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80+ E-Commerce Statistics, Facts, and Trends

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E-Commerce has changed how we buy and sell, and it is keen on continuing the new shift for years to come.

After all, we have brands like Amazon, which became a global sales leader before opening its first brick-and-mortar store.

But as e-Commerce evolves, so does the trend about consumer habits, devices driving purchases, and consumer demographics shift.

That is why you need this guide to the latest e-Commerce statistics, numbers, facts, and trends.

Top 7 E-Commerce Statistics (Editor’s Pick)

  • 48% of US male shoppers surveyed in 2023 chose e-Commerce to save money.
  • There will be an estimated 3.13 million Asian e-Commerce users globally by 2025.
  • Shipping cost was the most (57%) considered shipping feature by US e-Commerce consumers in early 2023.
  • 82% of Indonesian female e-Commerce shoppers in H1 2022 used Shopee.
  • 66% of Europeans in 2022 were likelier to complete a purchase if there was free shipping involved.
  • 9% of China’s e-Commerce sales in 2022 were made via social media platforms.
  • 54% of surveyed Europeans in 2022 admitted abandoning an e-Commerce purchase.

Infographic

top 7 e-commerce statistics
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General e-Commerce Statistics

1. There were 842 million online shoppers in China in 2022.

This was about 2.7x more than the 312 million online shoppers in second-placed India and beat the USA (268 million) with an over 3x multiple.

2. 52% of e-Commerce business leaders surveyed in early 2023 wanted their websites to offer more payment options.

Less than half (47%) claimed they would improve their e-Commerce website’s loading speed if they could change anything.

3. In 2023, 43% of US and European mid-sized e-Commerce business leaders wanted their websites to have more features.

Conversely, 28% wanted less clutter, while 46% only wanted a more visually appealing e-Commerce business website for their brands.

4. Most US and European e-Commerce businesses (49.1%) in 2023 spent about 2 hours weekly on their websites.

36.8% spend up to three hours weekly on their website, while 14% spend more than 10 hours.

5. 28% of e-Commerce business decision-makers in 2023 believed AR/VR experiences would be the next big thing in marketing technology.

22% believed it was AI-generated content, while 1 in 5 (20%) stuck with personalization.

6. 49.4% of surveyed internet users in 2023 would complete an e-Commerce purchase if it offered free delivery.

37.9% of respondents would be motivated by coupons and discounts, while 31.6% looked for reviews from other customers instead.

7. 45% of e-Commerce purchases in 2021 were completed with digital and mobile wallet payment options.

The next highest share (32%) was conducted with debit and credit cards; bank transfers (11%) followed. Another 4% chose cash on delivery, while the remaining 6% chose other payment methods.

8. On average, Australian e-Commerce buyers patronized 15 brands in 2021.

In contrast, these buyers patronized 9 e-Commerce brands, on average, in 2019.

9. In 2021, electronics e-Commerce purchases accounted for Southeast Asia's largest online shopping revenue share ($385.8 billion).

Fashion products brought in $193.9 billion in the continental area, while toys/hobby/DIY items accounted for the third-largest revenue share ($165.5 billion).

10. 34% of Europeans were likelier to purchase from an e-Commerce brand with a fast checkout process.

The 2022 survey also showed that 40% of these shoppers were motivated by an easily navigable e-Commerce site.

11. 46% of European consumers considered an e-Commerce store's ethics before purchasing from it.

According to the 2022 survey, 29% were concerned about workers’ wages in the e-Commerce brand, and 26% cared about the environmental impact such brands were making.

12. In H1 2022, most (82%) Indonesian shoppers preferred free shipping to other e-Commerce promotional programs.

In second place were discounts (76%), followed by cashback (71%) and flash sales (59%).

e-Commerce Demographic Statistics

13. E-Commerce retail sales surged by 25% in India in 2022.

The market is expected to enjoy a compound annual growth rate (CAGR) of 20% till 2030.

14. As of 2022, 91% of Chinese consumers purchased groceries online.

China was in the lead, followed by India (78%) and the USA (60%), among other notable markets.

countries that purchased groceries online
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15. 1 in 3 (34%) e-Commerce business owners/leaders surveyed in 2023 were satisfied with their business’ website.

In contrast, the majority (55.7%) claimed their websites met most of their expectations, while 10.3% said they only met some.

16. 48% of US male shoppers surveyed in 2023 chose e-Commerce options to save money.

