15 mind-blowing stats about online shopping to guide your 2021 e-commerce strategy

By Gayle Kesten

Posted 12-07-2020

’Tis the season for online shopping – but, really, hasn’t that been the case for nearly all of this pandemic-marred year? With brick-and-mortar stores closed and shoppers quarantined at home, it’s little wonder consumers made a beeline to online, whether to buy the basics or for a little (or big) pick-me-up. And this year, shoppers increasingly turned to their smartphones and digital assistants to complete their e-commerce transactions, too.

Now the holidays are here, online spend is higher than ever, and the forecast for 2021 and beyond will continue that trend.

Want to understand how much and when consumers are spending, as well as what they are buying this holiday season? We analyzed billions of data points across Adobe Experience Cloud to bring you the most comprehensive and accurate insights for online retail and e-commerce.

View the top consumer spending trends

The stats below paint a picture of what online shopping behavior will look like in 2021:

1. Consumers spent $34.4 billion during this year’s Cyber Week – the five-day period between Thanksgiving and Cyber Monday – representing a 20.7 percent YoY increase. (Source: Adobe)

2. No slow down. U.S. retail e-commerce sales are forecasted to grow from this year’s expected total of $374.3 billion to $476.5 billion in 2024, a 39% increase. (Source: Statista)

3. More than 90 percent of consumers reported that their online shopping frequency has increased due to COVID-19. (Source: DealAid)

4. Cyber Monday 2020 is now the largest online shopping day in U.S. history: Consumers spent a record $10.8 billion just in that one day – $2.7 billion during retail’s “golden hours” of 7 p.m. to 11 p.m. alone – which beat last year’s $9.4 billion record (up 20.7 percent). (Source: Adobe)

5. Black Friday was the second biggest online spending day – another one for the U.S. history books. Consumers spent $9 billion online during Black Friday, up 21.6 percent from 2019. (Source: Adobe)

6. US B2B e-commerce will reach $1.8 trillion and account for 17 percent of all B2B sales in the U.S. by 2023. (Source: Forrester)

7. The top 10 U.S. e-commerce players will collectively grow their share of the overall e-comm market to 60.1 percent in 2020, up from 58.2 percent last year. Amazon will maintain its No. 1 position as it increases its market share from 37 percent in 2019 to 38 percent by year-end. (Source: eMarketer)

8. Smartphones are on track to contribute more than 50 percent of online spend by September 2022. (Source: Adobe)

9. Smart home devices will carry out more than $164 billion worth of transactions in 2025. That’s more than 630 percent growth in five years from the $22 billion expected this year. (Source: Juniper)

10. Delivery experience matters: Eighty-four percent of shoppers are unlikely to shop with a brand again after a poor delivery experience (the “last mile”), and 98.1 percent say that delivery impacts their brand loyalty. (Source: Retail TouchPoints)

11. Computers and consumer electronics are expected to account for the biggest slice of retail e-commerce sales – 22 percent, or $156.5 billion – in 2020. Apparel and accessories place second, at 19.1 percent, or $135.5. (Source: eMarketer)

12. Artificial Intelligence is working. Sixty percent of consumers report they would purchase more from a website that offered a chatbot concierge. Seventy-seven percent of consumers trust chatbots to take down name and address information, while 76 percent say they trust them to help choose products. (Source: LivePerson)

13. The cross-border B2C e-commerce market is predicted to reach $4.8 billion by 2026. (Source: Facts & Factors)

14. This year, global livestream-generated sales are expected to double to $120 billion. In fact, directly “shoppable media” — which also includes social commerce, virtual consultations and shoppable ad formats — will be the fastest-growing advertising categories for the foreseeable future. (Source: IAB)

15. Forty-four percent of consumers said they plan to support small and local retailers this holiday season, with 38 percent saying they will make a deliberate effort to do so. (Source: Adobe)

Topics: Commerce, Experience Cloud, Trends & Research, Retail, B2B, no-interlinks, Retail and ECommerce Trends, CMO by Adobe, Outlook 2021

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