If you’re in an ecommerce company, you’re working in one of the fastest-growing, constantly changing industries out there.

You're fighting for the attention (and hard-earned cash) of online consumers whose habits, preferences and behaviours are shifting constantly. Social platforms, marketing channels and memes go in and out of favour, at whim.

That’s why it’s important growing ecommerce businesses keep up-to-date with the latest stats and trends from their space. Knowing what’s happening in your space will help you predict future trends and get ahead of the curve.

For that, we’ve got you covered. Keep reading for stats on consumer habits, ecommerce marketing performance, and more.

Ecommerce statistics: key takeways

  • The ecommerce market is worth $5.5 trillion globally

  • Free delivery is the most convincing purchase driver for online shoppers

  • 75% of ecommerce shoppers say product photos influence their buying decisions

  • Only 2% of ecommerce site visits result in a sale

  • Extra costs at checkout causes 48% of abandoned carts

Ecommerce sales statistics

Let’s start with the ecommerce industry as a whole.

The ecommerce industry is worth trillions globally in 2022

Hold on to your hats, I’m about to hit you with a staggering figure. In 2022, the ecommerce market is worth a whopping $5.5 trillion globally. That’s $600 billion more than the entire GDP of Japan, one of the biggest economies in the world!

It’s continuing to grow, too. The global ecommerce market is expected to hit $7.3 trillion by the end of 2025.

Source: eMarketer, February 2022

The largest ecommerce markets are China and the USA

China and America are the largest ecommerce markets in 2022. The value of the ecommerce sales taking place in the two countries is projected to reach $2.38 trillion by the end of the year. But that’s not the whole story - here’s the total top 10 rankings by country:

  1. China - $1.5 trillion
  2. United States - $875 billion
  3. Japan - $241 billion
  4. Germany - $148 billion
  5. United Kingdom - $143 billion
  6. South Korea - $118 billion
  7. India - $97 billion
  8. France - $96 billion
  9. Indonesia - $59 billion
  10. Canada - $59 billion

Top_Ecommerce_Markets_2022

Source: Statista, May 2022

Ecommerce growth is being driven by countries in the southern hemisphere

Most of the growth in ecommerce sales will come from countries in South Asia and South America by the end of the year. The Philippines is forecast to be the country that’ll see the largest growth in ecommerce sales in 2022 with a 30% increase from where it was in 2021.

Don’t think US ecommerce sales aren’t still growing though. Long an ecommerce heavyweight, it’ll be number 10 on the list and its ecommerce market is projected to grow by 16% by the end of the year.

Here’s the total breakdown of countries which grow the most in 2022:

  1. Philippines - 25.9%
  2. India - 25.5%
  3. Indonesia - 23%
  4. Brazil - 22.2%
  5. Vietnam - 19%
  6. Argentina - 18.6%
  7. Malaysia - 18.3%
  8. Thailand - 18%
  9. Mexico - 18%
  10. United States - 15.9%

Top_Ecommerce_Growth_Countries_2022

Source: Statista, May 2022

Statistics on ecommerce retailers

But what about the businesses driving the growth?

There are 12 million ecommerce companies in existence

It’s hard to get an exact figure on this one. In total, PipeCandy estimates there are about 12 million ecommerce operating around the globe - although this figure excludes those in China.

Source: PipeCandy, May 2022

These are fastest growing ecommerce companies

The fastest growing ecommerce companies in 2021 span different sectors, but they're mostly fashion brands. These are the top 3 fastest growing ecommerce companies in the UK:

  1.  Pinter, 626% revenue growth - they sell beautifully-designed, affordable home-brewing equipment.
  2. Progress Jiu Jitsu, 446% revenue growth - Manchester-based sports company who make high-quality items for jiu jitsu.
  3. Passenger Clothing, 362% revenue growth - Durable, stylish outdoor clothing for the adventurous. They're also a Dash customer (that's us!).

And here's the top 3 fastest growing ecommerce companies in the USA:

  1. Hunt Bike Wheels, 1357% revenue growth - they make high-quality bike wheels for the serious cyclist.
  2. J. Brooks Boutique, 170% revenue growth - based in Georgia, Atlanta, J. Brooks Boutique sell timeless clothes for women in bold, empowering colours.
  3. Analog Cases, 141% revenue growth - The answer travelling producers are looking for. They sell cases for audio producers to protect their gear whilst on the road.

Source: Brightpearl, 2022

WooCommerce is the most popular ecommerce platform

An ecommerce platform lets you sell your products, host your website and communicate with your customers.

To find out which is the most popular, we’re relying on builtwith’s handy tool here. WooCommerce is the most popular ecommerce platform by a substantial margin, with 13 million live ecommerce sites built using the tool.

