The 2023 ecommerce landscape is shaped by new growth projections, changing consumer behaviors, emerging demographics, and the role of social media. Ecommerce trends accelerated by the pandemic and economic uncertainty are here to stay—including ecommerce as a growing percentage of retail sales.
Here are our top findings:
- Ecommerce is booming: US sales topped $1 trillion for the first time in 2022, with ecommerce poised to make up for a quarter of global retail by 2026.
- Mobile is leading the way: 44% of ecommerce sales are expected to come from mobile devices by 2025.
- Global powerhouses: China, US, UK, Japan, and South Korea lead the ecommerce race.
- Conversion is challenging: With an average rate of just 2%, ecommerce conversion demands optimized strategies.
- Fraud is on the rise: 75% of merchants saw an increase in ecommerce fraud post-COVID, ultimately costing $41 billion in 2022.
We’ve compiled a total of 38 ecommerce statistics—broken into seven categories—to help you learn more about the world of online shopping in 2023.
General Ecommerce Statistics
1. Ecommerce is predicted to make up close to a quarter of total global retail sales by 2026
With the continued growth of ecommerce, Statista forecasts it will make up 24% of all retail sales worldwide by 2026, up from 18.8% in 2021. That’s equal to more than $8 trillion.
2. US ecommerce sales accounted for 14.6% of the country’s total retail sales in 2022
3. US ecommerce sales crossed a massive threshold in 2022: $1 trillion
In 2022, the US ecommerce market surpassed $1 trillion in sales for the first time, reaching a total of $1.03 trillion. Before the pandemic, most sources did not forecast US ecommerce reaching the trillion-dollar milestone until 2024.
4. In the US, ecommerce sales are expected to grow by 13.8% across retail sectors in 2023
Ecommerce growth estimates for 2023 range from 9% to 23% across a variety of retail sectors. Auto and parts took the lead with an anticipated 22.7% increase, followed by jewelry at 21.3% and food and beverage at 19.6%.
5. Global ecommerce sales are set to more than double pre-pandemic levels by 2025
In 2019, before COVID-19 and lockdowns forced the rapid expansion of the ecommerce world, ecommerce was valued at $3.4 trillion globally. Insider Intelligence anticipated that ecommerce sales would be up by 12.8% year-over-year, but they increased by 25.7% in 2020—and are poised to hit $7.4 trillion by 2025, over twice the value of the 2019 ecommerce market.
6. 69% of books, music, and videos are purchased online
Of everything you can purchase online, entertainment (books, music, and movies) is the category with the largest majority of online versus in-store revenue. Nearly 70% of entertainment purchases are made online, with the next highest category being electronics and computers at 53%.
The purchasing of entertainment online is a trend that is being driven by Gen Z. You can learn more about this powerful new purchasing class with our article on retail statistics.
7. There are currently 9.1 million online retailers in the world, 2.5 million of them in the US
The ecommerce industry is growing rapidly and new stores are popping up every day. According to Etailinsights, as of 2022, there are over 9.1 million online retailers globally, with 2.5 million in the US alone.
8. The ecommerce success rate is less than 20% for new businesses
Only 10%–20% of ecommerce businesses succeed, with most failing in the first 120 days. As the ecommerce sector grows, so does the need for businesses to constantly innovate and adapt to new market trends.
9. The top reasons that ecommerce startups fail are insufficient funding and lack of consumer demand
According to CB Insights, 38% of failed ecommerce businesses attribute their downfall to running out of cash and/or inability to raise new capital. Another 35% said that it was due to the product having no market need. The next most common reasons for ecommerce failure are steep competition, legal challenges, and pricing issues.
10. 96% of retailers increased their ecommerce budget in 2022
The COVID-19 pandemic proved that retailers need an effective online presence to meet their sales goals. As a result, a survey from Verifone found that 96% of merchants made plans to increase their ecommerce budget in 2022. Specifically, sellers increased their budgets surrounding digital marketing (42%), online sales (30%), ecommerce platforms and channels (29%), and product/supply chains (25%).
Increase your bottom line and drive your business with these ecommerce marketing strategies.
Mobile Ecommerce Statistics
11. Mobile commerce sales reached $415.9 billion in 2022
Insider Intelligence reports that retail mcommerce sales (transactions made on mobile devices) saw an increase of 9.9% over 2021, coming in at $415.93 billion in 2022.
