99 Must Know E-Commerce Marketing Statistics [Updated 2018]

99 Must Know E-Commerce Marketing Statistics for 2018

2018 was another great year for e-commerce marketers. Online retail growth continued to outpace that of brick-and-mortar retailers and savvy marketers implementing personalization delighted more customers and drove more sales to their stores.

To ensure putting your best foot forward in 2018 we've compiled a list of hot e-commerce marketing trends and stats from recent years past.

Below you'll find stats on everything on general e-commerce marketing, email, social and more.

Read on!

General E-Commerce Statistics

1) Global e-commerce retail sales in 2017 are projected to be $2.29 trillion - Statista

2) In 2017, e-commerce retail sales amounted to $409.21 billion in the U.S. - Statista

3) In 2017, Global B2B e-commerce sales will dwarf B2C e-commerce sales. B2B e-commerce sales reached $7.7 trillion while B2C sales reached $2.3 trillion - Shopify

4) Amazon accounted for 44% of all US e-commerce sales in 2017 - CNBC

5) 51% of Americans prefer to shop online - BigCommerce

6) 80% of Americans shop online at least monthly - BigCommerce

7) The top three factors that are very or extremely influential in determining where Americans shop are price (87%), shipping cost and speed (80%) and discount offers (71%) - BigCommerce

8) The US has less than a 20% market share of global e-commerce sales - Statista

9) 59% of online shoppers in non-Anglophone countries rarely or never buy from English-only sites - CSA

E-Commerce Marketing Statistics

General Email Marketing Statistics

10) There will be more than 3.7 billion email users by the end of 2017 - Radicati

11) Gmail is the most popular email platform, with 46.77% of the marketshare - Vision6

12) There are over 400 million active Outlook users - Microsoft (https://news.microsoft.com/bythenumbers/outlook-users)

13) 72% of customers prefer email as the mode of business communication - MarketingSherpa

14) Millennials prefer communication with businesses to be over email as well. 67.6% of teens, and 73.1% of those aged 19 to 34 prefer email over direct mail, SMS and app notifications - Adestra

15) 91% of Americans want to receive promotional emails - MarketingSherpa

16) 92% of online adults use email - Pew Research

17) At 4.15 on a scale of 1 to 7, customers across rated discounts in email as the biggest influence on their purchase decisions - Adestra

18) Percentage off discounts (35%) and free shipping (20%) are the offers email subscribers want the most - Adestra

19) 54% of emails are opened on mobile. This makes it the most popular platform, beating out desktop (16%) and webmail (30%) - Litmus

20) 75% of Gmail users access their emails on mobile devices - TechCrunch

21) Mobile device usage increased from 59% to 67% for consumers of ecommerce email in 2017 - SendGrid

22) The use of emoji in email marketing messages increased 775% from 2015 to 2016 - Appboy

23) Email marketing spending in the United States would grow from 2.07 billion U.S. dollars in 2014 to 3.07 billion U.S. dollars in 2019 - Statista

E-Commerce Email Engagement Statistics

24) The average unique open rate for e-commerce emails in 2017 is 8%- SendGrid

25) The average Unique click rate for e-commerce emails increased from 0.8% to 1.1% - SendGrid

26) Tuesdays are the best day to send emails - Coschedule

27) 11:00am is the best time to send emails - Hubspot

E-Commerce Email Marketing Send Frequency Stats

28) 6 out of 10 email users say they receive too many promotional emails - Adestra

29) Email users receive an average of 88 emails each day - Text Request

30) 40.7% of consumers wish to receive marketing emails weekly - Mapp

31) Receiving too many or irrelevant emails is the top reason that consumers mark emails as spam, with 67% citing it as a reason - Fluent and Litmus

32) The monthly send rate for e-commerce marketers went down from 18 to 14 monthly emails in 2017 - SendGrid

33) On average, stores that send daily emails see a decline of almost 55% in open rate - SmartrMail

34) Stores that send daily emails see a decline of almost 56% in their click-through rate - SmartrMail

35) Stores that send daily emails see a decline of 52% in their revenue over time - SmartrMail

E-Commerce Email Marketing ROI Statistics

36) Email marketing has a 38-to-1 return on investment - DMA

37) Consumers who purchase products through email spend 138% more than those that don’t receive email offers - Hatchbuck

E-Commerce Email List Building Statistics

38) Receiving discounts is the biggest reason that people sign up to email lists, with 85% of subscribers citing this as a reason - Adestra

39) Other than discounts, the top reasons consumers sign up for an email list are: Loyalty or rewards programs (65.9%), Love the brand (40.4%), Ability to participate in product research (35.1%), Contests and sweepstakes (33.2%) - MAPP

40) The average email opt-in rate is 1.95% - Sumo

E-Commerce Welcome Email Statistics

41) Welcome emails are opened 4X more often and clicked 5X more than regular promotional emails - Experian

42) Welcome emails generate 8X more revenue than regular promotional emails - Experian

43) Welcome emails with coupons have 2.5x higher transaction rates than welcome emails without coupons - Experian

E-Commerce Transactional Email Statistics

44) Order confirmation emails have 6 times greater revenue than regular bulk emails - Experian

45) Transaction rates for order confirmation emails are 8 times higher than regular bulk emails - Experian

46) The open rate for order confirmation emails is almost 8 times than that of bulk emails - Experian

47) The click rate for order confirmation emails is more than 4 times than that of bulk emails - Experian

