The ecommerce industry has undergone tremendous growth over the past decade. As consumers shift more of their shopping online, businesses must adapt to new technologies, platforms, and buying behaviors.
In this comprehensive guide, we‘ll explore 17 insightful ecommerce statistics and trends that can help retailers, marketers, and entrepreneurs better understand today‘s digital commerce landscape. Whether you‘re looking to benchmark your performance or identify areas of opportunity, these ecommerce data points offer an objective snapshot of where online retail stands today and where it‘s headed next.
Global Ecommerce Sales Topped $5 Trillion in 2022
Ecommerce has rapidly gained ground as a preferred shopping channel for consumers worldwide. According to eMarketer, retail ecommerce sales surpassed $5 trillion globally for the first time in 2022, up over 15% from $4.33 trillion in 2021.
The Asia Pacific region leads the pack with nearly $3 trillion in retail ecommerce sales last year. However, North America posts the fastest growth rates, with sales increasing nearly 14% in 2022.
Looking ahead, eMarketer predicts global ecommerce will exceed $7 trillion by 2025, growing at a 12% CAGR. Omnichannel capabilities like buy online, pick up in-store (BOPIS) are driving more brick-and-mortar sales online.
"The pandemic pulled forward 10 years‘ worth of ecommerce gains within 2 years in the US. We expect a permanent step up in ecommerce‘s share of total US retail sales." – eMarketer
Ecommerce Represents 14% of Total US Retail Sales
Ecommerce still accounts for a fraction of total US retail sales, but its market share is steadily climbing. According to the US Department of Commerce, ecommerce sales reached $1.07 trillion in 2022, growing 8.4% year-over-year and representing 14.1% of total US retail sales.
Back in 2012, ecommerce accounted for just 5.4% of US retail. The COVID-19 pandemic accelerated adoption as consumers shifted more spending online during lockdowns.
US ecommerce will likely surpass $1.5 trillion by 2025, capturing nearly 18% of total retail sales according to eMarketer forecasts. Faster delivery times and lower shipping costs are making online shopping even more convenient for US consumers.
Mobile Accounts for 45% of Online Purchases
Smartphones have become the device of choice for digital shopping. eMarketer found that worldwide retail mcommerce sales hit $2.56 trillion in 2022, representing 45.2% of total ecommerce.
Consumers appreciate the convenience of browsing and buying anytime, anywhere on mobile apps and mobile-optimized sites. Simplified checkout and integrated digital wallets like Apple Pay also drive higher conversion on mobile.
In the US, mcommerce accounted for 44% of online sales last year. Looking ahead, eMarketer predicts it will surpass 50% in 2025 as millennials and Gen Z—who rely heavily on smartphones—gain spending power.
Cart Abandonment Rate Still Hovers Around 70%
While consumers today browse and add to cart across more touchpoints, converting visits into sales remains a challenge. According to Statista, the global online cart abandonment rate was 69.57% in 2022.
Complex checkout processes are a top reason shoppers bail before completing a purchase. Baymard Institute reports that 55% of consumers abandon their carts because checkout is too long or complicated.
Other leading causes include high unexpected shipping costs, account creation requirements, lack of payment options, and not trusting the site security.
Optimizing checkout page design, offering guest checkout, displaying shipping costs upfront, and sending abandoned cart reminders can help reduce abandonment.
Click & Collect gaining Ground with 62% Growth
While home delivery still dominates, click & collect (aka buy online, pick up in-store or BOPIS) is catching on with shoppers who want their items immediately. According to Digital Commerce 360 estimates, click & collect sales will reach $72 billion in the US by 2023, up 62% from 2021.
Around 50% of US shoppers have used BOPIS or curbside pickup. Its popularity rose during the pandemic but remains high even as delivery times improve.
Consumers see click & collect as more convenient when making a quick shopping trip or running errands. For retailers, it helps drive in-store traffic and impulse purchases. Target reported that BOPIS shoppers tend to spend 50% more per trip.