12. Mobile sales are anticipated to account for 8.7% of retail transactions by 2026
A report from eMarketer projects that by 2026 mobile sales will account for 8.7% of all retail sales, up from 6% in 2022. In 2023, it’s estimated that 6.5% of all retail sales will take place on a mobile device.
If you are ready to get your website into shape so that you can capitalize on mobile sales, check out our article on the best ecommerce platforms.
13. Mcommerce is anticipated to account for over 44% of ecommerce sales by 2025
According to Insider Intelligence, by 2025 mobile commerce sales should reach $728.28 billion and account for 44.2% of US retail ecommerce sales.
Global Ecommerce Statistics
14. China accounts for about half of all online sales worldwide
China leads the ecommerce market with sales that totaled over $2.8 trillion in 2022. It also boasts 842.1 million digital buyers—the largest number in the world—which accounts for 39.4% of the global tally. In 2022, ecommerce sales in the US amounted to about 36% of China’s sales for the same year.
15. The top five ecommerce markets by sales have remained the same since 2018
eMarkter predicts that the top ecommerce markets—China, the US, the UK, Japan, and South Korea—will stay in place through 2025, until they make way for emerging markets.
16. Brazil, Argentina, and Turkey are the fastest-growing ecommerce markets in the world
From 2023 to 2027, Brazil, Argentina, and Turkey’s retail ecommerce sectors are projected to experience compound annual growth rates (CAGR) of over 14%. India and Mexico are also in the top five for growth.
17. The Canadian ecommerce market is expected to reach $81.7 billion in sales this year
Canadian buyers have embraced online sales, making it a promising market for local and US-based sellers alike. The country’s ecommerce market is projected to grow at a rate of 8.1% annually, reaching $111.6 billion USD by 2027.
Conversion Rate Ecommerce Statistics
18. The average conversion rate among ecommerce businesses is around 2%
Shopping micro-moments and more time online have certainly increased traffic for online retailers. However, very little of this traffic actually becomes buying customers, with ecommerce conversion rates at only around 2% across industries (it fluctuates monthly).
19. Incorporating augmented reality (AR) into your online site can increase conversions rates up to 40%
Using 3D and AR technologies in your online shopping platform can boost conversion rates up to 40% by increasing buying confidence. This technology also boosts post-purchase satisfaction and reduces returns.
Related: Learn more about ecommerce return rates.
Consumer Trends Ecommerce Statistics
20. 74% of US consumers said they would continue shopping online instead of in stores, even after the COVID-19 pandemic ended
Even though stores are opening back up and people are eager to resume their lives, one thing that most Americans don’t want to change after the pandemic is their shopping habits. In fact, in a report from ShipStation, nearly three-quarters of Americans say their preference is to continue to shop online even after the pandemic ends. Some habits just aren’t going to break as we enter the “new normal.”
21. Millennials aged 25 to 34 years accounted for the largest group of digital buyers in the US in 2022
As of 2022, there were 41.8 million online shoppers between the ages of 24 and 35 in the US, making up the largest group of digital buyers. The second-largest online buyer audience was 35- to 44-year-olds, followed by 65+ shoppers.
22. 51% of US consumers have purchased clothing online in the last 12 months
Of all the retail categories, clothing is the most commonly purchased via ecommerce. In a survey from Statista looking at ecommerce in the US, 51% of consumers had bought a piece of clothing in the last 12 months. Shoes followed at 42% and then consumer electronics with 27%.
23. 63% of online shoppers in the US research online when planning a major purchase
While impulse shopping is certainly a part of the ecommerce industry, 63% of shoppers say that they do research online when making major purchases. Online shopping is important for larger purchases because people can price compare and see lots of options without committing.
For example, Statista noted that consumer electronics and household appliances were highly searched shopping terms. However, people still tend to make their final purchases in-store for these products.
24. Seven in 10 consumers shop in ‘micro-moments’
With the rise of technology and the aftermath of COVID-19, consumers are spending 10% to 30% more time online. This has led to 70% of shoppers saying they do their shopping in micro-moments, or unplanned, short online shopping excursions most often done on mobile devices and apps. Of these, 35% are having shopping micro-moments weekly.
Social Media Ecommerce Statistics
25. 77% of consumers are more willing to buy from a brand with a social media presence
Social media is a growing part of the ecommerce landscape, with many brands using social media presences to garner customer trust and loyalty. Over 75% of consumers are more willing to buy from a brand with a social media presence, and 78% will choose a brand over a competitor after a positive experience on one of their social channels.
