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100 Ecommerce Statistics You Need To Know in 2020

Personalization has been the big wave in email marketing contributing to the huge success witnessed in eCommerce. This has gone hand in hand with email automation combined with the broad and widely effective idea of dynamic content. Clearly, if you are not already adopting this, you are in the minority.

Additionally, the use of AI-powered recommendations while factoring in the impact caused by recurring email campaigns, behavioral triggers and the advancement in consumer segmentation have all contributed to the drastic shift in email marketing and success in eCommerce.

Let’s take a dive into some outstanding eCommerce statistics that will adequately prepare you for 2020.

Email personalization statistics

  • If only the subject line is personalized, emails have an average open rate of 7.4% and a click rate of .4%.
  • If only the message is personalized, emails have an average open rate of 18.8% and a click rate of 2.1%.
  • When the message and subject lines are personalized, emails have an average open rate of 5.9% and a click rate of .2%.
  • The ability to segment email lists and individualize email campaign messaging are the most effective personalization tactics for 51% and 50% of marketing influencers respectively.
  • Personalized emails deliver six times higher transaction rates.
  • 70% of brands fail to use personalized emails.
  • Some brands have recorded an 8x improvement on click-through rates with a personalized video versus standard outbound email campaigns.
  • 50% of companies think that an increase in personalization can improve email interaction among subscribers.
  • When an email is not personalized, 52% of customers say they’ll find somewhere else to go.
  • 82% of marketers have reported an increase in open rates through email personalization.
  • 75% of marketers believe personalization yields higher click-through rates.
  • Compared to non-personalized mailings, personalized promotional mailings have 29% higher unique open rates.
  • Compared to un-personalized mailings, personalized promotional mailings have a 41% higher unique click rates.
  • Brands that personalize promotional marketing emails experience 27% higher unique click-through rates.
  • Brands that personalize promotional marketing emails earn 11% higher open rates than those that don’t personalize.
  • Personalized subject lines produce a 65% open rate to the travel industry.
  • 74% of marketers said that targeted messages and personalization of emails improves customer engagement rates.
  • Segmented personalized automated email messages average 46% higher open rates than normal marketing messages.
  • Personalized emails deliver 6x higher transactional rates.
  • Segmented, targeted, and personalized emails generate 58% of all revenue.
  • Personalized email marketing generates a median ROI of 122%.
  • 65% of email marketers say dynamic content is their most effective personalization tactic.
  • 60% of marketers say real-time data in email is either ‘effective’ or ‘highly effective’
  • 58% of marketers say that machine learning is either effective or highly effective at driving email personalization.
  • Organizations using email personalization generate 17% more revenue through their campaigns than the average marketer.
  • 32% don’t like personalized messages from brands because they feel like an invasion of privacy.
  • 28% of people said they don’t like it when companies have their information without them explicitly providing it first.

Website personalization statistics

  • 74% of customers feel frustrated when website content is not personalized.
  • In-house marketers who are personalizing their web experiences and who are able to quantify the improvement see, on average, a 19% uplift in sales.
  • Personalized homepage promotions influenced 85% of consumers to buy while personalized shopping cart recommendations influenced 92% of shoppers online.
  • More than half of consumers (57%) are okay with providing personal information (on a website) as long as it’s for their benefit and being used in responsible ways.

Digital advertising personalization statistics

  • 79% of consumers say they are only likely to engage with an offer if it has been personalized to reflect previous interactions the consumer has had with the brand.
  • By 2020, 51% of consumers expect that companies will anticipate their needs and make relevant suggestions before they make contact.
  • 88% of U.S. marketers reported seeing measurable improvements due to personalization, with more than half reporting a lift greater than 10%.
  • 63% of respondents are highly annoyed by the way brands continually rely on the old-fashioned strategy of blasting generic ad messages repeatedly.
  • If they get personalized offers or discounts, 63% of millennials, 58% of Gen Xers, and 46% of Baby Boomers are willing to share personal information with companies.

