1、ECOMMERCE STATS&TRENDS REPORTHow&whe n online s hop p ers p urc has e p rod uct sFeaturing stats fromFREE EBOOK+500 more of the worlds leading brandsGet Your Demo NowCONTENTS0326Ecommerce by Industry27Retail32Travel37Fashion43About Salecycle&Further ResourcesKey statsGlobal online sales trendsOnline

2、 traffic insightsEmail marketingCart abandonmentExecutive summaryAbout this report050406111719*Click sections below to jump to page33Get Your Demo NowGlobal ecommerce is set to be worth$6.913 trillion by the end of 2023 according to research by eMarketer and will continue its growth.Its essential to

3、 stay up-to-date with evolving market trends and the latest ecommerce statistics.Since market research is very time consuming we have compiled a comprehensive 2023 Ecommerce Stats&Trends report covering the overall global market and 29 different sectors.SaleCycles 2023 Ecommerce Stats&Trends Report

4、harnesses internal data,which has been analysed using:over 6 billion user-journeys tracked over 5 million online conversions witnessed over 480 million abandoned baskets over 120 million cart abandonment emails sentIn this report,well draw a spotlight on interesting ecommerce stats and trends,online

5、 shopper statistics,mobile commerce,cart abandonment rates,email marketing,average order values all by industry and sector with expert tips,as well as macro and micro ecommerce trends.About this report44Get Your Demo NowIn 2023,ecommerce will continue to grow and evolve,with a significant increase i

6、n mobile ecommerce.Consumers have become more comfortable making purchases on their smartphones and tablets,leading to a shift in online buying behaviour.Even if consumers dont make the final purchase through their mobile devices,brands should try to provide a seamless experience given that 75%of co

7、nsumers used mobile to browse last year.As a result,many businesses have optimised their websites for mobile devices and have implemented features such as one-click checkout and payment options.Additionally,with more people staying at home due to the ongoing pandemic and the rise in remote working,o

8、nline traffic has surged and at different times throughout the day than previously.As a result,competition among ecommerce businesses has become more intense,leading to a focus on customer experience and personalised marketing strategies.Executive Summary55Get Your Demo NowTotal Average Order ValueR

9、etail:375.28Travel:529.02Fashion:368.46Total Online SessionsMobile:75%Desktop:25%Total Online SalesMobile:55.25%Desktop:44.75%Cart AbandonmentEmail MarketingTotal Email Sent:120,061,371Avg Click Rate:18.72%Avg Open Rate:50.02%Avg Conversion Rate:27.45%Avg Abandonment Rate:79.53%Desktop:71.81%Mobile:

10、83.22%6Get Your Demo NowSaleCycle Client Data 2022G LO B A L O N L I N E S A L E S T R E N D S7Get Your Demo NowOnline Sales by DeviceMobile accounts for 55%of all online sales,which shows that mobile commerce is gaining traction across the globe.The online fashion industry is a key driver of this t

11、rend(as shown on page 38)55.25%44.75%Online Sales by MonthNovember is the clear standout of the year.Online sales events like Black Friday and Cyber Monday have had a major impact.JanFebMarAprMayJunJulAugSepOctNovDec8,000,0009,000,00010,000,00011,000,00012,000,00013,000,00014,000,000Total salesMobil

12、eTotal Sales:68,373,991DesktopTotal Sales:55,381,1928Get Your Demo NowOnline Sales by Day of MonthOnline sales volume significantly increased between the 25th-28th of the month.We can attribute this to the impact of payday.According to research by the Journal of Marketing payday changes the buying m

13、otives of the consumer not their buying preferences.For example,consumers who have just been paid are more likely to purchase“promotion-focused”products and services,which they perceive will boost their quality of life.510152025302,000,0002,500,0003,000,0003,500,0004,000,0004,500,000Total salesDay o

14、f the monthOnline Sales by Day of WeekMonday has taken the lions share of online sales for the last two years in a row.Taking over Thursday in 2021 and we see this trend continue.Saturday remains the day with the lowest amount of online sales.MonTueWedThuFriSatSun12.5%13%13.5%14%14.5%15%15.5%9Get Yo

15、ur Demo NowOnline Sales by Hour10:00 is the peak hour for online buying,slightly earlier than the last 2 years.Interestingly,online buying has increased throughout the middle of the day(traditional working hours)and slightly decreased in the evening.00:0001:0002:0003:0004:0005:0006:0007:0008:0009:00

16、10:0011:0012:0013:0014:0015:0016:0017:0018:0019:0020:0021:0022:0023:008,420,858545,60010Get Your Demo NowOnline Sales by Region&DeviceMobile leads online sales in all regions.The penetration of mobile in emerging ecommerce countries such as the Middle East have had a big impact on consumer behaviour