Only 37% of women in the same demographics felt the same way.

17. In 2023, 36% of US millennials would tolerate 2 days or fewer product shipping timeframes from e-Commerce retailers.

Only 14% of Gen Z adults would take a chance on such timeframes, lesser than the Gen Xers (27%) and Baby Boomers (23%) in the same shoes.

18. American baby boomers (35%) were the likeliest age group to tolerate 5+ days of shipping from e-Commerce retailers.

The January 2023 data shows a decline in Millennials (27%), Gen Xers (25%), and Gen Z adults (13%) who would tolerate the same.

19. The adjusted US retail e-Commerce sales revenue in Q4 2022 was $262 billion.

This figure went as high as $299.1 billion if seasonal variations are left unaccounted for.

20. As of Q4 2022, 16% of all retail sales in the USA were attributed to e-Commerce.

This was the highest for any quarter in the year, outperforming Q1 (14.3%), Q2 (13.9%), and Q3 (14%).

21. There were approximately 4.11 billion B2C e-Commerce consumers globally in 2022.

This grew by 315 million from 2021, representing an 8.3% year-on-year increment.

22. Hong Kong had the highest ($3,828) average revenue per consumer goods buyer via e-Commerce channels in 2022.

The USA was in second place ($3,374), while the UK ($2940) rounded up the top three. At the other end of the spectrum were Nigeria ($73), Ghana ($78), and Morocco ($110) in the bottom three.

23. 33.9% of Australian e-Commerce purchases in 2021 were made in variety stores.

Fashion and apparel accounted for 25.7% of the sales, and Home and garden purchases closed the top three at 14.7%. Media-related purchases (4.7%) were the least category for the year.

24. 18.1% of Australian e-Commerce shoppers in 2021 only made 1-3 online transactions.

But they were not the majority, which would be the 22.8% share buying 12-25 times a year. Very close is the 22.6% share that made 4-11 online purchases in 2021.

25. Thailand realized $7.29 billion in e-Commerce revenue in 2021.

Indonesia was one of the top-performing Southeast Asian countries, earning $30.31 billion in e-Commerce revenue in the same year. That was more than the figures for Thailand, Vietnam ($6.03 billion), Malaysia ($4.46 billion), and the Philippines ($3.55 billion) combined.

26. In 2021, the Philippines market boasted an 80.2% e-Commerce penetration among its internet audience.

Indonesia fared better (87.1%) among the chosen Southeast Asian countries.

Other notable mentions were Malaysia (82.9%), Thailand (83.6%), and Vietnam (78.7%).

27. 2% of European online shoppers in 2022 exclusively shopped internationally.

Conversely, 13% only patronized e-Commerce brands in their country.

The rest did international and local e-Commerce shopping.

28. 50% of European e-Commerce consumers would shop internationally for better product prices.

39% did so in 2022 to find products unavailable in their country.

Another 31% just wanted to find new products.

29. E-Commerce was a 5.5% share of Vietnam’s total retail sales for 2021.

The country recorded a $21 billion digital gross merchandise value in the same year.

30. There will be an estimated 3.13 million Asian e-Commerce users globally by 2025.

As of 2021, there were 2.35 million e-Commerce users in Asia.

Likewise, the continent recorded a $1,365 trillion e-Commerce revenue in 2021.

global asian e-commerce users
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31. In 2021, 36% of UK consumers planned on visiting physical stores lesser.

This was the same for 29% of Americans, 21% of Germans, and 17% of the surveyed French respondents.

32. 58% of Indonesian e-Commerce shoppers in H1 2022 purchased fashion items.

This was the highest e-Commerce purchase category in the period.

Conversely, fresh produce and groceries (85%) were the highest in-store purchase category.

e-Commerce Adoption Statistics

33. Retail e-Commerce accounted for 7.8% of all retail sales recorded in India in 2022.

This puts the country behind the USA (16.1%) and China (46.3%).

34. 49% of China’s tracked e-Commerce purchases in 2022 were made via general online shopping stores.

12% of these sales were attributed to the retailer’s websites, and 11% were from super apps.

35. 5.4 million Australian households were buying from e-Commerce brands monthly in 2021.

So, a 39% growth in Australian households buying online monthly in 2019.

36. Online purchasing frequency in Australia increased by 73.1% between 2019 to 2021.

This was because 81% of Australian households bought something from e-Commerce stores in the year. In other words, 9.2 million Australian households were customers to at least one e-Commerce vendor in 2021.

