GITNUXREPORT 2025

Diversity, Equity, And Inclusion In The E Commerce Industry Statistics

Diversity boosts ecommerce performance; consumer trust, loyalty, and innovation improve.

Jannik Linder

Co-Founder of Gitnux, specialized in content and tech since 2016.

First published: April 29, 2025

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Statistic 1

38% of ecommerce brands have no formal diversity or inclusion policy

Statistic 2

24% of minority-owned businesses in ecommerce report challenges accessing funding

Statistic 3

68% of ecommerce employees say their companies need to do more to promote DEI

Statistic 4

27% of ecommerce companies track diversity metrics as part of their key performance indicators

Statistic 5

66% of minority ecommerce entrepreneurs feel they face systemic barriers to growth

Statistic 6

59% of ecommerce teams feel they need more training on inclusive marketing practices

Statistic 7

70% of consumers say inclusion influences their buying decisions

Statistic 8

60% of shoppers are more likely to buy from a brand that demonstrates a commitment to DEI

Statistic 9

Nearly 55% of online shoppers prefer websites that showcase diverse models

Statistic 10

54% of online consumers have boycotted brands due to perceived lack of inclusivity

Statistic 11

40% of online shoppers say they would switch to brands that show more DEI efforts

Statistic 12

82% of minority consumers say they are more likely to buy from brands that promote racial diversity

Statistic 13

42% of consumers between 18-34 prioritize inclusivity when choosing ecommerce brands

Statistic 14

78% of consumers believe brands should actively promote social justice

Statistic 15

50% of online shoppers feel underrepresented in online reviews and testimonials

Statistic 16

29% of online consumers prefer to see brands that share their cultural background in advertising

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43% of ecommerce companies report an increase in customer loyalty when implementing inclusive marketing strategies

Statistic 18

52% of online consumers believe that DEI efforts are still insufficient in digital marketing

Statistic 19

59% of online shoppers have ceased purchasing from brands due to lack of inclusive options

Statistic 20

42% of online shoppers say they favor brands that highlight diverse backgrounds in packaging and branding

Statistic 21

40% of online ad campaigns lack diverse representation, leading to decreased consumer trust

Statistic 22

34% of online shoppers report companies lack visible efforts towards racial and cultural inclusivity

Statistic 23

55% of ecommerce companies believe that clean, inclusive website design improves user experience for all demographics

Statistic 24

71% of online consumers have increased their support for brands that actively promote diversity

Statistic 25

78% of consumers say inclusive marketing makes them more loyal to a brand

Statistic 26

64% of online shoppers have changed purchasing behavior based on a brand's inclusivity efforts

Statistic 27

53% of minority consumers say brands do not sufficiently address their cultural needs

Statistic 28

Only 12% of ecommerce firms analyze demographic data to tailor inclusive marketing strategies

Statistic 29

45% of BIPOC consumers say they feel less represented in online marketing

Statistic 30

37% of online shoppers say they are influenced by a brand's diversity and inclusion reputation

Statistic 31

72% of consumers are more likely to recommend brands that demonstrate social responsibility including DEI

Statistic 32

67% of online shoppers prefer brands that incorporate inclusive imagery in their advertising

Statistic 33

69% of consumers believe that brands should actively support social justice issues

Statistic 34

Companies with diverse leadership are 33% more likely to outperform their competitors

Statistic 35

Women make up 50% of the ecommerce workforce but only 30% of leadership roles

Statistic 36

Only 21% of ecommerce executive roles are held by minorities

Statistic 37

Ethnic minorities are underrepresented among ecommerce entrepreneurs, accounting for 20% of startups in the industry

Statistic 38

65% of ecommerce companies say they are actively working to increase diversity in their teams

Statistic 39

48% of employees in ecommerce report experiencing or witnessing discrimination at work

Statistic 40

60% of ecommerce businesses report difficulty recruiting diverse talent

Statistic 41

21% of ecommerce companies have employee resource groups focused on DEI

Statistic 42

33% of ecommerce companies have implemented training programs on unconscious bias

Statistic 43

46% of retail managers believe DEI is critical to digital transformation

Statistic 44

Only 10% of AI-driven personalization tools in ecommerce incorporate DEI considerations

Statistic 45

70% of CEOs believe that DEI is vital for innovation in ecommerce

Statistic 46

32% of ecommerce businesses are actively implementing DEI training programs for staff

Statistic 47

80% of employees in ecommerce agree that DEI is essential for company success

Statistic 48

19% of ecommerce employees belong to underrepresented groups

Statistic 49

72% of employees in ecommerce companies believe that DEI initiatives improve overall company culture

Statistic 50

Companies with higher diversity scores see a 19% increase in innovation revenue

Statistic 51

55% of ecommerce brands do not measure the impact of DEI initiatives on business performance

Statistic 52

80% of ecommerce managers agree that DEI initiatives improve employee retention

Statistic 53

49% of ecommerce companies report that DEI initiatives have led to higher employee engagement

Statistic 54

25% of ecommerce websites feature diverse models or backgrounds in their advertising

Statistic 55

Only 15% of all ecommerce product images feature diverse models

Statistic 56

30% of ecommerce product descriptions exclude minority or diverse cultural references

Statistic 57

65% of ecommerce brands prioritize inclusive design but only 20% have fully implemented it

Statistic 58

44% of digital campaigns in ecommerce lack cultural relevance, reducing effectiveness

Statistic 59

23% of ecommerce websites display content in multiple languages, supporting DEI initiatives

Statistic 60

30% of ecommerce advertising features stereotypical representations, hindering DEI goals

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Key Highlights

Companies with diverse leadership are 33% more likely to outperform their competitors
70% of consumers say inclusion influences their buying decisions
Women make up 50% of the ecommerce workforce but only 30% of leadership roles
60% of shoppers are more likely to buy from a brand that demonstrates a commitment to DEI
Only 21% of ecommerce executive roles are held by minorities
45% of BIPOC consumers say they feel less represented in online marketing
Ethnic minorities are underrepresented among ecommerce entrepreneurs, accounting for 20% of startups in the industry
65% of ecommerce companies say they are actively working to increase diversity in their teams
Nearly 55% of online shoppers prefer websites that showcase diverse models
72% of employees in ecommerce companies believe that DEI initiatives improve overall company culture
38% of ecommerce brands have no formal diversity or inclusion policy
54% of online consumers have boycotted brands due to perceived lack of inclusivity
40% of online shoppers say they would switch to brands that show more DEI efforts

Despite compelling evidence that diverse leadership boosts performance and customer loyalty, the e-commerce industry faces a significant gap in implementing and prioritizing diversity, equity, and inclusion initiatives, with only a fraction of brands fully embracing DEI practices amid consumer calls for more representation and social responsibility.

Challenges and Measurement of Diversity and Inclusion Efforts

38% of ecommerce brands have no formal diversity or inclusion policy
24% of minority-owned businesses in ecommerce report challenges accessing funding
68% of ecommerce employees say their companies need to do more to promote DEI
27% of ecommerce companies track diversity metrics as part of their key performance indicators
66% of minority ecommerce entrepreneurs feel they face systemic barriers to growth
59% of ecommerce teams feel they need more training on inclusive marketing practices

Challenges and Measurement of Diversity and Inclusion Efforts Interpretation

Despite mounting awareness, the ecommerce industry’s stark gaps in diversity policies, funding access, and inclusive practices highlight that half-measures won’t bridge the systemic barriers minority entrepreneurs and employees face in turning digital commerce into an equitable frontier.

Consumer Attitudes and Preferences Toward Diversity

70% of consumers say inclusion influences their buying decisions
60% of shoppers are more likely to buy from a brand that demonstrates a commitment to DEI
Nearly 55% of online shoppers prefer websites that showcase diverse models
54% of online consumers have boycotted brands due to perceived lack of inclusivity
40% of online shoppers say they would switch to brands that show more DEI efforts
82% of minority consumers say they are more likely to buy from brands that promote racial diversity
42% of consumers between 18-34 prioritize inclusivity when choosing ecommerce brands
78% of consumers believe brands should actively promote social justice
50% of online shoppers feel underrepresented in online reviews and testimonials
29% of online consumers prefer to see brands that share their cultural background in advertising
43% of ecommerce companies report an increase in customer loyalty when implementing inclusive marketing strategies
52% of online consumers believe that DEI efforts are still insufficient in digital marketing
59% of online shoppers have ceased purchasing from brands due to lack of inclusive options
42% of online shoppers say they favor brands that highlight diverse backgrounds in packaging and branding
40% of online ad campaigns lack diverse representation, leading to decreased consumer trust
34% of online shoppers report companies lack visible efforts towards racial and cultural inclusivity
55% of ecommerce companies believe that clean, inclusive website design improves user experience for all demographics
71% of online consumers have increased their support for brands that actively promote diversity
78% of consumers say inclusive marketing makes them more loyal to a brand
64% of online shoppers have changed purchasing behavior based on a brand's inclusivity efforts
53% of minority consumers say brands do not sufficiently address their cultural needs
Only 12% of ecommerce firms analyze demographic data to tailor inclusive marketing strategies

Consumer Attitudes and Preferences Toward Diversity Interpretation

With 70% of consumers saying inclusion influences their buying decisions and a striking 78% of shoppers loyalty rising with diverse marketing, it's clear that in e-commerce, practicing real DEI isn't just ethical—it's essential for survival in a diverse digital marketplace.

Consumer Attitudes and Preferences Toward Diversity, Representation and Content Inclusivity

45% of BIPOC consumers say they feel less represented in online marketing
37% of online shoppers say they are influenced by a brand's diversity and inclusion reputation
72% of consumers are more likely to recommend brands that demonstrate social responsibility including DEI
67% of online shoppers prefer brands that incorporate inclusive imagery in their advertising
69% of consumers believe that brands should actively support social justice issues

Consumer Attitudes and Preferences Toward Diversity, Representation and Content Inclusivity Interpretation

The data underscores that embracing diversity, equity, and inclusion isn't just morally right but also a savvy business strategy—consumers are more likely to support and recommend brands that genuinely reflect their values and foster representation online.

Diversity and Inclusion in Leadership and Workforce

Companies with diverse leadership are 33% more likely to outperform their competitors
Women make up 50% of the ecommerce workforce but only 30% of leadership roles
Only 21% of ecommerce executive roles are held by minorities
Ethnic minorities are underrepresented among ecommerce entrepreneurs, accounting for 20% of startups in the industry
65% of ecommerce companies say they are actively working to increase diversity in their teams
48% of employees in ecommerce report experiencing or witnessing discrimination at work
60% of ecommerce businesses report difficulty recruiting diverse talent
21% of ecommerce companies have employee resource groups focused on DEI
33% of ecommerce companies have implemented training programs on unconscious bias
46% of retail managers believe DEI is critical to digital transformation
Only 10% of AI-driven personalization tools in ecommerce incorporate DEI considerations
70% of CEOs believe that DEI is vital for innovation in ecommerce
32% of ecommerce businesses are actively implementing DEI training programs for staff
80% of employees in ecommerce agree that DEI is essential for company success

Diversity and Inclusion in Leadership and Workforce Interpretation

Despite widespread acknowledgment of DEI's critical role in driving innovation and success—endorsed by 80% of employees and 70% of CEOs—ecommerce remains notably uneven, with women and minorities underrepresented in leadership and entrepreneurship, highlighting a significant gap between intent and impactful action in building a truly inclusive digital marketplace.

Diversity and Inclusion in Workforce

19% of ecommerce employees belong to underrepresented groups

Diversity and Inclusion in Workforce Interpretation

With only 19% of e-commerce employees from underrepresented groups, the industry’s diversity dashboard is still reading “low battery,” signaling a urgent need for meaningful inclusion.

Impact of Diversity and Inclusion Initiatives

72% of employees in ecommerce companies believe that DEI initiatives improve overall company culture
Companies with higher diversity scores see a 19% increase in innovation revenue
55% of ecommerce brands do not measure the impact of DEI initiatives on business performance
80% of ecommerce managers agree that DEI initiatives improve employee retention
49% of ecommerce companies report that DEI initiatives have led to higher employee engagement

Impact of Diversity and Inclusion Initiatives Interpretation

While nearly three-quarters of ecommerce employees believe DEI boosts company culture and close to half see it fueling engagement, the startling gap in measuring its true business impact highlights that many firms are still navigating the balance between the promise and the proof of inclusive innovation.

Representation and Content Inclusivity

25% of ecommerce websites feature diverse models or backgrounds in their advertising
Only 15% of all ecommerce product images feature diverse models
30% of ecommerce product descriptions exclude minority or diverse cultural references
65% of ecommerce brands prioritize inclusive design but only 20% have fully implemented it
44% of digital campaigns in ecommerce lack cultural relevance, reducing effectiveness
23% of ecommerce websites display content in multiple languages, supporting DEI initiatives
30% of ecommerce advertising features stereotypical representations, hindering DEI goals

Representation and Content Inclusivity Interpretation

While e-commerce strides toward diversity, with higher multilingual content and a promising 65% prioritizing inclusive design, the persistent stereotypical imagery and underrepresentation in product visuals reveal an industry still negotiating between aspiration and action in truly embracing equity and inclusion.