Dec 31, 2021
Maisha R. & Jordana A.
25 eCommerce Statistics and How to Capitalise on Them in 2022
Whether you’re a business owner or an aspiring entrepreneur, making sound business decisions requires the latest market insights. As the eCommerce industry never stops evolving, keeping up with its statistics will let you craft marketing strategies for optimal conversion rates.
Conducting extensive market research is an essential yet time-consuming process. To help you get started, we have compiled a list of eCommerce statistics to consider for 2021 and 2022. The data ranges from general eCommerce facts to consumer behavior and social marketing stats.
By the end of the article, you’ll know more about the ins and outs of the eCommerce market trends and how to respond to them.
Top 5 Online Sales Statistics to Consider for 2021-2022
Here are the top 5 eCommerce statistics that feature a quick overview of the current state of the eCommerce industry:
- Online retail sales worldwide are projected to grow to $5.4 trillion by 2022.
- The average cart abandonment rate is 69.80%.
- Mobile commerce sales are projected to reach $3.56 trillion in 2021.
- Social commerce sales will rise by 34.8% to $36.09 billion in 2021.
- 62% of online shoppers conduct research on Google before purchasing.
General eCommerce Statistics
This section provides stats on the global eCommerce growth. Therefore, this data is relevant for all eCommerce businesses regardless of where they operate.
The following are the top eCommerce sales statistics for general business decision-making.
- Over 2.14 billion people are estimated to have bought goods and services online in 2021 (Statista).
As of 2021, the world population is 7.9 billion people. That means 27% of the global population turns to online shopping to fulfill their needs.
In the US alone, eCommerce sales grow 17.9% year-on-year. This trend is expected to continue after the pandemic ends. Statistics predict that eCommerce penetration will have more than doubled by 2025.
The same trend can also be seen in Europe. With the online retail industry experiencing a 22.15% yearly growth, Europe is set to cross a major milestone in 2021 as the number of eCommerce users is projected to hit 500 million.
With the global eCommerce market showing no signs of slowing down within the next few years, now is the perfect time to start an online business.
- Online retail sales worldwide are projected to grow to $5.4 trillion by 2022 (Statista).
Shopping is one of the most popular online activities today. As the pandemic limits customers’ mobility, people have no other choice but to shop on the internet. This creates opportunities for businesses to enter online marketplaces and generate higher revenues.
The pandemic also contributes to the increasing number of first-time online shoppers, resulting in larger audiences to target. By employing on-point marketing strategies and fostering excellent customer experiences, you can turn new shoppers into returning buyers.
- The fashion and beauty industry accounted for the largest share of global revenues in 2021 at $665 billion (DataReportal).
To no one’s surprise, the travel and accommodation industries have displayed a dip in eCommerce revenue due to travel restrictions. Meanwhile, the food and personal care industry has become the fastest-growing.
By generating over $665 billion, the fashion and beauty category takes the lead in the global business-to-consumer (B2C) eCommerce market. Other thriving industries include electronics, physical media, toys, and DIY brands, all of which make over $500 billion in revenue.
Data shows that the fashion and beauty industry is the most prospective in the coming years. If you’re interested in this business niche, check out our article on starting an online clothing store.
- Digital and mobile wallets accounted for approximately 45% of global eCommerce transactions (Statista).
Digital payment systems have grown in popularity over the past years. They are projected to be used in over 50% of all transactions by 2024. Digital and mobile wallets are particularly popular in the Asia Pacific region, accounting for 60% of all transactions there.
In 2020, credit cards ranked second after digital and mobile wallets in the global market. However, it is predicted that the popularity of card payments will decline in the coming years.
Online businesses should take advantage of this momentum and integrate their eCommerce sites with popular digital wallets like PayPal and Apple Pay. Doing so will make customers’ transactions easier, influencing their purchasing decisions.
- China dominates the global eCommerce market share in 2021 (eMarketer).
China’s domination in the eCommerce market, particularly the luxury goods industry, stems directly from travel restrictions. By the end of 2020, approximately 782.41 million people in China had conducted online shopping.
The country makes a significant contribution to international sales. In 2020, around 140 million Chinese residents were cross-border online shoppers. This number is projected to increase to 160 million by the end of 2021.
With 9.9% of the world population being Chinese online shoppers, you shouldn’t underestimate their buying power.
If you’re thinking about entering the Chinese market, consider building a multilingual online store with a localized assortment of products. Visit our article on the best WordPress translation plugins if you need recommendations for the best tools to use.
Promoting your online store via China’s most popular social media platforms like Weibo, TikTok, and WeChat will further boost your brand awareness in the country.
eCommerce Consumer Behaviour Statistics
Understanding consumer behavior is an essential part of any eCommerce strategy. It lets you improve user experience and ensure customer satisfaction for optimal conversion rates.
