ECDB: Global E-commerce Consumer Report 2024

Global e-commerce growth is driven by new customers joining rather than growth in average spending per user.

Both online and mobile share are growing, and by 2028 almost two-thirds of consumers will shop via mobile devices.

A survey of e-commerce market data from more than 150 countries found that online shopping revenue is growing faster in some countries.

The average global e-commerce order value is $114, with discounts and returns accounting for almost 25% of the original price

On average, consumers placed about $149.5 worth of products in their shopping carts for each completed order. At checkout, the average order value was reduced by $20.7 due to discounts. This indicates an average discount rate of 13.8%.

Another $14.8 was returned during the entire transaction, a return rate of 11.5%. After deducting these charges, the average net order includes goods worth $114. Adding an average VAT of $13.5 or 11.8%, the average total order value is $127.5.

Average order values ​​vary by category, with consumers spending the most by far on big-ticket items like furniture

Consumers expect deep discounts in categories where products have a short lifespan, such as fashion or care products.

While only 10.8% of website visitors add items to their carts, almost 80% abandon their carts without purchasing.

After a customer's first visit to an online store, the number of users gradually decreases at each stage of the conversion funnel. On a global average, only 10.8% of users add items to their shopping cart during their visit.

However, only a small percentage of users add items to their cart and eventually complete checkout. 78.2% of visitors abandon their carts without purchasing after adding items to them. On average, customers abandon their carts three times before they make a final purchase.

Only a small percentage of website visitors end up purchasing a product. Globally, only 2.3% of people click the button to purchase the items in their shopping cart.

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