This is how some of the most popular ecommerce tools rank in terms of how many websites use them:

  1. WooCommerce - 13 million live websites
  2. Shopify - 3.8 million live websites using Shopify. Of those, almost 13,000 are using Shopify Plus - which gives businesses greater flexibility and customisation. That works out at around 0.34% of total Shopify websites using Shopify Plus.
  3. OpenCart - an open-source, PHP-built ecommerce platform, is used by 1 million live websites
  4. Adobe Commerce (formerly Magento) - 730,000 live websites
  5. PrestaShop - 715,000 live websites

Top_ecommerce_platforms_Shopify

Source: Builtwith, September 2022

Competition is the biggest challenge for ecommerce brands

Ecommerce businesses have said increasing competition is the largest obstacle to growth they’re facing right now. That’s from 350 ecommerce decision-makers Shopify surveyed this year. More competition means it’s harder to get the attention of would-be buyers.

Source: Shopify, 2022

Ecommerce businesses are investing more in physical retail in 2022

2022 has seen an easing of most lockdowns around the globe. That’s meant consumer trends are shifting again, with people craving in-store shopping experiences. Some ecommerce brands are moving to meet this demand. Of those surveyed, 31% of ecommerce businesses said they planned on investing in physical retail.

Look out for omnichannel marketing tools gaining traction in response to this. These tools, like Emarsys, provide businesses with a joined-up way of marketing to customers online, offline and in store.

Source: Shopify, 2022

Fashion is the highest-grossing ecommerce sector in America

Of all the ecommerce sectors out there, fashion generates the most revenue. In 2021, the fashion sector made $180.5 billion in America, alone.

But that’s not the whole story. The beverage and beauty sectors grew the most compared to the amount of income they generated in 2020 - both increasing by 32.6% in 2021.

These are 2021’s top 5 ecommerce sectors in the United States:

  1. Fashion - $180.5 billion
  2. Electronics - $161 billion
  3. Furniture - $132.7 billion
  4. Hobby & DIY - $105.6 billion
  5. Cosmetics - $87.4 billion

Ecommerce_Sectors_America_2021

Source: Statista, 2022

Online shoppers: statistics and trends

More of the world’s population have regular access to the internet, and lockdowns around the world are lifting after the COVID pandemic.  With that, consumer habits and online shopping behaviours are shifting.

More than half of the world’s internet users buy something online at least weekly

As of July 2022, 57.5% of worldwide internet users buy something online at least once a week. If we drill down to a country level, Thailand has the highest ratio of internet users to weekly online shoppers with 66.5%, followed by Turkey, then Mexico.

Here’s the top 10 countries for 2022 by what percentage of their internet users purchase an item online at least weekly:

  1. Thailand - 66.5%
  2. Turkey - 65.7%
  3. Mexico - 65.3%
  4. India - 65.1%
  5. South Korea - 63.3%
  6. Malaysia - 62.5%
  7. Singapore - 61.2%
  8. Vietnam - 60.7%
  9. Greece - 60.6%
  10. United Kingdom - 60.5%

Where_People_Buy_Online_2022

Source: Data Report, July 2022

Consumer expectations are higher than ever

It’s been a trend in ecommerce for several years, but it shows no signs of going away - consumer demands are expected to be even higher this year. 64% of marketing teams believe that customers will be more demanding in 2022. Only 32% believe demands will stay the same, and just 4% think they’ll actually decrease.

What can you do about it? Look to improve your customer experience on your ecommerce website, for starters. One easy tip is trying to order one of your products yourself. Take note of every single friction point in your buying process. Watch out for hidden costs, website buttons which don’t work, and poor mobile site navigation.

Source: Mitto's 'State of Customer Experience Report', 2022

Extra costs are the main reason for abandoned carts

Talking of hidden costs… Baymard surveyed more than 2,000 US adult online shoppers on their buying experience. They found that extra costs caused 48% of abandoned carts, by far the leading reason.

Source: Baymard, 2022

Customers use multiple channels before making a buying decision

Don’t think of your online and offline channels in isolation. Everywhere your brand has a presence has the potential to inform buying decisions. And that’s borne out in the statistics - 73% of shoppers use a mix of channels before purchasing.

As mentioned in the previous section, look to omnichannel marketing tools to pull different channels together.

Source: Harvard Business Review, 2017

Free delivery is the most convincing purchase driver

Surprisingly, money off isn’t the most compelling purchase driver. Of the internet shoppers surveyed, the majority ranked it in second place. The top reason, by a considerable margin, was free shipping - 50.4% said free delivery would encourage them to complete a purchase.