By knowing consumers’ needs and buying motives, you’ll be able to influence their purchasing decisions. It’ll also be easier to turn new buyers into loyal customers.
Here are the top five stats about online consumer shopping behavior and how to use them.
- The average shopping cart abandonment rate across all industries is 69.8% (Baymard Institute).
In the second quarter of 2021, the cart abandonment rate in the US was 66.1% for desktop users and 80.6% for mobile users. As these percentages are consistent with what we’ve seen before, we can conclude that mobile shoppers are more likely to abandon a checkout process than desktop users.
The top three reasons for cart abandonment are unexpected extra costs, the requirement to create a new account, and a slow delivery process. Unexpected extra costs such as shipping costs and taxes accounted for 49% of over 4,300 US-based digital buyers abandoning their shopping carts.
Accordingly, offering free shipping will help reduce online shopping cart abandonment on both mobile and desktop devices. If your eCommerce site has a signup system, give visitors the option to make purchases without registering.
- Checkout optimization can improve conversion rates by 35.26% (Baymard Institute).
18% of Baymard’s respondents have abandoned their carts due to a complicated checkout process. As the total of European and US eCommerce sales is about $738 billion, checkout optimizations may save up to $260 billion worth of lost orders.
In conclusion, optimizing your checkout process and page design is an excellent way to reduce cart abandonment. Do so by eliminating mandatory signups, supporting multiple digital payment systems, and using exit-intent popups among other ideas.
- 54% of online shoppers read online reviews before purchasing (BrightEdge).
This shopping habit is particularly prominent in local markets, with 87% of customers reading online reviews before purchasing from local businesses in 2020. Accordingly, 72% of US customers have written a review for a local business.
Customers of restaurants, hotels, pharmacies, car dealerships, and clothing stores value reviews the most. 48% of consumers have stated that they wouldn’t purchase goods or services from businesses rated three stars or lower.
Since consumers usually turn to Google My Business for local business reviews, consider listing your business on the platform if you haven’t. Additionally, make sure to always optimize the customer experience and leverage negative reviews.
- 42% of consumers prefer brands that use sustainable packaging (Statista).
In 2019, the global eCommerce market used around 2.1 billion pounds of plastic packaging. This number is projected to reach 4.5 billion pounds by 2025.
The concern for inorganic waste worldwide contributes to the rising number of eco-conscious customers. In the US alone, 64% of consumers are willing to pay more for sustainable products.
The easiest way to make your business more sustainable is by going paperless or using biodegradable packaging. If you produce your products in-house, opting for eco-friendly ingredients will make your brand more appealing to eco-conscious customers.
- 40.3% of customers have significantly decreased their visits to physical stores due to COVID-19 (Raydiant).
This statistic shows how customers’ behavior has evolved in the past two years, providing you with another reason to start an online shop.
If you already run a physical store, consider branching out into omnichannel eCommerce by providing a shopping experience both in-person and online. A seamless shopping experience across all platforms will boost your offline and online conversion rates.
Omnichannel eCommerce marketing also shows more significant results than single-channel commerce. Companies advertising on multiple channels experienced a 287% higher purchase rate than those running single-channel campaigns.
Mobile Commerce Statistics
With mobile devices becoming more accessible, mobile commerce offers abundant opportunities for business entities to turn visits into purchases and increase brand awareness.
Here are the top five statistics of mobile commerce and how to capitalize on them to influence purchasing decisions.
- 67% of global online retail sales come from mobile devices (Statista).
The fashion industry’s unbalanced traffic distribution is apparent, as visits from mobile devices accounted for 76% of all sessions. Mobile also dominates the retail industry, albeit less so, accounting for 67% of all website traffic.
The rapid rise of mobile usage contributes to the global mobile commerce market growth. As mobile commerce sales are projected to reach $3.56 trillion by 2021, optimizing your online shop for mobile visitors will increase your overall traffic and revenue.
- The total global transaction value of mobile commerce purchases made through voice assistants will reach $19.4 billion (Statista) by 2023.
The rising popularity of voice assistant technology contributes to the global mobile commerce market growth. 33% of US digital buyers use mobile devices to access voice assistants. In 2020, 14% of US consumers made purchases through voice-activated devices.
More people have become dependent on voice assistants due to the pandemic. You can adapt to this change by optimizing your store for voice search. Doing so will let you personalize the shopping experience of each visitor.
Pay attention to the local SEO and utilize long-tail keywords to make your online store easily discoverable via voice search.
- Amazon is the most popular shopping app in the US (Statista).
Over 150.6 million mobile users accessed the Amazon app in 2019, beating Walmart which attracted 86.05 million users. Amazon is estimated to account for 50% of global retail sales in 2021.
