Industry Statistics

Knowledge and understanding of important industry statistics goes a long way toward saving money, saving time, and selling more on major online retailers. Check out this constantly-growing list of ecommerce statistics we've put together just for you!


1. is the 3rd largest search engine for products

2. While a huge 96% of consumers surveyed had visited Amazon within the last year, 78% also said they had visited the Walmart website to research or purchase.


1. 87% of shoppers start with a digital channel.

2. 71% shop online to find the best price, regardless of whether purchase is in-store or online.

3. 50% of consumers start their product discovery journey on retail sites like Walmart.

4. Consumers spend 55% of their purchase journey on the initial research stage. Brands need to inspire shoppers before moving them through to a sale.

5. 1 in 4 shoppers say they’ve used YouTube to search for a video related to a product they’re considering in-store.

6. Information gathering and deal seeking are the top shopping activities online.

7. 52% of buyers strongly agree that if brands packaged relevant content together, it would help expedite the research phase.

8. 7 out of 10 Millennials are likely to watch a company video when shopping online. 1 in 4 shoppers say they’ve used YouTube to search for a video related to a product they’re considering in-store. 

9. 20% of consumers go to Amazon first when they know what they are looking for, and a further 10% start at Walmart, [yet] 46% of consumers begin with Google.

10. When a consumer knows what they are looking for, 50% of ecommerce journeys start with a retailer; 50% start with a search engine.

11. When a consumer does not know what they are looking for, 62% of ecommerce purchase journeys start with a search engine and just 38% start with a retailer.

12. 85% of browsing and purchasing activity occurs with non-Amazon retailers; meanwhile, only 25% of US brands say they have a strategy for ecommerce retailers beyond Amazon.

13. 11 million households projected use QR codes in 2020. Up from 9.8 million in 2018 (+12%).

14. 52% of shoppers look up product info pre-purchase.

15. 1 in 4 shoppers says they’ve used YouTube to search for a video related to a product they’re considering in-store.

16. 55% of shoppers often research on mobile devices, where visual content helps inform their product selection.

17. 92% of shoppers say visuals are the most influential factor affecting purchase decisions.

18. 80% of US shoppers have used a digital device to browse grocery products while 51% of all grocery purchases are digitally influenced. (Deloitte 2017)

19. "As of 2019, WalMart has spent $2.8B on acquisitions to beef up its eComm operations”

20. Walmart is spending $11 billion to improve stores, customer experience. By the end of the fiscal year, Walmart expects to have a total of 1,700 pickup towers, 3,100 grocery pickup locations and 1,600 grocery delivery locations.

21. Target has launched a multi-year $7B initiative aimed to fully integrate stores and eCommerce to use its 1,800 stores to speed up delivery.

Search (Overall)

1. 93% of online experiences begin with a search engine.

2. 75% of users never scroll past the first page of search results.

3. 50% of search queries are four keywords or longer.

4. Google receives over 69,663 searches every single second.

5. Over 6 billion Google searches are performed per day.

6. 51% of all search traffic comes from organic search, 10% from paid search, 5% from social and 34% from all other sources.

7. The average Google first page result contains 1,890 words. Detailed content is better.

8. 92% of all mobile and tablet search traffic comes from Google.

9. Mobile searches for “best” have increased by 80% in the past two years.

10. Mobile searches for “do I need” have grown over 65%.

11. Google properties (Google images, YouTube, maps etc) own just over 90% of all searches on the internet.

12. Search engines drive 300% more traffic to sites than social media.

13. Google Images accounts for more than 20% of all queries Americans performed in 2018.

14. Google is the number one traffic referrer in the world not only with SEO but also as compared to other platforms like social media.

15. The top 5 results for a keyword on Google get 70% of the clicks.

16. A little more than half of all product searches originate on Amazon (54%) vs. Google (46%).

17. 52.2 percent of all website traffic worldwide has come from mobile devices.

