It’s no secret that online shopping trends change rapidly. Ecommerce companies need to keep their fingers on the pulse of current shifts and customer needs if they want to stay ahead. One way to keep up with online movements is through up-to-date ecommerce statistics.

Here, we’ve outlined some of the most important ecommerce stats that paint a picture of the modern environment and where the future of ecommerce sales might lead. 

Whether you’re a digital marketer, a new small business, or a decision-maker looking to improve conversion rates, these insights will help you see what your customers want when online shopping and where you should focus your energy in the next few years. Here are some important pieces of data for online businesses across industries in 2024.

Customer Behavior: Those Who Shop Online Are Actively Seeking Sustainable Online Retailers

By understanding consumer behavior, you can ensure that your brand aligns with your customer’s desires. Modern consumers seek sustainable ecommerce, and company values are becoming a key conversion driver in online shopping. 

Ecommerce companies seeking to improve sales would do well to determine their customers’ values and align themselves accordingly.

Here are the latest trends in consumer buying behavior to help you get a clearer picture of what consumers want:

• In 2021, global e-commerce sales reached $4.9 trillion. (Statista)
• A survey of 6,000 consumers in North America, Europe, and Asia found that 72% of respondents reported actively buying more environmentally friendly products. (Business News Daily)
• About 53% of consumers around the world opt for one brand over another if they align with their values. (GFK)
• Seventy-three percent of consumers believe that it’s important that companies take responsibility for their environmental impact. (GFK)

It turns out that consumers do care about sustainability. So what’s next? Read our tips on how to practice sustainability in DTC retail. Sustainable packaging, carbon neutral shipping, and carbon offsetting apps are great places to start.

Sales & Conversion: Ecommerce Companies Should Expect An Average Conversion Rate Of 2.03%

If your company has a conversion rate of more than 3.2%, it’s doing pretty well according to average ecommerce conversion rates. Additionally, food & beverage has the highest ecommerce conversion rate at 4.6%. 

Brands looking to improve online shopping sales should consider investing in paid search, as they boast the highest conversion rates across ecommerce industries. 

Here are some more ecommerce statistics regarding sales and conversions.

• As of August 2023, the average e-commerce conversion rate was approximately 2.03%. (IRP)
• In 2022, food & beverage had the highest conversion rate in ecommerce at 4.6%, followed by beauty & skincare and health & beauty, both at 3.3%. The ecommerce industry with the lowest conversion rate was home furniture at 0.6%. (invesp)
• Paid search resulted in the highest conversion rates across ecommerce industries at 53.8%. The channels with the lowest conversion rates were email marketing at 9.5% and paid social media marketing at 1.1%. (invesp)
• According to Shopify, a good conversion rate for ecommerce sites is between 0.6% and 3.2%. (Shopify)

Want a quick way to boost cart conversion rates? Read how Nuzest Sees Cart Conversion Soar 22% After Installing EcoCart. 

Technology & Tools: Amazon Remains An Effective Marketplace For Ecommerce Sales

AI and automation are the biggest ecommerce tech that companies are leveraging. Not only does this enhance operational efficiency, but well-implemented tech can also enhance the user experience, too, which is key to customer retention (as seen below). 

As for where you should sell, ecommerce statistics show that around half of all online purchases are made on a marketplace, with Amazon dominating the share of global retail sales. Ecommerce companies would benefit massively from making their products available on Amazon to increase their market reach.

• Shopify merchants sold goods worth $5.1 billion during the Black Friday/Cyber Monday weekend in 2020. (Shopify)
• Amazon reported net sales of $386 billion in 2020, up from $280.5 billion in 2019. (Amazon)
• Forty-five percent of online purchases occur on a marketplace, with Amazon taking up 80% of that share. (State of Ecommerce)
• AI and Automation are forecasted to reach $126 billion by 2025, signifying an important trend in ecommerce sales. (Statista)

See how to create a Black Friday ecommerce strategy (or, Green Friday as we like to call it).

Marketing & Advertising: The Most Effective Online Marketing Comes From Videos And Blog Posts That Take A Stand

In 2023, email marketing conversion rates have dropped dramatically. Conversely, videos, blog posts, and paid ads are on the rise. Interestingly, content that takes a stand is the most effective at gaining customers. 

These ecommerce statistics highlight that online stores must take a good look at their values and their customers’ values and make sure that they align. 

Sustainability remains a primary concern for those who shop online, especially Millennials and Gen Z, so online retailers should consider implementing sustainability strategies and formulating their sustainability stories on their websites and via social media.

• Click rates on emails and SMS dropped 10% in 2022. It marks an overall downward trend in email marketing conversion rates, although email and SMS marketing has risen significantly. (Insider Intelligence)
• Google estimates that ecommerce companies make $2 for every $1 spent on paid ads—a 200% ROI. (Google Economic Impact)
• The media formats with the highest ROI are videos (25%) followed by images (12%) and blog posts (9%). (HubSpot State of Marketing 2023)
• The top three trends marketers are leveraging in their 2023 strategies are short-form videos (33%), mobile-friendly website design (32%), and creating content that reflects brand values (30%). (HubSpot State of Marketing 2023)
• Sixty-nine percent of marketers say that taking a stand on issues is effective. (HubSpot State of Marketing 2023)
• In 2023, email opening rates went down over 12%. (HubSpot State of Marketing 2023)

Read more about how to avoid greenwashing when taking a stand in your marketing materials. One way to get started is with carbon offsetting for businesses. Get our sustainable marketing guide for more actionable tips like this one.

