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  • 74 Compelling Online Shopping Statistics: 2019 Data Analysis & Market Share

74 Compelling Online Shopping Statistics: 2019 Data Analysis & Market Share

Category: B2B News

The retail industry took a 180-degree turn with the emergence of online shopping. With the speed and convenience of online retail, it has become easier for consumers to get what they want when they want it. Moreover, it allows many businesses to operate without the need for a physical store. However, the online shopping industry can be cutthroat. This is why understanding online shopping statistics is more important now than ever to get ahead of the competition.

In this article, we will be discussing and analyzing data ranging from the market size of online retail to its advantages and disadvantages. We will even tackle the various strategies and technologies that businesses use to remain competitive in the online shopping industry. This way, you can have a better picture as to how you can leverage this for your company.

To further help you in your online retail endeavors, you can also check out this guide to eCommerce software solutions. With this, hopefully, you can understand the kinds of tools you will need to reinforce your operations.

online shopping statistics

General Online Shopping Statistics

Online shopping market statistics reveal that businesses worldwide are engaging more and more of their customers online. With each passing year, the numbers continue to grow in favor of these entrepreneurs. Below, you’ll see there’s an increasing number of digital buyers as well as higher revenues for online shopping in different countries. Moreover, average online store visits per user are becoming more frequent in the past few years.

  • The global online shopping market size is predicted to hit more than $4 trillion in 2020. (Statista, 2019)
  • 10% of total retail sales in the US come from eCommerce sales. (U.S. Census Bureau, 2018)
  • The countries with the leading average eCommerce revenue per shopper are USA ($1804), UK ($1629), Sweden ($1446), France ($1228), Germany ($1064), Japan ($968), Spain ($849), China ($626), Russia ($396), and Brazil ($350). (Invesp)
  • Amazon made up 43.5% of the total online retail market in 2018. (Business Insider, 2019)
  • The total number of digital buyers in the US alone is 258.9 million. (Statista, 2019)
  • 69% of Americans have shopped online. (National Public Radio, 2018)
  • 25% of American adults shop online at least once every month. (National Public Radio, 2018)
  • 1 in every 4 online consumers purchase from eStores once a week. (Invesp)
  • The digital buyers penetration rate across the globe is 47.3% as of 2018. (Invesp)

The Impact of Online Shopping

Online shopping has reshaped the landscape of the retail industry. As you’ll see in the data we’ve compiled, customers have changed their behavior towards shopping. They no longer go from store to store to inquire about a product. Nowadays, all they need to do is look up your products online and by the time they visit your store, they’re ready to purchase with no questions asked.

This only shows how important it is to have an online store in this day and age. By having one at your disposal, you can have a channel through which potential customers can find out about your products without the need to physically visit your store. If you have yet to set up one for your business, you might want to consider using an online store builder or even sign up at an online marketplace.

  • Consumers have a tendency to look up price comparisons (65%), product information (61%), online reviews (49%), product options (35%), and store inventory (16%) online via mobile phone while inside a store. (Global Online Consumer Report, 2017)
  • 30% of consumers say that the channel through which they see a product before purchasing is online shops. This is followed by online ads (15%), online reviews (15%), social media (10%), email (10%), and online articles (7%). (Global Online Consumer Report, 2017)
  • 48% of Gen Xers and Millennials visit company websites or official online stores to research potential online purchases. (Global Online Consumer Report, 2017)

What Online Shoppers Want

Shoppers will always have great expectations from the brands they are interested in but how different are the expectations of online consumers? For starters, statistics show that convenience and personalized shopping experiences are crucial to customer loyalty in the online retail industry. By making transactions simpler and allowing them to find what they need, it is easier to secure conversions. In addition, it pays to provide perks such as free shipping options as well as return policies.

  • People shop online because it lets them shop at any time (88%), find the product they are looking for quickly (88%), save time (84%), and get a better product selection (84%). In addition, there are those who simply didn’t want to line up at the store (78%) and believe that online stores have cheaper prices (76%). (National Public Radio, 2018)
  • 90% of online consumers are fine with waiting longer for a product if the vendor can offer free shipping. (National Public Radio, 2018)
  • 6 in 10 online shoppers read customer reviews before making a purchasing decision. (FourthSource, 2016)
  • For 78% of online consumers, having product reviews on the eStore is important. (National Public Radio, 2018)
  • 39% of people who shop online say that a major influence in the purchasing decision is the availability of a free return policy. (National Public Radio, 2018)

Why Do People Shop Online?