If running your own website seems like a hassle, consider choosing a selling plan on Amazon and building your brand there.
Alternatively, create an online store on an eCommerce website building platform that supports Amazon integration like Hostinger’s Zyro website builder.
- Mobile users spend 90% of their mobile time in apps.
This contrast is particularly apparent in consumer buying behavior. Mobile users spend an average of 201.8 minutes/month online shopping via mobile applications. In comparison, mobile users only spend 10.9 minutes/month doing so on websites.
63% of consumers prefer mobile apps over websites because they find the former more convenient. 57% of consumers claim speed as the main reason for this preference, while 40% of consumers like that apps store their settings.
Furthermore, mobile apps have higher average conversion rates and order values than desktop and mobile sites. If you have a mobile online store, developing a mobile app will improve your customers’ shopping experience and increase sales.
- 29% of all mobile users will be using QR codes to pay by 2025. (Juniper Research).
In 2020, 1.5 billion people used QR codes in contactless payments. In the US alone, its usage has increased by 11% during the pandemic. To no one’s surprise, this payment method’s transaction value is predicted to reach $2.7 trillion by 2025.
The top three QR code uses include the buy button, mobile transfers, and peer-to-peer transfers. It’s most popular among people aged 34-44.
There are many ways to utilize QR codes to increase traffic. For example, you can generate one for your online store and put it on promotional materials. As people are more inclined to scan QR codes, you’ll make it easier for them to visit the shop.
If you run a physical store, supporting QR code payments will boost the in-store shopping experience. Doing so will provide customers with more payment options, potentially influencing their buying decisions.
eCommerce Marketing Statistics
Like the marketplaces, the eCommerce marketing sector has also been evolving over the past years. As such, creating on-point marketing campaigns is essential to remain relevant in this highly competitive market.
The following are eCommerce marketing stats to help you design the best campaign.
- 38% of customers are more likely to purchase from businesses that offer live chat support (Kayako).
Live chat plays a significant role in the customer experience and contributes to user engagement.
On the one hand, 79% of businesses agreed that implementing live chat has increased their sales, revenue, and customer loyalty. This is further supported by the fact that about 51% of consumers are more inclined to make repeat purchases from companies with live chat support.
Despite this, 40% of consumers have low expectations regarding the quality of the support and how long it will take to receive a response. 84% of consumers have even given up on a live chat due to long wait times and poor responses.
Providing an excellent live chat experience in your store will cater to this group of consumers. If you’re planning to do so, invest in a knowledgeable support team who can provide personalized expert assistance.
Avoid the team relying on scripted responses – they will make your company’s interactions with consumers impersonal. Additionally, optimize the queuing system to reduce wait times.
If your online store runs on WordPress, there are numerous great live chat plugins you can use to provide customer service.
- 75% of consumers would switch brands for a better loyalty program (KPMG Global).
Loyalty programs are another popular marketing strategy to increase conversion and customer retention rates. Improving retention by only 5% will boost your business’s revenue by at least 25%. That’s because 43% of consumers spend more on brands they’re loyal to.
With over 90% of companies implementing a loyalty program, the competition is fiercer than ever. 81% of loyalty program members are willing to maintain their loyalty as long as it benefits them.
Making loyalty programs work to your advantage will require lots of effort. If you’re thinking of starting a loyalty program, consider offering immediate rewards instead of points ‒ 79% of consumers are no longer interested in accumulating the latter.
Some reward ideas that are currently popular include free shipping, immediate discounts, and free giveaways.
- 67% of eCommerce companies worldwide plan to invest in personalization (Statista).
Over half of today’s businesses understand the power of personalization in digital marketing and are committed to implementing it. That’s because about 74% of consumers feel frustrated about impersonalized website content.
What’s more, 79% of consumers only want to engage with brands that provide personalized deals based on their previous interactions. To top it off, 44% of consumers will likely buy again from companies that offer a personalized customer experience.
Creating personalized marketing campaigns and shopping experiences requires accurate customer data. Monitor how consumers interact with your online store using digital marketing analytics tools like Google Analytics. Doing so will give you better insights into their preferences and shopping habits.
If your online store is powered by WordPress, there are plenty of plugins for Google Analytics that streamline the integration process.
- Email marketing ROI is 4,200% (P2P).
In 2020, four billion people or more than half of the global population used emails. This number will grow to 4.6 billion by 2025, making it a reliable digital marketing channel.
Besides improving user engagement, email marketing also has a high return of investment, particularly in the retail, eCommerce, and consumer goods industry. It generates $42 for every dollar invested and encourages 60% of consumers to make a purchase.
Email personalization is equally as important as content personalization. 83% of marketers claimed that email personalization increases unique open rates by 29%.
