Performing high-level research into who buys what, when and why, in relation to Americans shopping on the web, could be pricey and time-consuming — and that’s why we’ve tried it for you personally.

BigCommerce has partnered with retail and payment experts Square to dive deep in to the shopping habits, behavior and preferences of a large number of American buyers across multiple generations.

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Are you currently an omni-funnel seller?

It’s simpler than ever before for companies to possess a digital presence across a number of channels. A 2017 point-of-purchase solutions survey of just one,164 U.S. business proprietors conducted by Square and Mercury Analytics discovered that:

  • 56% possess a physical store
  • 21% possess a pop-up store, or pop-up at occasions
  • 34% sell through their very own website (utilizing a website building platform)
  • 25% sell through Facebook (40% on social networking in general)
  • 16% sell through Amazon . com (more should, thinking about nearly half of purchases begin here)
  • 22% sell through other marketplaces (including Amazon . com, Etsy, eBay, etc.)

However, despite how easy it’s to produce a webstore, scaling an internet business remains very difficult even which are more seasoned ecommerce expert. Ecommerce sales are increasing, however, many retailers are battling to take advantage of their digital sales channels.

The key to success in 2017 is not just have it available and find out the way it performs. Probably the most effective retailers are proper and targeted within their efforts, both offline as well as on.

It’s known as omni-funnel selling, and it is something BigCommerce and Square happen to be exploring in the last year, so that they can help connect the dots involving the business and also the individuals who wish to purchase from your company.

It’s not only about broadcasting on all channels, though. Effectively targeting a ready-to-buy audience requires solid data and statistics in your customers.

Below, you’ll find ecommerce trends, data and statistics reporting on just how Americans buy online, why customers convert, why it normally won’t and who your company ought to be targeting around the various online channels to be able to optimize for Return on investment.

This data provides you with a window into what consumers consider when searching for a web-based shopping experience, showcasing the possibility to evolve your online business to suit the current shopper. These bits of information can percolate through every facet of your company: product pages, emails, content marketing plus much more.

Shopping online

  • 51% of american citizens choose to buy online
  • 96% of american citizens with access to the internet make a web-based purchase within their existence, 80% previously month alone
  • Ecommerce keeps growing 23% year-over-year, yet 46% of yankee small companies don’t have an internet site
  • Online orders increase 8.9% in Q3 2016, but average order value (AOV) elevated only .2% — indicating that transactional growth is outpacing total revenue

Ecommerce trends by generation

  • 67% of Millennials and 56% of Gen Xers choose to shop on online instead of-store.
  • 41% of Seniors and 28% of Seniors will click to buy.
  • Millennials and Gen Xers spend nearly 50% just as much time shopping on the web every week (six hrs) than their older counterparts (four hrs).
  • 48% of millennials have shopped on marketplaces, 76% in particular store sites, 46% on webstores or independent boutiques, and 29% at category-specific online retailers.
  • 56% of Gen Xers have shopped on marketplaces, 76% in particular store sites, 49% on webstores or independent boutiques, and 37% at category-specific online retailers.
  • 59% of Seniors have shopped on marketplaces, 74% in particular store sites, 42% on webstores or independent boutiques, and 39% at category-specific online retailers.
  • 51% of Seniors have shopped on marketplaces, 66% in particular store sites, 30% on webstores or independent boutiques, and 44% at category-specific online retailers.
  • Millennials and Gen Xers spend 6 hrs each week shopping on the web
  • Seniors spend 4 each week shopping on the web.
  • Seniors spend 2.5 hrs each week shopping on the web.

Ecommerce trends by parental status

  • Parents spend more money of the budget online compared to non-parents (40% versus. 34%) and spend 75% additional time shopping online every week (7 hrs versus. 4 hrs for non-parents).
  • Parents spend 61% more online than non-parents ($1,071 versus. $664).
  • Up to 50 % (49%) of oldsters mentioned they cannot do without shopping online.
  • 53% of U.S. parents have shopped on marketplaces, 78% in particular store sites, 53% on webstores or independent boutiques, and 34% at category-specific online retailers.
  • 54% of non-parents have shopped on marketplaces, 72% in particular store sites, 39% on webstores or independent boutiques, and 37% at category-specific online retailers.

