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56 eCommerce Statistics for 2024

ecommerce statistics

This post was last updated on February 4th, 2024.

You’ve got inventory to order, staff to manage, and reputations to build (or maintain). But it’s key to stay updated with the latest eCommerce trends. What worked last year won’t always be the blueprint to making more sales this year. Customer preferences are constantly changing. This is especially true in 2024.

Retailers are leaning more into mobile commerce; not surprising given that over 92% of Americans own a smartphone. Customer pre-purchase behaviors have also shifted in the past few years, meaning you need to mix up your marketing strategy so you have an omnichannel presence.

We’ve collected 56 eCommerce statistics that’ll see you through 2024 and beyond. To make it even easier for you to digest, we’ve broken them down by category:

The main message to take away from these stats is that eCommerce continues to grow year by year. There's never been a better time to start your own venture. If you don’t have an eCommerce site already, now’s the time to start. Create an eCommerce store today and grow your business in time to ride the wave of growth in the coming years. 

Ready to start selling? Build your eCommerce website with Wix.

online shopping

General eCommerce statistics

01. In 2023, 2.64 billion people worldwide bought goods and services online, a 3.1% increase from 2022 (Oberlo)
02. Online sales accounted for 19.5% of all retail sales worldwide in 2023, a 0.6% YOY increase from 2022. This figure is expected to reach 20.3% in 2024 (Statista)
03. Online shopping is expected to make up 41% of all retail purchases by 2027 (Boston Consulting Group)

If you've been following eCommerce trends, all signs show that the eCommerce industry is booming. Pre-pandemic, eCommerce revenue has shown year-on-year growth. The latest reports forecast that this growth will continue into 2024-2028 at an annual growth rate of 9%.

While consumers are returning to brick-and-mortar stores, the appetite for online shopping seems to increasing. In the immediate future, eCommerce could overtake in-person retail shopping.

04. Millennials make the most online purchases per year (37%), followed by baby boomers (30%) and Gen X(15%) (Statista)
05. Gen Z use social media (44%) for pre-purchase research as much as search engines (48%) (PWC).

The variety of people shopping online is changing, too. Before, older customers felt uncomfortable shopping online due to the complexity of technology. Yet with the internet powering so many devices, online shopping is becoming the go-to shopping method for people of all ages.

Take this into consideration when you’re planning your eCommerce marketing. Opening up your targeting to a wider, older audience, means you’re reaching those people who’d previously shopped in-store. Edit your Facebook campaigns to reach people over 50 years old. Offer special discounts on products your older customers tend to buy. 

Above all, remember to make it simple for them to checkout. While they’re more tech-savvy than they were, they’re still not completely comfortable making online purchases. Simplify the checkout funnel for them by adding a Buy Now button on your product pages or by allowing customers to add items to their cart straight from the product catalog. Removing as many clicks as possible will significantly improve the customer experience.

06. Amazon takes 37.6% share of eCommerce sales in the US (Statista)
07. 61% of online shoppers start their product search on Amazon (eMarketer)
08. 53% of US shoppers buy items cross-border (IPC)

Amazon continues to be the most popular eCommerce platform in the US. For many consumers, it's a safe place to start their product search and make a final sale, even for orders from international waters. It probably makes sense to set up a presence on Amazon, despite the high service fees for using their platform.

The good news is that it’s not impossible to compete with an eCommerce giant like Amazon. 

Attract Amazon customers by offering unique products. The eCommerce site might be popular for wholesale generic items, but it’s not the go-to place for handmade or customized products. Play on that in your eCommerce marketing messaging and showcase niche products that can't be found in Amazon’s catalog. 

Offering free and international shipping can also convince Amazon customers to buy from you. Make this obvious to your customers by using a banner on your site. If you ask people to spend a certain dollar amount before they qualify for free shipping, you could also encourage them to buy more products from your site—rather than heading to Amazon afterwards. 

The bottom line: Understanding a customers’ shopping preferences, and marketing those correctly, is the secret to bringing otherwise-Amazon customers through your door.

woman receiving package

Shopping preferences

09. 75% of consumers prefer free shipping over fast shipping (Shippo)
10. 71% of customers expect personalized interaction from brands, and 76% of customers are frustrated when there is lack of personalization in communication with a retailer (McKinsey)
11. 44% of consumers strongly consider free shipping when considering whether to buy from a retailer (IPC)

Recent stats show the magnetic pull of free shipping offers. For your ecommerce business, incorporating free shipping could increase the number of conversions of potential customers researching different options.

