A Complete List of Essential Ecommerce Metrics to Keep in Mind

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In the world of online business and retail, the best information are usually in the form of ecommerce metrics.

And although largely contestable, ecommerce data are reliable guiding principles that help shape the way we manage our business and presence online.

So to help you save time looking for all those relevant numbers online, we have created a list of ecommerce metrics that we believe have profound implications for any business. We created several categories and included references per metric.

Shopping cart page statistics

shopping cart abandonment statistics

Every day, a significant number of sales are lost on e-commerce sites due to abandoned shopping carts. An average of 68.63% of shopping carts are abandoned online.

The following ecommerce data outline the different reasons why shopping carts go abandoned. These statistics are all by Nextopia.

56% are due to unexpected costs

This is why it is important to include any additional costs, such as shipping, handling costs and taxes, even before a shopper adds a product inside their shopping cart.

37% of customers were just browsing

You have to admit that there are times when you also just “window shop” online – no intention of buying at the moment, but probably will do so in the future.

36% found a better price somewhere

Aside from window shopping, people also make sure to do their research, check out the competing retailer’s prices, and from there, make a decision on who to buy a product from.

32% find the prices too expensive

This is another offshoot of product research. If your customers find that your prices are more expensive than others, you know what will happen next.

26% simply decided not to buy

Motivations are pretty hard to detect, especially when there are no face-to-face interaction between the retailer and the customer. However, for your leads who simply decided not to buy from you anymore, remember that you can always retarget them.

25% found it difficult to navigate the site

To prevent abandoned shopping carts, try reviewing your checkout process. Maybe your site has plenty of obstacles towards a smooth transaction. Site optimization should always be one of your constant business activities.

21% found the checkout process long

Your checkout process can be a deal breaker to your conversions. Check out our strategies for the perfect checkout page design if you are looking for tips improve your own.

17% were concerned about security

Customers are guarded when it comes to online transactions. Especially if they are purchasing expensive items, they are twice as careful before giving out their details. If there are security concerns on your site, beef it up with tips from our definitive guide on ecommerce security.

18% are due to excessive security

Consider balancing the security checks implemented on your checkout page. Having too much can definitely be a source of a lost conversion.

16% found the delivery choices unsuitable

Are you offering enough options for delivery? If you have a global market reach, make sure you can accommodate to your customers living outside of your home country.

15% are due to the website timing out

If you website times out a preset time, make sure you have a way of saving the items your customers are putting inside their carts.

13% are due to prices presented in a foreign currency

Again, if you have a global reach, make sure that even before your customers start browsing your site, they were able to select their country or region.

Bonus: We wrote about the different steps to reduce shopping cart abandonment if you need tips.

Checkout page statistics

Checkout page statistics

As the final and most critical step in your sales funnel, having a seamless and improved checkout page design can significantly boost your conversion rate.

Below are some checkout page statistics that you can reference and ponder on as you improve your own process.

70% of customers will abandon during checkout

Despite being a little discouraging, this statistic can leave plenty of room for optimization for your checkout process. Always find something new to improve on your checkout page.

5.08 is the average number of steps in a checkout page

This statistic is according to Baymard as it studied the top 100 grossing ecommerce sites. How many steps do you have in your checkout process? Maybe now’s the time to start optimizing them to 5.

19 is the average number of fields in a checkout form

Now this statistic is from Formstack in its 2014 form conversion report. Form optimization is also a crucial task when improving your checkout page.

A 1-page checkout converts 21.8% higher than a multi-page checkout.

21.8% is the result of a case study ran by The Vancouver Olympic Store when it tested a 1-page and a multi-page checkout page.

Try it out for yourself if your conversions will benefit more from a single-page checkout or a multi-page checkout.

Conversion rate optimization statistics

Conversion rate optimization statistics

Conversion rate optimization is essential in bringing dramatic results to your revenues and growth. The more optimized your site is, the better your ability to keep it functional and sales generating.

But then again, did you know that…

Only 22% of businesses are satisfied with their current conversion rates.

This is based on a CRO report by Econsultancy. Aiming for better conversions is always better. Maximizing your website’s true potential is the best way to maximize your growth.

57% of B2B marketers consider their conversion rate as their most useful metric for analyzing landing page performance

While this cannot be farther from the truth, conversion rate is the closest you can get in measuring the ROI of your marketing efforts. This statistic is based on a report by Emarketer.

Companies spend an average of at least 2,000 dollars per month for CRO tools

How much are you spending towards CRO tools? Or better yet, what are the tools you invest on for optimization? At the very least, make sure a split testing tool is one of them. This value is according to Forbes.

Companies with improved conversion rates from a year ago perform an average of 50% more tests and use 47% more methods to improve current conversions

This is a reality among online businesses – that the work of optimizing conversion rates is a never ending process. Once you start optimizing, it will become a habit. This observation is also based on the CRO report by Econsultancy.

CRO tools produce an average of 223% in ROI

Winning at performance marketing is definitely made possible by the CRO tools you invest in. The upfront cost may be high, but given its average ROI of 223%, you can say it’s worth every dime. This statistic is according to Venturebeat.