Ecommerce trends by gender

  • Men reported spending 28% more online than women in the past year.
  • 52% of males have shopped on marketplaces, 75% in particular store sites, 39% on webstores or independent boutiques, and 31% at category-specific online retailers.
  • 56% of ladies have shopped on marketplaces, 74% in particular store sites, 48% on webstores or independent boutiques, and 40% at category-specific online retailers.
  • Women and men both report spending 5 hrs each week shopping on the web.

Ecommerce trends by city-size

  • Even though they have greater closeness to physical stores, customers in large or mid-size urban centers spend more money online yearly ($853) than suburban shoppers ($768) or individuals in rural areas ($684).
  • Americans in urban centers are spending probably the most online.
  • 63% of suburban shoppers share that shipping pricing is their least favorite a part of shopping online.
  • 38% of rural shoppers cite strong concerns about online privacy.
  • 49% of american citizens in urban centers have shopped on marketplaces, 76% in particular store sites, 45% on webstores or independent boutiques, and 30% at category-specific online retailers.
  • 60% of american citizens in suburban areas have shopped on marketplaces, 73% in particular store sites, 44% on webstores or independent boutiques, and 42% at category-specific online retailers.
  • 58% of american citizens in rural areas have shopped on marketplaces, 71% in particular store sites, 39% on webstores or independent boutiques, and 40% at category-specific online retailers.
  • Americans in urban centers report spending 4.5 hrs each week shopping on the web.
  • Americans in suburban and rural areas both spend 5 hrs each week shopping on the web.

Spending and conversions

  • 51% of american citizens think shopping on the web is the easiest method to shop, with 49% preferring shopping in-store.
  • Americans spend 64% of the shopping budget in-store, and 36% online.
  • Within the this past year, shoppers have spent probably the most with ecommerce marketplaces ($488), carefully adopted by major online/offline brands ($409) for example Nordstrom or Best To Buy.
  • 74% of american citizens have shopped in particular online/offline brand retailers, 54% on ecommerce marketplaces, 44% at small , specifically online brands and 36% at category-specific online stores.
  • While shopping online, up to 50 % (48%) of internet purchasers first use full of commerce marketplace.
  • 31% first frequent a sizable online/offline brand store, 12% first frequent a category specific online store, 7% first use a littleOrspecialty online retail brand (more about conversions here).
  • 52% of smartphone proprietors use internet banking (or e-banking), suggestive of an additional trend towards mobile shopping

Buying frequency

  • 95% of american citizens buy online a minimum of yearly.
  • 80% of american citizens buy online a minimum of monthly.
  • 30% of american citizens buy online a minimum of weekly.
  • 5% of american citizens buy online daily.

Customer location sometimes of purchase

  • One fourth of internet shoppers (25%) make a web-based obtain a brick-and-mortar store.
  • 43% of internet shoppers make an order during bed.
  • Millennials and Gen Xers are nearly 3x as likely as Seniors and Seniors to possess made a web-based obtain bed (59% v 21%).
  • 23% of internet shoppers make a web-based purchase in the office.
  • Nearly 3 in 10 (29%) of Millennials and Gen Xers make an order in the office.
  • Greater than 15% of Seniors and Seniors make an order in the office.
  • 20% of yankee internet buyers have obtained in the bathroom or whilst in the vehicle (a +1 for mobile commerce).
  • Millennials and Gen Xers are 5x more prone to make a web-based obtain the restroom (31% v. 6%) than Seniors and Seniors.
  • Ten percent customers accepted to purchasing something online after consuming alcohol.
  • Males are greater than two times as likely as women to possess designed a purchase after eating and enjoying alcohol (14% to sixPercent).
  • More youthful generations are 5x more prone to drink and shop than their older counterparts (15% to threePercent).
  • Parents are two times as likely as non-parents to possess made a web-based purchase after consuming (15% v 7%).

