The Shopping Index: Global online shopping statistics and ecommerce growth trends

Real data from over 1 billion shoppers
Understanding and responding to online shopping behavior is essential to driving ecommerce growth. Use these dashboards with real data and statistics from over a billion shoppers to analyze the effectiveness of different digital shopping channels and features, benchmark yourself against industry peers, and inform your ecommerce strategy.

Global Performance


Digital Commerce Growth

The year-over-year (YoY) change in revenue on a per-period basis. For instance, Q1 2020 over Q1 2019.

Marketing Performance


Order and Traffic Growth by Device

Order growth by device: the change in the number of orders placed from each device.
Traffic growth by device: the change in the number of visits from each device.

Search Usage

Order share: the share of orders placed on each device.
Traffic share: the share of visits on each device.
Due to rounding, values may not sum to 100%.

Conversion Rate


Shopper Spend

The per-visit average amount spent by shoppers.

Average Order Value (AOV) and Discount Rate

AOV: the order amount spent by the shopper.
Discount rate: the share of an order amount that was reduced due to merchandise or other discounts.
This value does not include product markdowns or reductions in shipping costs.

Cart Abandonment Rate

The percentage of baskets created that did not result in a completed order.

Social Traffic

The share of visits driven by a social media platform.

More Resources


The New Holiday Retail Planning Guide


Customer Experience in Retail: Data Drives Everything



To qualify for inclusion in the analysis set, a digital commerce site must have transacted throughout the analysis period, and meet a monthly minimum visit threshold. Additional data hygiene factors are applied to ensure consistent metric calculation. Data footnotes are noted inline throughout the report to provide additional clarity on analysis. The Shopping Index is published quarterly. Any forecasts noted within the Shopping Index are forward-looking projections based on current and prior values and as such should not be read as guarantees of future performance or results. The Shopping Index is not indicative of the operational performance of or its reported financial metrics, including Salesforce Commerce Cloud GMV growth and comparable customer GMV growth.

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