Social Commerce Reaching $1.8 Trillion Globally by 2025
Social platforms like Instagram and TikTok are emerging as major sales channels, especially for younger generations. Insider Intelligence forecasts that global social commerce will grow threefold from $492 billion in 2021 to over $1.8 trillion by 2025.
Younger demographics like Gen Z and millennials are early adopters, with 72% saying they made a purchase on social media in the past year according to Talkshoplive. But older generations are also coming on board as platforms add integrated shopping features.
Livestreaming is one growing social commerce format, enabling influencers and brands to engage audiences while promoting products in real time. Talkshoplive expects livestream shopping to reach $25 billion in the US by 2023.
Amazon Captures Nearly 40% of US Ecommerce Market
Amazon continues its reign as the top online retailer in the US. According to eMarketer, Amazon accounted for 37.8% of US ecommerce sales in 2022. That‘s up from 37.2% in 2021 and 33.8% back in 2019, indicating that Amazon is slowly gaining market share year-over-year.
Amazon‘s Prime membership base, Fulfillment by Amazon logistics network, aggressive acquisitions, and breadth of inventory have helped solidify its leading position. Prime members alone spent an average of $3,500 on Amazon in 2021.
No other retailer comes close in terms of market share. Walmart takes a distant second place with just 6.4% share in the US. However, competitors like Target and Shopify merchants are making inroads.
75% of US Households Have an Amazon Prime Subscription
Prime has become an indispensable part of everyday life for American households. According to Fortune Business Insights, there were 176 million Amazon Prime members in the US as of April 2022. With an estimated 126 million US households, that equates to 75% with an active Prime subscription.
Free express delivery, streaming entertainment, discounted grocery delivery, and other Prime perks lock subscribers into Amazon‘s commerce ecosystem. Prime members spend an average of $3,000 per year compared to $600 for non-members according to Feedvisor.
However, rising costs and economic uncertainty could impact subscriber loyalty going forward. 43% of members surveyed by Financial Times said they may not renew Prime when the annual fee increases to $139.
Subscription Services Growing More Than 5X Faster Than Retail
Along with low-commitment Prime memberships, subscription ecommerce models are disrupting traditional retail across categories like clothing, food, cosmetics and more.
According to McKinsey, the subscription ecommerce market has grown at more than 5X the rate of traditional retail spending over the past five years. Health & personal care (+105%) and food (+91%) led the category growth from 2016 to 2021.
Recurring deliveries, personalized products, and the "Membership Economy" appeal cross-generationally. McKinsey found that around 65% of online shoppers now subscribe to one or more products or services.
Established retailers and nimble startups alike are embracing subscriptions. Target‘s household essentials box reached 1 million subscribers in its first year. Niche brands like Parade underwear and Public Goods are also gaining traction.
Influencer Marketing Spend Could Reach $15 Billion by 2022
Leveraging influencers on social platforms has become a priority for digital marketers. According to Insider Intelligence, US brands will spend up to $15 billion on influencer campaigns this year and continue growing spend up to $25 billion by 2025.
92% of marketers say ROI from influencer marketing is comparable to or better than other channels. When well-executed, promoted posts generate 11X more engagement than brand-created content according to a YouTube influencer marketing study.
However, brands must vet influencers closely for genuine followers and real engagement. Fake followers remain an industry-wide issue that can lead to wasted budgets. Clear contracts and performance metrics are key to maximizing ROI.
Fraud Will Cost Retailers $20 Billion This Year
As ecommerce explodes, online fraud follows close behind. Juniper Research estimates that fraudulent transactions and chargebacks will cost ecommerce retailers over $20 billion globally in losses this year. That‘s up from $17 billion in 2021.
Sophisticated bots and stolen identities are used to make fraudulent purchases that are hard to detect. However, Juniper estimates that AI and machine learning could cut these losses in half by 2025.
Installing anti-fraud filters, requiring CVV codes, monitoring for spikes in sales, and leveraging 3D Secure can also help mitigate risks. Retailers should be vigilant in fraud prevention yet avoid solutions that create too much friction.