Top reasons of online consumers in 2018

It lets them shop at any time

%

It lets them find the product they want quickly

%

It lets them save time

%

It gives them a better product selection

%

It doesn't require them to line up at the store

%

It gives them better prices

%

Source: National Public Radio

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Online Shopping by Industry Statistics

The online shopping culture may be in full throttle but this doesn’t mean people are buying everything under the sun via the internet. Statistics suggest that online shoppers are quite picky as to what kinds of products they buy online.

Surprisingly fashion is one of the industries that seem to be thriving online. This is despite shoppers not being able to fit the products before purchase. In addition, more and more people worldwide are opting to have groceries delivered.

  • Globally, the top online categories for purchasing are fashion (61%), travel (59%), books and music (49%), IT (47%), and events (45%). (Nielsen Connected Commerce Survey, 2018)
  • In North America, the most lucrative online industries are video gaming (31%), packed groceries (19%), medicine (25%), and alcoholic beverages (9%). (Nielsen Connected Commerce Survey, 2018)
  • In Asia Pacific, the most popular online industries are packed groceries (40%), home care (37%), fresh groceries (35%), and video gaming (30%). (Nielsen Connected Commerce Survey, 2018)
  • 60% of consumers prefer purchasing books, music, movies, and video games online than in-store. (Statista, 2017)
  • 30% of computer and electronics sales worldwide come from online purchases. (The Atlantic, 2019)

Online Fashion Shopping

  • The global fashion eCommerce market is forecasted to reach $765 billion before the end of 2022. (Forrester Research, 2018)
  • The number of online fashion shoppers worldwide are estimated to hit 911 million by 2022. (Forrester Research, 2018)
  • 58% of US adults have bought apparel online. (National Public Radio, 2018)
  • 22% of clothing purchases in 2018 happened online. (The Atlantic, 2019)

Online Grocery Shopping

  • 3% of global grocery sales took place online in 2018. (The Atlantic, 2019)
  • Experts predict that 20% of grocery sales worldwide will be online by 2020. (Forbes, 2018)
  • 20% of shoppers residing in South Korea now buy their groceries online. (The Atlantic, 2019)

Top Categories for Online Shopping

Mobile Shopping Statistics

When’s the last time you spent a whole day without checking your phone? There’s a good chance you haven’t done that since you purchased it and the same could be said about your customers. 

Nowadays, a phone’s use goes beyond calling and texting. With internet access and the various mobile applications available today, your phone can perform the various functions of a computer. In other words, people will be able to shop on-the-go sans the need for a desktop. 

So, while mobile commerce is still not as popular as traditional online shopping, it might be important for you to optimize your store for mobile transactions. This way, you can expand your market and maximize sales. 

  • 1 out of 5 US adults access the internet exclusively through smartphones. (Pew Research Center, 2019)
  • Retail mCommerce sales are predicted to hit $203.94 billion before the end of 2019. (eMarketer, 2019)
  • The mobile online shopping market share is forecasted to make up 67.2% of digital sales in 2019. Furthermore, it is expected to grow to 72.9% by 2021. (Worldwide Retail and eCommerce Sales Report, 2018)
  • The spending per user on mobile eCommerce will increase by up to 228% before 2021. (Worldwide Retail and eCommerce Sales Report, 2018)
  • 64% of eCommerce traffic was generated using mobile phones in the first quarter of 2019. (Salesforce Shopping Index, 2019)
  • Smartphones account for 61% of online store visits globally. Meanwhile, desktop devices only account for 30%. (Statista, 2018)
  • Only 45% of online retail sales came from mobile shopping. 61% are made using desktop devices. (Statista, 2018)

Mobile Shopping by the Numbers

Social Shopping Statistics

Practically everyone is on social media be it individuals, celebrities, politicians, or organizations. So, it’s safe to say that it’s one of the best places to showcase and sell your products. However, not all social media networks are created equal. In the data provided, you will see that some are simply better for social shopping than the others so it is best to be careful about which platforms you will be utilizing for your social shopping campaigns.

  • 87% of online shoppers say that social media is an important factor when it comes to purchasing decisions. (Adweek, 2018)
  • The leading 500 vendors of 2017 yielded almost $6.5 billion from social shopping. (Adweek, 2018)
  • 40% of companies use social media for sales generation. (Forbes, 2018)
  • The social media sites with the highest online shopping market shares are Facebook (38.82%), YouTube (26.38%), Twitter (6.21%), Pinterest (2.13%), Instagram (2.07%), and LinkedIn (1.58%). (Socialnomics, 2018)
  • Pinterest has the highest average order value at $154. It is closely followed by Instagram at $103, Facebook at $69, and Snapchat at $57. (Mobile Marketing Magazine, 2019)
  • 85% of social media purchases are from Facebook. (Shopify, 2018)
  • Almost 25% of modern businesses give their shoppers the option to purchase via Facebook. (Forbes, 2018)

Making the Most Out of Social Commerce

Looking to make sure that your social shopping campaigns are driving sales? You can start by focusing on platforms that your target audience are most likely to use for social shopping. Facebook, Instagram, and Pinterest are only three of the many options you can choose from.

