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return false;"> <svg xmlns="http://www.w3.org/2000/svg" viewBox="0 0 512 512"><path d="M389.2 48h70.6L305.6 224.2 487 464H345L233.7 318.6 106.5 464H35.8L200.7 275.5 26.8 48H172.4L272.9 180.9 389.2 48zM364.4 421.8h39.1L151.1 88h-42L364.4 421.8z"/></svg> </a></li></ul><div class="topnav-buttons"> <a href="#" data-toggle="modal" data-target="#lc-subscription" class="btn-desktop-only pulse-button v5 topnav-btn"> <span class="button-inner"> XP² Newsletter </span> </a> <a href="/newsletter/" class="pulse-button v5 topnav-btn btn-mobile-only"> <span class="button-inner"> XP² Newsletter </span> </a></div></div></div><div class="lc-progress-wrap"><div class="lc-scroll-progress"></div></div></header><article id="post-8386" class="et_pb_post post-8386 article type-article status-publish has-post-thumbnail hentry article-category-targeting-personalization article-industry-ecommerce article-tags-customer-experience-management article-tags-mobile-app-personalization article-tags-mobile-web-personalization article-tags-seasonality-in-personalization article-tags-shopping-cart-abandonment article-function-bi-analytics article-function-conversion-optimization article-function-merchandising-ecommerce article-function-leadership article-function-marketing article-function-product-management article-type-industry-research"><div class="article-content"><div class="article-head-content-inner"><div class="article-breadcrumbs"> <a href="https://www.dynamicyield.com/articles/" title="Articles">Articles</a> <a href="https://www.dynamicyield.com/articles/category/targeting-personalization/ ">Targeting & Personalization</a></div><h1 class="article-title">23 Illuminating eCommerce Shopping Behavior Trends and Predictions</h1><h2 class="article-excerpt">Here are 23 enlightening statistics, trends and predictions to accelerate your marketing plans and guide you towards a better shopping experience.</h2><div class="article-authors lc-flex"><div class="article-author-box lc-col lc-flex"><div class="article-author-image lc-col"><div class="entry_author_image"><img src="https://www.dynamicyield.com/wp-content/authors/doron-44.jpg" alt="Doron Taub" width="76" height="76" /></div></div><div class="article-author-title lc-col"><div class="article-author-name"> <a href="https://www.dynamicyield.com/blog/author/doron/" title="Posts by Doron Taub" rel="author">Doron Taub</a></div><div class="article-author-title-text"></div></div></div></div></div><div class="entry-content article-entry-content"><div class="article-entry-content-inner"><p>During 2015, there will be more than 200 million online shoppers in the United States, according to <a href="http://www.statista.com/statistics/183755/number-of-us-internet-shoppers-since-2009/">Statista</a>’s projections. By 2018, these figures are expected to exceed 215 million online shoppers in the U.S. alone. The eCommerce market is growing every year, demanding brands and organizations to regularly deliver new, innovative experiences. Here are 23 enlightening statistics, trends and predictions to accelerate your marketing plans and guide you towards a better shopping experience.</p><div style="color: #fff; text-align: center; font-weight: 200; font-size: 28px; background: #353535; padding: 20px 10px 20px 10px; border-top-left-radius: 5px; border-top-right-radius: 5px;">23 eCommerce Shopping Trends and Predictions:</div><div style="text-align: center; font-weight: 300; font-size: 28px; padding: 20px 10px 20px 10px; border-left: 1px solid #CACACA; border-right: 1px solid #CACACA; background: #FFFFFF; color: #353535;">Online Shopping Behaviors</div><div class="cx-quotes" style="border-top: 5px solid #353535;"><div style='clear:both'></div><div class='click-to-tweet'><div class='ctt-text'><a href='http://ctt.ec/7eb7u' target='_blank'>26% of U.S. shoppers consider their purchases unplanned and spontaneous, without collecting information on products before buying.</a></div><a href='http://ctt.ec/7eb7u' target='_blank' class='ctt-btn'>Click To Tweet</a><div class='ctt-tip'></div></div><div style="text-align: right; font-size: 12px; color: #999; margin-top: -20px; margin-bottom: 40px;">Source: <a href="https://www.consumerbarometer.com/en/graph-builder/?question=S16&filter=country:united_states" target="_blank" rel="noopener noreferrer">The Consumer Barometer Survey 2014</a></div><div style='clear:both'></div><div class='click-to-tweet'><div class='ctt-text'><a href='http://ctt.ec/8Y0iT' target='_blank'>Most shoppers consider only one brand before purchase. Only 1 in 4 shoppers consider two brands. 