Forty Stats Every Ecommerce Marketer Should Know in 2021

by Pure360

2020 has been an interesting year for eCommerce, to say the least.

Ecommerce marketers have been faced with challenges of supply and demand, increased competition, new audiences, and of course just getting through the pandemic.

So, whether you’re a marketer in this industry who is trying to predict the eCommerce landscape, wanting to get your new year strategy in order, or are simply looking for some relevant statistics, Pure360 has put together a selection of the latest and greatest eCommerce statistics to help guide you through 2021.

Ecommerce buyers

1. In 2021, over 2.14 billion people worldwide are expected to buy goods and services online (Statista).

2. In the UK, those aged 25 to 34 purchased the most in 2020. Those over 65 purchased the least (Statista).

3. Men spend 68 per cent more online than women (KPMG).

4. Gen X make the most online purchases per year (18.6 per cent), followed by millennials (15.6 per cent) and baby boomers (15.1 per cent; KMPG Global).

5. The largest group of digital buyers in the US were millennials aged 25 to 34 years in 2020. The second-largest group were 35- to 44-year-olds  (Statista).

6. The amount of regular online shoppers over 55 has tripled in 2020 (Waitrose).

7. Thirty-nine per cent of retailers say women are more likely to abandon their online shopping carts (Barclaycard).

Shopping preferences

8. It’s predicted that 95 per cent of retail purchases will be made online by 2040 (Nasdaq).

9. Online sales accounted for 14.1 per cent of all retail sales worldwide in 2019. This figure is expected to reach 22 per cent in 2023 (Statista).

10. Eighty-five per cent of consumers prefer free shipping over fast shipping (Deloitte).

11. Forty per cent of consumers have made a purchase via Facebook, 13 per cent have made a purchase through Instagram, and 12 per cent have made Pinterest purchases (Avionos).

12. Twenty-nine per cent of consumers use or plan to use chatbots to shop online (Narvar).

13. Sixty-six per cent of millennials prefer waiting for a product to go on sale before purchasing it (Mindshare).

14. Fifty-four per cent of shoppers will purchase products left in their basket if they are offered at a lower price (nchannel).

15. Retailers identify millennial shoppers (aged 25 to 34) as the most indecisive online, followed by 18- to 24-year-olds (Barclaycard).

16. Organic and email are the largest sources of traffic to eCommerce sites (SocialMediaToday).


17. The average items per online order increased by 60 per cent during COVID-19 (Contact Pigeon).

18. In August 2020, online gift stores saw over 490 per cent year-over-year growth in GMV (gross merchandise value; Wix).

19. Fifty-four per cent of millennials say that coronavirus has already significantly or somewhat impacted their purchase decisions (CNBC).

20. Forty-four per cent of consumers tried new brands during COVID-19 (Arlington Research).

21. Forty-three per cent of shoppers now feel more positive about shopping online (Wunderman Thompson Commerce).

22. The food and groceries industry saw the biggest increase in online sales, with 605 per cent growth from January to April 2020 (Wix).

B2B eCommerce

23. The global B2B eCommerce industry was valued at $12.2 trillion in 2019 (Statista).

24. Mobile commerce influences, on average, more than 40 per cent of revenue in leading B2B organisations (BigCommerce).

25. B2B buyers make an average of 12 searches before engaging with a brand’s website (Google).

26. Seventy-eight per cent of B2B retailers report they have been selling online for two to five years (BigCommerce).

27. US B2B eCommerce will reach $1.8 trillion and account for 17 per cent of all B2B sales in the US by 2023 (Forrester).

Abandoned basket

28. Twenty-seven per cent of online baskets were abandoned because the checkout process was too complex or because the site was slow (Annex Cloud).

29. Extra costs, like shipping fees, are the biggest reason why shoppers abandon their online baskets (Baymard).

30. Forty-one per cent of British shoppers have abandoned a transaction at a virtual check-out in 2018, compared to 24 per cent who have walked away from a purchase in-store (Barclaycard).

31. Forty-one per cent of abandoned basket emails are opened and nine per cent are clicked (Klaviyo).

32. Abandoned baskets cost marketers about two to four trillion dollars per year (Annex Cloud).

33. Brits abandon online baskets worth almost £30 (£29.37) a month, potentially resulting in more than £18 billion of lost sales each year (Barclaycard).

34. The average online cart abandonment rate is 69.57 per cent (Baymard).

35. Studies show that basket abandonment is most common between 6 and 9 pm (Annex Cloud).

Social proof

36. The average consumer reads 10 reviews before feeling able to trust a business (Bright Local).

37. Eighty-three per cent of users think reviews older than three months aren’t relevant anymore (Bright Local).

38. Eighty-four per cent of consumers’ purchasing decisions are influenced by recommendations from somebody they know (Deloitte).

39. Customers spend 31 per cent more money with businesses that have excellent online reviews (Bright Local).

40. Thirty per cent of online consumers have posted product feedback online (KPMG).