Slow Mobile Speeds Lead Shoppers to Abandon Sites
Site speed remains a challenge on mobile devices. According to Think With Google, 53% of shoppers will leave a site that takes more than 3 seconds to load on smartphones.
On mobile, a 1-second delay could impact conversion rates by up to 20% according to experiments by Walmart and Steps.ai. Page bloat from images, videos, ads and trackers are often the culprit.
With Google prioritizing faster sites in search rankings, speed optimization is now a must. Strategies like compressing images, removing unnecessary elements, implementing caching, and using lightweight design themes improve mobile experience.
Self-Service Kiosks See 147% Growth Since 2015
While mobile devices account for a growing portion of ecommerce sales, self-service kiosks are also gaining ground in physical retail stores. Sales through kiosks grew 147% from $1.4 billion in 2015 to $3.5 billion in 2020 according to Statista.
For retailers, kiosks provide benefits like reduced labor costs, smaller real estate footprints, and 24/7 availability. Shoppers appreciate the convenience and privacy. McDonald‘s alone has deployed over 35,000 kiosks.
According to RBR research, there are now over 1 million self-checkout terminals worldwide. Scan & go apps also bring kiosk-like experiences to shoppers‘ mobile devices in stores like Sam‘s Club and Giant Eagle.
VR Could Add $1.5 Trillion to Ecommerce by 2030
Virtual reality and augmented reality offer immersive new ways to preview and try on products. According to Goldman Sachs, VR and AR technologies could add over $1.5 trillion to ecommerce globally by 2025 by enhancing experiences and reducing returns.
Apparel brands are early adopters, with virtual try-on showing up to 9X higher conversion according to Zeekit. Outside of clothing, shoppers could preview furniture in their home, test drive cars, or experience resorts.
While just 7% of US consumers have tried VR online shopping, adoption should rise as headsets get cheaper and more accessible. Snap‘s AR shopping lenses median conversion rate of 6% also points to promising returns.
Voice Commerce Still in Early Stages at 2% of Sales
Despite early hype, voice commerce has been slow to take off. According to Insider Intelligence estimates, sales via voice assistants like Alexa and Google Home reached just 2% of US ecommerce in 2021. However, the market is starting to accelerate.
Adoption of smart speakers like Amazon Echo has topped 120 million units, exposing consumers to voice purchasing capabilities. We‘re also seeing specialty voice shopping apps emerge like Kroger‘s Kroger Blueprint.
As natural language processing and personalization improve, consumers may warm up to voice commerce over time. But small screens, privacy concerns, and poor discovery still limit its utility for complex shopping scenarios today.
Direct-to-Consumer Brands Disrupt Brick & Mortar
Traditional brands are facing competition from a new breed of direct-to-consumer (DTC) ecommerce brands using social media and ending wholesale distribution. These disruptors now account for 10% of the total US CPG market according to CB Insights data.
By selling directly to consumers online, DTC brands like Warby Parker, Glossier and Casper avoid markups and gain customer data advantages. A social, mobile-first approach allows startups to compete for awareness.
Unilever‘s $1 billion acquisition of DTC supplement brand OLLY and other similar deals show that big CPG companies take the threat seriously. To stay competitive, mass brands must up their digital marketing and own the customer relationship.
The Ecommerce Landscape Continues Evolving Rapidly
As the pandemic accelerated digital lifestyles, ecommerce has permanently raised consumer expectations for convenience, personalization, and integrated omnichannel experiences.
Today‘s leading retailers are leveraging data-driven insights around the customer journey to inform decisions on payments, fulfillment, branding, and more. They understand that winning market share requires both physical and digital strength.
At the same time, emerging startups are finding new ways to disrupt incumbents by leveraging social platforms, subscriptions, streaming, and other ecommerce innovations. There are undoubtedly more market shifts in store as technology evolves.
Hopefully these latest ecommerce statistics provide a useful snapshot of opportunities retailers must capitalize on and pitfalls they should avoid in our fast-changing digital commerce landscape. Let me know in the comments if you have any other ecommerce trends or data to share!