Mobile Commerce: Ecommerce Companies Need To Start Investing In Mobile Strategies

Ecommerce statistics show that over 70% of online shopping sales are made through mobile devices, and this number is only expected to grow. While desktop searches and sales are still important, it’s essential that your online store is mobile-optimized so that customers can easily browse your offerings from their phones. 

When making videos and images, consider that most of your content will be viewed vertically on a phone and format accordingly. 

• Mobile e-commerce sales are projected to reach $3.56 trillion in 2021. (Insider Intelligence)
• Mobile e-commerce sales account for 72.9% of e-commerce sales in 2021. (Insider Intelligence)
• By 2024, mobile e-commerce is expected to represent 77.5% of total e-commerce sales. (Insider Intelligence)
• 65% of those who shop online look up price comparisons on their mobile devices while in a physical store. (Google)

Customer Retention: Customer service and consumer values are key features of customer retention

Customers want to feel seen and valued. Ecommerce statistics show that customers are more likely to return to a brand if that brand reflects their values and can showcase sustainability. Another key to loyalty is customer service. 

Consumers are unforgiving in this regard, and a single bad experience might put those who shop online off a brand forever. It’s important that ecommerce brands provide an excellent customer experience and ensure that they are aligning themselves with their customer’s values. 

• Ninety-five percent of Gen Z consumers and almost 90% of Millennials are more likely to be repeat shoppers of a brand that is trying to be more environmentally friendly. (EcoCart Sustainability Report)
• Fifty-two percent of customers will leave a company due to a single bad experience. (Zendesk)
• A 2022 survey found that 74% of consumers are more likely to remain loyal to a brand if they feel valued and understood. (RedPoint Global)
• Overall, ecommerce companies report an average retention rate of 28.2%. (Metrilo)

Want to increase customer retention? Weave sustainability throughout your lifecycle marketing strategy so that customers feel good about coming back to your brand.

Shipping & Fulfillment: Online Shoppers Want Free Shipping, But They Also Want It Fast

Customers expect low shipping costs, but they still want shipping to be fast, according to ecommerce statistics. Most customers don’t expect overnight shipping, but they want their order to be received within 2 – 3 days. This doesn’t quite align with the consumer desire for sustainability, as fast shipping carries a larger carbon footprint. 

Your online business may consider offering carbon neutral shipping to their customers to offset emissions associated with the shipping times that they expect. You can also offer free shipping to all standard shipments to discourage cart abandonment. 

• 41% of those who are 55 and older would like to see more sustainable shipping practices (EcoCart Sustainability Report)
• Fifty-six percent of all abandoned carts are related to shipping. (X Delivery)
• Ninety percent of consumers said that free shipping is the main incentive for shopping online. (State of eCommerce)
• Consumers prefer cheap shipping, with 70% of shoppers opting for the cheapest shipping option. (State of eCommerce)
• Customers expect standard shipping to be 2 – 3 days, and they will abandon their shopping cart if they perceive shipping times to be too long. (Forbes)

Market Trends: While Ecommerce Sales Continue To Rise, Trends Indicate That Social Commerce May Be The Future

According to ecommerce statistics, the future of ecommerce lies in social media. While online marketplaces and desktop purchases are still important, younger online shoppers are engaging in social commerce. At the very least, online stores need to build their social media presence and start advertising on Instagram, TikTok, and other platforms.

• By 2025, the global e-commerce market is expected to be worth $7.4 trillion. (Statista)
• Over 80% of social media users utilize social media platforms to research a product. (Meta)
• Forty-six percent of users made a purchase either offline or online after engaging with a brand on social media. (Meta)
• Social media platforms saw $992 billion in sales in 2022. (Statista)

International Commerce: Ecommerce Sales Are Growing Rapidly Around The World, But Especially In Asia

Ecommerce statistics show that, while the global ecommerce market is growing, the Asian region is taking the lead, especially China. This is important because over half of online consumers have said that they’ve made international purchases. This means that even small businesses are competing on a global scale. 

As you develop your online shopping marketing strategy, brainstorm ways to put yourself ahead of international competitors. For smaller businesses, this may mean more sustainable business practices in order to compete with lower prices that bigger global companies can offer.

• The Asia-Pacific region dominates the e-commerce market. (Statista)
• China is the largest e-commerce market in the world. (Statista)
• The U.S. ecommerce market is expected to reach $1.4 trillion by 2027. (Statista)
• Fifty-seven percent of shoppers report making international purchases. (Forbes)

Security: Data Breaches Can Mean A Huge Loss Of Trust For Ecommerce Companies

Although customers are willing to share their data, ecommerce statistics indicate that they are unforgiving when it comes to data breaches. Cyber attacks are prevalent, especially in retail, and a data breach could mean a permanent loss of trust from a good portion of your customers. 