17、.DESKTOPMOBILEAFRICAARAB STATESASIA&PACIFICCARIBBEANEUROPEMIDDLE EASTNORTH AMERICASOUTH/LATIN AMERICA10%20%30%40%50%60%70%80%90%100%Optimisation Tips Heavily promoted product launches should occur late in the month Promotional advertising should be adjusted at different times of the month Daily buyi

18、ng habits are changing,ensure marketing campaigns and launches are pushed throughout the dayHelpful Solution:Recover Online Sales On average,79.53%of shoppers leave without buying the items in their shopping basket.SaleCycle helps you to persuade visitors to complete their purchase before they leave

19、 your site,or to provide an easy route back to purchase once they have left.Recover More Sales11Get Your Demo NowSaleCycle Client Data 2022O N L I N E T R A F F I C I N S I G H T S12Get Your Demo NowOnline Traffic by DeviceMobile ecommerce continues to grow year on year.Mobile now accounts for 75%of

20、 online users,thats 4%increase on last year.Mobile commerce is set to grow even more and become a major disruptor in the coming years.For example,social media sites such as Facebook,Twitter,and Pinterest have all introduced“buy buttons”that let shoppers make purchases without having to leave the pla

21、tform.And many retailers have introduced one-click checkout to their sites.As app usage continues to grow it is set to boost online sales growth.This is even more noticeable as millennials and Gen Z consumers hold huge spending power.Online Traffic by MonthJanuary saw the largest volume of online tr

22、affic throughout the year with November a close second.November to January took the lions share of online users.Mobile:75%Desktop:25%JanFebMarAprMayJunJulAugSepOctNovDec450500550600650Total sessions(millions)13Get Your Demo NowOnline Traffic by Day of MonthThe 25th of the month averages the highest

23、volume of traffic.We can assume that the majority of paydays happened on this day therefore boosting browsing behaviour.51015202530Day of the monthTotal sessions (millions)140160180200220100120Online Traffic by Day of WeekMonday has the highest volume of online traffic,which is no surprise given tha

24、t Monday is also the best day for online sales.Interestingly,Monday-Wednesday has much higher traffic than the rest of the week.Perhaps the rise in mobile commerce is changing online buying habits as digital products become much more accessible from anywhere in the world and at any time of the day.M

25、onTueWedThuFriSatSun850875900925950Total sessions(millions)14Get Your Demo NowOnline Traffic by HourAlthough online sales peaks at 10:00,online traffic peaks at 21:00.We know that the buyer journey differs depending on the sector.Our data suggests browsers and online sales peak one hour earlier than

26、 last year.00:0001:0002:0003:0004:0005:0006:0007:0008:0009:0010:0011:0012:0013:0014:0015:0016:0017:0018:0019:0020:0021:0022:0023:0052,263,492381,197,73315Get Your Demo NowOnline Traffic by Region&DeviceDesktop browsing performs slightly better in more mature ecommerce markets such as North America a

27、nd Europe.However in more emerging markets such as the Middle East and South/Latin America we notice consumers browse heavily on mobile.A possible reason for this is that these countries skipped a technology era of desktop and went straight to mobile and tablet.Global ecommerce brands must have thei

28、r mobile user-journey mapped and optimised if they are to crack these emerging markets.DESKTOPMOBILEAFRICAARAB STATESASIA&PACIFICCARIBBEANEUROPEMIDDLE EASTNORTH AMERICASOUTH/LATIN AMERICA10%20%30%40%50%60%70%80%90%100%Optimisation Tips Add one-click checkouts to social media pages to boost conversio

29、ns Focus on your mobile checkout pages and mobile user experience Adjust marketing campaigns and advertising to where the majority of digital traffic isHelpful Solution:Conversion Rate Optimisation Using customer data,we help you create a personalised and more persuasive customer journey that makes

30、it easier for people to make a purchase.Increase Conversion Rate16Get Your Demo NowONLINE TRAFFIC TIMELINE JANFEBMARAPRMAYJUNJULAUGSEPOCTNOVDEC17th-Blue Monday(January Sales)1st Chinese New Year 14th Valentines Day27th-Mothers Day17th-Easter Sunday8th-InternationalMothers Day18th-Hottest Day on reco

31、rd in France19th-Fathers Day20th-Hottest Day on Record in US9th-Hottest Day on Record in UK5th-Labor Day USA&CANUK Cost of Living Crisis,Inflation Peaks at 11.1%31st-HalloweenWorld Cup Begins(20th Nov-18th Dec)Singles DayBlack FridayCyber MondayThanks Giving25th-Christmas Day26th-Boxing Day650550450