37. 47% of Europeans in 2022 were more likely to purchase from an e-Commerce brand offering a preferred payment option.

More Greeks (57%) than any other surveyed European nations shared this sentiment.

In the top three were Germans (56%) and Swedes (53%).

38. In 2021, 42.2% of Americans and selected Europeans working from home were open to permanently shopping more online.

Only 16.8% of non-remote workers felt the same.

e-Commerce Revenue & Financials Statistics

39. Indian e-Commerce and consumer internet startups raised $15.4 billion in 2022.

This was money raised from 506 individual deals in the year, beating the $8.2 billion funding to the sector in 2020.

40. 90% of e-Commerce business leaders in the US and Europe got good ROI from their marketing tech investments in 2023.

This was split into 62% who claimed good ROI and 28% who mentioned very good ROI.” Only 6% said they got poor ROI, while the rest could not estimate where they stood.

41. Shipping cost was the most (57%) considered shipping feature by US e-Commerce consumers in early 2023.

Only 20% of the surveyed consumers cared about shipping speed.

Likewise, 6% cared about the environmental impact of their shipping route.

42. An estimated $3.59 trillion was spent on consumer goods purchased via e-Commerce channels in 2022.

This translated to about $873 in revenue per customer, a 13.7% decline from 2021 figures.

43. Global e-Commerce consumers spent an estimated $871.2 billion on fashion items in 2022.

They also spent $765.7 billion on electronics, while toys/hobby items raked in $601.7 billion.

Category Spending (in Billions)
Fashion $871.2
Electronics $765.7
Toys/Hobby/DIY $601.7
Furniture $387.7
Personal/Household $368.2
Food $244
Beverages $207.9
Physical media $143.8

44. Amazon had a $602 billion gross merchandise value at the end of 2021.

This made it the year’s leading North American e-Commerce brand by GMV.

eBay followed at over 7x lesser ($85 billion), while Walmart came close to second with its $73.2 billion tally.

45. Australians bought $62.3 billion of physical goods from e-Commerce vendors in 2021.

These buyers spent 23.4% more than they did the previous year.

Likewise, the 2021 numbers accounted for 19.3% of all retail revenue in Australia for 2021.

46. The Vietnamese e-Commerce market recorded a $13 billion estimated revenue in 2021.

In 2020, the figure was just $5 billion, showing about $8 billion in year-on-year growth.

e-Commerce Platform Statistics

47. Shopee was the most popular e-Commerce platform in Thailand, Vietnam, Malaysia, and the Philippines in 2021.

As of Q1 2021, Shopee recorded 56.97 million average monthly traffic from Thailand, got 84.52 million Vietnamese visitors, and enjoyed a 54.93 million monthly audience in Malaysia. The Philippines also supplied about 76.86 million monthly visitors.

48. Tokopedia was Indonesia's largest e-Commerce brand by monthly visitors (157.23 million) in 2021.

Shopee came a close second, boasting 132.78 million monthly visitors.

Lazada was in distant third with 24.69 million visitors.

49. Lower and middle-class Indonesian e-Commerce shoppers in H1 2022 patronized one online shopping platform.

But buyers in the upper class were likelier to shop on two platforms, on average.

50. 82% of Indonesian female e-Commerce shoppers in H1 2022 used Shopee.

72% of males did the same, making Shopee the most dominant e-Commerce platform in the region.

shopee as dominant indonesian e-commerce platform
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51. In H1 2022, Indonesian Gen Z (83%), Millennial (74%), and Gen X (74%) e-Commerce shoppers used Shopee.

Tokopedia took the second spot for these age groups (31% vs. 46 vs. 40%), while Lazada was the uniform third choice (18% vs. 29% vs. 29%).

52. Alibaba had a $1.249 trillion gross merchandise value (GMV) at the end of 2021.

This made it the most significant retailer by GMV in Asia and the world.

Second-placed JD in Asia, with a $505.3 billion GMV, was closer to North America’s first-placed Amazon ($602 billion).

e-Commerce Consumers Statistics

53. In 2023, 6 in 10 e-Commerce buyers will quit the buying process due to a poor website experience.

42% of surveyed consumers in the UK, US, and Germany evaluated whether to stay on an e-Commerce website within 10 seconds of getting there.

54. 65% of e-Commerce buyers in 2023 would buy from a brand with an easily navigable website.

