Ecommerce Statistics in 2023 (Latest U.S. and Global Data)
The only certainty in ecommerce industry is consistent change.
Ecommerce statistics show that ecommerce is still growing fast and shoppers have higher expectations for brands than ever before.
Ecommerce Statistics
Overview of statistics on ecommerce:
- Global ecommerce revenue is projected to reach $8.1 trillion by 2026.
- There are 32.7 million ecommerce stores globally, 39% in the U.S.
- There are 218.8 million online shoppers in the U.S., 2.4 billion globally.
- Avg. ecommerce conversion rate is 1.72%, cart abandonment rate 71.98%, and return rate 16.5%.
- Top reasons for shopping online are lower prices (30%), convenience (22%), and free shipping (11%).
- 89% of consumers check reviews before purchases, 56% start from Amazon.
- Mobile accounts for 59.9% of global ecommerce revenue, desktop 37.5%.
- Digital wallets account for 49% of global ecommerce sales, credit cards 21%.
- Ecommerce email marketing returns on average $45 for every $1 spent.
1. Global ecommerce revenue is projected to reach $8.1 trillion by 2026.
According to recently updated Insider Intelligence ecommerce growth statistics (2022), global ecommerce revenue is projected to reach $8.1 trillion by 2026. (1)
Ecommerce is projected to account for 24% of global retail sales by 2026.
| Global | 2022 | 2023 | 2024 | 2025 | 2026 |
| Retail Ecommerce Sales | $5.717 T | $6.310 T | $6.913 T | $7.528 T | $8.148 T |
| % of Total Retail Sales | 19.7% | 20.8% | 21.9% | 23.0% | 24.0% |
| % of Ecommerce Sales Growth | 9.7% | 10.4% | 9.6% | 8.9% | 8.2% |
*Sales numbers are in USD.
Global ecommerce revenue in 2023 is projected to reach $6.3 trillion and account for 20.8% of global retail sales.
Ecommerce revenue in the U.S. is projected to reach $1.7 trillion by 2026.
According to Insider Intelligence U.S. ecommerce statistics (2022), ecommerce revenue in the U.S. is projected to reach $1.7 trillion by 2026. (2)
| U.S. | 2022 | 2023 | 2024 | 2025 | 2026 |
| Retail Ecommerce Sales | $1.050 T | $1.177 T | $1.322 T | $1.486 T | $1.672 T |
| % of Ecommerce Sales Growth | 9.4% | 12.1% | 12.3% | 12.4% | 12.5% |
*Sales numbers are in USD.
In 2023, the ecommerce revenue in the U.S. is projected to grow 12.1% and reach $1.18 trillion.
The projected ecommerce growth rate in the U.S. will be just over 12% until 2026, while the global growth rate will stay in the high single digits.
Global ecommerce growth dropped to single digits for the first time in 2022.
According to Insider Intelligence ecommerce sales statistics, for the very first time, global ecommerce growth dropped to single digits in 2022. (3)
| Ecommerce | 2022 | 2023 | 2024 | 2025 | 2026 |
| Global Sales Growth | 9.7% | 10.4% | 9.6% | 8.9% | 8.2% |
| U.S. Sales Growth | 9.4% | 12.1% | 12.3% | 12.4% | 12.5% |
This deceleration is especially notable because, since 2010, worldwide ecommerce sales growth had always been over 20% per year.
In 2023, global ecommerce sales are expected to grow by 10.4% and in the high single digits again until 2026.
In 2023, U.S. ecommerce sales are expected to grow by 12.1% and stay over 12% until 2026. (ab)
2. There are 32.7 million ecommerce stores globally, 39% in the U.S.
According to BuiltWith global ecommerce statistics (2022), there are 32.7 million ecommerce stores globally. (4)
| Rank | Country | % of Stores | Ecommerce Stores |
| Total | Worldwide | 100% | 32,674,541 |
| #1 | United States | 39% | 12,657,230 |
| #2 | United Kingdom | 4% | 1,364,942 |
| #3 | Brazil | 2% | 813,423 |
| #4 | Germany | 2% | 802,083 |
| #5 | Australia | 2% | 685,606 |
| #6 | France | 2% | 630,848 |
| #7 | Russia | 2% | 593,602 |
| #8 | Italy | 2% | 532,882 |
| #9 | Canada | 2% | 507,389 |
| #10 | India | 1% | 418,148 |
*Percentages do not round up to 100, as only top countries are listed.