However, that trust can be regained through meaningful changes post-data breach. AI may offer a solution to an online store looking to secure their platforms as well as limit data sharing with third parties. 

• Eighty-three percent of customers are willing to share their data for a personalized experience. (HubSpot State of Marketing 2023)
• Nearly half of U.S. businesses experienced a data breach in 2023. (WebsiteBuilderExpert)
• In 2020, retail was the most targeted sector for cyber attacks. (Trustwave Global Security Report)
• A 2022 case study found that a company permanently lost about a third of its customers after a data breach. However, it was able to regain customer trust and gain new customers after enacting an updated privacy policy. (MDPI)

Sustainability: Environmental Action Is No Longer An Optional Approach For Ecommerce Companies

Green ecommerce is more important now than ever before. Online consumers expect sustainable actions and eco-friendly products from the companies that they support. It’s essential, therefore, that online companies incorporate sustainability in their business model. Customers are willing to spend more for sustainable products, and customer loyalty is often driven by the company’s sustainable practices.

• Sixty-one percent of online shoppers list carbon emissions as their top sustainability concern in the ecommerce realm. Almost all females and nonbinary respondents are concerned about the environmental footprint associated with ecommerce. (EcoCart Sustainability Report)
• Sustainable brands see a 10% rise in average order value. (EcoCart Sustainability Report)
• Seventy-seven percent of respondents said that they believed carbon offsetting to be an impactful sustainability measure within e-commerce sales. (EcoCart Sustainability Report)
• Seventy-five percent of gen z shoppers place sustainable practices in higher regard than brand name. (Forbes)

Want some ideas on how to increase brand sustainability? Read this: 10 Eco-Friendly Apps to Reduce Your Brand’s Carbon Footprint 

Customer Experience & Satisfaction: Online Shoppers Want Things To Be Fast And Easy

Perhaps unsurprisingly, online shoppers want their experience to be fast and easy. The biggest factors in customer satisfaction are price, an easy-to-navigate website, and the availability of multiple payment options. 

Even so, most customers will give up some convenience for sustainability. However, online retailers must strike a balance between fulfilling certain values and offering a trouble-free service.

• Most customers are willing to sacrifice convenience for sustainability. Interestingly, younger groups (ages 18 – 25) are less likely to sacrifice convenience, even for eco-friendly options. (EcoCart Sustainability Report)
• A 2020 study found that the key factors in ecommerce customer satisfaction were price, ease of use, and availability of multiple payment options. (ResearchGate)
• About a quarter of online shoppers abandoned their cart because the site wanted them to make an account. (Forbes)
• Seventy-two percent of online shoppers expect immediate service. (ZenDesk)

Pricing: Ecommerce Sales Are Negatively Impacted By Hidden Costs

Customers don’t like it when their final cart is more than they expected. Most shopping costs are abandoned because the extra fees associated with taxes and shipping are higher than they thought. While showcasing low prices is important, you cannot add too many things to the end sale. 

Do your best to include as much of the cost upfront as you can. This is where coupons and discounts continue to be a driving factor in sales… this gives customers a good deal.

The data shows that you need to do what you can to ensure that your customers feel as though they are getting a good deal when making a purchase. 

• In 2020, it was found that 88% of shoppers used coupons for shopping. (Statista)
• 66% of retail executives expect price to be a driving factor for sales over brand loyalty. This is largely due to increasing debt, high cost of living, and the current state of the economy. (Deloitte Retail Industry Outlook).
• Two-thirds of customers across age demographics are willing to pay more for sustainable products. (Forbes)
• Fifty-five percent of abandoned carts are due to added costs being too high. (Shopify)

SEO & Organic Traffic: SEO Content Is An Important Long-Game Marketing Strategy

SEO and organic traffic remain important marketing strategies for ecommerce sites. SEO is a long game, so although it doesn’t yield instant results, it continues to work overtime. This makes it recession-proof; even when marketing budgets diminish, digital marketers can rely on their SEO content to bring in sales. This is why digital marketers continue to invest in SEO strategies. 

• 87% of shoppers begin their product search online.
• Eight-eight percent of marketers who have already invested in an SEO strategy plan to continue to do so. (HubSpot State of Marketing 2023)
• Organic content consumption continues to rise, as is typical even in a crisis such as a recession. (HubSpot State of Marketing 2023)
• Pages with the highest number of backlinks usually rank the best. (Backlinko)

Conclusion

Online consumers want ease, convenience, and fast deliveries, all while aligning with their values. While this may seem impossible, ecommerce companies should zero in on a handful of consumer demands to focus on in order to heed their target market’s pain points. Overall, modern consumers want socially and environmentally responsible companies. Go beyond commerce and analyze your impact.

For more sustainability stats, download EcoCart’s State Of Sustainability In Ecommerce 2023 Report.