32、Sessions(million)17Get Your Demo NowSaleCycle Client Data 2022EMAIL MARKETING18Get Your Demo NowGlobalTotal Emails Sent:120,061,371Avg Open Rate:50.02%Avg Click Rate:18.72%Avg Conversion Rate:27.45%RetailAvg Open Rate:49.42%Avg Click Rate:16.76%Avg Email Conversion Rate:32.18%FashionAvg Open Rate:47

33、.35%Avg Click Rate:19.89%Avg Conversion Rate:25.46%TravelAvg Open Rate:58.25%Avg Click Rate:18.86%Avg Conversion Rate:25.26%Optimisation Tips Add an extra email cycle.Sending messages 1 hour,24 hours,and 72 hours after an abandonment can improve campaign performance by up to 30%A/B test your email c

34、ampaigns including images,subject lines and send times to find the best performing version Personalise your emails.For example,email content including offer details and imagery can change based on customer purchase and browse historyHelpful Solution:Post-Purchase Emails After purchase,the journey do

35、esnt end there.It costs five times more to acquire a new customer than to keep an existing one.Use up-selling and cross-selling to encourage your existing customers to keep on buying.Post-Purchase Emails19Get Your Demo NowSaleCycle Client Data 2022CART ABANDONMENT20Get Your Demo NowCart Abandonment

36、by DeviceCart abandonment rate on mobile hasnt changed since last year,but desktop abandonment rates have decreased by around 4%.83.22%71.81%MOBILEDESKTOPCart Abandonment by CategoryR E T A I LT R A V E LA V G A B A N D O N M E N T R A T EF A S H I O N72.23%84.61%84.56%79.53%21Get Your Demo NowCart

37、Abandonment by Industry&SectorConsumer behaviour changes thanks to many different factors including AOV,payment methods,device,product and so on.Its important for each sector to understand their customers so that their advertisements are more effective.Retail SectorSubscription or repeat purchase-ba

38、sed sectors such as groceries and pharmaceuticals is on the lower end of cart abandonment.Gardening&DIY and consumer electronics also show lower end cart abandonment rate within the sector.Both sectors above can be linked to an increase in interest.10%20%30%40%50%60%70%80%90%100%AutomotiveBooksTelco

39、RetailDepartment StoreGroceriesHuntingHome FurnishingsOffice SuppliesJewelleryBaby&ChildPharmaceuticalGardening&DIYOtherSport&OutdoorConsumer ElectronicsAbandonment rate22Get Your Demo NowFashion SectorThe overall cart abandonment rate in the fashion sector has slightly dropped compared to last year

40、.Consumer fashion,once again shows the lowest cart abandonment rate within fashion.10%20%30%40%50%60%70%80%90%100%Abandonment rateConsumerLuxuryFashionTravel SectorThe overall cart abandonment rate in the travel sector has dropped by 2%YoY.As consumers begin to trust the travel industry more abandon

41、ers are decreasing.For example,Airline and Road&Rail have shown strength in their abandonment rates YoY.10%20%30%40%50%60%70%80%90%100%Abandonment rateAirlineHotelTravelRoad&RailOTACruise&FerryCar RentalTheme ParkOther23Get Your Demo NowCart Abandonment by MonthNovember posted some of the highest on

42、line traffic levels of the year.November also had the lowest abandonment rate of the year.What does this mean?It means that consumers are much more likely to purchase in November.Consumers show much higher intent to buy and are more confident about the products they add to cart.Cart Abandonment by D

43、ay of MonthAs expected,the 25th of the month has the lowest cart abandonment rate.The 23rd of the month has the highest cart abandonment rate,which makes sense given its 5 working days before payday.JanFeb Mar Apr May JunJul Aug SepOct Nov Dec76.5%77.5%78.5%79.5%80.5%81.5%82.5%51015202530Day of the

44、month79%79.5%80%78.5%80.5%24Get Your Demo NowCart Abandonment by Day of WeekThe highest cart abandonment rate is on Sunday with the lowest abandonment rate on Monday.Online shoppers tend to browse on a Sunday and then convert on a Monday.This is important to note because,turning more browsers into b

45、uyers or converting more carts into purchases has a direct impact on your business revenue.Understanding this buying behaviour pattern allows brands to improve their marketing material,send times and cart abandonment email plans.MonTueWedThuFriSatSun78.5%79%79.5%80%80.5%25Get Your Demo NowCart Aband