About 39% (12.7 million) of all ecommerce stores in the world are in the U.S.
About 1.4 million (4%) ecommerce stores in the U.K., 813 thousand (2%) in Brazil, and 802 thousand (2%) in Germany.
Shopify is the most popular ecommerce platform in the world.
According to BuiltWith ecommerce software statistics, Shopify is the most popular ecommerce platform in the world, making up 17.75% (4.4 million) of all ecommerce stores. (4)
| Platform | % of U.S. | U.S. Stores | % of Global | Global Stores |
| Shopify | 25.55% | 2,858,269 | 17.75% | 4,418,121 |
| Wix | 24.71% | 2,764,141 | 17.47% | 4,347,725 |
| WooCommerce | 15.85% | 2,005,919 | 11.83% | 3,866,750 |
The second most popular ecommerce platform in the world is Wix, making up 17.47% (4.3 million) of all ecommerce stores.
The third most popular ecommerce platform in the world is WooCommerce, making up 11.83% (3.9 million) of all ecommerce stores.
3. There are 218.8 million online shoppers in the U.S., 2.4 billion globally.
According to Insider Intelligence digital commerce statistics, there are 218.8 million online shoppers in the U.S. in 2023. (2)
The number of online shoppers in the U.S. is expected to grow by 6.3% in 2023.
| U.S. | 2022 | 2023 | 2024 | 2025 | 2026 |
| Online Shoppers | 214.7 M | 218.8 M | 233.0 M | 226.8 M | 230.6 M |
| Shoppers Growth | 1.9% | 6.3% | 2.7% | 1.7% | n/a |
| Dollars Spent per Shopper | $4,892 | $5,381 | $5,929 | $6,554 | $7,250 |
| Dollars Growth | 9.5% | 9.7% | 10% | 10.1% | n/a |
The average online shopper in the U.S. spends about $448 per month or $5,381 per year online.
The number of online shoppers in the U.S. is projected to reach 230.6 million by 2026.
The average online shopper in the U.S. is projected to spend about $604 per month or $7,250 per year by 2026.
There are 2.14 billion online shoppers globally, 27% of the world population.
According to Statista ecommerce demographics data (2021), there are 2.14 billion online shoppers globally. (5)
| Location | Online Shoppers | % of Population | World Population |
| U.S. | 218.8 million | 65% | 334.3 million |
| Global | 2.14 billion | 27% | 7.94 billion |
The 2.14 billion online shoppers make up approximately 27% of the 7.94 billion people in the world. (6)
This means roughly 1 in 4 people in the world shops online.
The data also shows that about 65% (218.8 million) of the American population shops online.
4. Avg. ecommerce conversion rate is 1.72%, cart abandonment rate 71.98%, and return rate 16.50%.
According to the latest IRP Commerce ecommerce conversion statistics (2022), the average global ecommerce conversion rate is 1.72% (for real purchases only). (7)
The general consensus is that the average ecommerce conversion rate is between 1-3% across all industries. In most cases, this is a safe range to measure against.
| Global Ecommerce KPIs (averages) | In 2022 (latest) |
| Average Conversion Rate (purchase) | 1.72% |
| Average Order Value (AOV in USD) | $116.72 |
| Add-to-Cart Rate | 7.00% |
| Cart Abandonment Rate | 71.98% |
| Purchase Return Rate | 16.50% |
| Purchase Session Length | 15m 5s |
| Retail Ecommerce Margin | 7.00% |
| Retail Ecommerce Pre-Tax Profit Margin | 1.30% |
| Cost Per Sales from Marketing Cost (CPA%) | 8.80% |
The IRP Commerce data also shows that the average global ecommerce order value is $116.72 (2022).
The average global ecommerce cost per acquisition (CPA%) is 8.8% of total marketing cost. CPA% Formula: Total Marketing Cost / Total Revenue * 100.
