
50 Mind-Blowing Stats About Ecommerce Experience in 2018
2018 has seen all areas of digital customer experience leap forward once again. The technology is more sophisticated, dedicated metrics have been introduced (like DXS!) and it’s becoming more widely accepted as one of the biggest indicators of a company’s longevity and overall success. We’ve also seen a huge rise in the number of roles dedicated to managing and improving digital experiences and even entire teams being built out.
With all this rapid change it’s no surprise that there are plenty of studies and statistics emerging surrounding ecommerce customer experience. Here are 50 of the ones we’ve found the most fascinating this year:
The Value of Ecommerce
1. eMarketer expects global ecommerce sales to reach $4.058 trillion by 2020. This is almost 15% of all retail sales
2. Global mobile commerce revenue alone is projected to reach $669 billion dollars by the end of 2018
3. The UK has the highest ecommerce spend per capita in the world at $4201. The US is second at $3428
4. This year, US consumers spent a record $3.7 billion on Thanksgiving Day. Smartphones accounted for 54.4% of traffic to ecommerce sites and 36.7%
5. Online spending went up 28% on Thanksgiving Day in the US this year compared to 2017. (From $2.9 billion to $3.7 billion)
6. According to Temkin Group research, a moderate enhancement in customer experience processes means an additional $823 million in revenue over three years for a $1 billion company
7. The Asia-Pacific region remains the global leader in mobile shopping – it now contributes 50% of global mobile sales
8. The latest figures show that it’s now 7 times more expensive to win over a new customer than to retain an existing one
9. Online sales now account for 18% of all retail sales in the UK (up from 16.9% last year)
10. Over 25% of consumers are spending more on products and experiences this year than in years past
11. A 5% increase in customer retention can produce 25% more profit
Generations and Ecommerce
12. Millennials will pay 21% more to do business with companies who excel at customer service
13. Millennials are also the only demographic in the United States who are more likely to share a positive customer experience than a negative one
14. 18-25 year olds are the least tolerant of negative ecommerce returns experiences. 60% report not shopping with a retailer again as a result
15. Generation X (those born 1966-1981) make 20% more online purchases than Millennials
16. Baby Boomers spend more per transaction than any other generation when shopping online
17. 77% of millennials have used a smartphone to look up a product while in-store (compared to 70% in Gen X and 50% of Baby Boomers)
Research and Shopping Behavior
18. Salesforce estimate that as much as 75% of consumers conduct online research before committing to an ecommerce purchase
19. 94% of online shoppers read reviews
20. Zendesk has found that 88% of consumers are influenced by customer service reviews when making a buying decision
21. Reviews and ratings by other customers are considered the most important sources of information when interested in purchasing a product or service
22. 43% of users have made a voice purchase through Amazon Echo, Google Home or another digital home assistant
23. The majority of shoppers consider social media the primary way to get inspiration for new purchases
24. The percentage of consumers making weekly shopping trips to physical stores has increased from 40% in 2015 to 44% in 2018
25. 50% of consumers use smartphones to complete payment at a physical store – either through in-store apps or a mobile payment platform at checkout
26. 8% of search queries are now phrased as questions
27. Cart abandonment rates have risen year-on-year. In 2018 the average is around 69% – up 10% since 2006
Experience and Communication
28. Users who have a negative experience on a mobile site are 62% less likely to purchase from you in the future
29. According to a Gartner study, 64% of people find customer experience more important than price
30. 88% of consumers are willing to pay for same-day or faster delivery
31. Globally, 67% of people believe that customer service as a whole is improving
32. 75% of consumers would pay more for “exceptional customer service”
33. The No.1 reason customers say they switch brands is that they “feel unappreciated”
34. Just 1 in 26 unhappy customers will communicate their issues with the brand – the rest will simply walk away
35. 13% of consumers will tell 15 or more people about a single negative experience
36. Men reportedly tell 21 people about a poor customer experience
37. 87% of consumers feel that brands need to do more to provide a seamless experience
38. Following a single negative experience, 51% of customers will never return to that brand
39. 70% of consumers say they have already made a choice to support a company that delivers great customer service
40. Only 1% of customers feel that retailers consistently meet their customer experience expectations
41. 52% of UK consumers report being more loyal to brands that show a deep understanding of their preferences and priorities
42. 90% of UK and 88% of US consumers want to engage with brands that are setting new standards in customer experience
43. 61% of UK and 62% of US consumers believe that the best brands make their lives easier – convenience is critical
44. Just 37% of shoppers feel like retailers really know them
45. Forrester found that 54% of customers have used email to contact customer services in the past year – making it the most commonly used digital customer service channel
46. Accenture found that 89% of customers get frustrated because they need to repeat their issues to multiple representatives
The Future
47. Studies indicate that by 2020, customer experience will overtake price and product as the key brand differentiator
48. Gartner predicts that more than 50% of organizations will redirect their investments to customer experience innovations
49. 50% of brands are planning to make a direct investment in customer experience technology in the near future
50. Almost 40% of consumers would trust a drone to deliver their package
Know a statistic that belongs in this list? Let us know on Twitter, LinkedIn or Facebook. (And don’t forget to follow us for updates!)