Ecommerce personalization statistics

  • 80% of shoppers are more likely to buy from a company that offers personalized experiences.
  • On average 71% of consumers express some level of frustration when their shopping experience is impersonal.
  • 44% of consumers say that they will likely become repeat buyers after a personalized shopping experience with a particular company.
  • Marketers see an average increase of 20% in sales when using personalized experiences.
  • 59% of customers say that personalization influences their shopping decision.
  • 54% of executives committed to personalization report that they exceeded annual revenue targets compared to only 15% of those not as committed to the tactic.
  • 40% of executives say their customer personalization efforts have directly affected sales and profits in channels like eCommerce.
  • 31% of consumers say they wish their shopping experience was far more personalized than it currently is.

Content personalization statistics

  • Individual customer stakeholders who perceived supplier content to be tailored to their specific needs were 40% more willing to buy from that supplier than stakeholders who didn’t.
  • Lack of content relevancy generates 83% lower response rates in the average marketing campaign.
  • 78% of U.S. Internet users said personally relevant content from brands increases their purchase intent.
  • 87% of consumers surveyed say that personally relevant branded content positively influences how they feel about a brand.
  • 63% of consumers said they’d think more positively of a brand if it gave them content that was more valuable, interesting or relevant.

B2B and B2C personalization statistics

  • 81% of consumers want brands to get to know them and understand when to approach them and when not to.
  • 77% of consumers have chosen, recommended, or paid more for a brand that provides a personalized service or experience.
  • 77% of consumers have chosen, recommended, or paid more for a brand that provides a personalized service or experience.
  • When asked to prioritize one capability that will be most important to marketing in the future, one-third of marketers answered: “personalization.”
  • The biggest challenges with personalization are gaining insight quickly enough (40%), having enough data (39%), and inaccurate data (38%).
  • 94% of customer insights and marketing professionals across multiple industries said personalization is “important,” “very important,” or “extremely important” for meeting their current marketing objectives.
  • For 66% of marketers, one of the big struggles with personalization is securing internal resources to execute personalized marketing programs.
  • 79% of organizations that exceeded revenue goals have a documented personalization strategy.
  • Smart personalization engines used to recognize customer intent will enable digital businesses to increase their profits by up to 15%.

Mobile personalization statistics

  • 48% of people say it’s generally acceptable for companies to use their purchase history to deliver personalized offers via mobile so long as they can be opted in and out of.
  • 41% of people say it’s acceptable for businesses to use their purchase history to deliver personalized offers via mobile so long as the offers are related to their history with the business.
  • 66% of people get frustrated when a company’s shopping cart isn’t connected to its mobile app.
  • Mobile email opens account for 46 percent of all email opens.
  • Apple iPhone is the most popular mobile client for reading emails with 29 percent of all opens occurring on these platforms. Gmail is a close runner-up at 27 percent.
  • When a prospect or customer opens an email on a mobile device then opens that same email again on another device, they are 65% more likely to click through to your site/offer.

Retail personalization statistics

  • 75% of consumers are more likely to buy from a retailer that recognizes them by name, recommends options based on past purchases, OR knows their purchase history.
  • Only 39% of retailers send personalized product recommendations via email.
  • Less than 10% of tier 1 retailers believe they are highly effective at personalization, and nearly one-third report having limited or no capability to support personalization efforts.
  • 7% of people say they would be likely to engage with a birthday email sent by a retailer.
  • 8% of people say they would be encouraged to engage with a retail brand if they were addressed by their first name.
  • 54% of shoppers anticipate a personalized discount within a day of sharing their information with a retailer
  • 32% of shoppers expect a personalization discount within just an hour of sharing their information with a retailer.


2020 is going to be huge for email marketing and so is eCommerce. Preparing yourself early enough will not only effectively strategize you for a place within the majority, but consequently, prepare you for a huge business boom.


Email personalization

Website personalization sources

Digital advertising personalization sources

Ecommerce personalization sources

Content personalization sources

B2B and B2C personalization statistics

Mobile personalization statistics

Retail personalization statistics

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Eric Mumo

Eric is a Content Creator at Relevon. You'll find him researching, documenting and writing marketing and technical content for Relevon's Blog.