83% of marketers tested CTA buttons and 77% tested page layouts as as their main CRO efforts

What aspects of your website do you always test for CRO? This is the share of activity by marketers in 2015 as reported by Econsultancy.

56% do split testing as a form of CRO

This is according to Econsultancy. And if you need a guide on split testing, you can check out our article here.

7 out of 10 marketers use CRO results to inform other marketing initiatives

CRO allows you to make sweeping changes in your ability to generate revenue. You are also able to analyze your customers and know how they behave. Results from CRO can definitely be applied in other aspects of your marketing too. This insight is according to MarketingSherpa.

Social media marketing statistics

Social media marketing statistics

How important is social media marketing to your business? Companies today have at least one social media profile and they use it for tons of purposes like advertising or customer service.

90% of young adults aged 18 to 29 use social media

For a third of millennials, social media is their preferred platform for communicating with brands they like. If your major target customers fall within the 18-29 age group, make sure your brand is ubiquitous on social media – Facebook, Instagram, WeChat, Pinterest, Snapchat – you name it!

We wrote articles on how to market for each platform, so you might want to click on the links if you need tips.

46% of marketers are unsure if social media generates revenue for them

But then again, social media platforms have integrated analytics tools. There are also tons of third party tools that can provide more in-depth understanding of engagement and user behavior on social media

It is possible to track ROI of your social media marketing efforts. This statistic is from MarketingProfs.

80% of marketers consider engagement as one of the three top metrics for social media

Engagement includes activities namely shares, likes and comments. Audience size at 61% and website traffic at 56% complete the top three metrics. This statistic is from Simply Measured.

52% of adults use two or more social media sites

Hence, the importance of making your business available on at least two platforms. This statistic is from Pew Research.

In 2018, the number of social media users is expected to grow at 2.5 billion

But who knows, the estimated number may even be bigger when that time comes. This number is from Statista.

Moms with children under five years old are the most active on social media

This is especially beneficial for businesses that includes tech savvy moms as part of their target demographic. This statistic is from Link Humans.

Facebook is the most popular social network and has the most number of active users at 1,590 million

According to Smart Insights, Facebook is still the leading the social network worldwide as of April 2016. This is based on the number of active users in millions. See below for the complete ranking.

social network worldwide ranking

A Pinterest pin generates an average of $0.78 in sales and an average order value of $58.05 per user

If you are still not keen on marketing on Pinterest, these two digits should help change your mind. Interestingly, this is greater than the average order value of Facebook and Twitter at $55 and $49.29 respectively. These numbers are based on a research by Shopify.

Mobile marketing statistics

Mobile marketing statistics

There is always the expectation that mobile will soon overtake desktop. The following ecommerce data are showing the shift in platform preference and giving a slight push for brands to make themselves more available to their mobile audience.

Mobile media time is higher at 51% compared to desktop at 42%

This statistic is based on mobile digital media time in the US in 2015.

mobile digital media time in 2015

80% use their smartphones when searching the internet

This is based on the State of Digital Marketing 2015. While PCs and laptops are still leading at 91%, the emergence of smartphone ownership and the possibility that it will surpass PCs and laptops must still be credited.

Next to PCs and laptops is smartphones at 80%, tablets at 47%, game consoles at 37%, smart TVs at 34%, smartwatches at 9% and smart wristbands at 7%.

90% of mobile time is spent on apps

If you are still wondering if developing a mobile app should be one of your priorities, then this is assurance that you should. This statistic is from Yahoo’s Flurry analytics. Do check out our guide on mobile ecommerce apps if you are planning on developing one soon.

90% of mobile time is spent on apps

Mobile ad spending lags at 49% compared to other advertising opportunities

Despite the large opportunity for growth on mobile, advertisers are still spending less than they should. TV still sees the greatest budgets followed by the internet, print and radio respectively. This statistic is based from KPCB in 2014.

Mobile ad spending

However, the future of mobile ads does seem optimistic. Below are projections for 2017-2019. This is from a 2015 research conducted by eMarketer.

future of mobile ads

48% of mobile research begins with search

Undoubtedly, search is still the most common starting point for mobile research at 48% followed by research on branded websites at 33% and on branded apps at 26%. This is based on Google’s report on mobile path to purchase where 950 US consumers were surveyed across 9 industry verticals.

Additionally, 9% are using smartwatches to search.

Computer tablet usage occurs mostly between 8 to 9 PM

This is based on a 2013 comScore report on daily mobile device preferences. It shows that mobile phones are used during the early hours of the day while commuting to work, followed by PC use during the day when most are at work and glued to their desktops. Tablets are more popularly used at night.

daily mobile device preferences

Mobile app usage statistics

Mobile app usage statistics

The following are interesting statistics from a research by Statista as of June 2015.