51% cared about fast loading speeds when purchasing, and 50% wanted a visually appealing website. Still, 45% wanted e-Commerce operators to keep the website design simple.

55. As of January 2023, only 16% of US adults preferred to shop for their groceries online.

Conversely, 8 in 10 would prefer buying groceries in the store.

56. Fewer (32%) US adults preferred buying apparel online than in-store (63%).

The January 2023 survey also showed that this was the same for other product categories like electronics (38% vs. 55%), beauty products (26% vs. 65%), and home furnishings/appliances (23% vs. 66%).

57. In 2023, 76% of US adults voted convenience as the most significant driver to shop online rather than in-store.

Another 69% liked saving time via e-Commerce shopping options, while 45% would take the product selection they got online over offline offers any day.

58. 47% of financially anxious US shoppers preferred e-Commerce purchases to prevent overspending.

Another 29% group of financially-anxious US shoppers would shop offline for the same reason.

59. As of January 2023, 14.2% of online 16–64-year-olds bought second-hand items via e-Commerce stores weekly.

This was from a 57.6% share of this population who bought a product or service online in 2023.

60. Australian e-Commerce shoppers in 2021 bought products across 8 categories.

Growing from 6 categories recorded in 2019.

61. In 2021, 2.8 million Australian households could be regarded as occasional online shoppers.

They made up 30.5% of the Australian e-Commerce shopping market, ahead of the country’s 2.5 million (26.7%) active shoppers that year.

62. Only 15.3% (1.4 million) of Australian households in 2021 qualified as super shoppers.

These households bought from e-Commerce stores for 10-12 months, averaging at least one weekly purchase.

63. 66% of Europeans in 2022 were likelier to complete a purchase if free shipping was involved.

Another 53% would be motivated by free shipping on product returns.

64. 41.5% of e-Commerce shoppers working from home would pay for a home delivery shipping plan.

According to the 2021 survey, only 26% of consumers without a change in working pattern (due to the pandemic) would also pay for a home delivery plan.

65. Younger US and European e-Commerce consumers in 2021 were likelier than other age groups to prefer collection point deliveries to home deliveries.

The table below shows how different age groups voted.

Age Range Collection Point Home Delivery
18-24 39.5% 60.4%
25-34 28.3% 71.7%
35-44 29.4% 70.6%
45-54 28% 72%
55-64 26.5% 73.5%
65+ 23.6% 76.4%

66. 92% of Indonesian e-Commerce buyers in H1 2022 compared prices online before purchasing.

This habit was most common among Gen X shoppers (95%). Millennials (92%) and Gen Z (89%) were not far behind either.

Mobile e-Commerce Statistics

67. In January 2023, South Koreans led globally (44.3%) in the share of online internet users engaging mobile commerce platforms weekly.

Chile, Malaysia, and Taiwan shared the second spot with a 37.7% share of their 16–64-year-old internet users doing the same.

Conversely, Morocco (4.8%), Ghana (8.3%), and Nigeria (13%) were in the bottom three.

68. Females across all age categories were likelier to shop in e-Commerce stores on their mobile devices in 2023 than men.

The table below shows the distribution.

Age Range % of Male Mobile Commerce Shoppers % of Female Mobile Commerce Shoppers
16-24 24.1% 27.5%
25-34 28.9% 33.7%
35-44 31.1% 35.6%
45-55 28.1% 30.4%
55-64 25.9% 23.8%

69. Indonesia had the highest (79.1%) mobile e-Commerce penetration rate of surveyed Southeast Asian countries in 2021.

Here is how the other countries fared.

Country Mobile Commerce Penetration
Thailand 74.2%
Philippines 69.6%
Malaysia 68.4%
Vietnam 61.4%

Social e-Commerce Statistics

70. 9% of China’s e-Commerce sales in 2022 were made via social media platforms.

An equal 9% share was from the brand’s platforms.

71. Only 2% of Japan’s e-Commerce sales in 2022 were facilitated by social media channels.

67% of these sales went to online shopping platforms, the dominant group, while retailers eked out 13% of total e-Commerce sales on their platforms.

72. Only 4% of e-Commerce sales in Australia were made via social media channels.

The 2022 survey showed that retailers dominated with their platforms in this market (39%), followed by online shopping platforms with a 22% share.

e-commerce sales in australia
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73. Over 6 in 10 (65%) European brands selling online in 2022 sold via social media.