26. In 2022, social commerce sales generated $728 billion in revenue worldwide
Social commerce sales, or ecommerce transactions done through social media, is a growing category in the ecommerce industry. In fact, Statista reports that the segment generated $728 billion in global revenue in 2022, and is projected to reach $6.2 trillion by 2030.
27. 58% of millennials have already made purchases directly through social networks
According to Statista’s 2022 survey, millennials are the generational group with the highest adoption of social shopping worldwide, with 58% of shoppers between the ages of 26 and 41 having made at least one purchase on a social platform. Users aged 18-25 follow closely behind, with more than half saying they have shopped through these platforms.
28. 89% of retailers agree that businesses neglecting to use social media will be left behind
Transactions on social channels are becoming a larger and larger share of all ecommerce revenue, and retailers can’t ignore this trend. A survey from Sprout Social found that 89% of business owners think that retailers that fail to capitalize on and incorporate social media will be left behind in the new consumer landscape. And, consumers are on the same page, with 62% agreeing that without social media as part of your brand, you won’t be able to stay relevant.
29. 86% of small businesses increased their social media budget by at least 50% in 2022
Small businesses are at the forefront of social commerce and want to use their social platforms to foster connections and drive sales. In fact, 86% of small businesses had planned to increase their social budget in 2022, with 53% anticipating an increase between 50% and 100%, and 33% anticipating an increase of more than 100%.
30. Gen Z learns about new brands or products through social media 78% of the time
Gen Z, the youngest generation that is gaining more and more buying power, is the biggest user group of social media for shopping. In fact, whereas social media is the source of product and brand discovery 55% of the time across all age groups, for Gen Z, social media accounts for 78% of their discoveries.
Getting your brand or product on social media channels will make it easier for people to find you and will increase your ability to market to Gen Z.
31. 54% of US consumers say they have discovered a new small ecommerce retailer via social media in the last year
While the internet is steeped in competition, it is also rich with possibilities for expanding your customer base. In a 2021 survey, 54% of consumers said that they had discovered new, small ecommerce brands via social media in the last year. This, paired with concerted efforts by the majority of consumers to shop and support small businesses, indicates the ecommerce horizon is bright for small retailers around the country.
Ecommerce Fraud Statistics
32. ‘Phishing’ was the most common type of ecommerce fraud in 2022
Phishing (also called “pharming” and “whaling”) involves impersonating authority figures from legitimate businesses to deceive individuals or merchants into sharing sensitive info, such as passwords and account numbers. This type of ecommerce fraud was reported by 43% of online merchants last year.
33. 23% of consumers confessed to filing fraudulent chargebacks
According to Sift, nearly one in four consumers, or 23%, admitted to disputing transactions even though they had received the item and were satisfied with the purchase. This type of fraud—known as “friendly fraud” or “chargeback fraud”—accounted for the largest portion of fraud losses for US online merchants in 2022.
34. Ecommerce online payment fraud resulted in a loss of $41 billion in 2022
According to Statista, the global loss of $41 billion due to ecommerce fraud was a significant increase from the previous year.
35. Online payment fraud is expected to result in losses of $48 billion globally by the end of 2023
The rate of ecommerce fraud continues to climb, with total losses projected at $48 billion in 2023. This makes it more important than ever to prioritize fraud protection measures in your business.
36. Three-quarters of online merchants reported a net increase in ecommerce fraud after COVID-19 pandemic
In a survey of merchants across the globe, 75% of businesses said they experienced an increase in fraud attempts since the pandemic began, while 72% reported an uptick in fraud rate by revenue over the same period.
37. The ecommerce fraud prevention market was valued over $38.7 billion in 2022
Market Statsville Group reports that the rise in online shopping and the corresponding surge in online fraud attempts have fueled the demand for preventative solutions, such as cybersecurity tools and services. This boosted the value of the fraud prevention market to over $38.7 billion in 2022.
38. By 3033, the ecommerce fraud prevention market is estimated to reach over $303.8 billion
It’s projected that the ecommerce fraud prevention market size will grow at a CAGR (compound annual growth rate) of 20.6% to $303.8 billion in 2033.
The retail landscape underwent major changes during the COVID-19 pandemic, and it hasn’t stopped evolving since. With more and more people choosing to shop online, it is important to understand the world of ecommerce—growth projections, buying patterns, consumer behaviors, and the role of social media. With all this information under your belt, you’re ready to drive online sales strategically and effectively.