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 marketing statistics
• Email ecommerce statistics
• Social media ecommerce statistics
• Mobile ecommerce statistics
• Ecommerce statistics for top platforms
• Ecommerce statistics for online shopping consumer behavior
• Shopping cart ecommerce statistics
• Global ecommerce statistics
• Ecommerce statistics FAQ

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.

• In 2022, the United States retail ecommerce ecosystem generated approximately $856.8 billion in revenue.
• In 2023, an estimated 2.64 billion consumers will have completed at least one purchase online.
• The global ecommerce market growth rate peaked at 17.1% in 2021, and it’s projected to maintain a growth rate of at least 8% over the next several years.
• Total global ecommerce sales are projected to grow by 50% over the next three years.

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:

• Ecommerce businesses spend between 5% and 12% of their gross revenue on digital marketing.
• In 2021, worldwide digital advertising spend exceeded $522 billion.
• 30% of consumers report that influencer recommendations impact their purchasing decisions.

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

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:

• Sending a welcome email to clients when they create an account for your online store can boost engagement by up to 500%.
• 4.3 billion people actively use email. By 2025, that number is projected to surpass 4.6 billion.
• The return on investment (ROI) for email marketing across industries is approximately 4,500% — so you could earn up to $45 for every $1 you spend on it.

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:

• By 2027, there will be more than 6 billion social media users globally.
• The average social media user will interact with up to seven different platforms in a single month.
• The social commerce market is projected to reach a total value of $1.3 trillion by the end of this year — a 30.8% increase from 2021.
• It’s estimated that about half of US adults purchased at least one product via a social media platform in 2021.
• Of the purchases linked to social media channels, approximately 29% were made directly on a social platform.

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:

• In 2021, mobile purchases accounted for approximately 6% of all retail sales in the US.
• Nearly one out of three American internet users made a purchase using their mobile device at least once per week in 2021.
• Retail mobile commerce sales accounted for $431 billion in revenue in 2022.
• By 2026, mobile commerce transactions will account for 8.7% of all retail transactions in the US.

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.

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:

• Approximately 649 million consumers purchased goods from a Shopify store in 2022.
• More than 600,000 ecommerce stores use Wix.
• According to estimates, WooCommerce powers nearly one-third of all online stores that use WordPress.
• More than 200,000 sites use Adobe Commerce to run their stores.

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:

• 81% of retail shoppers conduct online research before making a purchase.
• The average bounce rate for web stores is around 45%. While this figure will fluctuate slightly depending on what niche you operate within, it’s not uncommon for at least 4 out of 10 site visitors to bounce from your site quickly.
• 56.6% of US consumers prefer to shop online.

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:

• The cart abandonment rate tends to be lower on desktop (69.75%) than on mobile (80% or higher).
• According to estimates, more than 8 out of 10 mobile shoppers abandon their carts.
• When shoppers see shipping costs added to their purchase total in the cart, the abandonment rate can be 70%.

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.

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:

• As of 2022, 3 out of 4 consumers make at least one online purchase each month.
• In 2020, the ecommerce retail consumer goods space accounted for 18% of total global retail sales. By 2024, it’s projected to account for approximately 22% of global retail sales.
• The worldwide retail ecommerce sales market generates more than $6 trillion in revenue.

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:

• Fashion
• Electronics and media
• Furniture and appliances
• Food and personal care
• Toys and hobby goods

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.

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:

• Gen Z: 52%
• Gen X: 51%
• Baby boomers: 45%

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.