eCommerce Marketing Stats to Know for 2022

If we’ve learned anything over the past two years, its that eCommerce is vital to consumers. We’ve all seen the growth, and there are no indications it’s going to slow down very much anytime soon.

For eCommerce brands and retailers with online shops, it’s more important than ever to find ways to reach your customers. And that goes beyond just checking in or sending a sale email every once in a while — the best time to start building a relationship is right now.

The data backs it up. Consumers are increasingly turning to online shopping for every facet of their lives. So your marketing has to stay on top of the trends. Here are some critical stats about eCommerce you need to know for 2022.

The continued rise of eCommerce

In 2021, eCommerce counted for 19.5% of all retail transactions, up from just 7.4% in 2015. That number translates into nearly $5 trillion in sales this year. Growth is projected to continue, hitting nearly a quarter of all global retail sales by 2024.

If you think the growth is just about B2C brands, think again. The B2B eCommerce market is chugging along at the same trajectory. In 2020, the B2B eCommerce market size was estimated at $6.6 trillion, with an annual growth rate of over 18% projected through 2028.

Looking for opportunities

Conversion is the often name of the game when it comes to eCommerce email marketing. And unfortunately, those numbers have been going down over the years. 

However, that doesn’t mean there aren’t a few numbers to look at that showcase some very good opportunities, especially for email marketing. 

According to this study, multiple email campaigns stand out for conversion rates above industry averages:

• Welcome campaigns at approximately 52% 
• Cart abandonment campaigns at 34% 
• Re-engagement lapsed-purchaser messages at 21%
• Post-purchase campaigns at 18%
• Product abandonment emails at 17%

As you can see, that leaves a ton of potential for your email campaigns. However, if you aren’t focusing on ways to send out optimized and personalized email campaigns in at least a few of these areas, you may be missing out on potential new customers and conversions.

How can you improve your eCommerce conversions? Survey responses show that reviewing customer experience, improving the check-out process, and focusing on copywriting can make a difference.

Focusing on personalization

Another area that can help help you stand out and improve your eCommerce email marketing is adding more personalization into the mix. 

One study found 80% of consumers would be more likely to buy from a brand that offers a personalized experience. Another 72% of consumers say they will only engage with personalized messaging and content.

Another case study highlights a brand that looked to create better content through customer data. They looked at customer experience and created content that spoke to them, translating into higher search, traffic, and conversion rates. 

Something else that may raise some eyebrows is this stat: “67% of consumers feel it’s very important for brands to automatically adjust content based on customer context and 42% get annoyed when content isn’t personalized.”

Creating emails that update at open and provide readers with personalized information will continue to grow in importance. It becomes a competitive advantage when you can deploy customized content on the fly without rounds of A/B testing. 

Where to go from here

At the end of the day, customer experience is driving the success of many eCommerce brands. The good news is that it’s not too late to have that be a priority for your brand.

Look at your customer data, ask them about what they’d like to see more of, create personalized content around that, and you’ve got the makings of a winning strategy. 

By the way, Zembula can help with all that. We have the technology to add more personalization to your emails, eliminate time-consuming A/B testing, and improve your customer’s experience. Interested in learning more? Get in touch today.