In the top three were 71% of Irish online brands, 70% of Israeli e-Commerce brands, and 69% of Spanish e-Commerce businesses making sales on social media.

74. 43% of European consumers bought from an e-Commerce brand via social media in H1 2022.

20% of these consumers purchased via YouTube, slightly beating the 19% buying from e-Commerce brands on Facebook and 17% share on Instagram.

75. 17% of European consumers purchased a product/service via social media weekly in 2022.

And there was an average monthly spend of EUR141 from each consumer.

76. In 2022, 35% of European consumers preferred purchasing via an e-Commerce brand’s website even if they first saw its product on social media.

Another 25% would only buy on social media if the brand accepted PayPal payments.

e-Commerce Challenges Statistics

77. Most (30.7%) e-Commerce businesses surveyed in 2023 spent 5-10 hours weekly fixing website bugs and performing other website maintenance tasks.

Conversely, the least share (6.9% each) spent less than 0.5 hours, or more than 10 hours, on the same tasks.

78. 24% of US and European e-Commerce businesses lost $100,001 - $250,000 yearly due to poor website performance.

That was the majority in 2023, as 3% (the least) were unsure how much they lost.

Of those sure, the least (6%) lost more than $250,001 yearly.

79. Australia lost 300 million new shoppers it gained in 2020 by 2021.

There were 1.7 million new e-Commerce shoppers in 2020, but only 1.4 million remained active for the next 12 months.

80. In 2022, 48% of European respondents would abandon an online purchase for lack of security/trust at checkout.

Another 40% would stop their purchase process due to a lengthy checkout process, and 27% could not stand platforms requiring them to create an account first.

81. 54% of surveyed Europeans in 2022 admitted abandoning an e-Commerce purchase.

Israelis (72%) were the likeliest group in this category, followed by the Irish (71%) and Swedish (70%) respondents.

82. In 2022, 63% of Europeans cited that expensive shipping prevented them from completing an e-Commerce purchase.

Still, 46% of consumers would only tolerate short shipping times, and 42% would consider the high return shipping costs.

europe shipping cost
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Other e-Commerce Statistics

83. The delivery cost was the top priority for 27.4% of surveyed US, UK, French and German e-Commerce consumers in 2021.

Another 26.6% would look for the delivery speed, while 23% strictly considered convenience above all else. Only 6.9% cared about the carbon footprint generated by their chosen delivery methods.

84. 89% of Indonesian e-Commerce shoppers in 2022 added a product to their cart before purchasing it.

That was as opposed to simply buying from the product collection page.

This behavior was more common among the ladies (94%) than the gentlemen (84%).

The New Way to Sell

E-Commerce has changed how we approach buyer-seller transactions.

It has allowed smaller brands to have a voice, get started without worrying about physical real estate costs, and reach a broader audience base than they could have in their locale.

While scams still occur, most e-Commerce purchases go hitch-free.

But global barriers still exist, and some sellers employ shady tactics.

So, get a VPN for online shopping to beat price discrimination, access lower prices, protect your credit card/payment details from hackers and shop for the best deals anywhere.

Interesting Reads:
References:
  1. https://www.ey.com/en_in/news/2023/02/indian-consumer-internet-sector-raised-us-dollor-fifteen-point-four-billion-pe-vc-capital-across-more-than-500-deals-in-2022-ey-peer-capital-e-commerce-and-consumer-internet-trendbook-2023
  2. https://www.storyblok.com/lp/state-of-ecommerce-2023
  3. https://go.morningconsult.com/State-of-Retail-and-E-Commerce-Report-Download.html
  4. https://www.census.gov/retail/e-Commerce.html
  5. https://www.meltwater.com/en/global-digital-trends
  6. https://www.groupm.com/longform/this-year-next-year-2022-e-commerce-retail-media-forecast/
  7. https://auspost.com.au/content/dam/auspost_corp/media/documents/e-Commerce-industry-report-2022.pdf
  8. https://www.tmogroup.asia/downloads/southeast-asia-ecommerce-outlook/
  9. https://www.paypal.com/il/enterprise/campaigns/ecommerce-index?locale.x=en_IL
  10. https://vietnam.acclime.com/industry-reports/e-commerce-pivot-vietnam/
  11. https://info.metapack.com/ecommerce-delivery-benchmark-report-2022.html
  12. https://blog.jakpat.net/indonesia-ecommerce-trends-of-1st-half-2022-jakpat-survey-report/