- According to Dynamic Yield XP2 data (2022), the average global ecommerce add-to-cart rate is 7% and the cart abandonment rate is 71.98%. (8)
- According to ContentSquare data (2022), the average global purchase session length is 15 minutes and 5 seconds. (9)
- According to Statista data (2022), the average retail ecommerce margin is 7% and the pre-tax profit margin is only 1.3%. (10)
- According to National Retail Federation data (2022), the average ecommerce purchase return rate is 16.5%. (11)
5. Top reasons for shopping online are lower prices (30%), convenience (22%), and free shipping (11%).
According to Amazon Consumer Behavior Report statistics for ecommerce (2022), the top reasons for shopping online are lower prices (30%), convenience (22%), and free shipping (11%). (12)
| Rank | Reasons to Shop Online | Shoppers (2022) |
| #1 | Lower prices | 30% |
| #2 | Convenience | 22% |
| #3 | Free shipping | 11% |
| #4 | Good customer service | 7% |
| #5 | Product availability | 8% |
| #6 | Safety and fast checkout | 5% |
| #7 | Option for delivery | 5% |
| #8 | Product assortment | 3% |
| #9 | Safety and options for curbside | 3% |
| #10 | Promotions | 2% |
Interestingly enough, the least important reasons to shop online are product assortment (3%), safety and options for curbside (3%), and promotions (2%).
The ecommerce report also found that 53% of Americans make an online purchase at least weekly and nearly 10% daily.
In addition, 56% of consumers say that more than half of their online purchases are spontaneous.
6. 89% of consumers check reviews before purchases, 56% start from Amazon.
According to Trustpilot ecommerce market statistics (2020), 89% of consumers globally check reviews online before making purchases. (13)
| Consumer Behaviors | Global Consumers |
| Do not trust social media influencers | 96% |
| Check reviews online before making purchases | 89% |
| Prefer to buy from a responsive company over one that appears perfect | 64% |
| Would stop using platforms that they knew they were censoring reviews | 62% |
| Would buy a product with a large number of reviews and an average rating over a product with a small number and an excellent rating | 55% |
| Select positive consumer reviews in their top 3 purchase influences | 49% |
The ecommerce data also shows that 55% of consumers would buy a product with a large number of reviews and an average rating over a product with a small number and an excellent rating.
56% of consumers start their buyer journey search from Amazon.
According to Amazon Consumer Behavior Report retail ecommerce statistics (2022), 56% of consumers start their buyer journey search from Amazon, 21% from Google, and 12% from Walmart. (12)
| Buyer Journey | Amazon | Walmart | |
| Start Search | 56% | 21% | 12% |
| Check Prices | 74% | 32% | 50% |
| Check Reviews | 72% | 32% | 34% |
About 74% of consumers check Amazon prices, 32% Google prices, and 50% Walmart prices.
About 72% of consumers check Amazon reviews, 32% Google reviews, and 34% Walmart reviews.
7. Mobile accounts for 59.9% of global ecommerce revenue, desktop 37.5%.
According to IRP Commerce ecommerce business statistics (2022), mobile accounts for 59.9% of global ecommerce revenue, desktop 37.5%, and tablet 2%. (7)
| Global Ecommerce | Mobile | Tablet | Desktop |
| Traffic | 70.92% | 2.00% | 27.08% |
| Revenue | 59.90% | 2.60% | 37.50% |
According to Dynamic Yield XP2 data, mobile accounts for 70.92% of global ecommerce revenue, desktop 27.08%, and tablet 2.6%. (14)
The current data confirm a known fact that desktop ecommerce traffic converts better than mobile traffic.
| Rank | Ecommerce Traffic Sources | Global Percentage |
| #1 | Paid search | 50.5% |
| #2 | Direct | 29.0% |
| #3 | Email marketing | 10.6% |
| #4 | Affiliate marketing | 8.8% |
| #5 | Paid social media | 1.1% |
According to IRP Commerce ecommerce traffic statistics (2022), about 50.5% of global ecommerce traffic is driven through paid search channels. (7)
About 29% of global ecommerce data is based on direct traffic, 10.6% comes from email marketing, and 8.8% is through affiliate marketing.
Mobile ecommerce in the U.S. is projected to reach $728.28 billion by 2025.
