1.36–2.84%
FBA storage cost range
FBA storage costs represented 1.36% of sales in February and 2.84% in November.
Showing all statistics
EcomRanker Ecommerce Benchmarks
4.17x vs 4.02x
Cyber Monday versus Black Friday
Cyber Monday outsold Black Friday in both 2024 and 2025.
−60%
Post-Cyber Monday unit decline
Unit volume fell about 60% within 24 hours of Cyber Monday.
1.8x
Pre-Black Friday sales lift
The week before Black Friday ran at roughly 1.8 times a normal trading day.
6.65%
January refund peak
Refunds peaked in the first week of January at 6.65% of units.
4
Annual ecommerce peaks
Prime Day, Prime Big Deal Days, Black Friday–Cyber Monday, and the December shipping deadline create four annual peaks.
23.6%
Ad-attributed sales share
Ad-attributed sales represented 23.6% of total sales over the twelve months to August 2026.
3.53%
Annual refund rate
The refund rate improved to 3.53% of units.
1.76–9.87%
Refund rates by category
Refund rates ranged from 1.76% in Grocery to 9.87% in Clothing & Accessories.
Global Ecommerce Market
$6.9T
Projected global ecommerce sales in 2026
Worldwide retail ecommerce sales are projected to reach $6.9 trillion.
$326.7B
US ecommerce sales in Q1 2026
US retail ecommerce sales reached $326.7 billion in Q1 2026.
16.4%
US retail sales online
Ecommerce represented 16.4% of total US retail sales in Q1 2026.
59%
Global sales made on mobile
Mobile commerce drove the majority of online purchases worldwide in 2025.
20.1%
Global retail sales online
One in five retail dollars globally is spent online.
52%
Global sales from China
China remains the world’s largest ecommerce market by volume.
$800B+
Cross-border ecommerce market
International online shopping continues to expand.
Ecommerce Conversion & UX
2.5–3.0%
Average ecommerce conversion rate
Typical stores convert 2.5–3.0% of visitors into buyers.
70.19%
Cart abandonment rate
Extra costs, complex checkout, and forced account creation are leading causes.
22%
Checkout abandonment from complexity
Shoppers abandon checkout when the process is too long.
48%
Abandonment caused by extra costs
Unexpected shipping, tax, and fees trigger nearly half of abandonments.
7%
Conversion loss per second
A one-second page-load delay can reduce conversion by approximately 7%.
1.8% vs 3.6%
Mobile versus desktop conversion
Average mobile conversion is roughly half the desktop rate.
270%
Purchase likelihood with reviews
Products with reviews are substantially more likely to convert than products without reviews.
Marketplace Landscape
37.6%
Amazon US ecommerce share
Amazon captures more than one-third of US online retail spending.
6.4%
Walmart US ecommerce share
Walmart is the second-largest US ecommerce player.
$100B+
Shopify Q1 2026 GMV
Shopify merchants generated more than $100 billion in gross merchandise volume.
67% / 33%
Marketplace versus DTC split
Two-thirds of online purchases happen on marketplaces rather than DTC websites.
60%
Amazon third-party paid units
Third-party sellers represented 60% of Amazon paid units in Q1 2026.
$40.8B
Amazon Q1 seller services revenue
Amazon’s third-party seller services revenue reached $40.8 billion.
$23B
Projected TikTok Shop US GMV
TikTok Shop US GMV is projected to reach $23 billion in 2026.
AI & Agentic Commerce
+115%
Rufus monthly active-user growth
Amazon Rufus monthly active users grew 115% year over year.
May 2026
Alexa for Shopping launch
Amazon announced the transition from standalone Rufus to Alexa for Shopping.
2
Audiences for brands
Brands increasingly need to sell to both humans and AI agents.
Mainstream
AI-assisted shopping
AI shopping assistants are becoming part of mainstream product discovery.
Trust gap
Top AI checkout barrier
Trust, transparency, and payment authorization remain major barriers.
June 2026
AI-generated product imagery
Amazon began surfacing AI-generated product imagery in mobile search results.
Ecommerce Advertising
$17.2B
Amazon Q1 2026 ad revenue
Amazon advertising services revenue rose 24% year over year.
$66B+
Projected US retail media spend
US retail media advertising is projected to exceed $66 billion in 2026.
$740B+
Global digital ad spend
Global digital advertising spend exceeded $740 billion in 2025.
$1.2T
Global social commerce sales
Social commerce reached a trillion-dollar channel worldwide.
$36
Email marketing return
Email marketing generates an average of $36 for every dollar invested.
$0.66
Average Google Shopping CPC
Google Shopping CPC averages approximately $0.66 across industries.
Shipping & Fulfillment
80%
Shoppers prioritizing free shipping
Free shipping is the leading incentive to purchase online.
41%
Consumers expecting two-day delivery
Nearly half of online shoppers consider two-day shipping the baseline.
90%
Fortune 500 companies using 3PL
Third-party logistics providers support most large ecommerce operations.
1,200+
Amazon fulfillment facilities
Amazon operates more than 1,200 fulfillment and delivery facilities.
35% YoY
Same-day delivery adoption growth
Same-day delivery is one of the fastest-growing fulfillment options.
84%
Shoppers rejecting poor delivery
Poor delivery experiences can prevent customers from returning.
Consumer Behavior
56%
Product searches starting on Amazon
Amazon is a major starting point for product discovery.
44%
Gen Z social commerce adoption
Nearly half of Gen Z shoppers have purchased through social media.
$38B
US subscription ecommerce market
Subscriptions and replenishment programs create recurring revenue.
30%
Online shoppers using BNPL
Buy Now, Pay Later services support higher-value purchases and conversion.
20%
Revenue increase from personalization
Personalized recommendations, emails, and content can improve revenue.
200M+
Amazon Prime members
Prime membership drives purchase frequency and higher delivery expectations.
Returns & Sustainability
$849.9B
US retail returns in 2025
US retail returns reached $849.9 billion.
15.8%
US retail return rate
Online purchases are returned at roughly three times the in-store rate.
13.7%
Fraudulent or abusive returns
Return fraud creates substantial costs for retailers.
64%
Consumers paying more for sustainability
Many consumers are willing to pay more for sustainable packaging.
$73B
US recommerce market
The resale and secondhand market continues to grow rapidly.