After which, try to study the various features that these platforms offer for online businesses. For instance, Facebook has a marketplace feature that will allow you to sell directly on the platform. Meanwhile, Instagram lets you create shoppable posts so that consumers no longer have to be redirected several times to get to the checkout page.

Lastly, as you’ll see below, it’s important to learn what customers want to see on your social shopping site such as customer reviews and product videos. These will allow them to better assess what you have to offer without having to research extensively on their own.

  • According to 30% of online shoppers, they would purchase from brands through Instagram, Twitter, Pinterest, or Snapchat. (Forbes, 2018)
  • 41% of vendors selling on Instagram utilize the shoppable posts feature as it makes transactions more instantaneous for shoppers. (Shopify, 2018)
  • 23% of people say that reviews and recommendations that they see on social media play a role in their shopping decisions. (Forbes, 2018)
  • 74% of people believe that watching videos on social media and purchasing something online has a direct correlation. (Adweek, 2018)

2018 State of Social Shopping

The leading social media sites for online shopping and their market shares

Facebook

YouTube

Twitter

Pinterest

Instagram

LinkedIn

Others

Source: Socialnomics

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Shopping Cart Abandonment Statistics

Just as shoppers can walk into your store and change their minds about purchasing, online consumers can simply abandon their online shopping carts. You might be thinking that this is completely fine and that there are plenty of other people out there who would purchase from your store but statistics say otherwise.

  • 69.57% of online orders were abandoned in 2018. This is the highest shopping cart abandonment rate since 2014 (68.07%). (Statista, 2019)
  • Cart recovery can increase your revenue by 2.5x. (Jumper, 2019)
  • Cart abandonment can take up to $18 billion in sales every year. (Small Biz Trends, 2016)

Countering Cart Abandonment

So, your customer has abandoned his cart, now what? According to several online shopping reports, there many ways through which you can counter cart abandonment. A good lead would be finding out why they aren’t pushing through with their purchases so you can address the issues quickly.

Secondly, it is important that you optimize your checkout interface. By simply making the process faster and simpler as well as giving them ample payment options, you can easily keep shoppers from choosing a different store.

Most importantly, with the rising popularity of personalized eCommerce, making use of retargeted ads might do you well. This will allow you to generate product recommendations that are tailored to the browsing behavior of each website visitor which can boost the chances of conversion.

  • Digital shoppers abandon their carts because of high shipping costs (63%), faulty discount codes (46%), and long shipping time (36%). In addition, there are those that abandon cart when they are asked to re-enter their credit card details (30%) or their shipping information (25%). (Statista, 2018)
  • Online consumers get turned off by poor checkout user interface. Statistics reveal that they will abandon their cart if the site asks them to create an account (34%), the checkout process is lengthy (26%), the total order cost is not calculated (21%), or there are not enough payment methods (6%). (Baymard Institute)
  • Businesses can recover up to $260 billion in revenue by simply optimizing checkout processes. (Baymard Institute)
  • Follow-up emails concerning abandoned carts have an open rate of 45%. (MailChimp)
  • Shoppers who see retargeted ads on your online shop are 70% more likely to get converted. (Ready Cloud)

Top Reasons for Shopping Cart Abandonment in 2018

63%

The shipping cost is too high

46%

The discount code isn't working

36%

The delivery will take too long

30%

They were asked to re-enter credit card details

25%

They were asked to re-enter shipping information

Source: Statista

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Technology and Online Shopping Statistics

Online retail and technology go hand-in-hand. So, this could only mean that online shopping experiences should evolve as technology does.

Studies suggest that more businesses are using artificial intelligence to accommodate clients and understand customer behavior. Meanwhile, there are those that utilize drones for faster deliveries. On the other hand, more consumers are using voice assistants for transactions.

With these said, if you want to stand out in the online shopping industry, you not only need to offer the best products. It’s a must that you improve the entire shopping experience using technology.