According to Insider Intelligence data, mobile ecommerece in the U.S. is projected to reach $728.28 billion or 44.2% of retail ecommerce by 2025. (15)
| U.S. | 2022 | 2023 | 2024 | 2025 |
| Mobile % of total retail ecommerce sales | 40.1% | 41.5% | 42.9% | 44.2% |
| Retail mobile ecommerce sales | $436.75 B | $523.87 B | $620.97 B | $728.28 B |
| Mobile sales growth | 21.5% | 19.9% | 18.5% | 17.3% |
In 2023, mobile ecommerce in the U.S. is projected to reach $523.87 billion or 41.5% of total retail ecommerce.
8. Digital wallets account for 49% of global ecommerce sales, credit cards 21%.
According to FIS Global ecommerce industry statistics (2022), digital wallets account for 49% of global ecommerce sales and credit cards 21%. (16)
| Payment Methods | North America | Europe | Global |
| Digital wallet | 29% | 27% | 49% |
| Credit card | 31% | 25% | 21% |
| Debit card | 21% | 17% | 13% |
| Bank transfer | 8% | 14% | 7% |
| Buy now, pay later | 4% | 8% | 3% |
| Cash on delivery | 2% | 2% | 3% |
| Direct deposit | n/a | n/a | 1% |
| Prepay | 2% | 1% | 1% |
| Other | 1% | 1% | 1% |
| Prepaid card | 1% | 1% | 1% |
| Postpay | n/a | n/a | 1% |
The top ecommerce payment methods in North America are credit cards (31%), digital wallets (29%), and debit cards (21%).
The top ecommerce payment methods in Europe are digital wallets (27%), credit cards (25%), and debit cards (17%).
Interestingly enough, the buy now, pay later (BNPL) is more common in Europe (8%) than in North America (4%).
9. Ecommerce email marketing returns on average $45 for every $1 spent.
According to Litmus ecommerce email marketing statistics, ecommerce email marketing returns on average $45 for every $1 spent (4,400% ROI). (17)
| Industry | Email ROI % | For Every $1 Spent |
| Retail, ecommerce, consumer goods | 4,400% | $45 ROI |
| Marketing, PR, advertising agencies | 4,100% | $42 ROI |
| Software, technology | 3,500% | $36 ROI |
| Media, publishing, events, sports, entertainment | 3,100% | $32 ROI |
Marketing, PR, and advertising agencies have an average ROI of $42 for every $1 spent (4,100%) on email marketing.
Software and technology have an average ROI of $36 for every $1 spent (3,500%) on email marketing.
Media, publishing, events, sports, and entertainment have an average ROI of $32 for every $1 spent (3,100%) on email marketing.
References
- Insider Intelligence. 2022. Worldwide Ecommerce Forecast Update 2022. Link
- Insider Intelligence. 2022. Stripe slashes internal valuation amid rocky U.S. economic outlook. Link
- Insider Intelligence. 2022. Worldwide ecommerce growth drops to single digits while overall retail muddles through. Link
- BuiltWith. 2023. eCommerce Usage Distribution on the Entire Internet. Link
- Statista. 2021. Number of digital buyers worldwide from 2014 to 2021. Link
- U.S Census Bureau. 2023. U.S. and World Population Clock. Link
- IRP Commerce. 2023. Ecommerce Market Data and Ecommerce Benchmarks. *CRO, AOV, and CPA numbers are averages for the full 2022 year. Link
- XP2 by Dynamic Yield. 2023. eCommerce statistics and KPI benchmarks. Link
- Contentsquare. 2022. 2022 Digital Experience Benchmark Report. Link
- Statista. 2022. From frenzy to fall: is eCommerce back to normal? Link
- National Retail Federation. 2022. 2022 Retail Returns Rate Remains Flat at $816 Billion. Link
- Feedvisor. 2022. The 2022 Amazon Consumer Behavior Report. Link
- Trustpilot. 2020. The critical role of reviews in Internet trust. Link
- XP2 by Dynamic Yield. 2023. Device usage statistics for eCommerce. Link
- Business Insider. 2022. Rise of Mcommerce: Mobile Ecommerce Shopping Stats & Trends in 2022. Link
- FIS Global. 2022. The Global Payments Report. Link
- Litmus. 2022. The ROI of Email Marketing. Link