If you want to engage in email marketing, start by building an email list. Do so by creating signup forms using email subscription tools. Utilizing them will make editing, distributing, and analyzing emails easier.
- 59% of online shoppers conduct research on Google before purchasing (Bizrate).
Google is the most popular go-to place for reviews, surpassing Amazon by 2%. In 2021, 36.4% of consumers read between 1-3 reviews before purchasing a product.
Google Ads’ seller ratings feature potentially contributes to this statistic. It allows online retailers to display their ratings on search ads, leaving a positive impression on potential customers.
As Google’s global search engine market share is over 90%, this means that about 4 billion people use it. Displaying your products on the search engine via Google Shopping will help you attract more traffic – shopping ads generate 85% of the total clicks on Google Ads.
That being said, applying best SEO practices on your site will significantly boost your brand awareness on search engines. Doing so will help turn eCommerce website visitors into buyers, resulting in higher revenues.
Social Media Statistics for eCommerce
The number of mobile device users grows alongside social media users. As such, social media sites have become the best platform for eCommerce marketing.
Here are all the facts about social media eCommerce, with tips on how to use them to improve eCommerce sales.
- An average of 13 new users starts using social media every second (DataReportal).
Between January and October of 2021, 409 million people have joined social media, equating to a 9.9% growth. Each user generally visits six to seven social platforms on average.
Today, there are seven social platforms with over one billion monthly active users, while 17 have 300 million monthly active users. Facebook is the world’s most active social platform with 2,895 billion monthly active users.
As over 70% of the world population uses social media, advertising your business on these platforms will quickly boost your brand awareness. You can also feature social media icons on your store to encourage customers to share their favorite products on their accounts.
WordPress has a number of social media plugins you can install to get started and let visitors share your products and content.
- Over one-third of US digital buyers have made online purchases through social media (eMarketer).
Digital buyers aged 18-34 contribute the most to social eCommerce sales. 44% of them have purchased something through social media and 28% show interest in purchasing products through this channel.
In response to this trend, more and more social platforms have launched social commerce features. Consequently, social commerce sales are projected to rise by 34.8% to $36.09 billion by the end of 2021.
If you’re planning to advertise on social media, consider taking advantage of social commerce features. Facebook, for example, has a Commerce Manager tool that lets you manage catalogs on Facebook and Instagram.
- 86% of social media users follow a brand (Sprout Social).
58% of people following a brand do so to receive deals and promotions, while 42% look for incentives. However, oversaturating the feed with too many promotional posts will drive 46% of users to unfollow a brand.
Other common reasons why people unfollow brands include irrelevant information, excessive posts, and random jargon or slang.
As social media influences buying decisions, it’s important to grow and maintain your audience. Keep your followers engaged with social posts, but remember not to overwhelm them with too many promotional messages.
Additionally, work on your social posts’ tone of voice to shape people’s perceptions of your brand. This is important as 71% of people have unfollowed brands due to embarrassment.
- 81% of Instagram users discover new products and services on the social media platform (Instagram for Business).
Instagram has over one billion monthly active users. Over two-thirds of its global audience is between 18-34 years old. Interestingly, 90% of Instagram users follow a brand account, making it a lucrative platform for eCommerce marketing.
Instagram’s popularity, as well as the ability to share photos and videos, give B2C companies tons of exposure. The platform also benefits business-to-business companies as 36.2% of B2B decision-makers use Instagram to research new products and services.
If you’re looking for a social platform to promote your brand on, Instagram is worth considering. You can use Instagram plugins to integrate the social media platform on your WordPress website.
- 90% of consumers consider authenticity the most important factor when deciding which brands to support (Stackla).
Marketers have come up with numerous types of content to convey authentic brand messages. Despite this, 60% of consumers think that user-generated content (UGC) is the most authentic.
79% of consumers find that UGC influences their buying decisions, even going as far as to claim that it’s more impactful than an influencer or branded content. This is further supported by the fact that 58% of shoppers have abandoned their shopping cart due to the absence of user reviews and pictures.
The best way to generate UGC is by inviting consumers to join your online community. 62% of consumers have stated that they are happy to join brand communities and create content for companies they believe in.
Besides providing you with excellent promotional material, doing so will improve customer loyalty. 61% of consumers are more likely to buy from brands they’re invited to engage with.
With so many retail and online stores competing in the saturated market, knowing how the industry is evolving will help you craft on-point marketing strategies. Maintaining a connection with your target audience and influencing its buying decisions will be easier if you understand it.
This article has gone over the top 25 must-know eCommerce statistics about consumer behavior, mobile commerce, social media marketing, and eCommerce marketing. We have also suggested what actions to take to leverage each statistic for increased returns.
We hope this article has helped you understand the current state of the eCommerce industry. If you have any questions or suggestions, feel free to leave them in the comments section below.