  • Using AI for online store customer support can reduce service volume by 50%. (Jumper, 2019)
  • Using artificial intelligence can boost average order values by 26%. (Salesforce Shopping Index, 2019)
  • 32% of voice assistant users have utilized their smart speakers for product research. Meanwhile, 32% use them to compare product prices. (Adweek, 2018)
  • 25% of people who use voice assistants utilize smart speakers for one-time delivery purchases. Meanwhile, 21% have used it to repurchase things they buy on a regular basis. (Adweek, 2018)
  • 10% of consumers that use Alexa have tried voice shopping several times. (Forbes, 2018)
  • As of 2018, there exist 600,000 commercial drones. On the other hand, almost 50% of US adults are open to receiving deliveries by drone. (Federal Aviation Administration, 2016)

The Rise of AI In Online Shopping

Online Shopping Challenges Statistics

Online shopping has plenty of benefits to offer. However, there are some limitations as to the conveniences it can provide. For instance, you can’t touch the products through the screen and there’s no telling whether the item will look exactly as it did on the website. There’s also the problem with shipping costs. As a result, many consumers still prefer the good ol’ visit to the store.

In addition to the statistics below, you might also want to check out this list of eCommerce challenges. This way, you can prepare for any obstacle that you might encounter while launching your online store.

  • An online shopping report revealed that 56% of consumers still prefer the in-store shopping experience over digital shopping. (NPR/Marist, 2018)
  • Consumers would still purchase most products in-store than online. (Statista, 2017)
  • Despite the rising number of online shoppers, only 2.86% of website visits get converted. (Statista, 2019)
  • Consumers prefer brick-and-mortar stores because they want to see the item first (56%), try on the item (55%), and check if the product looks different (41%). On the other hand, there are those that are concerned with long delivery times (34%), high shipping costs (25%), and the fragility of the item (24%). (Global Online Consumer Report, 2017)

Webstore Management Challenges

Online shopping data suggests that simply having a web store is not enough to draw consumers in. If you truly want to capitalize on digital retail, you will have to pay special attention to how you build and maintain your website.

As we’ve tackled earlier, speed and convenience are two of the top reasons why people shop online in the first place. So, for starters, it is pertinent that you optimize the loading times of your site and make it as mobile-friendly as possible. This way, potential customers access your catalog as quickly and easily as possible.

  • The average time online consumers stay on eStores dropped to only 4 minutes and 12 seconds. (Salesforce Shopping Index, 2019)
  • 40% would abandon websites that would take 3 or more seconds to load. (Forbes, 2019)
  • 47% of online shoppers expect webpages to load in less than 2 seconds. (KISSmetrics)
  • 79% of shoppers that experience issues with web performance are less likely to get converted. (KISSmetrics)
  • 52% of people say that the speed at which a website loads is crucial for customer loyalty. (KISSmetrics)
  • A one-second delay on your webpage can decrease customer satisfaction by 16%. Consequently, it results in a 7% reduction in conversions. (KISSmetrics)
  • Users that didn’t have a pleasant mobile browsing experience are 62% less likely to purchase from the brand. (Google, 2018)

Percentage of shoppers who prefer in-store shopping

What Do These Online Shopping Facts Mean for Your Business?

There’s nothing quite like purchasing items within the comfort of your own home. With just a click of a button, you can purchase products and have them delivered straight to your doorstep. After all, not everybody has the flexibility to include a trip to the mall in their daily routine. That said, it’s not surprising that the online retail industry is flourishing.

The question now would be is it necessary for you to have an online store of your own? Well, it’s a yes and a no.

As you have read from our compilation of statistics, brick-and-mortar stores still have an advantage over online shopping. There are many consumers who prefer the experience of browsing in a shop. This is because it allows them to assess the items they want in the flesh. However, that is not to say that investing in online shopping won’t benefit you.

Giving your consumers the option to check out what your store has to offer online can expand your reach and boost customer loyalty. Furthermore, online shopping is what can help you bridge the gap between your business and consumers want to browse products without having to interact with sales personnel.

To sum up, we hope that this compilation of online shopping statistics gave you a better idea of the changes in the industry. This way, it is easier to plan how you can keep up with competitors in the coming years. If you are looking to explore this option for your company, there are plenty of eCommerce software for small business and large companies to choose from. Just be sure to choose which one is most compatible with your business model and can offer you functionalities that can easily adapt to your existing workflows.

By Nestor Gilbert

Senior writer for FinancesOnline. If he is not writing about the booming SaaS and B2B industry, with special focus on developments in CRM and business intelligence software spaces, he is editing manuscripts for aspiring and veteran authors. He has compiled years of experience editing book titles and writing for popular marketing and technical publications.

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