If offering free shipping on all products isn't feasible, consider setting a minimum purchase threshold to qualify for it. This approach not only meets customer preferences but can also increase the average order value. Communicate your shipping policy clearly on your website to manage customer expectations effectively.

As well as the cost of delivery, there's also the cost of not having empathic communication. That starts with ensuring your interactions are personalized, even if you use chatbots. 

Start by utilizing data analytics to understand your customers' buying habits and preferences. Personalized product recommendations, tailored email campaigns, and a user-friendly website can create a shopping experience that feels custom-made for each visitor. This approach not only enhances customer satisfaction but also can lead to increased customer loyalty and repeat business.

Even if you can't offer free shipping, transparency is vital. Be upfront about shipping costs and policies on your product pages to prevent cart abandonment. Provide customers with regular updates about their order status to build trust and a sense of reliability. Consider integrating tools that streamline the shipping process and offer customers real-time tracking capabilities. This level of communication can set your store apart from competitors and create a more satisfying shopping experience.

12. In 2022, Monday was the busiest day for shoppers (Salecycle)
13. The peak hours for online sales is between 10AM and 8PM (adjusted for time zones) (Salecycle)

The timing of your eCommerce sales has a huge impact on your marketing plan and general operations. Plan your large promotions and marketing campaigns during these peak times to direct people there at a time they’re most likely to purchase. 

But do you have enough team power to handle the customer support tickets that come in at the same time? Can you manage most of your orders coming through just before the weekend? Knowing the timing of your orders even before you get an influx of sales allows you to put processes in place to handle them.

14. 31% of customers expect to receive help immediately, while 55% expect help within an hour of contacting a brand for support (Invespcro) 
15. Chatbots (87.58%) have a higher customer satisfaction rate over customer service (85.8%) (Thrive My Way)
16. One in six customers will walk away from a purchase due to a bad customer experience (Emplifi)

The traditional online shopping method of searching for a product on Google isn’t the only one that customers are using today. The addition of eCommerce-enabled technology, like social media apps, are fast and convenient.

The expectation of excellent customer service is high, and a staple of any eCommerce business. Failing to meet these expectations can lead to a high cost, with customers willing to walk away from their purchase if they didn't feel they received the help they needed.

Thankfully, you can leverage chatbots to fill in the gaps if you don't have enough hands on deck to respond quickly to queries. By setting up live chat or chatbots on your site, you can pre-program automated replies to common questions, such as shipping queries or what are the product dimensions.

using a debit card

Online payment methods

17. 30% of Americans own one credit card, while 50% own two or more (The Ascent)
18. Capital One is the most popular credit card company in the United States (The Ascent)
19. Digital wallets account for 49% of global share for online payments for eCommerce transactions (FIS Global)
20. Credit card was the leading form of payment for eCommerce businesses (40%), followed by debit card (31%) (FIS Global)
21. 51% of consumers would stop shopping with a merchant that didn't accept digital wallets (Forbes)

Cash is no longer king, but remains an important payment method for your customers. Due to the ease of transaction, online payment methods like using a digital wallet or credit card are the preferred methods.

That being said, you'll need to think about how you can cater to a variety of payment options when you start an online store. Removing the friction allows your customers to complete their purchases with ease, and that contributes to a positive shopping experience. 

This can range from credit/debit cards, digital wallets like PayPal, to more innovative options like 'Buy now, pay later' solutions and NFTs. Choosing the right payment gateway is essential, as it ensures safe fund transfers and varies based on location and business type. Especially digital wallets, which is now more of a requirement than an afterthought.

For U.S.-based businesses, Wix Payments offers a seamless solution, integrating various payment methods into one dashboard, with the added benefit of no additional transaction fees and compatibility with over 50 global payment gateways.

Mobile commerce

22. 76% of Americans have bought something using their mobile phone (Consumer Affairs)
23. Mobile commerce expected to account for 44.6% of total retail sales in the US​​ (eMarketer)
24. One in three Americans shop weekly via their smartphone (Pew Center Research)
25. 78% of mobile users prefer to use a retailer’s app (Airship)
26. 71% of customers would shop more often if they used augmented reality (Three Kit)

If you have an eCommerce store, adapting to the mobile commerce trend is crucial. The transition from desktop to mobile in e-commerce is not just a shift in platform but a change in consumer behavior and expectations. To fully embrace this shift, you'll need to change your approach of how to sell online by ensuring your site is mobile-friendly.

