest group of online buyers in the US in 2020 with those aged 35–44 making up the second-largest group. (Statista)
  10. That trend held in the UK where those aged 25–34 had the highest occurrence of online purchasing in 2020. (Statista)
  11. 29% of consumers say they currently use or plan to use chatbots to shop online. (Narvar)
  12. 53% of those in the US start their shopping journey online, regardless of whether they complete their purchase online or in-store. (RetailMeNot)
  13. 77% of consumers are likely to recommend a brand if they’ve had an excellent customer experience with that brand. (Experience Matters)
  14. 86% of consumers say they’re likely to purchase again from a brand that provides excellent customer service. (Experience Matters)
  15. 83% of online shoppers in the US expect regular updates about purchases. (Narvar)
  16. 61% of consumers read online reviews and feedback about a brand or product before making a purchase. (eMarketer)
  17. 61% of consumers say they don’t compare shops once they find a product they like. (DigitalCommerce 360)

Shipping and Cart Abandonment eCommerce Statistics

  1. The average shopping cart abandonment rate is around 70%. (Baymard Institute)
  2. Roughly 50% of consumers say that high costs are the number one reason they abandon their carts during checkout. (Baymard Institute)
  3. About 21% of consumers will abandon their shopping cart if the checkout process is too complicated. (Baymard Institute)
  4. On the other hand, a good checkout design and flow can increase conversions by 35.26%. (Baymard Institute)
  5. Cart abandonment rates increase on Black Friday (it was 73.78% globally in 2018). (Barilliance)
  6. Online shoppers are more likely to abandon their shopping cart if businesses require them to make an account. (Baymard Institute)
  7. Abandoned cart emails have an open rate of 41% and a click rate of 9%. (Klaviyo)
  8. Slow-loading eCommerce websites see shopping cart abandonment rates of 75%. (Baymard Institute)
  9. In 53% of cases, cart abandonment at checkout is due to high shipping and tax costs. (Baymard Research)
  10. $260 billion is recoverable each year through checkout optimizations. (Baymard Institute)
  11. Free shipping is reported as the most important factor for consumers when deciding where to make a purchase. Number two: easy of returns. (DigitalCommerce 360)
  12. 46.5% of small- to mid-sized businesses say that profits increase when they offer free shipping. (MCM)
  13. 40% of online shoppers don’t make a purchase because the purchase won’t arrive on time. (DigitalCommerce 360)
  14. 20% of consumers report that imprecise delivery dates will cause them to abandon a purchase. (DigitalCommerce 360)
  15. 28% of shoppers will abandon their cart if they have to create an account to complete their purchase. (Baymard Institute)
  16. Mobile has the worst cart abandonment rates (86%), followed by tablets (81%). (Barilliance)
  17. 68% of shoppers check to see if a product is available locally before completing their purchase. (DigitalCommerce 360)

Social eCommerce Statistics

  1. 49% of online shoppers in the US say they find new products through Facebook. (Marketing Charts)
  2. 40% of consumers have made a purchase via Facebook, 13% via Instagram, and 12% via Pinterest. (Avionos)
  3. This tracks with reports by consumers that they are most open to buying products through Facebook (20%), Pinterest (17%), Instagram (14%), Twitter (12%), and Snapchat (10%). (BigCommerce)
  4. About 55% of Gen Z shoppers say that their clothing purchases are influenced by posts on social media platforms. (eMarketer)
  5. Online retailers with a social media presence get an average of 32% more sales than those that don’t. (BigCommerce)
  6. 40% of retailers use social media platforms to generate sales. (eMarketer)
  7. The average eCommerce retailer publishes 4.55 posts each week on Facebook. (BigCommerce)
  8. 85% of orders from social media come from Facebook. (Shopify)
  9. 74% of consumers turn to their social networks to help make purchasing decisions. (ODM Group)
  10. 80% of Instagram users turn to the app when making a purchase. (Facebook)
  11. The average order value (AOV) for shoppers referred from Instagram is $65, followed by Facebook ($55), Twitter ($46), and YouTube ($38). (CMSWire)
  12. That makes sense when you consider that 87% of Instagram users have taken an action like visiting a website, following a brand, or buying something after looking at an Instagram ad. (Facebook)
  13. 25% of consumers say they want brands to contact them via social media. (Statista)
  14. 74% of Facebook users are high-income earners. (PEW Research)

Mobile eCommerce Statistics

  1. Both mobile and desktop users take up about 45% of the total time spent in online stores with tablet users only making up 11% of the total time spent. (ReadyCloud)
  2. The average order value of smartphone shopping orders is $79. (Statista)
  3. In 2018, 67% of Amazon shoppers said they like to complete purchases via desktop. (CPC Strategy)
  4. 82% of internet users in the US have used a mobile device to shop online. (Statista)
  5. Amazon’s app has 145.2 million mobile users monthly compared to 66 million for eBay. (Statista)
  6. In 2019, 81% of US mobile users accessed Amazon’s app, making it the most popular shopping app in the US. (Statista)
  7. 67% of consumers prefer mobile websites over apps. (ReadyCloud)
  8. That’s interesting when you consider that 53% of smartphone and tablet owners say they will shop on company-specific apps. (Smart Insights)
  9. 69% of in-store shoppers would rather read a review on their phone than ask a store assistant for advice. (RetailMeNot)
  10. 44% of total online shopping minutes were spent on mobile, with 11% on tablets, and 45% on desktop. (ReadyCloud)
  11. 52% of users say that a bad mobile experience makes them less likely to engage with a company. (Think with Google)
  12. In 2020, mobile accounts for 49.2% of US eCommerce sales. (Statista)
  13. In 2021, 53.9% of eCommerce is expected to be generated via mobile. (Statista)

