40 eCommerce Statistics That Will Shape Your Strategy in 2020

2019 saw eCommerce grow slightly, however it was a pretty bleak year for retail in general with a decline in overall sales. With potentials of a no deal Brexit, uncertainty and growing costs both retailers and consumers have had a year of caution. As the industry aims to grow and diversify in 2020, marketers need to be aware that it is ever more important to invest in the strategies and technologies that help increase conversion rates and encourage customer loyalty.   To help you out, we’ve put together 40 eCommerce statistics that can be used to shape your eCommerce marketing strategy.

Buying Behaviour Statistics

1. Online retail grew in 2019 – It now makes up 26% of all sales. (British Retail Consortium)

2. By 2030, it is thought 50% of purchases will be facilitated by eCommerce. (British Retail Consortium)

3. The total average eCommerce spend per customer, over the course of the year is estimated to be £3,100 in the UK (eCommerce news)

4. Total UK retail sales will reach £476.65bn (eMarketer)

5. 87% of UK adults have bought goods or services online (ONS)

6. Millennials now make 54% of their purchases online (UPS)

7. However Millennials still like to go in store, with 72% visiting a store over Christmas. But when they do over 86% will have searched online first. (City.am)

8. Four in ten purchases are made using only an online channel for searching and buying (UPS)

9. 67% of shoppers check the returns page before making a purchase (invespcro)

10. 38% of people will leave a website if the layout or design is unattractive (Adobe)

11. Two-thirds of consumers expect a same day response to queries about a product of service (A Marketer’s Paradox of Strategy VS Practice)

Platform Performance Statistics

11. In 2017 almost 59% of ecommerce sales occurred via mobile (eMarketer)

12. 71% of mobile purchases are influenced by emails from the retailer (Adobe)

13. 85% of customers start a purchase on one device and finish it on another (Google)

14. 57% of mobile customers will abandon your site if they have to wait 3 seconds for a page to load (Google)

15. 52% of people say they’re less likely to re-engage with a brand following a bad mobile experience (Google)

16. Multi channel shoppers spend three times more than single-channel shoppers


Shopping via mobile phone

Abandoned Basket Statistics

17. Almost 70% of online baskets are abandoned but there are ways to encourage customers to complete their purchase – read our top 10 tips here

18. 56% of online shoppers abandon their online basket because they were presented with unexpected costs at the checkout (Shopify)

19. The average order value (AOV) of purchases from basket abandonment emails is 14.2% higher than typical purchases (Econsultancy)

20. 54% of shoppers will purchase products left in their basket, if those products are offered at a lower price (nchannel)

21. 23% of shoppers will abandon their shopping basket if they are forced to register an account (nchannel)

Recovery emails play a key role in combating the abandoned basket issue that many eCommerce companies face. Take a look at the brands that are getting it right and how they are successfully boosting revenue.

Email Marketing Statistics

22. Email accounts as the biggest source of traffic to eCommerce sites after organic (SocialMediaToday)

22. Users who read one welcome email will go on to open at least 40% of emails from the same brand in the following 180 days (Econsultancy)

23. Despite the above fact, only 51% of the UK’s top eCommerce brands are sending dedicated emails!

24. 80% of consumers like it when they receive retail emails that recommend products to them based on previous purchases

Read our series guide for inspiring examples on how you can improve your eCommerce email marketing.


Top Shops's Cart abandonment email

eCommerce Personalisation Statistics

25. Only 20% of marketers use behavioural targeting…

26. …which means 80% of marketers are treating customers exactly the same, serving up the same offers, campaigns and shopping experience to everyone!

27. By 2020, customer experience will overtake price and product as the key brand differentiator (The Guardian)

28. 93% of companies see an uplift in conversion rates from personalisation

29. Having a personalised homepage can increase sales by 7%

30. 74% of customers feel frustrated when website content is not personalised

31. A staggering 35% of Amazon’s revenue is generated by its recommendation engine

32. 59% of consumers who experienced personalisation say that it significantly influenced what they purchased

33. 50% of consumers would be more likely to use retailers again if they were presented with personalised offers and information

34. By 2020, personalisation technology that recognises customer intent will enable digital businesses to increase profits by up to 15% (Gartner)

35. Pure360 customers average 22% more online revenue using cross-channel personalisation

If you want to learn more about personalisation, download our guide here. It’s full of tips on how to offer prospects and customers a better experience by personalising your digital touchpoints.

Customer Lifetime Value Statistics

36. It’s seven times more expensive to get a new customer than retain an existing one

37. 76% of companies consider a customer’s lifetime value to be an important measure of success (invespcro)

38. Despite the above, only 18% of companies focus their resource on customer retention. A post-conversion email is a good way to start shifting the focus if you are one of these.

39. Companies that have a strategy for customer-journey management increase their return on marketing investment by 53%

40. And their upsell and cross-sell revenue by 56%

Further reading: 30 Email Marketing Statistics to Shape Your Strategy


The above eCommerce statistics tell us that customer experience remains a top priority for the industry.  And why wouldn’t it be? Great customer experience drives new purchases and retains customers, encouraging them to purchase again and again. Understanding what a great customer experience really is will define and differentiate your brand from your competitors’ – be it the speed of a website or the level of personalisation you deliver.  Customer experience should form a fundamental part of your eCommerce strategy.

At the core of customer experience is email. It continues to deliver success for eCommerce companies, coming in as the second highest source of site traffic. It remains a key marketing channel for 2019 and with a bit of knowledge and the right technology, you can deliver successful campaigns that are both personalised and fit for multi-channel experiences.

The Essential Guide to eCommerce Revenue Growth

Meet the author

Komal Helyer

VP Marketing