75+ eCommerce Marketing Statistics & Trends To Ignite Your Strategies in 2020

2 years ago by Puja Kotecha

The world of eCommerce Marketing is growing at an alarming rate. In such a fast paced and hungry market, it’s crucial to have all the right elements in your eCommerce store to encourage a healthy conversion rate.

We’ve gathered together a whole host of stats from key leading sources that should help you feed your strategies for 2020 with some insightful gold…

Omni-Channel & Mobile eCommerce Stats

Here’s a few juicy stats to get started with around mobile and omni-channel eCommerce.

It’s long been a fact that mobile trends are on the up. According to the book Hooked, by Nir Eyal, research is suggesting that people are checking their mobiles in excess of an astounding 25 times a day.

Successful eCommerce marketing must include a solid plan for mobiles & devices.

Omni channel is also the best way to get interacting with your customers from multiple touch points. Sending out your message in multiple forms, from multiple sites is a must.

Here’s the stats we found:

  • Mobile eCommerce is expected to account for 67.2% of digital sales in 2019 (source Oberlo)
  • Users who have a negative experience on a mobile website are 62% less likely to purchase from that business in the future (source Oberlo)
  • Longer mobile page load times drastically increase bounces (source Oberlo)
  • In 2017 almost 59% of eCommerce sales occurred via mobile (source eMarketer)
  • 71% of mobile purchases are influenced by emails from the retailer (source Adobe)
  • 52% of people say they’re less likely to re-engage with a brand following a bad mobile experience (source Google)
  • In Q3 2018, Smartphones Accounted for 61 Percent of Retail Site Visits Worldwide (source Statista)
  • Nearly 40% of all online purchases made during the 2018 holiday season were done on smartphones (source OuterBox)
  • 80% of Americans are online shoppers. More than half of them have made purchases on mobile devices (source Pew Research Centre)
  • People who have a bad mobile experience with your business are 62% less likely to become your customer in the future (source Google)
  • 69% of smartphone users say they’re more likely to buy from businesses with mobile sites or apps that answer their questions (source Google)
  • 59% of smartphone users favour businesses with mobile sites or apps that enable them to make purchases easily and quickly (source Google)
  • On average, 52 percent of online stores have omni-channel capabilities (source Oberlo)
  • Four in ten purchases are made using only an online channel for searching and buying (source UPS)

Abandoned Cart eCommerce Stats

So many abandoned carts, all that lovely lost revenue. Why didn’t they continue to checkout? Some of the stats we found uncover some of those mysteries…

Are your shipping costs aren’t clear? Is your returns policy is hard to find? Is it difficult to find a way to get in touch? Or perhaps people just don’t have a clue how long delivery will take...

All of the elements above are crucial information points on your website. Here’s some stats we found to back this up:

  • The average order value (AOV) of purchases from basket abandonment emails is 14.2% higher than typical purchases (source Econsultancy)
  • 54% of shoppers will purchase products left in their basket, if those products are offered at a lower price (source nchannel)
  • Abandoned Cart Emails Have an Average Open Rate of 45% (source Moosend)
  • Abandoned Cart Emails Sent within 20 Minutes Have an Average Conversion rate of 5.2% (source SaleCycle)
  • Exit-Intent Campaigns Convert Between 2-4% of Abandoning Visitors (source Sleeknote)
  • The average global cart abandonment rate in Q3 of 2018 was 76.9% (source SaleCycle)
  • 58.6% of US online shoppers have abandoned a cart within the last 3 months because “I was just browsing/not ready to buy” (source Baymard Institute)
  • The top three reasons US online shoppers give for abandoning a cart during checkout are high extra costs, the need to create an account, and a complicated checkout process (source Baymard Institute)

What are trust signals and why do I need them on my eCommerce site?

Trust signals are pieces of information that are placed on a web page in order to reassure or prove to a potential customer, that you are a trustworthy site.

Trust signals can be things like: Reviews, clear site policies, open disclosure of shipping costs, easy to find contact references and so on.

Trust signals reassure customers that it’s safe to make a purchase from you.

The following stats show that they are becoming more and more important as consumers become more savvy and have such a wide variety of places to shop from:

  • Consumers are most likely to trust a business that makes it easy to contact people at the company. (source Oberlo)
  • 67% of shoppers check the returns page before making a purchase (source invespcro)
  • 38% of people will leave a website if the layout or design is unattractive (source Adobe)
  • Two-thirds of consumers expect a same day response to queries about a product of service (source A Marketer’s Paradox of Strategy VS Practice)
  • 57% of mobile customers will abandon your site if they have to wait 3 seconds for a page to load (source Google)
  • 56% of online shoppers abandon their online basket because they were presented with unexpected costs at the checkout (source Shopify)
  • 23% of shoppers will abandon their shopping basket if they are forced to register an account (source nchannel)
  • By 2020, customer experience will overtake price and product as the key brand differentiator (source The Guardian)
  • By 2020, personalisation technology that recognises customer intent will enable digital businesses to increase profits by up to 15% (source Gartner)
  • 60% of Online Shoppers Abandon Their Carts Because of Unexpected Extra Costs (source Baymard Institute)
  • 30% of Online Consumers Have Posted Product Feedback Online (source KPMG)
  • 81% of Consumers Trust the Advice of Family and Friends Over Businesses (source HubSpot)
  • 80% of Respondents Said They Had Stopped Doing Business with a Company Because of a Poor Customer Experience (source HubSpot)
  • 51% of Consumers Trust Companies Who Make It Easy for Visitors to Contact the People behind the Company (source KPMG)

How important are shipping costs and returns policies when it comes to eCommerce websites?

If you really stop and think about this, it’s fairly obvious that in order to attract a new customer, or keep your current ones happy, this information should be readily available for all to see on your site.

