- Allison Ko
- 6 days ago
- 8 min read
As a small business owner, you've got a million things to juggle at once. Keeping up with the latest eCommerce statistics can feel like an extra chore. But the reality is, these numbers are key to understanding what your customers want and how they shop.
With global eCommerce sales expected to reach $6.42 trillion in 2025 (eMarketer), knowing the trends behind that growth can help you make smarter choices that directly impact your business and your marketing strategy. Keep reading for the latest stats—plus practical tips you can use to grow your business, no matter what type of business you run.
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The state of eCommerce in 2025 (overview)
The global eCommerce market is expected to account for 20.5% of total global retail sales in 2025 (19.9% year-over-year growth) (eMarketer).
Ecommerce is growing at its slowest pace since 2022—mostly due to China's economic slump and trade tensions—but is still holding up strong overall (eMarketer).
Online shopping is expected to make up 41% of all retail purchases by 2027 (Boston Consulting Group).
Amazon is still the most popular online marketplace worldwide, accounting for 37.6% of eCommerce sales (Forbes).
The average eCommerce site conversion rate ranges between 2% to 4%, depending on the industry (Convertcart).
Clothing is the most popular eCommerce category in the U.S., with 43% of consumers having bought clothing online in the past year (Oberlo).
Nearly two-thirds (64%) of consumers still prefer shopping in person, but that’s mostly driven by older generations (VistaPrint/Wix).
81% of consumers say that it’s important for a business to have a branded website—and 15% say it’s a dealbreaker if a business lacks a website (VistaPrint/Wix).
By 2030, agentic commerce could drive up to $1 trillion in U.S. B2C retail revenue, with global figures potentially reaching $3–5 trillion (McKinsey).
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Consumer demographics and behavior statistics
More than half of shoppers (55%) browse a retailer’s website before heading to the store, and 25% look it up while shopping in-store (Capital One Shopping).
29% use YouTube to research products before buying, followed by Facebook (21%) and Instagram (10%) (SurveyMonkey).
62% of consumers say that branding is an important consideration when buying from a new business, showing that first impressions (whether online or offline) matter (VistaPrint/Wix).
More than half (55%) of Gen Z consumers prefer to shop online versus in-person, making them the only generation that prefers online shopping (VistaPrint/Wix).
55% of Millennials prefer in-person shopping over online shopping, following a trend shared by older generations; 69% of Gen X and 83% of Baby Boomers prefer in-person shopping (VistaPrint/Wix).
In 2025, Millennials are expected to account for about a third of global social commerce spending, followed closely by Gen Z at 29% and Gen X at 28% (Statista).
By the time they turn 25, Gen Z is expected to surpass earlier generations in per capita spending, positioning them as the richest generation in the U.S. (NIQ).
70% of millennials engage with retailers on social media (Statista).
Millennials and Gen Z are more likely to wait for discounts before making online purchases, while Gen X is the least likely to do so (Statista).
More than half (55.1%) of Gen Z shop with buy now, pay later (BNPL) (Exploding Topics).
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AI in eCommerce statistics
Nearly nine out of 10 retailers report they are either actively using or assessing using AI in their operations (NVIDIA).
58% of retailers say that AI is helping to improve operational efficiency and throughput, while 45% say AI is helping to reduce supply chain costs. Meanwhile, 42% say that AI is helping them meet shifting customer expectations (NVIDIA).
In the U.S., 95% of eCommerce companies report "very good" return on investment from AI adoption (Statista).
The majority of brands (over 70%) expect AI to be a game-changer for personalization and marketing strategies (Twilio Segment).
58% of business leaders predict that AI chatbots will have the greatest impact on AI-powered personalization in the next five years (Twilio Segment).
44% of users who have tried AI-powered search now regard it as their "primary and preferred" source for internet searches, compared with 31% who prefer traditional search (McKinsey).
Nearly six in 10 shoppers (58%) now feel comfortable using GenAI and other conversational AI tools on retail websites, up from 52% in 2024 and 42% in 2023 (Constructor).
Younger shoppers trust AI more: 25% of Gen Zs (ages 18–29) believe AI could pick a better gift than their partner, compared with just 7% of Boomers (ages 60+) (Constructor).
A majority of younger consumers view AI positively in eCommerce, with 59% of Gen Z adults and 65% of Millennials expecting it to improve their online shopping experience (Mintel).
Almost a quarter (24%) of U.S. consumers regularly use chatbots while shopping online, with most appreciating them for being available 24/7 (SellersCommerce).
51% of consumers favor bots over humans when they're seeking immediate service (Zendesk).
67% of consumers are asking AI and chatbots a wider variety of questions than before (Zendesk).
Payment and checkout statistics
Among American adults, 30% possess a single credit card, 24% hold two and 26% own three or more (Motley Fool Money).
The average cart abandonment rate sits at 70.2% (Baymard Institute).
The top reason shoppers abandon their online carts is that extra costs (shipping, taxes, fees) are too high (Baymard Institute).
The average large-sized eCommerce site could boost conversion rates by 35% just by improving checkout design; this translates to $260 billion worth of lost orders that could be recovered (Baymard Institute).
20% of online shoppers cite slow delivery as a reason for not completing a purchase (Statista).