46、onment by RegionAsia&Pacific has a much lower cart abandonment rate than the other top markets.Perhaps a reason for this is that North America and Europe are subject to higher shipping costs than Asia&Pacific.Furthermore,global returns are much more complicated.We also know that Asia&Pacific have a

47、higher mobile device usage,suggesting that mobile devices are slightly more trusted and used to complete the sale.76%77%78%79%80%(Abandonment rate)EuropeAsia&PacificNorth AmericaOptimisation Tips In cart abandonment emails show the products they were thinking about buying,and be sure to include the

48、key information they need,such as price and details like size or delivery cost Discounting too much and too often can affect profit margins,and could train shoppers to abandon in the expectation of discounts A high-performing email should be relevant to recipients and the use of segmentation and per

49、sonalization can help to achieve thisHelpful Solution:Cart Abandonment Emails Cart abandonment is a fact of life for online retailers,in fact on average,84%of shoppers leave without buying the items in their shopping cart.SaleCycle can help your brand reconnect with visitors who have abandoned their

50、 purchase via email or SMS campaigns.Cart Abandonment Emails26Get Your Demo NowExploring three main ecommerce markets and trends:Retail Travel Fashion ECOMMERCE BY INDUSTRY27Get Your Demo NowSaleCycle Client Data 2022R E TA I L28Get Your Demo NowMobile vs Desktop TrendsUsers change their device mult

51、iple times throughout the day.For example,online shopping,browsing social media and searching on Google News can result in device switching.This means optimising both digital experiences is more nuanced than we might think.Above all,being aware of the differences between your mobile and desktop audi

52、ence can help you discover new strategies and improve old ones.TRAFFICMobile:74.79%Desktop:25.21%SALESMobile:49%Desktop:51%AOVMobile:348.86Desktop:401.7029Get Your Demo NowOnline Sales&AOV Trends by SectorSports&Outdoor and Home Furnishings are two sectors that have both recovered very well since th

53、e pandemic.These sectors have solid online sales volumes with high value items.Groceries lead the pack.COSMETICSCONSUMER ELECTRONICSOTHERSPORT&OUTDOORGERDEINING&DIYPHARMACEUTICALBABY&CHILDJEWELLERYOFFICE SUPPLIESHOME FURNISHINGSHUNTINGGROCERIESDEPARTMENT STORERETAILTELCOBOOKSAUTOMOTIVESales(millions

54、)AOV()246810121416182004006008001k1.2k1.4k1.6k1.8k30Get Your Demo NowOnline Sales Trends by MonthNovember takes over January as the peak for online sales in just 12 months.We understand that Black Friday had a huge impact on overall statistics.The first half of the year(January-May)posted a very str

55、ong online sales performance compared to the summer months.JanFeb Mar Apr May JunJulAug Sep Oct Nov Dec6%7%8%9%10%Online Sales11%Online Sales Trends by Day of MonthThe 25th of the month in retail was the highest for online sales.Perhaps we can attribute this to the grocery sector given payday impact

56、.However,like with the overall ecommerce market,the 25th-28th does show considerable online sales strength.51015202530(Day of the month)2.5%3%3.5%4%1.5%2%Online Sales31Get Your Demo NowOnline Sales Trends by WeekMonday has the highest percentage of online sales and decreases gradually as the week pr

57、ogresses until a slight upward trend on Sunday.MonTueWedThuFriSatSun11%12%13%14%15%Online Sales16%Online Sales Trends by HourIn the retail sector,10:00 saw the highest online sales percentage which is consistent with last year.Two years in a row suggests a somewhat solid trend.00:0001:0002:0003:0004

58、:0005:0006:0007:0008:0009:0010:0011:0012:0013:0014:0015:0016:0017:0018:0019:0020:0021:0022:0023:007.38%0.43%32Get Your Demo NowSaleCycle Client Data 2022T R AV E L33Get Your Demo NowMobile vs Desktop TrendsDue to the complexity of the online travel buying/booking journey as well as the high AOV we n

59、otice desktop leading mobile.For example,online travel consumers prefer to browse on mobile but convert on desktop.Mobile takes a 61%share of online traffic in the sector but 55%of travel consumers purchase on desktop.TRAFFICMobile:61.41%Desktop:38.59%SALESMobile:45%Desktop:55%AOVMobile:439.13Deskto

60、p:696.5034Get Your Demo NowOnline Sales&AOV Trends By SectorOTA(online travel agents)have the highest AOV but the least amount of traffic.OTA brands have a competitive landscape when it comes to acquiring customers because of the amount of affiliate websites in the space.OTHERTHEME PARKCAR RENTALCRU