Email Marketing eCommerce Statistics

  1. Segmented email campaigns drive a 760% increase in revenue. (Campaign Monitor)
  2. 60% of consumers say they’ve made a purchase as a result of an email marketing message. (OptinMonster)
  3. 58% of the top 1,000 online retailers in the US send welcome emails. (DigitalCommerce 360)
  4. Email marketing accounts for 20% of the traffic for eCommerce sales. (Wolfgang Digital)
  5. Transactional emails get 8X the opens and clicks than other types of emails and bring in 6X the revenue. (Experian)
  6. Email marketing has a potential return of $44 for every $1 spent—a staggering 4400% ROI. (Campaign Monitor)
  7. In 2019, 51% of consumers said they preferred US brands to contact them via email. (Statista)
  8. Welcome emails have an average open rate of 82%. (GetResponse)

Marketing and Advertising eCommerce Statistics

  1. Digital accounts for 54% of total US ad spend as of December 2020. (Statista)
  2. 94% of Facebook ad revenue is from mobile. (Facebook)
  3. Organic SEO is the top priority for 61% of online brands. (Hook Agency)
  4. Businesses earn an average of $2 for every $1 they spend in Google Ads. (Google)
  5. The average cost-per-click (CPC) for a Facebook ad is $1.72. (Wordstream)
  6. In 2019, eCommerce ad spend in the US reached $12.5 billion with expectations that it will exceed $38 billion by the end of 2024. (Statista)
  7. Paid Google ads have a CTR of 11.38%. (Sparktoro)

Payment and Payment Gateway eCommerce Statistics

  1. Digital and mobile wallet payments make up 41.8% of online transaction volume worldwide. (Statista)
  2. The two most popular credit card companies are Visa and Mastercard. (Statista)
  3. Only 29% of online merchants accept mobile wallets for payment. (Statista)
  4. 91% of all Millennials have made some kind of mobile payment. (McKinsey)
  5. Non-cash payments (credit card, debit card, and ACH) totaled $97.04 trillion in 2018. (Federal Reserve)
  6. PayPal is the preferred payment method among online shoppers worldwide with 40% of online shoppers using it. (Statista)
  7. US consumers have four credit cards on average. (Experian)
  8. Online sales revenue increased by an average of 26.1% after merchants added an Apple Pay button. (Pymnts)
  9. PayPal badges get the most attention out of all social proof buttons. (CXL Institute)

Black Friday and Cyber Monday eCommerce Statistics

  1. Competitive prices and free shipping are the two most important factors for online shoppers when choosing a retailer during the holidays. (DigitalCommerce 360)
  2. 40% of all online holiday purchases happen on smartphones. (OuterBox)
  3. In 2020, thanks to COVID-19, more than 75% of US consumers said that crowded malls would deter them from shopping in person, and 41% hoped to rely on online shopping instead. (Sykes)
  4. This was just slightly higher than UK consumers of which 71% said they were hesitant to shop in-store. (The Industry)
  5. In 2019, retail website visits from smartphones increased by 19% YoY for Cyber Monday. (Adobe)
  6. In 2019, 42% of adults in the UK planned to take part in Black Friday and Cyber Monday. (Finder)
  7. In 2020, courtesy of a global pandemic, that number dropped to 39%. (Finder)
  8. COVID-19 aside, Brits were still expected to spend an estimated £6 billion over both holidays in 2020, with spending estimated to be 18% higher than last year. (Finder)
  9. In-store Black Friday shopping fell by 4% from 2016 to 2017 and fell again by 9% from 2017 to 2018. (WSJ)
  10. Shoppers in the US spent an estimated $19.6 billion at independent retailers and restaurants in 2019, making Small Business Saturday a contender in the holiday sales wars. (American Express)
  11. In 2020, US consumers planned to spend about the same over the holidays as they did in 2019. (National Retail Foundation)
  12. 53% of US shoppers planned to spend more in 2020 since they wouldn’t be traveling for the holidays. (National Retail Foundation)
  13. Even with COVID-19, almost 90% of shoppers worldwide were shopping for Christmas and other seasonal holidays. (Rakuten)

COVID-19 eCommerce Statistics

  1. 38% of consumers say they’re more comfortable with digital technology than they were before COVID-19 lockdowns. (Wunderman Thompson Commerce)
  2. 43% of shoppers have a more positive view of online shopping. (Wunderman Thompson Commerce).
  3. In August 2020, online gift stores saw more than 490% YoY growth in gross merchandise value. (Wix)
  4. The average number of items per order increased by 60% during COVID-19. (Contact Pigeon)
  5. 54% of Millennials say that COVID-19 significantly or somewhat impacted their purchase decisions. (CNBC)
  6. 5% of US consumers aged 65 years and older bought a product online for the first time because of lockdowns and physical distancing requirements. (Statista)
  7. 44% of consumers tried new brands during the pandemic. (Arlington Research)
  8. The food and groceries industry saw 605% growth from January to April 2020, the biggest increase in online sales for any industry. (Wix)

Wrapping Up

With COVID-19, online shopping got a bit of a boost in 2020, but online shopping wasn’t exactly a secret before then. While we’ve learned not to try to anticipate what the future might have in store for us, there’s no doubt that eCommerce will continue to hold strong.

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