Top ecommerce statistics for 2023

A man uses his laptop to learn about the top ecommerce statistics for 2023.

By some estimates, there are more than 26 million ecommerce websites globally. That means your business has plenty of competition to overcome to thrive in its product niche.

By staying up on the latest ecommerce statistics and online shopping trends, you can better connect with consumers and adapt to emerging purchasing habits — otherwise you risk stunting the growth of your online business. Learning these top ecommerce stats will help you make data-driven decisions that can improve your business — and help overcome potential obstacles you might encounter as you grow.

Let’s take a deeper dive into ecommerce stats for 2023 that can inform your company’s marketing and decision-making processes. This article will cover:

General ecommerce statistics

Ecommerce is the practice of selling goods and services electronically over the internet. Consumers all over the world have embraced ecommerce because of the unmatched convenience it provides. Shoppers can explore product offerings, compare prices, and make purchases in minutes without ever leaving the comfort of their own homes.

Let’s take a look at a few general stats that speak to the popularity of this digital shopping experience.

Now, let’s shift our focus to some key ecommerce marketing statistics.

Ecommerce marketing statistics

The ecommerce revolution has coincided with another major change — the widespread shift away from traditional marketing efforts in favor of digital alternatives.

Digital marketing has played a critical role in many brands’ success. Without an effective marketing strategy in place, digital businesses wouldn’t be able to showcase their products or differentiate themselves from the competition.

Some notable ecommerce marketing statistics include the following:

For more on ecommerce marketing, take a look at our introductory guide.

$856.8 billion — US retail ecommerce revenue in 2022

2.64 billion consumers will complete at least one purchase online in 2023

The U.S. retail ecommerce revenue in 2022 was of $856.8B and 2.64B consumers will complete ate least one purchase online in 2023.

Email ecommerce statistics

Email marketing is an effective way to tap into a large audience and drive business to your online store — as long as you have the right strategy in place.

Here are a few email marketing stats you can’t afford to ignore:

That should make you want to dust off your old email list and start reconnecting with past customers. Doing so can help fuel business growth and improve the ROI of your marketing spend.

Social media ecommerce statistics

Social media platforms have transformed into prime advertising and marketing channels. By engaging in social commerce, your business can tap into new markets, increase consumer engagement, and nurture feelings of loyalty toward your brand.

Here are some stats that reveal just how powerful this tool has become:

While social media is likely already part of your marketing mix, you can expand your social commerce strategy by incorporating direct purchasing pathways on your top-performing accounts. For instance, by enabling your customers to make purchases directly on Facebook or Instagram, you can reduce friction along the buying journey and boost revenue.

When evaluating your current strategy, there’s no need to target every social media platform. Instead, you can focus your efforts on the channels that are most popular among your core audience.

Mobile ecommerce statistics

Mobile commerce incorporates a wide range of marketing strategies to make your products more accessible to mobile device users. Smart devices account for more than half of all web traffic worldwide and are incredibly popular among consumers that engage in online shopping.

Here are some must-know mobile commerce stats:

These statistics make one thing perfectly clear — your ecommerce sales experience must appeal to both mobile and desktop users. By optimizing the purchasing experience for mobile device users, you can increase sales volume, expand your reach, and capitalize on these mobile commerce trends.

In addition to revamping your website for mobile, consider developing a native mobile app or progressive web application (PWA) to make your digital store more accessible.

Retail mobile commerce sales accounted for $431 billion in revenue in 2022.

Retail mobile commerce sales accounted for $431B in revenue in 2022.

Ecommerce statistics for top platforms

Choosing the right ecommerce platform for your business is key to success. While there are several different platforms out there, some of the most popular are Shopify, WooCommerce, Wix, and Adobe Commerce (formerly Magento).

Here are some noteworthy statistics for these top platforms:

There are plenty of platforms to choose from when launching your online store or overhauling your existing one, with each providing a unique combination of features and capabilities.

Most of these platforms also offer several subscription tiers, which gives you the freedom to choose the membership that meets your business needs.

Ecommerce statistics for online shopping consumer behavior

Shopping online requires very little time and effort, so it’s not surprising that many consumers have no strong buying intent the first time they interact with a brand’s store. That being said, an increasing percentage of consumers prefer to shop online as opposed to visiting a brick-and-mortar location.

As such, you need to ensure that your site provides a seamless experience for those consumers that are just “window shopping” the first time they visit your site. By doing so, you can incentivize them to return when they’re ready to make a purchase.

But understanding customer behavior can sometimes feel impossible. Fortunately, you can cut through the noise and gain meaningful insights about your consumers by using data analytics tools and monitoring the latest trends.