These are the top 5 purchase drivers in 2022:

  1. Free shipping - 50.4%
  2. Coupons and discounts - 39%
  3. Reviews from other customers - 32.1%
  4. Easy returns policy - 30.9%
  5. Quick and easy checkout process - 28.7%

Top_Ecommerce_Purchase_drivers_2022

Source: Data Report, July 2022

Ecommerce marketing statistics

Now you’ve got information on the ecommerce industry and consumer trends, how can you capitalise on this knowledge for your business? 

Of all potential online interactions, shoppers are most likely to visit your site

A website is the backbone of most ecommerce businesses. Effective ones tell visitors about your brand, showcase your products and make it as easy as possible for shoppers to buy your items. And that’s how it should be. Of all the potential ways internet users interact with brands online, they’re most likely to visit your website. 43.7% of internet users visited a brand’s website in 2022.

Source: Data Report, July 2022

Only 2% of ecommerce visits result in a purchase

But of those site visits, not many result in a sale. In the United States, 2.17% of visits to ecommerce websites resulted in a purchase in the last quarter of 2020. The conversion rate was almost double in the UK - with 4% of UK visits to ecommerce sites resulting in a sale during the same time period.

Don’t despair though. This just means there’s plenty of opportunity to increase conversions across your website. If you’re running your online store on Shopify, take a look at our tips for increasing sales for inspiration.

Source: Data Report, July 2022

Strong branding influences purchase decisions

Brand loyalty can be a make or break for your ecommerce brand. Especially when you’re a small business, having a loyal customer base can help you punch above your weight and take on the big competitors in your sector.

How do you build brand loyalty, you ask? The answer: build affinity with your audience. Find causes both your brand and your consumers genuinely care about.

BigCommerce surveyed online shoppers on the brand values which influence purchase decisions. Being honest about your brand’s impact on the planet and society was the top-cited brand value which influenced purchase decisions.

Next was treating your employees fairly, followed by having a long-term strategy for how your brand can leave the world in a better place.

Source: BigCommerce, 2022

More than a third of the world’s internet users have ad blockers

This isn’t good news for your paid ad strategy - but 36.3% of internet users are using ad blockers. To offset this, double down on your brand, customer advocate and social strategy. This can increase brand loyalty and boost the effectiveness of the marketing you’re already doing.

Source: Data Report, July 2022

Abandoned cart emails can boost sales

We’ve all gotten halfway through a purchase, only to get distracted and jump off halfway. That’s why every ecommerce brand worth their salt should have abandoned cart emails as a key part of their email marketing strategy. They have an open rate of 41% and a click rate of almost 10%.

Source: Klaviyo

The importance of visual content for ecommmerce

From product photography to Facebook ad graphics, it can’t be stressed enough how important high-quality imagery is to an ecommerce brand.

Before we get to the statistics, take a minute to think about how you’re storing and using visual content. If you’re fed up with losing your files (and time) in a maze of Drive or Dropbox folders, there’s a better way. Dash can be the new home for your visual content, instead. It lets growing ecommerce brands search for their content, share it with whoever they like, and get it ready for campaigns - fast. Setting up a free trial takes a few seconds, so what’re you waiting for?


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Okay, that’s the end of my sales pitch. Let’s get to those stats.

Product photography is a major purchase driver

We want to know what we’re buying. That’s easy for brick-and-mortar stores - a shopper can wander in, pick an item up, and take it home with them.

It’s much harder when you’re selling online. How do you convince a would-be customer to part with hard-earned cash for a product that’s not right in front of them?

Having great product photography is key. Weebly found that product photos are very influential in the buying decisions of 75% of ecommerce shoppers.

Looking for inspiration? Here’s how to take great product photographs yourself.

Source: Weebly, 2018

Product explainer videos can make you $$$

Who wants to read when you can watch a video? Videos explaining how your product works, rather than text or bullets, are far more engaging. A study Google ran in 2019 found that videos helped 50% of online shoppers decide which product to buy.

Source: Google, 2019

Statistics on transactions from mobile devices

Mobile usage is growing around the world. So it’s not surprising that mobile commerce (or m-commerce) is growing along with it. Having an optimisation plan for your website and payment process should be a priority for ecommerce brands. Here’s why:

25% of internet users make a purchase on their phones at least once a month

In 2022, 25.5% of users shop on their mobile devices at least once a month. This is only expected to grow in the coming years.

