99 Must Know E-Commerce Marketing Statistics for 2019

99 Must Know E-Commerce Marketing Statistics [Updated 2022]

99 Must Know E-Commerce Marketing Statistics 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 Marketing 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

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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) Mobile cart abandonment rate is the highest of all devices, at 85.65% – Hotjar

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 39.07% and a click through rate of 23.33%% – Hotjar

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

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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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