18. Links, Content and Rankbrain are the top 3 ranking factors for Google’s search.

19. The methods Google already uses to refine queries generally all flow back to some human being somewhere doing work, either having created stemming lists or synonym lists or making database connections between things.

20. Having a video thumbnail in the search results can double your traffic.

21. "Out of billions of search queries each day, 15% have never been seen before by Google."

Search (Organic)

1. 80% of people ignore paid search results, clicking only on organic listings.

2. Over 40% of business revenue is captured by organic traffic.

3. Video drives a 157% increase in organic traffic from SERPs.

Search (Paid)

1. The average cost-per-click across all industries is $2.32.

2. The average click-through rate in Google Ads on mobile across all industries is 4.10% on the search network and 0.60% on the display network.

3. The average conversion rate in Google Ads on mobile across all industries is 3.48% on the search network and 0.72% on the display network.

4. The average cost per action in Google Ads on mobile across all industries is $80.89 on the search network and $148.68 on the display network.


1. Leads from search engines have a 14.6% conversion rate.

2. Including video on a landing page can increase conversions by 80%.


1. B2C companies that blogged 11+ times per month got more than 4X as many leads than those that blog only 5 times per month.

2. Compounding (organic search increases traffic over time) blog posts generate 38% of overall traffic.

3. Companies that blog receive 97% more links to their website.


1. 22% of online product returns are because the ordered items look different than in the photos.

2. Only 0.52% of shoppers want to see a single product photo, while 33.16% of shoppers prefer to see multiple photos and 60% of shoppers prefer images that will enable them to have a 360º vision of the product.

3. People form their first impression within a mere 50 milliseconds. That’s less than half a glance! And making that impression count rests on the quality of your images.

4. With a catalog of over 60 million items, Etsy found that the quality of images was the most important factor in an online sale for 90% of its users!

5. 78% of online shoppers want photographs to bring products to life. They want to see the product as if it’s part of their own daily lives.

6. Products using 360° views have shown a 30% higher conversion rate than those without!


1. Videos will represent 82% of all Internet traffic in 2021.

2. Using videos on landing pages can increase conversions by 86%.

3. Product videos can increase purchases by 144%.

4. Videos help you to get 157% more organic traffic from search engines, 105% increase in time spent on site, and 2x overall conversions compared to non-video content strategy.

5. 55% of people consume video content thoroughly.

6. People spent on average 2.6x more time with pages with videos (7 minutes 21 seconds) that those without (2 minutes 48 seconds). 7. 90% of users report that product videos are helpful in the decision process of the buyer’s journey. (Strategic-IC)

8. Almost 50% of Internet users look for videos related to a product or service before visiting a store.

9. 84% of consumers surveyed were convinced to buy a product or service after watching a brand’s video. (Neil Patel)

10. 4 in 5 consumers believe that demo videos are helpful.

11. 97% of video marketers reported that video increased user understanding of a product or service, and 76% reported video helped them increase sales. (Wyzowl)

12. 95% of people have watched an explainer video to learn more about a product or service. (Wyzowl)

13. Of those with videos on-site, 80% of marketers say video has increased dwell time.(Hubspot)

14. When video and text are both available on the same page, 72% of consumers prefer video to learn about a product or service. (Wyzowl)

15. Video in email leads to a 200-300% increase in click-through rates.

16. Replacing an image with a video on a landing page increases conversions by 12.62%.

17. 45% of people watch an hour or more of video per day.

18. After watching a video, 64% of users are more likely to buy a product online.

Influencer Content

1. In programmatic and paid social media channels, influencer content outperformed branded content by 2.7x or 266% in CTR. 2. Influencer attribution in advertising content improved ad performance by 34%.

Email Marketing

1. The average open rate for all industries is 20.81%.

2. The average click rate for all industries is 2.43%.

3. Using the word ‘video’ in an email subject line boosts the open rates by 19%


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