61、ISE&FERYOTAROAD&RAILAIRLINEHOTELTRAVELSales(millions)AOV()12345675009001.3k1.7k2.1k2.5k100035Get Your Demo NowOnline Sales Trends by MonthIn the travel sector,August sees the highest amount of online sales volume,which is very different to other ecommerce sectors.The travel industry increases month

62、on month from January to August.JanFebMarAprMay JunJulAugSepOctNovDec5%6%7%8%Online Sales9%10%11%Online Sales Trends by Day of MonthPeak online sales are delivered on the 28th of the month,which is slightly later than fashion and retail.51015202530Day of the month2.3%2.6%2.9%3.2%2%Online Sales3.5%36

63、Get Your Demo NowOnline Sales Trends by WeekSimilar to last year,Monday is the most popular day for online sales.MonTueWedThuFriSatSun11%12%13%14%15%Online Sales16%Online Sales Trends By HourBetween 10:00-15:00 we see the highest amount of online sales with 10:00 being the peak.00:0001:0002:0003:000

64、4:0005:0006:0007:0008:0009:0010:0011:0012:0013:0014:0015:0016:0017:0018:0019:0020:0021:0022:0023:006.70%0.41%37Get Your Demo NowSaleCycle Client Data 2022FA S H I O N38Get Your Demo NowMobile vs Desktop TrendsMobile commerce is driving the online fashion industry.Fashion consumers expect a premier m

65、obile buying experience so if youre planning on running a successful fashion ecommerce brand you cant afford to ignore mobile.Being available on smartphones not only helps fashion brands reach a wider audience but also builds brand awareness and recognition.Another advantage of m-commerce is that it

66、 allows the shopper to purchase from anywhere and anytime they want.TRAFFICMobile:78.96%Desktop:21.04%SALESMobile:71%Desktop:29%AOVMobile:370.53Desktop:362.9139Get Your Demo NowOnline Sales&AOV Trends by SectorConsumer fashion sees significantly more online sales than luxury retail,which could be ex

67、plained by the average order values being almost double.LUXURYFASHIONCOBSUMERSales(millions)AOV()12346710020030040050060040Get Your Demo NowOnline Sales Trends by MonthThe fashion sector has been heavily impacted by November and January.We can assume that Black Friday and January sales.There is also

68、 movement in June and July around the summer sales/summer holiday shopping.JanFebMarAprMayJunJulAugSepOctNovDec6%7%8%9%Online Sales10%11%12%13%Online Sales Trends by Day of MonthThe impact of payday doesnt affect the fashion sector as much as the retail sector.We can see that fashion consumers are c

69、onsistent in their buying activity over the month.51015202530(Day of the month)2.3%2.6%2.9%3.2%2%Online Sales3.5%14%41Get Your Demo NowOnline Sales Trends by WeekThursday is the most popular day of the week for online sales.Given that consumers rely on their weekends for social activities we can ass

70、ume they are buying in time for the weekend.This is important data to understand.For example,offering a next day delivery service could boost conversions.Also,making your customers aware of next day delivery in on-site messaging,banners and in emails could also aid conversions.MonTueWedThuFriSatSun1

71、3%13.5%14%14.5%15%Online Sales15.5%42Get Your Demo NowOnline Sales Trends by Hour20:00 is the peak for online sales in fashion.Travel and Retail both have strong buying intent at 10:00.Fashion consumers have different buying patterns and highlight how different sectors need to be marketed to in diff

72、erent ways and at different times.00:0001:0002:0003:0004:0005:0006:0007:0008:0009:0010:0011:0012:0013:0014:0015:0016:0017:0018:0019:0020:0021:0022:0023:006.61%0.45%43Get Your Demo NowAbout SaleCycle&Further ResourcesEach day we track the behaviour behind more than three million online purchases and

73、abandonments.We know why people buy.We optimise the ecommerce buying funnel with personalised and targeted emails to help you reconnect with shoppers after they have left your site.SaleCycles data-driven features help you to boost conversions,recover sales,drive loyalty,and understand your customers

74、.We track millions of online conversions and user journeys for over 500 ecommerce clients.Our solutions include:Author-Brad WardBrad Ward is the SEO&Content Manager at SaleCycle.Brad is a former magazine journalist with over 8 years experience in digital,including SEO,social media and copywriting.Br

75、ad has written thousands of articles for a range of different sectors including online gambling,travel,education,sports and ecommerce.SAVE IT FOR L ATER?AbandonedSalesRecoveryCustomerInsightsConversionRateOptimsationCustomerLoyaltyRECOVER MORE SALES:Learn how over 500 brands within your space are recovering lost sales and trafficGet a free demo with one of our expertsGet your demo now