To create effective strategies, you need data and understanding of trends.

Below are important metrics as they relate to conversion rates, add-to-cart rates, and personalization. You’ll definitely find  many interesting, surprising and valuable stats  for your strategy.

Use this information to help create your 2020 marketing plan and personalization tactics.

Customer Acquisition

  • 95% of all purchases in the UK are projected to come via ecommerce by the year 2040.

  • Mary Meeker’s most recent trend report cites phenomenal 22% YoY  growth in digital advertising spend  for 2019.
  • Email is a valuable tool for ecommerce sites. About 70% of users who visit a site for the first time from an email will return within a 60 day timeframe. Forty-eight% will return within six days.
  • 83% of all email visitors make a return visit, while those who enter via social media channels have a likelihood of returning that is below 75%.

Add-to-Cart Rates

  •  Global add-to-cart rates  are 15.98%.
  • In Great Britain, add-to-cart rates are 15.98% and in the US add-to-cart rates are 10.21%.
  •  Tablets have the highest add-to-cart rates  globally (11.87%) and in the US (12.20%). However, in Great Britain, add-to-cart rates are higher on desktop (16.55%).
  • Mobile add-to-cart rates average 10.40%.
  • Add-to-cart rates are higher for those who use multiple devices – 73% compared to 12%.
  • 61% of shoppers say they have  left a transaction behind due to added costs  such as shipping fees.
  • Another 34% say they’ve abandoned their carts because it was  too difficult to create an account .

Conversion Rates & Purchase Rates

  • Conversion rates are 2.58% globally across devices.
  • In the US, conversion rates are 2.57% and in Great Britain, conversion rates are 3.81%.
  • Conversion rates are 1.82% on mobile.
  •  Conversion rates are performing best on desktops  (3.90%) globally.
  • 61% of consumers read online reviews before making a purchase.
  • In the US, desktop conversion rates are 4.14% and in Great Britain, desktop conversion rates are 4.97%.
  • Relevant product recommendations can play an important role in conversions. Clients who click on a recommended product are 70% more likely to make a purchase than those who see a product recommendations, but do not interact with it.
  • Return sessions for those who left a recommended product in their cart are 45% more likely to convert.
  • Almost half of survey respondents noted that they had made an impulse purchase as a result of a recommended product. 85% of these were happy to have made that purchase.
  • When users shop shop across devices, purchase rates increased from 6% to 55%.
  •  Loyal customers are more valuable to retailers than first time customers . They convert at rates 4x higher.

Average Order Value

  • Average order values are $107.36 globally, $118.17 in the US, and $71.86 in Great Britain.
  • Average order value from organic searches is $79.01, while AOV from direct website visits averages at $112.01.
  • Desktop users have a higher average order value with $128.08 globally, $135.07 in the US, and $86.47 in Great Britain.
  • AOV increases by as much as 33% when customers buy or add recommended products to their carts (compared to those who see the product recommendations and do not interact with them).
  • Average order value is $86.47 on mobile globally.
  • AOV is 38% higher for those who return to a site after making a purchase from a recommended product than those who did not.
  •  Cross device customer journeys are more valuable  to organizations. Average order value increases from $115 to $130 when customers shop across devices.

The Compounding Effects of Personalization

  • Conversion rates doubled for consumers who are exposed to three personalized elements, compared to two personalized elements.
  • Companies see a 55%  increase in leads when increasing their landing pages  from 10 to 15.
  • Add-to cart rates improved by 74% when comparing the second and third personalized pageviews.


  • By the 10th personalized webpage, conversion rates skyrocketed to 31.6% and add-to-cart rates increased to 65.2%.
  • Cart abandonment rates improved when users were exposed to personalized webpages. After two personalized webpages, it dropped to 82.6% and by the tenth personalized webpage, it dropped to 58%. By the 20th, it dropped to below half (40%)


  • 78% said that they will not even react to a retailer’s offer if their interaction is not personalized.
  • 88% of shoppers say that they are more likely to make a purchase from an organization who delivers a personalized experience across devices.

40+ Ecommerce Marketing Stats for 2020 Planning

PS. In short: email is not dead, shopping across devices is lucrative for businesses, personalization is effective.