Mobile optimization includes responsive design, fast loading times, and an intuitive user interface. A mobile-friendly website or a dedicated app can lead to higher engagement and sales. With more consumers in the US turning to their smartphones for shopping, businesses that offer a superior mobile experience are likely to capture this growing market.

Incorporating a mobile app into your e-commerce strategy can be a game-changer. Apps allow for more personalized interactions via push notifications, and can offer features like loyalty programs and personalized recommendations, which are highly valued by consumers.

For SMBs in the US, focusing on mobile commerce is not just about keeping up with the competition; it's about meeting customer expectations and capitalizing on the growing trend of mobile shopping. Embracing mobile commerce and optimizing for it can lead to increased sales, improved customer experience, and greater brand loyalty.

While mobile AR is still developing, the potential is there for eCommerce stores to capitalize on in the future. From looking at clothes on virtual mannequins to visualizing how a product looks in the home, the applications are varied.

This technology not only enhances the shopping experience by offering a more interactive and realistic view of products but also helps reduce return rates by enabling customers to make more informed purchasing decisions. As AR technology advances, it could become a standard feature in eCommerce, revolutionizing how consumers shop online and interact with products.

women looking at a laptop

Social proof

27. 98% of online shoppers consider reviews as an important decision in their purchase decision, while 45% will not buy a product that has no reviews (Power Reviews)
28. The average consumer reads 1-10 product reviews, while only 12% will read more than 10 (Bizrate Insights)
29. Over 25% of customers will only trust a product that has 11-50 reviews left, as long as they are a variety of positive and negative reviews (Bizrate Insights)
30. 95% of customers left online reviews in 2022, while only 37% of those were following a positive experience with a brand (Bright Local)
31. Businesses with positive reviews saw a 144% increase in conversion rate (Bazaar Voice)

Social proof plays a crucial role in building trust and credibility for your eCommerce store. Whatever type of business your eCommerce store is, reviews will play a key role in converting potential customers.

So how do you generate reviews? One key factor is to make leaving reviews an easy and straightforward process for your customers. You can achieve this by sending a follow-up email post-purchase, inviting them to share their feedback, and ensuring the review link is prominently displayed and accessible.

Keep in mind that even if a customer leaves a negative review, it's not all bad news. Consumers look for product reviews with a mix of ratings, often seeing if there's a pattern in negative feedback. How you respond publicly to these reviews can also play a part in creating a positive shopping experience.

Sharing user-generated content, such as customer photos or videos, demonstrates your product's real-world appeal and versatility. This not only enhances your product's credibility but also helps in building a community around your brand. Additionally, showcasing real-time purchases on your website can be an effective motivator for potential buyers. This feature can create a sense of urgency and popularity around your products, encouraging visitors to make a purchase. 

32. 33% of Gen Z consumers and 26% of millennials have purchased something online based on an influencer's recommendation (Hubspot)
33. 88% of consumers’ purchasing decisions are influenced by recommendations from somebody they know (Nielsen)

Word of mouth referrals is still impactful, although it takes a different form nowadays in influencer marketing. This approach can yield great results and isn't just limited to reaching out to a younger audience, as even millennials have been shown to rely on an influencer's recommendation. To effectively collaborate with influencers, focus on finding those whose audience aligns with your target market and whose values resonate with your brand. Utilize tools like BuzzSumo for insights on engagement and audience relevance. 

When negotiating, be clear about your goals and consider various compensation models, including commissions or product exchanges. Aim for a partnership that encourages creative freedom and aligns with your marketing objectives, fostering a relationship that benefits both your brand and the influencer.

Another way to get more word-of-mouth referrals is by creating a referral program. By setting up a program that rewards your current customers for referring friends, you not only foster customer loyalty but also tap into a network of potential new customers. Simple incentives like discounts on future purchases can motivate your customers to participate actively in the referral program.

cleaning products

Product pages

34. 90% of customers said the quality of photos was "extremely" influential on purchasing decisions (Etsy)
35. 58% of US digital shoppers said they needed to see detailed product descriptions, and 52% needed to see multiple product photos for a satisfactory shopping experience (Digital Commerce 360)
36. 82% of consumers bought a product after having watched a video (Wyzowl)
37. 56% of returns happen because the product didn't match the item description (Statista)

Every eCommerce store must ensure its product pages are comprehensive and engaging. High-quality imagery is key. Consider creating 360-degree product photos that allow customers to view the item from every angle, providing an almost tactile online shopping experience. This can be achieved by using a rotating display stand and stitching together images or using specialized 360-degree photography software.