It’s quite an eye opener that these details get left out of so many eCommerce websites, and subsequently sites can lose lots of sales as a result.

More interestingly is the increasing popularity of making multiple purchases, also known as bracket purchases.

What are bracket purchases? When a customer makes multiple variation purchases of the same product, then returns the ones that aren’t right.

For example, You have a hot date or important interview coming up, and you want to look your best. You’ll buy three variations of that fabulous clothing item, to be sure you get the right size without having the hassle of returning the original item and waiting days for redelivery. You’ll then return the ones that aren’t the right fit and keep the one that is the correct size.

Noticing the subtle habits of consumers with trends like bracket purchasing, can help you plan your customer journey, product options and all kinds of other cool things to make people feel good about their purchases.

  • 42% of US online shoppers have returned an item they bought online in the last six months (source Navar)
  • 63% of US online shoppers said that they would not make a purchase if they couldn’t find the return policy (source Navar)
  • Nearly 70% of US online shoppers said that their most recent return experience was “easy” or “very easy,” and 96% would buy from that retailer again based on that experience (source Navar)
  • 59% of US online shoppers said that they want to receive notifications about the status of their refund (source Navar)
  • 41% of US online shoppers said that they “bracket” at least some online purchases (“bracketing” refers to buying multiple versions of the same item, then returning those that didn’t work) (source Navar)
  • 79% of US consumers said that free shipping would make them more likely to shop online (source Walker Sands)
  • 54% of US consumers under the age of 25 said that same-day shipping is their number one purchase driver (source Walker Sands)
  • Only 15% of US consumers said that online retailers always offer shipping options that meet their expectations for speed of delivery, compared to 30% that report the same for Amazon (source Walker Sands)
  • 53% of US online shoppers won’t purchase a product if they don’t know when it will arrive (source Narvar)
  • 83% of US online shoppers expect regular communication about their purchases (source Narvar)

Here’s Why Instagram is the Best Social Media Platform for eCommerce

Some brands are winning big with eCommerce on Instagram. It’s no wonder it’s a big hit too, because it’s so visual and prolifically used by influencers.

Flicking through instagram is an obsession for some, so it’s the perfect place to catch people in a good mood to make a purchase.

Here’s some compelling stats to show how effective Instagram can be for eCommerce:

  • 83% of people say Instagram helps them discover new products and services. 81% say the platform helps them research products and services, and 80% say it helps them decide whether to make a purchase (source Facebook)
  • Compared to non-users, Instagram users are 70% more likely to make online purchases on their mobile devices (source GlobalWebIndex)
  • 44% of active Instagram users say they use social media to conduct brand research. That’s the highest percentage among the major social networks (source GlobalWebIndex)
  • Engagement between users and brands on Instagram is 10 times greater than it is on Facebook, 54 times greater than it is on Pinterest, and 84 times greater than it is on Twitter (source Forrester)

Finally a nice fat stack of consumer purchasing habits & trends to fire you up!

The following stats just confirm that eCommerce is a growing force to be reckoned with. The companies that take stock of how consumers are behaving are positioning themselves to win.

Here at contrast we have our finger on the pulse… if you want killer strategies to fuel your eCommerce marketing for 2020, get in touch here, we’d love to help you succeed.

  • In 2019, eCommerce sales are expected to account for 13.7 percent of retail sales worldwide (source Oberlo)
  • The number one reason people shop online is that they’re able to shop at all hours of the day (source Oberlo)
  • On average, only 2.86 percent of eCommerce website visits convert into a purchase (source Oberlo)
  • Nearly half (48 percent) of online shoppers simply head straight to a large eCommerce marketplace (source Oberlo)
  • Younger people spend more time shopping online than older people (source Oberlo)
  • It is expected that 18% of all UK retail purchases will occur online this year (source Nasdaq)
  • By 2040, it is thought that 95% of purchases will be facilitated by eCommerce (source Nasdaq)
  • The total average eCommerce spend per customer, over the course of the year is estimated to be £1,600 in the UK (source Smart Insights)
  • Millennials now make 54% of their purchases online (source UPS)
  • 85% of customers start a purchase on one device and finish it on another (source Google)
  • Men Spend 68% More Online Than Women (source KPMG)
  • Generation X Shop More Online Than Baby Boomers and Millennials (source KPMG)
  • In 2018, E-Commerce Sales Accounted for 11.9% of All Retail Sales Worldwide (source Statista)
  • There Are More Than 254 Million Active PayPal Accounts in The World (source Statista)
  • As of Q2 2018, 2.86 Percent of E-Commerce Website Visits Converted into Purchases (source Statista)
  • The Number One Reason People Shop Online is Because They Can Shop 24/7 (source KPMG)
  • 30% of Consumers Say The Would Rather Buy from a Website They’ve Bought from Previously (source KPMG)
  • 59% of 16-36 year-olds Head to Amazon Before Any Other E-Commerce Website (source Inviqa)
  • 24% of shoppers are ready to spend more to qualify for free shipping (source HubSpot)
  • The average amount of time between a Google product search and a purchase is 20 days (it’s 26 days on Amazon) (source Jumpshot)
  • 35% of Google product searches turn into transactions within 5 days (source Jumpshot)
  • Google Shopping ad spend was up 43% YoY in Q4 of 2018, making the quarter the fastest growth rate in two years (source Merkle)
  • Cross-device targeting yields 16% more conversions for retail advertisers in the US (source Google)
  • Google Shopping ads have a higher CTR than Amazon’s Sponsored Product and Sponsored Brand ads (source Merkle)
  • 44% of all all product searches begin on Amazon (source Retail Dive)
  • It’s estimated that there will be 1.92 billion global digital buyers in 2019 (source Oberlo)

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