Here are a few customer behavior stats you should be aware of:

Shopping cart ecommerce statistics

When customers add items to their shopping carts, you’re very close to making a sale and generating additional revenue for your business. But a large number of shoppers abandon their carts at the last moment — leaving you wondering why.

Here are a few surprising shopping cart statistics you can use to better understand your consumers and increase your conversion rates:

While it’s not uncommon to experience high shopping cart abandonment or bounce rates, there are steps you can take to improve these figures. For instance, integrating shipping expenses into the retail prices of your products and then offering “free” shipping at checkout could significantly reduce your abandonment rates.

The cart abandonment rate tends to be lower on desktop (69.75%) than on mobile (80% or higher).

The cart abandonment rate tends to be lower on desktop (69.75%) than on mobile (80% or higher).

Global ecommerce statistics

One of the best things about ecommerce is that it can transcend physical and geographic borders. With the right resources, your brand can connect with both domestic and international audiences and engage in true global commerce.

But before you do, you’ll need to assess the global online shopping landscape and get a feel for the waters you’re venturing out into. Knowing these statistics will help you do that:

Much like the domestic ecommerce market, the global ecommerce space is growing fast. By embracing this market, you can connect with new audiences, generate more revenue, and set the stage for sustainable business growth.

Ecommerce statistics FAQ

Now that we’ve explored some ecommerce statistics, let’s examine some frequently asked questions that can help you better put this data to use.

How many people shop online?

According to Oberlo, approximately 2.64 billion people will make at least one online purchase in 2023.

What percentage of consumers engage in ecommerce transactions?

More than 2.6 billion consumers currently engage in ecommerce transactions. There are approximately 7.88 billion people on Earth. Based on these figures, a little more than one-third of all people shop online. Needless to say, that’s a lot of ecommerce consumers.

Naturally, digital shopping rates are higher in certain regions, such as the United States, Canada, much of Europe, and parts of Asia. The single largest country for ecommerce is China. This massive market is growing at a rate of 21% and conducts approximately $2.78 trillion in online transactions annually.

How fast is the ecommerce market growing?

According to the International Trade Administration, the worldwide digital consumer goods market is growing at an annual rate of around 1%, while the average global growth rate for retail is 8%. The retail category includes sectors such as:

The US ecommerce market’s growth is roughly on par with the global market. In 2022, sales increased 7.7% year over year (YoY). However, this represents the slowest growth rate that the industry has experienced since 2009.

What is the most popular ecommerce shopping channel?

Amazon is unsurprisingly the most popular and commonly used online shopping channel, at least in terms of overall volume. On its own, Amazon accounts for 37.8% of all ecommerce transactions. Aside from Amazon, eBay, Walmart, and AliExpress in China are some of the most popular digital channels.

However, social media platforms are becoming powerful shopping channels in their own right. Facebook is particularly popular among consumers of all ages, making it a must-use tool for any brand interested in growing its digital presence.

Total global ecommerce sales are projected to grow to an estimated $7.4 trillion by 2025.

Which generation engages in the most social ecommerce transactions?

While members of every generation engage in social commerce, it’s most prevalent among millennials. According to Statista, 58% of millennials engage in social commerce. The social commerce participation rates for other age groups are as follows:

As evidenced by this data, consumers of all generations have embraced social commerce as an alternative means of making online purchases. Even though baby boomers are lagging behind the 50% threshold, a sizable percentage of consumers in this demographic still use social media as a shopping tool.

Which generation shops online most frequently?

Once again, millennials lead the way in the ecommerce space. Approximately two-thirds of millennials (67%) regularly shop online. By comparison, a little more than half (56%) of the members of Generation X routinely shop online. Just 41% of baby boomers participate in ecommerce.

In light of this, the majority of your ecommerce marketing efforts should be focused on millennial, Gen X, and Gen Z consumers. However, you should be careful not to neglect older shoppers, even if they don’t comprise such a large market.

Get the insightful foundation you need for an improved ecommerce experience

Knowing these important ecommerce stats can help you make data-driven decisions that will improve your business against high-ranking competitors. After learning the facts and figures about ecommerce, you should feel confident to make the necessary changes to improve your website and get a leg up on competitors.

If you’re ready to take the next steps toward better, smarter, and more profitable ecommerce, you’ll need a powerful platform. With Adobe Analytics, you get real-time insights to find the deepest, most actionable views into helping your customers.

Adobe Analytics lets you mix, match, and analyze data from any digital point in the customer journey. With in-depth analysis, versatile reporting, and predictive intelligence, you get the insightful foundation you need to build better customer experiences.

To learn more about Adobe Analytics, request a demo or watch the overview video.