50 Mind-Blowing Stats About Ecommerce Experience in 2018

Lauren Burgess
Written by Lauren Burgess
December 18, 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 TwitterLinkedIn or Facebook. (And don’t forget to follow us for updates!)

Topics: Customer Experience, Data, Ecommerce, Online Retail
Back to Blog Home
Get Started

Ready to discover your Digital Experience Score?

Request a demo to speak to a Decibel expert and see DXS® on your website or app today.

Request Demo