  • 102,062 million – the number of mobile apps downloads globally
  • 268,692 million is the projected number of apps downloads by 2017
  • 92.88 billion is the number of free-for-download apps
  • 9.19 billion is the number of paid apps
  • 41.1 billion dollars is the mobile app revenue globally


  • 25% of installed apps are never used (2015, Google)
  • 26% of installed apps are abandoned after the first use (2015, Google)
  • The average Android app loses 77% of its daily active users within the first three days after installation and 90% within the first 30 days (2015, Quettra)
  • For users who stopped using apps, 30% are encouraged to use the app again when offered a discount and 24% reuse an app if offered a bonus or exclusive content (2015, Google)
  • 78% of marketers use paid media to increase app downloads (2015, Adobe Mobile Maturity Survey)

Email marketing statistics

Email marketing statistics

Email marketing goes a long way when it comes to ROI. At present, it is known to have an ROI of 4,300%, making it indispensable in marketing. Below are plenty more statistics backing up its potential for your growth.

When it comes to email automation…

  • Transactional emails have 8 times more opens and clicks than any other type of email. It also generates 6 times more revenue (Transactional Email Report by Experian)
  • More and more marketers are using automation tools. Revenue for such tools increased from 60% to $1.2 million in 2014 compared to a 50% increase in 2013 (2014, Venturebeat)
  • Marketers using automation tools see conversion rates as high as 50% (Email Marketing Benchmarks by eMarketer)
  • Automated emails have 70.5% higher open rates and 152% higher click-through rates than ordinary “business as usual” emails (Epsilon Email Marketing Institute)
  • Companies using automation are 133% more likely to send relevant messages that correspond with their customer’s current position in the conversion funnel (2013, Lenskold and Pedowitz Group)

When it comes to emails interacted on mobile devices…

  • 53% of emails are opened on mobile devices (Campaign Monitor)
  • In Q1 2016, email volume rose at 26% compared to Q1 2015. For 30% of brands, they saw significant increases in transaction rates in Q1 2016 (2016, Experian)
  • 75% of Gmail users access their emails via their mobile devices (2015, Techcrunch)
  • One out of three clicks within an email happens on a mobile device (Campaign Monitor)
  • From a data of 1.8 billion opens from campaigns sent in 2013, mobile is still the popular platform where a reader’s first point of interaction is an email (Campaign Monitor)
  • When it comes to the content people like receiving on their mobile emails, 27% want special offers, 21% want promos, vouchers and real-time delivery tracking, 15% want news on new products and 12% want newsletters (Email Monday)

And when it comes to personalization and engagement…

Retargeting statistics

Retargeting statistics

When done right, your conversions and revenues can benefit so much from retargeting campaigns.

In the first quarter of 2016, 28.1% of opened emails were clicked at least once and 27.6% of emails clicked led to a recovered sale. Check out other statistics onsite and SMS from Q1 2016 Remarketing Report by Sales Cycle.

Retargeting statistics

1 in every 5 marketers dedicate a budget for retargeting campaigns

This is a testament that retargeting is starting to become popular among marketers these days. This statistic is from Wishpond.

Retargeted customers are 3 times more likely to click on a display ad than people who haven’t interacted with you before

Reminding your customers what they were interested in before can help inspire them to take a second look. This statistic is from Invesp. 25% of online buyers also enjoy receiving behaviorally retargeted ads and treat it as a great reminder.

The average click-through rate of a display ad is 0.07% while the average click-through rate of a retargeted ad is 0.7%

This is yet another testament to the fact that it is more cost-efficient to engage with people you have had an interaction before than none at all. This statistic is also from Invesp.

59% have a neutral reaction to retargeted ads

This is where the art of creating retargeting ads come in. Make sure to re-engage not only with the products you are reminding your customers about, but also in the quality of your copy and image. This statistic is from CMO.

Popup statistics

Popup statistics

While some hate it, there is a magic behind pop-ups when used creatively and timed wisely. Here are popup statistics that may help you change your mind about these conversion savers.

Popups can drive 1,375% more subscribers

This number is based on a split test done by blogger between a sidebar and a light-box form for opt-ins. After a period of 8 months, the light-box added 7,000 subscribers or 1,375% more subscribers compared to the subscription rate with the sidebar form at 0.4%.

Below is the actual light-box form used for the test.

Popups statistic

Opt-in popups can also result in 1,000% increase in conversions

This is based from the case of Ask-Leo.com where it was able to generate 100 to 150 new subscribers daily, thanks to an opt-in pop-up compared to the 10 to 15 subscribers it was only able to generate before. You can read more about this case here.

Pop-ups with exit-intent technology can increase conversions by 46%

Pop-ups with exit-intent technology can increase conversions

This is the case for NeilPatel.com. The same benefit in conversions was also seen in the case of Xero Shoes. Implementing a pop-up with exit-intent technology allowed them to raise opt-ins by 2.5% and boost sales by 28.4%.

Got more ecommerce data to add to this article?

Feel free to put them in the comments section below!

About the Author

John Komarek is the founder of Pixelter. He helped over 63 e-commerce businesses boost their mobile sales by up to 183.5%. He uses advanced UX research, A/B testing, and AI-driven personalization to deliver the results. Learn more about how he can help you grow your sales.

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