Kinds of online goods purchased

  • 60% of customers have obtained clothing, footwear and accessories products from large retailers, 54% at marketplaces, 44% from category-specific and 45% from webstores.
  • 43% of internet shoppers have obtained computers or electronics from marketplaces, 41% from large retailers, 29% at category-specific online retailers and 17% at webstores.
  • 34% of customers have obtained beauty products at marketplaces, 31% in particular retailers, 29% at webstores and 25% at category-specific online retailers.
  • 55% of customers have obtained books, movies and music frequent a marketplaces, 36% in particular retailers, 24% at webstores and 21% at category-specific online retailers.
  • 18% of customers have obtained flowers and gifts on marketplaces, 18% in particular retailers, 24% at webstores and 28% category-specific online retailers.

Influencing factors on conversions

  • The very best three factors which are very or very influential in figuring out where Americans shop are cost (87%), shipping cost and speed (80%) and discount offers (71%).
  • Seniors are less affected by discount offers than other generations: 47% to 74%.
  • Almost one fourth of internet shoppers (23%) suffer from social networking recommendations.
  • 42% online customers find recommendations from buddies and family influential, two times the amount who cite advertisements as influential when figuring out where you can shop.
  • More youthful generations more receptive to advertising: Millennials and Gen X are two times as likely as older generations (27% versus. 14%) to become affected by advertising.
  • 23% of customers suffer from social networking recommendations/reviews.
  • Internet buyers want products to become introduced to existence with images (78%) and product critiques (69%).
  • Female respondents reported they enjoy shopping online (51% versus. 37% of male respondents), invest additional time (60% versus. 46% for male counterparts) to get the best deals and frequently look for online coupons to obtain discounts (48% versus. 29% for guys).
  • 66% of internet shoppers have made the decision to not buy a product due to shipping costs.
  • 72% of girls and 59% of males have made the decision to abandon their purchase due to shipping costs.
  • 49% of cite the inability to touch, feel or consider using a product among their least favorite facets of shopping online.
  • 34% stated hard to return products and lengthy delivery estimates were additionally a discomfort (indicating a wish for same-day delivery).
  • 21% of american citizens condition that unattractive or hard-to-navigate websites is frustrating when purchasing online.
  • 78% of internet shoppers want more images from ecommerce sites.
  • 69% of internet shoppers want more reviews from ecommerce sites.
  • 46% of internet shoppers want more product comparisons from ecommerce sites.
  • 42% of internet shoppers want more testimonials from ecommerce sites.
  • 30% of internet shoppers want more video from ecommerce sites.
  • 42% of internet shoppers make an order they later regret.
  • Millennials are more inclined to experience purchaser’s regret than every other generation (51% v 37%).
  • 21% of american citizens have accidentally bought something they didn’t want.
  • Over fifty percent of Millennial and Gen Xers (55%) have overspent while shopping online, while just below two in five (38%) of seniors and seniors did exactly the same.
  • 48% of internet shoppers have purchased or spent greater than planned while shopping online.

Social networking being an influencing factor on conversions

As social commerce keeps growing, these trends are suggestive of the huge possibility of retailers for connecting with shoppers on their own favorite platforms.

  • 30% of internet shoppers say they’d be likely to buy from the social networking network like Facebook, Pinterest, Instagram, Twitter or Snapchat.
  • 20% of internet shoppers could be likely to buy from Facebook.
  • 17% of internet shoppers could be likely to buy from Pinterest.
  • 14% of internet shoppers could be likely to buy from Instagram.
  • 12% of internet shoppers could be likely to buy from Twitter.
  • 10% of internet shoppers could be likely to buy from Snapchat.
  • Men are more inclined than women to buy through Facebook (23% versus. 17%).
  • Men are more inclined than women to buy through Instagram (18% versus. 11%).
  • Men are more inclined than women to buy through Twitter (17% versus. 7%).
  • Men are more inclined than women to buy through Snapchat (15% versus. 6%).
  • 29% of internet shoppers could be prone to consume a brand on Facebook.
  • 21% of internet shoppers could be prone to consume a brand on Pinterest.
  • 21% of internet shoppers could be prone to consume a brand on Instagram.
  • 18% of internet shoppers could be prone to consume a brand on Twitter.
  • 13% of internet shoppers could be prone to consume a brand on Snapchat.
  • 20% of internet shoppers would buy an item a buddy has incorporated on their own Pinterest board.
  • 18% of customers would buy an item a buddy loved on Facebook.
  • 21% of internet shoppers would buy an item featured inside a brand’s Facebook publish.
  • 18% of internet shoppers would buy an item from the brand’s Pinterest board.
  • 51% of Millennials could be likely to buy over social networking.
  • 36% of Gen Xers could be likely to buy over social networking.
  • 14% of Seniors could be likely to buy over social networking.
  • 3% of Seniors could be likely to buy over social networking.
  • 29% of Millennials and Gen Xers may likely buy something through Facebook if because of the option.
  • 26% of Millennials and Gen Xers may likely buy something through Pinterest if because of the option.