Industries such as luxury or home and furniture typically see higher abandonment rates than sectors like food and beverages (Statista).
By 2026, digital wallets (54%) are expected to be the top global eCommerce payment method, followed by credit cards (16%) and debit cards (10%) (Statista).
Among Americans who used digital wallets in 2023, 69% used PayPal the most, followed by Google Pay (56%), Apple Pay (53%) and Samsung Pay (52%) (Capital One Shopping).
In 2023, nearly half of U.S. consumers (47%) made a purchase through social media, and 58% were interested in doing so (Mintel).
Subscription-based payments are growing at a 20% annual rate (Clearly Payments).
Shipping, returns and customer expectation statistics
Product quality is the top reason that people become repeat customers, with 73% of consumers saying that if a product meets their quality expectations, then they’re likely to shop with a business again (VistaPrint/Wix).
90% of consumers are likely to buy again from a brand that delivers a positive delivery experience (Veho).
60% of consumers will stop purchasing from a brand after a negative delivery experience (Veho).
76% of consumers say free returns are a major factor when choosing where to shop (NRF).
In 2024, the average return rate in eCommerce was 16.9% (NRF).
67% of shoppers review the returns page before making a purchase (Ivesp).
"Received wrong item," "product received looks different" and "received damaged product" are the top three reasons for a returned product (Ivesp).
Around 49% of retailers now offer free shipping (Ivesp).
Most shoppers—about nine in 10—don’t mind waiting two or three days for delivery, especially if it means avoiding shipping costs (McKinsey).
What these eCommerce statistics mean for you
The eCommerce landscape is full of opportunity, but it rewards businesses that adapt quickly. Here are some ways that you can keep up.
Keep your website fresh
Even if your customers visit your store in person, most will check you out online first. And with a majority of consumers expecting a branded website—and some saying it’s a dealbreaker if you don’t have one—your digital storefront is just as important as your physical one. Use it to tell your brand story and highlight what makes you different, while making sure it loads fast and looks professional.
Prioritize convenience and transparency on the checkout page
There's evidence to say that convenience and trust drive conversions. People are still quick to abandon their carts if shipping costs are too high, return policies aren't clear and the eCommerce checkout experience is more complicated than it needs to be. Simplify the process: offer free or low-cost shipping where possible, accept digital wallets like PayPal or Apple Pay and consider a single-page checkout. Small tweaks like these can recover lost sales and build customer trust.
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Be precise with your descriptions
A lot of returns happen because products don’t match expectations. Make sure your descriptions are crystal clear and your product photos show exactly what customers will receive. Include sizing charts and other aids to help visitors find the right products for them.
Bear in mind that AI isn’t just for big brands anymore
Most retailers are already using AI, and for good reason. It can handle repetitive tasks and personalize the shopping experience. Explore AI features that can help improve product suggestions, answer customer questions around the clock, predict customer needs and grow your eCommerce business faster.
"While generative AI has made most of the headlines lately regarding how well it creates new, original content, machine learning has tremendous power in providing predictive insights that can automatically improve any aspect of your business." - Oren Inditzky, VP and GM of Online Stores
Explore more about AI in eCommerce.
Pay attention to Gen Z
Younger consumers—especially Gen Z, who are about to become the richest generation in the U.S.—prefer shopping online and expect fast, personalized experiences. They research on YouTube, engage with brands on social media and often use “buy now, pay later” options. If your business hasn’t optimized for social selling or mobile-first checkout yet, now’s the time.
Ready to put these statistics to use? Get started with Wix's free Commerce website builder. It has all of the tools and features you’ll need to take advantage of these trends.
Ecommerce statistics FAQ
What are the latest eCommerce statistics for 2025?
Online sales keep growing and now make up a big share of total retail. Growth has slowed a bit since the post-pandemic surge, but shoppers are still buying more online each year. By 2027, almost half of all retail purchases will happen digitally, so even businesses that rely on in-person sales need to think about how customers find and interact with them online.
Which demographics are driving eCommerce growth?
Gen Z is expected to become the wealthiest generation in the U.S. by their mid-20s. They’re also the most comfortable using tools like buy now, pay later (BNPL) and AI chatbots, and they expect brands to be socially aware. Millennials still make up a big share of online spending—especially in social commerce—but they tend to be more price-sensitive, often waiting for deals. Older generations still prefer shopping in-person shopping, but they’re researching products online first, meaning even brick-and-mortar businesses can’t afford to skip having a strong digital presence.
How does AI impact eCommerce?
AI is becoming part of everyday operations for online stores. It’s used to recommend products, personalize emails and handle customer questions instantly. For small teams, it’s a way to work more efficiently—AI can take care of repetitive tasks so you can focus on strategy and customer relationships.
What are the main reasons for cart abandonment?
Most shoppers leave before checkout because something slows them down, be it hidden fees of long forms. Cleaning up your checkout process, being upfront about costs, and offering quick payment options like PayPal or Apple Pay can make it easier for customers to follow through.
How do shipping, delivery and returns affect customer loyalty?
Customers remember how easy (or frustrating) the delivery and return process was. Packages that arrive on time and in good shape build trust, while slow or confusing experiences push people away. Keep communication clear and make returns simple, focusing on reliability over speed.