21% of shoppers are not focused on any particular brand.</a></div><a href='http://ctt.ec/8Y0iT' target='_blank' class='ctt-btn'>Click To Tweet</a><div class='ctt-tip'></div></div><div style="text-align: right; font-size: 12px; color: #999; margin-top: -20px; margin-bottom: 40px;">Source: <a href="https://www.consumerbarometer.com/en/graph-builder/?question=S21&filter=country:united_states" target="_blank" rel="noopener noreferrer">The Consumer Barometer Survey 2014</a></div><div style='clear:both'></div><div class='click-to-tweet'><div class='ctt-text'><a href='http://ctt.ec/ES7cF' target='_blank'>70% of shoppers browse for products online, but complete the purchase in-store.</a></div><a href='http://ctt.ec/ES7cF' target='_blank' class='ctt-btn'>Click To Tweet</a><div class='ctt-tip'></div></div><div style="text-align: right; font-size: 12px; color: #999; margin-top: -20px; margin-bottom: 40px;">Source: <a href="https://www.pwc.com/gx/en/retail-consumer/retail-consumer-publications/global-multi-channel-consumer-survey/assets/pdf/total-retail-2015.pdf">Total Retail 2015: Retailers and the Age of Disruption</a></div><p><a href="https://www.pwc.com/gx/en/retail-consumer/retail-consumer-publications/global-multi-channel-consumer-survey/assets/pdf/total-retail-2015.pdf"><div style='clear:both'></div><div class='click-to-tweet'><div class='ctt-text'><a href='http://ctt.ec/gpQqf' target='_blank'>The top 3 reasons why U.S. shoppers buy online instead of in-store are for lower prices and better deals than in-store (52%), being able to shop 24/7 (47%), and not needing to travel to a physical store (40%).</a></div><a href='http://ctt.ec/gpQqf' target='_blank' class='ctt-btn'>Click To Tweet</a><div class='ctt-tip'></div></div></a></p><div style="text-align: right; font-size: 12px; color: #999; margin-top: -20px; margin-bottom: 40px;">Source: <a href="http://www.pwc.com/us/totalretail" target="_blank" rel="noopener noreferrer">U.S. total retail survey 2015</a></div><div style='clear:both'></div><div class='click-to-tweet'><div class='ctt-text'><a href='http://ctt.ec/5f7Bd' target='_blank'>60% of online shoppers would prefer to receive relevant incentives or promotions from a brand before shopping online.</a></div><a href='http://ctt.ec/5f7Bd' target='_blank' class='ctt-btn'>Click To Tweet</a><div class='ctt-tip'></div></div><div style="text-align: right; font-size: 12px; color: #999; margin-top: -20px; margin-bottom: 40px;">Source: <a href="http://www.business2community.com/infographics/online-consumer-shopping-habits-behavior-0952526" target="_blank" rel="noopener noreferrer">Online Consumer Shopping Habits and Behavior, Business2Community</a></div></div><div style="margin-top: -24px; text-align: center; font-weight: 300; font-size: 28px; padding: 20px 10px 20px 10px; border-left: 1px solid #CACACA; border-right: 1px solid #CACACA; background: #FFFFFF; color: #353535;">Mobile Shopping Statistics</div><div class="cx-quotes" style="border-top: 5px solid #353535;"><div style='clear:both'></div><div class='click-to-tweet'><div class='ctt-text'><a href='http://ctt.ec/V39FO' target='_blank'>87% percent of U.S. smartphone and tablet owners report using these devices for online shopping activities.</a></div><a href='http://ctt.ec/V39FO' target='_blank' class='ctt-btn'>Click To Tweet</a><div class='ctt-tip'></div></div><div style="text-align: right; font-size: 12px; color: #999; margin-top: -20px; margin-bottom: 40px;">Source: <a href="http://www.nielsen.com/us/en/insights/reports/2014/the-us-digital-consumer-report.html" target="_Blank" rel="noopener noreferrer">Nielsen’s Digital Consumer Report, 2014</a></div><p><div style='clear:both'></div><div class='click-to-tweet'><div class='ctt-text'><a href='http://ctt.ec/sn3ek' target='_blank'>By the end of 2017, Forrester Research predicts that U.S. mobile users will spend an astonishing $90B via mobile payments.</a></div><a href='http://ctt.ec/sn3ek' target='_blank' class='ctt-btn'>Click To Tweet</a><div class='ctt-tip'></div></div><br /><div style='clear:both'></div><div class='click-to-tweet'><div class='ctt-text'><a href='http://ctt.ec/qfbwi' target='_blank'>Smartphone traffic is expected to constitute 50% of traffic in 2015, with desktop traffic lowering towards 25%.