Shopping online in society

  • 2 in five (40%) internet buyers say they couldn’t do without shopping online.
  • Millennials, Gen X and Seniors tend to be more than two times as likely as seniors to state they couldn’t do without shopping online (43% to twentyPercent).
  • Internet buyers are nearly two times as prone to say they couldn’t do without shopping online because they are to state they couldn’t do without streaming music (40% to 21%).
  • Internet buyers are 8x as prone to say they couldn’t do without shopping online because they are to state they couldn’t do without dating apps (40% to eightPercent).

Shopper characteristics by funnel

Marketplace shopper characteristics and trends

  • 55% of ecommerce sales are carried out through branded stores, versus. 45% via marketplaces.
  • From the 45% of sales through marketplaces, the most typical destinations are:
    • Amazon . com – 36%
    • eBay – 8%
    • Etsy yet others – 1%
  • Shoppers on marketplaces look for product online more frequently and spend more money online, too.
  • Industry shoppers is much more likely compared to average shopper to savor taking time to obtain the right deal (62% v. 54%).
  • More prone to research brands before buying (61% v. 48%).
  • Average amount spent each year on marketplaces: $488.
  • What marketplace shoppers buy: Book, movies, music (44%), Clothing, footwear and accessories (43%), Computers and electronics (34%), Beauty and health products (29%).
  • 70% of customers plan to look at Amazon . com Prime on Prime Day, per DigitalCommerce360

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Large store shopper characteristics and trends

Shoppers on large store sites are high spends and therefore are less inclined to shop elsewhere.

  • Individuals who’ve ever shopping in a large online/offline store are less inclined to research brands before buying (53%) than individuals who frequent small/speciality (58%), marketplaces (61%) or category-specific (61) online stores.
  • Average amount spent each year: $409.
  • What bigger store shoppers buy: Book, movies, music (28%), Clothing, footwear and accessories (47%), Computers and electronics (32%), Beauty and health products (24%).

Online shop shopper characteristics and trends

Shoppers on webstores enjoy shopping and visit a number of retailers.

  • Small/speciality internet buyers spend nearly all their budget elsewhere — an annual average of $501 on marketplaces, $404 at omni-funnel retailers and $233 at category specific online stores.
  • Individuals who’ve ever shopped in a small/speciality online store are more inclined compared to average shopper to state they like shopping (55% to 45%).
  • Average amount spent each year: $182.
  • What webstore shoppers buy: Book, movies, music (15%), Clothing, footwear and accessories (27%), flowers and gifts (15%), Beauty and health products (19%).

Category-specific shopper characteristics and trends

Shoppers on category-specific sites are faithful to brands, to not the store type.

  • Category-specific shoppers are more inclined compared to average shoppers to tend that you follow certain brands or retailers (52% v. 42%).
  • And they’re more reluctant compared to average shopper to create large purchases (49% to 41%).
  • Average amount spent each year: $259.
  • What marketplace shoppers buy: Book, movies, music (21%), Clothing, footwear and accessories (30%), flowers and gifts (19%), Beauty and health products (19%).

To learn more, begin to see the full data analysis on omni-funnel selling here.

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