In addition to stellar photos, detailed and accurate product descriptions are crucial. They should clearly communicate the product's features, benefits, and specifications. To make these descriptions more effective, use bullet points for easy readability and include any unique selling points that set your product apart.

Integrating videos into your product pages can also significantly enhance the user experience. However, consider creating short-form videos, as 30-60 second long content is reported to generate the most ROI. These videos could be simple demonstrations, user guides, or lifestyle shots showing the product in use. If budget constraints limit professional video production, consider user-generated content or simple, well-edited videos shot on high-quality smartphones.

To minimize the issue of product-expectation mismatch, think about what you need to know before handing over your credit card information to buy an item online. You want to know what the product looks like. But other factors—like the product’s size, color, or price—are key. 

Write clear product descriptions that include the product’s measurements, features and what it's made out of. Always include everything a customer would want to know about a product on the page itself. You can find this out by surveying people who’ve bought it previously, asking something like, “what did you want to know before buying this product?” 

You might find that customers want to know delivery details, your return policy, and care instructions. Include all of those on the product page to stop people returning a product that they felt didn't match the descriptions.

39. 92% of customers are more likely to make a purchase if prices are shown in their local currency (Convert Cart)
40. 9 out of 10 consumers say free shipping is the biggest incentive to shop online (InvespCRO)
41. Orders with free shipping average around 30% higher in value (InvespCRO)

Beautiful product photos and useful descriptions are just one part of the conversion puzzle. You can personalize your product pages further to increase the chances of your customers buying a product.

To capitalize on the potential of local currency display, integrate a dynamic currency conversion tool on your eCommerce site. This tool automatically detects the visitor's location and displays prices in their local currency.

Free shipping is another way to turn customers who are price matching and sitting on the fence. One effective method is to introduce a tiered free shipping system. For instance, offer standard free shipping for orders over a certain amount, and a faster option for a higher order value. This not only encourages customers to increase their cart size but also provides them with options that align with their needs, creating a personalized shopping experience.

Additionally, leverage your free shipping offer in your marketing campaigns. Use it as a key selling point in your social media ads, highlighting how your shipping options provide similar, if not better, value than Amazon. This can be especially effective during peak shopping seasons or promotional events, where free shipping becomes a decisive factor for many customers.

Think about what you need to know before handing over your credit card information to buy an item online. You want to know what the product looks like. But other factors—like the product’s size, color, or price—are key.

Write clear product descriptions that include the product’s measurements, features and what it's made out of. Always include everything a customer would want to know about a product on the page itself. You can find this out by surveying people who’ve bought it previously, asking something like, “what did you want to know before buying this product?”

You might find that customers want to know delivery details, your return policy, and care instructions. Include all of those on the product page to stop people neglecting a potential purchase because of those small elements.

abandoned cart

Abandoned carts

42. The average online cart abandonment rate is 70.19% (Baymard Institute)
43. The most common reason for abandoning online carts is extra costs are too high (Baymard Institute)
44. 39.07% of abandoned cart emails are opened and 23.33% are clicked (Hotjar)
45. $260 billion is recoverable through checkout optimizations (Baymard Institute)

Unfortunately, not everyone who adds an item to their online cart will complete their purchase. Things like shipping speed, the need to create an account, and any extra costs can cause a customer to hit the exit button and find another store. 

That doesn’t mean they’re lost forever. Cart abandonment emails tell a shopper to return to the site and complete their purchase. 

Most people open them because they’re personalized. So, try to include the exact item a customer was browsing before they exited. If that was a dining table, for example, show the same model in your cart abandonment email. They’ll be reminded of the item they clearly showed an interest in.

You’re also making it easy for shoppers to find the product again. They don’t need to search the entire site, or Google a similar product (where they might buy from a competitor). It’s there for them to click through in the email. 

marketing charts

eCommerce marketing

46. The ROI of SEO organic traffic was 317% for eCommerce brands after 16 months (First Page Sage)
47. TikTok shop predicted to be a growing sales channel, with brands reporting a 30% increase in revenue after posting videos on the social media platform (Yotpo)
48. 85% of marketers agree that short-form content produces higher engagement (Influencer Marketing Hub)

Whenever you start a website, distribution is one of the key parts of your marketing strategy. Search Engine Optimization (SEO) is one of them. It works by optimizing your website to rank for the keywords your target customer is searching for on sites like Google.