In some countries, that percentage is actually much higher. Here’s the top 10 countries by mobile purchases in 2022:

  1. Hong Kong - 40.9%
  2. Taiwan - 40.6%
  3. Saudi Arabia - 35.5%
  4. Singapore - 34.3%
  5. Thailand - 34.3%
  6. India - 33.9%
  7. Brazil - 32.1%
  8. Denmark - 30.3%
  9. Ireland - 29.9%
  10. United Kingdom - 27.6%
mCommerce_Top_Countries_2022

Source: Data Report, July 2022

mCommerce purchases make up a growing chunk of total retail sales

With mobile usage continuing to grow, you’d be right in expecting mCommerce sales to grow alongside it. In the United States, mobile ecommerce sales accounted for 7% of all retails sales (both in-store and online). That figures even higher in the United Kingdom - with mCommerce sales making up 16% of all UK retail sales in 2021.

Source: BusinessofApps, September 2022

AliPay is the world’s largest mobile payment provider

Established by the Alibaba Group in 2004, China’s Alipay has 1.7 billion users - making it the most-used mobile payment in the world.

In second place, Apple Pay beats Google Pay with 808.3 million users as of 2021.

Here’s how the top mobile payment methods rank by users in 2021:

  1. Alipay - 1.67 billion users
  2. Apple Pay - 808.3 million users
  3. Google Pay - 757.5 million users
  4. PayPal - 458.3 million users
  5. Amazon Pay- 183.4 million users
  6. Samsung Pay - 132.6 million users

Top_MCommerce_Payment_Providers_2022

Source: Statista, September 2022

Social media and ecommerce statistics

Brands have long relied on social media to sell their products. This trend has accelerated in recent years.

Social channels have been taking ecommerce right into the heart of their businesses, allowing users to purchase products natively on their platforms. Just look at Facebook Marketplace, TikTokShop or Shopify’s recent partnership with YouTube. One thing’s for sure, social commerce isn’t going away any time soon.

30% of ecommerce businesses are already selling directly on social

By the end of 2021, 30% of ecommerce companies in North America and Europe said they were selling on social. A further 33% of brands saying they were planning to start their social selling strategies.

Source: Statista, September 2022

70% of shoppers look to Instagram for their next purchase

Remember what we said about the importance of visuals for ecommerce brands? Here’s is another angle to it. Social marketing, especially on platforms like Instagram and TikTok, are reliant on fantastic visuals. And it impacts your bottom line. According to Instagram, 70% use the platform when considering their next purchase.

Making use of the platform isn't just about scheduling posts. It's one of the best platforms for ecommerce brands to run advertising. Here's an ecommerce brand's guide to setting up your Instagram ad campaigns.

Source: Instagram, 2022

Partnering with TikTok creators can boost sales

If you’re looking to increase the effectiveness of your influencer marketing campaigns and reach new digital buyers, try TikTok. The video sharing platform surveyed its own users and found that 65% of TikTok users enjoy creator posts about a product or brand. A further 35% discover new products from TikTok creators.

Source: TikTok, 2022

Statistics from Amazon, eBay and other online marketplaces

Online marketplaces let multiple third-party businesses sell their products through their platform. Think Amazon, eBay, Etsy and others. They’re a key sales channel for any ecommerce brand to consider.

Amazon is the most popular online marketplace

This probably won’t be a surprise, but Amazon is the world’s most popular online marketplace. According to Web Retailer, in 2022 it gets 5.7 billion average monthly visitors. That’s the equivalent of 4 times the total population of the United States visiting Amazon every single month! It boggles the mind.

But it’s not the only fish in the pond. Below are the 10 most popular marketplaces in 2022 by monthly visits:

  1. Amazon - 5.69 billion visits, global
  2. eBay - 2.98 billion monthly visits, global.
  3. Shopee - 631,190 million visits, Southeast Asia and parts of South America.
  4. Rakuten - 590,840 million visits, global.
  5. AliExpress - 526,040 million visits, global.
  6. Walmart - 514,003 million visits, North America.
  7. Mercado Libre - 446,970 million visits, South America.
  8. Etsy - 397,500 million visits, global.
  9. Taobao - 333,140 million visits, China.
  10. Wildberries - 279,800 million visits, Russia.

Top_Ecommerce_Marketplaces_2022

Source: Web Retailer, 2022

Don’t underestimate eBay

Once a peer-to-peer buying platform for second-hand items, eBay has shifted direction in recent years. Now, new products account for 80% of all items sold through eBay. As you can see from the statistics above, this change in direction has catapulted eBay up the leaderboard and it’s now the second most popular marketplace in the world.

Source: eDesk, February 2022

Get ahead of the ecommerce game

Now you’ve got the latest ecommerce statistics and know what’s happening in your space, are you ready to take advantage of it?

Leading DTC brands are using Dash to meet their business goals. Take the home pizza oven manufacturer Gozney, who’ve used Dash to significantly decrease the time it takes to get their content in front of would-be customers. Ready to see what all the fuss is about? Set up your Dash free trial in seconds.

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