</a></div><a href='http://ctt.ec/qfbwi' target='_blank' class='ctt-btn'>Click To Tweet</a><div class='ctt-tip'></div></div></p><div style="text-align: right; font-size: 12px; color: #999; margin-top: -20px; margin-bottom: 40px;">Source: <a href="https://econsultancy.com/blog/65929-20-ecommerce-trends-and-predictions-for-2015/" target="_blank" rel="noopener noreferrer">Stuart McMillan of Schuh, 2015</a></div><div style='clear:both'></div><div class='click-to-tweet'><div class='ctt-text'><a href='http://ctt.ec/be3Q3' target='_blank'>80% of shoppers said their perception of a retailer would improve if the retailer offered mobile deals and coupons.</a></div><a href='http://ctt.ec/be3Q3' target='_blank' class='ctt-btn'>Click To Tweet</a><div class='ctt-tip'></div></div><div style="text-align: right; font-size: 12px; color: #999; margin-top: -20px; margin-bottom: 40px;">Source: <a href="http://www.mobilecommercedaily.com/75pc-of-mobile-shoppers-redeemed-mobile-coupons-in-2013-report" target="_blank" rel="noopener noreferrer">Key Ring Report, 2013</a></div><div style='clear:both'></div><div class='click-to-tweet'><div class='ctt-text'><a href='http://ctt.ec/M6K2g' target='_blank'>75% of mobile shoppers redeemed a coupon from their mobile device in 2013.</a></div><a href='http://ctt.ec/M6K2g' target='_blank' class='ctt-btn'>Click To Tweet</a><div class='ctt-tip'></div></div><div style="text-align: right; font-size: 12px; color: #999; margin-top: -20px; margin-bottom: 40px;">Source: <a href="http://www.mobilecommercedaily.com/75pc-of-mobile-shoppers-redeemed-mobile-coupons-in-2013-report" target="_blank" rel="noopener noreferrer">Key Ring Report, 2013</a></div><div style='clear:both'></div><div class='click-to-tweet'><div class='ctt-text'><a href='http://ctt.ec/5u5YP' target='_blank'>While nearly 80% of smartphone users browse or compare products on their mobile devices, most mobile shoppers tend to move to a different channel to complete the purchase.</a></div><a href='http://ctt.ec/5u5YP' target='_blank' class='ctt-btn'>Click To Tweet</a><div class='ctt-tip'></div></div><div style="text-align: right; font-size: 12px; color: #999; margin-top: -20px; margin-bottom: 40px;">Source: <a href="http://on.emarketer.com/Roundup-20150303-Path-to-Purchase.html?Source=path-roundup-index" target="_Blank" rel="noopener noreferrer">eMarketer’s Path-to-Purchase Roundup, 2015</a></div><div style='clear:both'></div><div class='click-to-tweet'><div class='ctt-text'><a href='http://ctt.ec/5d4fz' target='_blank'>Desktop traffic to eCommerce sites tends to peak on Mondays, and remains stronger throughout the week than on weekends. On the other hand, mobile shopping tends to spike on Sundays.</a></div><a href='http://ctt.ec/5d4fz' target='_blank' class='ctt-btn'>Click To Tweet</a><div class='ctt-tip'></div></div><div style="text-align: right; font-size: 12px; color: #999; margin-top: -20px; margin-bottom: 40px;">Source: <a href="http://www.emarketer.com/Article/Do-Shoppers-Shop-Online/1011805" target="_Blank" rel="noopener noreferrer">Opera Industry insight, 2014</a></div><div style='clear:both'></div><div class='click-to-tweet'><div class='ctt-text'><a href='http://ctt.ec/4a477' target='_blank'>60% of all buyers use mobile devices to search for products and for comparing prices.</a></div><a href='http://ctt.ec/4a477' target='_blank' class='ctt-btn'>Click To Tweet</a><div class='ctt-tip'></div></div><div style="text-align: right; font-size: 12px; color: #999; margin-top: -20px; margin-bottom: 40px;">Source: <a href="https://www.retaildive.com/news/how-shoppers-use-their-smartphones-in-stores/444147/">Total Retail 2015: Retailers and the Age of Disruption</a></div><div style='clear:both'></div><div class='click-to-tweet'><div class='ctt-text'><a href='http://ctt.ec/fZ7V5' target='_blank'>29% of U.S. shoppers agree or strongly agree that their mobile phone will become their main tool for making purchases in the future.</a></div><a href='http://ctt.ec/fZ7V5' target='_blank' class='ctt-btn'>Click To Tweet</a><div class='ctt-tip'></div></div><div style="text-align: right; font-size: 12px; color: #999; margin-top: -20px; margin-bottom: 40px;">Source: <a href="http://www.pwc.com/et_EE/EE/publications/assets/pub/total-retail-2015.pdf" target="_Blank" rel="noopener noreferrer">Total Retail 2015: Retailers and the Age of Disruption</a></div><div style='clear:both'></div><div class='click-to-tweet'><div class='ctt-text'><a href='http://ctt.ec/H0OZi' target='_blank'>2 out of 5 shoppers who have bought an item using their smartphone make a mobile purchase at least once a week.