e-Commerce analysis and results

15 Mind-Blowing Stats About E-Commerce

CMO EXCLUSIVES | September 04, 2013

by Giselle Abramovich
Senior & Strategic Editor


E-commerce is changing. More devices are being used to access the Internet, and people are accessing more platforms to help guide their purchase decisions. CMO.com compiled some stats from around the Web to get a better sense of the current state of online commerce. The gist: the e-commerce landscape is more fragmented than ever before.


  • Consumers are buying from their mobile devices and tablets.
  • People are using social networks to connect with brands more, which is influencing their purchase decisions. However, social media is not driving much direct sales.
  • U.S. e-commerce sales in 2012 accounted for 5.2 percent of total sales.

1. Fifteen percent of students older than 13 with access to tablets have shopped on their devices while in school.

2. Seventy-one percent of social media users are more likely to purchase frombrands they follow online.

3. The second quarter of 2013 marked the fifteenth consecutive quarter of positive year-over-year growth in U.S. retail e-commerce sales, and the eleventh consecutive quarter of double-digit growth.

4. Ninety-five percent of tablet shoppers who make a purchase with their devices do so at home.

5. Mobile commerce sales reached $4.7 billion in in the second quarter of 2013, up 24 percent percent year-over-year.

6. Just 0.1 percent of e-commerce customer acquisition comes from Twitter, and 0.25 percent comes from Facebook.

7. Online purchases account for 11 percent of all Macy’s sales, or $3.1 billion per year.

8. U.S. e-commerce sales in 2012 accounted for 5.2 percent of total sales.

9. Tablet shoppers spend 54 percent more per online order than those on smartphones.

10. Fifty-nine percent of households with annual incomes of $200,000 of more have purchased products on their mobile devices while in-store.

11. Online comparison shopping sites attract 72 million monthly visitors.

12. Fifty-eight percent of U.S. department store Web sites areoptimized for mobile devices.

13. Fifty-two percent of U.S. consumers buy directly from brands online.

14. Mobile commerce transactions will reach $3.2 trillion in 2017, up from $1.5 trillion in 2013.

15. Forty-six percent of U.S. specialty retailers use PayPal for online transactions.

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