E-Commerce Abandoned Cart Email Statistics

48) The average online shopping cart abandonment rate is 69.23% - Baymard

49) 72% of customers who buy from abandoned cart emails convert in the first 24 hours - Hubspot

50) The top 5 reasons why customers abandon their online shopping carts were: Unexpected shipping costs or conditions at checkout, Browsing for a better price elsewhere, Didn't want to create an account to purchase, Preferred payment was not offered, Got distracted and forgot to complete the order - UPS

51) 52.3% of cart abandonments happen on mobile - SaleCycle

52) 23% of online shippers abandon their carts if they have to create a new account - Kissmetrics

53) Abandoned cart emails have an open rate of 44.1% and a click through rate of 11.61% - SaleCycle

54) 29.9% of clicked abandoned cart emails lead to a recovered purchase back on site - SaleCycle

55) For every abandoned cart email sent, $8.21 in revenue is made - SaleCycle

E-Commerce Win-back Campaigns

56) The read rate for the win-back campaigns is 12% - Return Path

57) 45% of subscribers who received win-back emails read subsequent emails - Return Path

58) Of those subscribers, only 24% read win-back emails - Return Path

E-Commerce Email Automation

59) On average, automated email messages have 71% higher open rates than other marketing emails - Epsilon

60) On average, automated email messages have 152% higher click-through rates than other marketing messages - Epsilon

61) Automated emails can result in conversion rates as high as 50% - eMarketer

62) Automated email campaigns account for 21% of email revenue - DMA

E-Commerce Personalization

63) Up to 31% of ecommerce sites’ revenue can be attributed to personalized product recommendations - Barilliance

64) The open rate for e-mails with a personalized message is more than 30% higher than those without any personalization - Statista

65) Personalized emails delivery 6 times higher transaction rates - Marketing Land

66) Email personalization results in a 56% increase in customer satisfaction - Adestra

67) 80% of consumers indicate are more likely to do business with a company if it offers personalized experiences - Epsilon

68) 94% of customer insights and marketing professionals across multiple industries said personalization is “important,” “very important,” or “extremely important.” - Conversant

69) 35% of Amazon’s consumer purchases come from their personalized recommendation - McKinsey

70) 54% of retailers reported recommendation engines as the key driver of average order value in customer purchase - Forrester

E-Commerce Email Segmentation

71) Segmented and targeted emails generate 58% of all revenue - DMA

72) Revenue from segmented email that covers the whole database has levelled at 22% - DMA

73) Marketers have found that implementing segmented email campaigns can result in an increase of 760% in revenue - DMA

74) 83% of companies are using at least basic segmentation - Adestra

75) 77% of ROI comes from segmented, targeted, and triggered campaigns - DMA

76) 23% of email engagement is a result of segmentation - Marketo

E-Commerce Social Media Statistics

General E-Commerce Social Media

77) 30% of online shoppers say they would be likely to make a purchase from a social media network like Facebook, Pinterest, Instagram, Twitter or Snapchat - BigCommerce

78) 23% online shoppers are influenced by social media recommendations - BigCommerce

79) 84% Of online shoppers in the United States review at least one social media site before making a purchase - SmallBizTrends

Facebook E-Commerce Statistics

80) On average, there are 1.28 billion daily active users - Facebook

81) 85.8% of these daily active users are from outside the US and Canada - Facebook

82) 85% of orders from social media sites come from Facebook - Shopify

83)The average order value for customers referred from Facebook is $55.00 - Shopify

84) Posts with photos get 53% more Likes, 104% more comments, and 84% more click-through - Kissmetrics

85) Posts with 80 characters or less perform better, with 66% more engagement than posts with more than 80 characters - Kissmetrics

86) The average click-through rate for Facebook ads is 0.90% - WordStream

87) The average cost per click (CPC) for Facebook ads across all industries is $1.72 - WordStream

88) The average conversion rate for Facebook ads across all industries is 9.21% - WordStream

89) The average cost per action (CPA) for Facebook ads across all industries is $18.68 - WordStream

E-Commerce Twitter Statistics

90) The average order value for customers referred from Twitter is $46.29 - Shopify

91) The click through rate of Twitter ads is between 1-3% - Fluid

E-Commerce Instagram Statistics

92) 75% of Instagram users take action, such as visiting a website, after looking at an Instagram advertising post - Locowise

93) There are over 500,000 businesses who make use of Instagram as an advertising platform - Instagram

94) The average order value for customers referred from Instagram is $65.00 - Shopify

95) The average cost per click for e-commerce stores advertising on Instagram is $1.03 - Nanigans

Youtube E-Commerce Statistics

96) YouTube has over a billion users - nearly one-third of people online - YouTube

97) Almost 70% of YouTube views come from mobile devices - Business Insider

98) The average order value for customers referred from YouTube is $37.63 - Shopify

99) Video content on YouTube converts at 1.16% - Shopify


As an e-commerce marketer you can't help but be excited for 2018, as the industry is poised for more rapid growth.

It's also great to see that marketing personalization is evolving from a trend to an industry best practice.

Now it's time for you to gather insights from these marketing stats and use them to improve your e-commerce store today!

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Josh Reyes

Josh is the Marketing Coordinator and Content Lead at SmartrMail. When he's not helping stores get smartr with their email marketing, he's likely on the hunt for Melbourne's best fried chicken burger.

Melbourne, Australia

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