Econsultancy's mammoth Internet Statistics Compendium has just been updated, so I've been rounding up some recent stats on e-commerce...

Online shopping trends (UK) 

  • 4pm, Wednesday  ̳is peak-time for workplace shopping.‘ The largest shopping rush comes when employees are celebrating the 'hump' of the week seeing a 75% increase of shopping at 4pm on Wednesday. (Digital Strategy Consulting)
  • Over 42% of Brits are now shopping online at least once per week and the average shopper is now spending £71 per month on online goods. (eCommera)
Christmas online retail predictions (US)
  • 162m US shoppers will research purchases online and more than 133m of these will buy online, according to eMarketer. The research firm also predicts a 12.7% increase in consumer spending, with total sales reaching an estimated $152bn. 
  • The National Retail Federation says that consumers are expected to spend an average of $688.87 each during the US holiday season, compared to $681.83 in 2009. 
Christmas online retail predications (UK) 
  • UK shoppers spent a total of £4.8bn online in September, up 24% on 2009, according to IMRG / Capgemini. 
  • IMRG predicts that £6.4bn will be spent online in December 2010, up from £5.5bn last year. Total online spending for 2010 is predicted to reach £57,8bn, compared with £49.8bn in 2009. 
Conversion rates (UK)
  • 36% of companies are unhappy with their conversion rates this year, compared with 39% in 2009, according to Econsultancy's Conversion Report
  • The report found that companies whose conversion rates had improved over the last 12 months carried out on average three times more website tests than those whose conversion had not improved. 
  • There has been a significant increase in the use of A/B testing, with almost half of companies surveyed (44%) now using this method. As was the case last year, customer journey analysis (54%) and copy optimisation (53%) are still the most commonly used approaches for improving conversion.

Average order values 

  • According to Econsultancy's Habits and Motivations of Consumers report, nearly half (46%) of consumers surveyed spent between £0-£100 on their most recent online purchase. Just over a third (37%) spent between £101 and £500.
International e-commerce
  • 42% of UK retailers only deliver online orders to the UK, according to Snow Valley's International Delivery report. Almost one third (28%) of the retailers that deliver internationally do not make it clear that they deliver to a specific country, more than half (57%) do not display international delivery charges on the basket page and just over a quarter (26%) offer an express delivery option.
  • In the second quarter of 2009, 29% of European online buyers ordered products from a website outside their home country, according to Forrester Research. British (40%) and Swedish (40%) buyers are more likely to purchase from a foreign website, compared to Germans (21%) and French (23%).
  • According to Cybersource, among US and Canadian online retailers that accept orders from overseas, international orders comprise 21% of order volume. 
Graham Charlton

Published 5 November, 2010 by Graham Charlton

Graham Charlton is the former Editor-in-Chief at Econsultancy. Follow him on Twitter or connect via Linkedin or Google+

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Comments (4)


Alex Sbardella

"62m US shoppers will research purchases online and more than 133m of these will buy online, according to eMarketer." - Are these two numbers the wrong way round?

over 7 years ago

Graham Charlton

Graham Charlton, Editor in Chief at ClickZ Global

Hi Alex, 

Updated now, thanks. 

over 7 years ago

John Courtney

John Courtney, CEO and Executive Chairman at Pay on Results SEO, Content Marketing, Social Media, Digital PR, PPC & CRO from Strategy Digital

Still a third are unhappy with their conversion rates.  That and volume of (quality) traffic are our client's biggest issues.

over 7 years ago


Lyndsay Smith

Great article and I am definitely one of the 4pm on a Wednesday shoppers! Shop on a Wednesday, parcel arrives at home address on a Saturday.

It would interesting to understand how many are using their mobile internet to search online vs internet and the conversion to e-commerce vs m-commerce with the way we are now shopping whilst on the move.

We are now getting asked this a lot with our clients and look to build this into our digital and mobile strategies for our retail clients.

over 7 years ago

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