Author: Petya Grozdarska

Top Stats To Consider In 2017: E-commerce

Posted by in E-commerce

Going forward is impossible if you don’t take some time to evaluate what’s been done and how you can make it better in the future.

The same goes for your e-commerce business. Looking at analytics, comparing numbers and reading stats is crucial for the development of your business.

We’re going to help out with your homework though with this summary of the most important e-commerce stats from the industry. Learn what mistakes to avoid and what to focus on!


  • Promotions are one of the most common types of email in retail, so it’s not surprising to see them dominate personalization in this channel. What is surprising is that only 39% of retailers send personalized product recommendations via email. (Certona)
  • Less than 10% of Tier 1 retailers believe they are highly effective at personalization, while around 30% report having limited or no capability to support personalization efforts. (Gartner)
  • As the most effective SEO tactic was pointed out to be relevant content creation (backed up by 72% of the marketers). (Ascend2, 2015)
  • Nearly three-fourths (74%) of online consumers get frustrated when content (offers, ads, promotions) appears to have nothing in common with their interests. (Hubspot)
  • A study by Experian shows that personalized subject lines get 6 times higher open rates than those which are not personalized. So many letters are sent every day, but only few are open and even fewer – acted upon. (Experian)

personalization stats

Product research

  • 81% of customers share that they conduct online research before making big purchases. (Retailing Today, 2014)
  • In another research, 44% of people admitted they go directly to Amazon to start their product searches. About 34% of the respondents said they use search engines to search for products. (Bloomreach, 2015)
  • 97% of consumers turn to a search engine when they are buying a product vs. 15% who turn to social media. (Conductor)
  • A very large part (88%) of consumers trust online reviews as much as a personal recommendation. (Search Engine Land)
  • It’s calculated that consumers spend an average of 79 days gathering information before making a major purchase. (GE Capitol)
  • About 33% of men and 38% of women don’t buy online because they want to touch the product before the buy it. (


  • Mobile commerce makes up 30% of all U.S. e-commerce. (Internet Retailer, 2015)
  • Mobile taking over! More Google searches take place on mobile devices than on computers in 10 countries including the U.S. and Japan. (Google, 2015)
  • 34% of online retail purchases now happen on mobile devices. (Google, 2016)

Conversion and purchasing

  • Only about 22% of businesses are satisfied with their conversion rates. (Econsultancy, 2016)
  • For every $92 spent acquiring customers, only $1 is spent converting them. (Econsultancy, 2016)
  • 85% of all consumer purchases are made by women, including everything from autos to health care. (Greenfield Online)
  • 35% of American smartphone users have purchased through their mobile device, 68% of those within the last month. However, 65% still prefer to purchase while on their computer. (Google)
  • 38% of people buy online because of low prices. (
  • 5-20% is the probability of selling to a new prospect. 60-70% is the probability of selling to an existing customer. (Marketing Metrics)
  • When shopping online, 58% of women and 44% of men are concerned about the cost of shipping. (Three Deadly Venoms)
  • 62% of online shoppers are brand loyal. (Interbrand)

conversion stats

Customer satisfaction

  • 83% of consumers require some degree of customer support while making an online purchase. (stats: eConsultancy)
  • 81% of shoppers conduct online research before making big purchases. (Retailing Today, 2014)
  • 76% of consumers believe the customer service they received shows how the company values them as a customer. (Aspect Consumer Experience Survey)
  • It takes 12 positive customer experiences to make up for 1 negative experience. (Parature)
  • 80% of companies say they deliver “superior” customer service while only 8% of customers feel the same way (Lee Resources)
  • 75% of consumers believe it takes too long to reach a customer service agent (Harris Interactive)

In Conclusion About E-commerce

Digital marketing and online sales are changing and evolving constantly. Content personalization, relevant offers, top customer service seem to be rising as the most effective way to reach customers and to influence consumer satisfaction. To make sure you are getting the most out of your digital marketing and sales strategy, take the time to learn the trends and review the crucial stats and insights in this post.

Do these facts help you to better understand online consumer behavior? Will you use these stats to change something you do in your digital strategy? Do you need help with conversion, sales, and online optimization?

This blog post is the first in the series “Top Stats To Consider In 2017“. To make sure you are getting the most out of your digital marketing and sales strategy, take the time to learn the trends and review the crucial stats and insights in this post. Share with us in the comments below what else you’d like to gain insights about.