The foundation of SEO is high-quality content based on keywords your customers are searching. Use tools like Ahrefs, SEMrush or Google Trends to discover what related keywords people are searching for. Then use them to create blog content. Answer the questions your audience wants to know with answers that are helpful to your sales and brand. For example: if you sell loose leaf tea, target “how to brew tea” and related terms along that vein. Just make sure you link to relevant products you sell.

To harness the potential of TikTok for your eCommerce brand, begin by setting up a TikTok Shop, a feature that allows direct product promotion and sales through the platform. Create content that resonates with TikTok's audience - short, engaging, and visually appealing videos. Start with showcasing your products in real-life scenarios or fun, creative ways that align with TikTok's dynamic and casual style.

Given the platform's preference for short-form content, aim for videos that are 15 to 30 seconds long. These should be fast-paced, with catchy music and clear, concise messaging about your products. Use TikTok's unique features like challenges, filters, and hashtags to increase your content's reach and engagement. Regularly analyze your video performance to understand what resonates with your audience, and refine your strategy accordingly.

49. Email has the highest ROI of any marketing channel, generating $40 for every dollar spent (Lyfe Marketing)
50. Welcome emails have an average open rate of 94% and 31.43% click-through rate (GetResponse)

Email is a superb way to nurture your potential customers. Catch their email address when they land on your website using a lightbox.

You can embed a form at the end of a blog post to get leads on your email list, too. Even if they’re not ready to purchase immediately, collecting their details means you can nurture them towards a sale. 

But you never know: a discount code could be all they need to make a purchase there and then. That’s why you always need to give something in return for signing up, such as a coupon for their first order included in the welcome email. This convinces them to purchase while you’re already top-of-mind.

51. 78% of American shoppers say they find new products through Facebook (Statista)
52. 74% of Facebook users are high-income earners (PEW Research)
53. The average cost per click for a Facebook Ad ranges from $0.15 to $1.85 (Hootsuite)
54. 94% of Facebook Ad revenue is from mobile (Facebook)

Despite social media needing tons of legwork and daily posts, it’s still a valuable marketing tool for eCommerce marketers. Facebook is by far the most popular, either by advertising or posting organically. That may be because it’s one of the most-used social media channels for people of all ages—and high earners use it regularly. 

If you’re heading to their advertising platform, a quick win is to exclude desktop traffic. The majority of revenue comes from people using a mobile device. Niching-down on those people means you’re not wasting budget targeting people who’re unlikely to buy. 

You should also split-test your campaigns to see which performs best. One with product-focused messaging, for example, might have an above average CPC of $2. However, the ads featuring a customer testimonial have a CPC of $0.60. It makes sense to turn off the poorly-performing campaign and put that budget into the one doing well. 

The key to succeeding with Facebook Ads is to really know your audience, and commit to split-testing. It’s easy to waste budgets optimizing for the wrong thing, or reaching the wrong people. Spend some time really getting to know your ideal shopper to get the best return. 

If you built your website with Wix, you can create Facebook Ads in just a few clicks that use artificial intelligence to narrow down your audiences, split test your ads, track your sales, and more.

55. Businesses make an average of $2 in income for every $1 they spend in Google Ads (Google)
56. Paid ads have an 2.69% CTR on Google for eCommerce businesses (Wordstream)

Google Ads are a mixture between paid advertising and organic search. Sure, you’re paying for a spot in the results page. But you’re positioning yourself in a search engine where somebody would naturally be looking for you (or a competitor).

Keyword research is equally as important for Google Ads as it is for generic SEO. Except this time, you’re paying to appear for terms with higher intent—such as the name of your product, its category, or a brand name. 

Start to map out the keywords your audience searches for when they’re looking for your products. Google Search Console data is great for this. Bidding on those terms means you’re almost guaranteed to reach more people similar to those who’ve already bought from you, since they’re using the same queries. 

You can also use Google’s Keyword Planner to find similar, related terms. You’ll see the search volumes, competition level, and how much you’d need to spend to bid on each term.

Then, craft ad copy that convinces somebody to click your result over an organic listing. Including your USP is a superb way to do this. Show off the fact you offer free shipping, have a discount code, or an ongoing sale. Each of those intrigue a searcher into clicking.

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.

Elise Dopson

Daniel Clinton

Managing Editor, Wix eCommerce

Daniel is the Managing Editor at Wix eCommerce, where he uses his experience as a merchant, journalist and marketer to create content that helps online businesses, across a variety of types of businesses grow.

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