</a></div><a href='http://ctt.ec/H0OZi' target='_blank' class='ctt-btn'>Click To Tweet</a><div class='ctt-tip'></div></div><div style="text-align: right; font-size: 12px; color: #999; margin-top: -20px; margin-bottom: 40px;">Source: <a href="https://conversionxl.com/blog/mobile-internet-users-and-their-shopping-behavior/" target="_Blank" rel="noopener noreferrer">ConversionXL</a></div></div><div style="margin-top: -24px; text-align: center; font-weight: 300; font-size: 28px; padding: 20px 10px 20px 10px; border-left: 1px solid #CACACA; border-right: 1px solid #CACACA; background: #FFFFFF; color: #353535;">Shopping Cart Abandonments</div><div class="cx-quotes" style="border-top: 5px solid #353535;"><div style='clear:both'></div><div class='click-to-tweet'><div class='ctt-text'><a href='http://ctt.ec/ibR9d' target='_blank'>In the overall eCommerce market, about 68% of all shopping carts are abandoned.</a></div><a href='http://ctt.ec/ibR9d' target='_blank' class='ctt-btn'>Click To Tweet</a><div class='ctt-tip'></div></div><div style="text-align: right; font-size: 12px; color: #999; margin-top: -20px; margin-bottom: 40px;">Source: <a href="https://baymard.com/lists/cart-abandonment-rate" target="_blank" rel="noopener noreferrer">Baymard’s Abandonment Rate Meta Analysis, 2014</a></div><div style='clear:both'></div><div class='click-to-tweet'><div class='ctt-text'><a href='http://ctt.ec/Mqpu1' target='_blank'>Approximately $4 trillion worth of merchandise is predicted to be abandoned in online shopping carts during 2015, but around 63% of it is potentially recoverable by savvy online retailers.</a></div><a href='http://ctt.ec/Mqpu1' target='_blank' class='ctt-btn'>Click To Tweet</a><div class='ctt-tip'></div></div><div style="text-align: right; font-size: 12px; color: #999; margin-top: -20px; margin-bottom: 40px;">Source: <a href="https://www.businessinsider.com/heres-how-retailers-can-reduce-shopping-cart-abandonment-and-recoup-billions-of-dollars-in-lost-sales-2014-4" target="_Blank" rel="noopener noreferrer">Business Insider, 2015</a></div><div style='clear:both'></div><div class='click-to-tweet'><div class='ctt-text'><a href='http://ctt.ec/680ds' target='_blank'>Free shipping increases cart conversion rates and encourages 93% of shoppers to buy more items.</a></div><a href='http://ctt.ec/680ds' target='_blank' class='ctt-btn'>Click To Tweet</a><div class='ctt-tip'></div></div><div style="text-align: right; font-size: 12px; color: #999; margin-top: -20px; margin-bottom: 40px;">Source: <a href="https://www.invespcro.com/blog/free-shipping/" target="_Blank" rel="noopener noreferrer">Invesp</a></div><div style='clear:both'></div><div class='click-to-tweet'><div class='ctt-text'><a href='http://ctt.ec/9luA5' target='_blank'>58% of online shoppers abandon their shopping cart due to shipping costs that increased the total purchase to more than expected.</a></div><a href='http://ctt.ec/9luA5' target='_blank' class='ctt-btn'>Click To Tweet</a><div class='ctt-tip'></div></div><div style="text-align: right; font-size: 12px; color: #999; margin-top: -20px; margin-bottom: 40px;">Source: <a href="https://www.retaildive.com/news/most-shoppers-abandon-their-purchase-if-checkout-is-too-hard/529959/" target="_blank" rel="noopener noreferrer">Retail Dive</a></div><div style='clear:both'></div><div class='click-to-tweet'><div class='ctt-text'><a href='http://ctt.ec/471ff' target='_blank'>51% of online shoppers are likely to abandon their cart if returns are not accepted in-store and paying the return shipping fee is required.</a></div><a href='http://ctt.ec/471ff' target='_blank' class='ctt-btn'>Click To Tweet</a><div class='ctt-tip'></div></div><div style="text-align: right; font-size: 12px; color: #999; margin-top: -20px; margin-bottom: 40px;"></div></div><h2>In Summary</h2><p>As smartphones become more popular across all demographics in the US and abroad, online mobile shopping is unsurprisingly becoming more popular. Desktop shopping continues to remain popular, although mobile traffic is quickly surpassing it as a percentage of all online traffic. However, smartphone users still prefer to complete a purchase either on a desktop computer or in-store. While customers enjoy the convenience of shopping online regardless of device, better deals including free shipping and favorable return policies are still the most important factor for completing purchases online instead of in-store.</p><p>Interested in learning more? Just getting started on your personalization strategy? Personalization is a powerful way to tailor your business to each customer’s particular needs. 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