E-commerce statistics benchmark

Our reference sources of the latest consumer adoption and conversion benchmarks for e-commerce

Who is this statistics compilation for?

This guide is for anyone who works in e-commerce marketing who needs to review the latest customer adoption research and statistics or conversion rates to compare their performance or set targets for plans.

What statistics does the compilation include?

To make it quick to find the relevant statistics we have structured the research using the Smart Insights framework for the customer lifecycle or marketing funnel:

• Consumer adoption: Popularity of online shopping in different retail sectors and countries
• Reach: Traffic sources
• Act: Interaction and add-to-basket
• Convert: Conversion to sale
• Engage: Email and social media engagement

Our e-commerce statistics resource provides the latest statistics on customer adoption, and stats that can be used for benchmarking, including conversion statistics and much more.

What is the aim of this resource?

The aim of our statistics compilations is to help you take the right decisions and make the case for investment in e-commerce and digital marketing, whether it’s improvements to your platforms or to help inform which marketing techniques to prioritize.

The purpose of this benchmarks compilation is to help businesses compare their performance to answer questions like “How do we compare?”, “What does good look like?” and “What is the gap, the potential for improving results?” for different channels and platforms.

We aim to compile and regularly update the latest, most useful adoption and benchmarking statistics from the best sources clearly showing the research source and sample.

Latest updates

This guide is updated annually to include the most recent statistics and remove those which have become outdated. In our 2019 update, we have included new research on conversion rates and traffic sources for retail sites.

Resource Details

• Author: Dr Dave Chaffey
• Format: 50+ slide Powerpoint download containing charts for you to embed in your presentations

About the author

Dr. Dave Chaffey

Dave is co-founder and content director of Smart Insights. He is editor of the 100 templates, ebooks and courses in the digital marketing resource library created by our team of 25+ Digital Marketing experts. Our resources are used by our premium members in more than 120 countries to plan, manage and optimize their digital marketing.

For his full profile, or to connect on LinkedIn or other social networks, see the About Dave Chaffey profile page on Smart Insights. Dave is author of 5 bestselling books on digital marketing including Digital Marketing Excellence and Digital Marketing: Strategy, Implementation and Practice. In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing.