Mobile site speed directly affects e-commerce conversion. Fifty-three percent of mobile users abandon sites that take longer than three seconds to load. Sixty-three percent of retailers already use generative AI for marketing content creation even as seventy-three percent report measurement and attribution limits on ROI evaluation.
Key Takeaways
- 63% of retailers say they are using generative AI for marketing content creation (survey), reflecting rapid adoption of genAI workflows
- Retailers use 12+ customer touchpoints on average in e-commerce journeys, indicating complexity of multi-channel marketing operations
- 51% of marketers plan to increase their influencer marketing budgets in 2024, demonstrating the ongoing shift toward creator-driven discovery
- 50% of marketers say personalization increases customer engagement, reflecting adoption of personalization tactics in marketing
- 61% of marketers used marketing automation tools in 2023, indicating widespread adoption in e-commerce marketing operations
- 62% of companies have implemented some form of customer data platform (CDP), showing adoption of unified customer data for marketing
- 45% higher email click-through rates for segmented campaigns versus non-segmented blasts, demonstrating performance impact
- 70% of marketers say improving SEO and growing organic presence is their top inbound marketing priority, indicating performance goal alignment
- 53% of mobile users abandon sites that take longer than 3 seconds to load, quantifying performance impact on conversion
- 73% of marketers report that measurement and attribution challenges limit their ability to evaluate marketing ROI (survey), impacting cost control
- In 2023, digital advertising spend in the U.S. reached $277.4 billion (Total digital ad spend).
- SEO increases marketing ROI by 14.7% on average (SEO ROI uplift metric).
- 13% of global retail e-commerce revenue was generated by mobile devices in 2023 (Share of online retail sales from mobile commerce).
- B2C e-commerce accounted for $1.3 trillion of global online sales in 2023 (B2C share of e-commerce sales by geography/segment).
- E-commerce in the EU accounted for 12.1% of total retail sales in 2023 (Share of e-commerce in total retail trade).
E-commerce marketers are rapidly adopting AI, automation, personalization, and faster experiences to drive better engagement, ROI, and revenue.
Related reading
01 · Category
Industry Trends7 stats
01
63% of retailers say they are using generative AI for marketing content creation (survey), reflecting rapid adoption of genAI workflows
02
Retailers use 12+ customer touchpoints on average in e-commerce journeys, indicating complexity of multi-channel marketing operations
03
51% of marketers plan to increase their influencer marketing budgets in 2024, demonstrating the ongoing shift toward creator-driven discovery
04
45% of ecommerce marketers report using video content as part of their strategy, highlighting adoption of video marketing formats
05
55% of consumers say they use social media to research products, emphasizing social’s role in the path to purchase
06
Cart abandonment rates in e-commerce averaged 70% in 2023 (Average abandonment rate).
07
Dark patterns and deceptive UX are a growing regulatory risk; the EU Digital Services Act introduces compliance obligations that affect how platforms monetize and present ads (Regulatory trend affecting marketing UX).
Interpretation
Industry Trends Interpretation
In today’s ecommerce industry trends, rapid AI and creator-led marketing are reshaping how brands reach shoppers, with 63% of retailers using generative AI for content creation and 51% of marketers planning to boost influencer budgets in 2024 while consumers increasingly rely on social research, even as average cart abandonment hits 70% in 2023.
02 · Category
User Adoption7 stats
01
50% of marketers say personalization increases customer engagement, reflecting adoption of personalization tactics in marketing
02
61% of marketers used marketing automation tools in 2023, indicating widespread adoption in e-commerce marketing operations
03
62% of companies have implemented some form of customer data platform (CDP), showing adoption of unified customer data for marketing
04
38% of consumers follow brands on at least one social platform, indicating social-channel marketing audience presence
05
65% of ecommerce organizations use product recommendations engines, indicating adoption of on-site merchandising personalization
06
79% of online shoppers say they trust online reviews as much as personal recommendations (Online consumer review trust).
07
57% of consumers report using voice to find information online (Use of voice assistants for information search).
Interpretation
User Adoption Interpretation
User adoption in e-commerce marketing is clearly driven by data and personalization at scale, with 61% of marketers using marketing automation in 2023 and 62% of companies implementing a CDP alongside high uptake of product recommendation engines at 65%.
03 · Category
Performance Metrics4 stats
01
45% higher email click-through rates for segmented campaigns versus non-segmented blasts, demonstrating performance impact
02
70% of marketers say improving SEO and growing organic presence is their top inbound marketing priority, indicating performance goal alignment
03
53% of mobile users abandon sites that take longer than 3 seconds to load, quantifying performance impact on conversion
04
22% increase in revenue from improved site search relevance for ecommerce retailers, measuring impact of on-site search
Interpretation
Performance Metrics Interpretation
Performance metrics in eCommerce are strongly driven by customer experience and targeted channels, with segmented email boosting click-through rates by 45% and a 3-second load-time threshold linked to mobile abandonment while revenue rises 22% when site search relevance improves.
More related reading
04 · Category
Cost Analysis3 stats
01
73% of marketers report that measurement and attribution challenges limit their ability to evaluate marketing ROI (survey), impacting cost control
02
In 2023, digital advertising spend in the U.S. reached $277.4 billion (Total digital ad spend).
03
SEO increases marketing ROI by 14.7% on average (SEO ROI uplift metric).
Interpretation
Cost Analysis Interpretation
Cost analysis in e commerce marketing is being squeezed by measurement and attribution issues, since 73% of marketers struggle to evaluate marketing ROI, even as the US pours $277.4 billion into digital ads and SEO alone lifts marketing ROI by an average of 14.7%.
05 · Category
Market Size3 stats
01
13% of global retail e-commerce revenue was generated by mobile devices in 2023 (Share of online retail sales from mobile commerce).
02
B2C e-commerce accounted for $1.3 trillion of global online sales in 2023 (B2C share of e-commerce sales by geography/segment).
03
E-commerce in the EU accounted for 12.1% of total retail sales in 2023 (Share of e-commerce in total retail trade).
Interpretation
Market Size Interpretation
For the market size angle, e-commerce is already a substantial share of retail, with EU online sales at 12.1% of total retail in 2023 and global B2C online sales reaching $1.3 trillion, while mobile devices generated 13% of global retail e-commerce revenue, underscoring how quickly the biggest portion of this market is shifting to mobile.
report visual · Breakdown
What drives engagement in e-commerce marketing
High adoption of key tactics—generative AI content and personalization—signals rapid shift toward more targeted and automated customer experiences.
45%
45% of ecommerce marketers report using video content as part of their strategy, highlighting adoption of video marketin
55%
55% of consumers say they use social media to research products, emphasizing social’s role in the path to purchase
source-verifiedwyzowl.com · pewresearch.org
Reference
Cite This Report
This report is designed to be cited. We maintain stable URLs and versioned verification dates. Copy the format appropriate for your publication below.
APA
Ryan Townsend. (2026, February 13). Marketing In The E Commerce Industry Statistics. Gitnux. https://gitnux.org/marketing-in-the-e-commerce-industry-statistics
MLA
Ryan Townsend. "Marketing In The E Commerce Industry Statistics." Gitnux, 13 Feb 2026, https://gitnux.org/marketing-in-the-e-commerce-industry-statistics.
Chicago
Ryan Townsend. 2026. "Marketing In The E Commerce Industry Statistics." Gitnux. https://gitnux.org/marketing-in-the-e-commerce-industry-statistics.
Sources & references
24 datasets cited across this report · attribution is report-level
+6 additional datasets cited (not shown individually)