45 E-commerce Statistics [2018]

Let’s start by getting straight to the point. We are about to share with you some e-commerce statistics for the past 2018. This is going to help you plan the current 2019, adapt your business and marketing strategies, attract more customers and boost your sales.

The first category is…

Statistics from Bulgaria

Internet Usage According to the National Statistical Institute (NSI):

  • 63% of the Bulgarian citizens use internet on a daily basis.
  • 92% of youngsters aged 16-24 use internet daily. This is the the most active group of all internet users.
  • 89% of the citizens who use internet daily have a university degree.
  • 26% of the country’s population have never used internet as 30% of them reside in South Eastern Bulgaria.
  • The major reason for not getting near internet is the lack of skills for using it (17%). Second major reason is that 15% of the country’s population believe it’s useless.
  • 72% of the households in Bulgaria have access to the internet.
  • 53% of the people use the internet for voice or video chats.
  • 51% of the users have social network profiles.
  • 43% use the internet as a source of information and 40% do it to send and receive emails.

Payments Upon Online Purchases (European E-commerce Report, 2018):

  • 70% of the users wish to pay cash on delivery.
  • 25% pay by card.
  • 5% wish to pay via bank transfer.

Goods and Services (NSI):

  • 75% of the products purchased online in 2018 are clothes and sports goods. 32% are household goods, and 21% – trips and hotel reservations.
  • 85% of the goods have been purchased from Bulgaria. Only 35% of the users dare to shop from e-stores abroad.
  • The main reason 39% of the users don’t shop online at all is that they prefer to see the product in person or they are just not used to such type of shopping. (39%)

User Experience (Google Consumer Barometer):

  • 79% of the users have sought information for a product/service by using a search engine before making a purchase.
  • 39% from them say that the company’s website helped a lot in making up their buying decision.
  • 76% of the users first stumble across a given product online, then decide to research it and finally buy it.
  • 52% of the users research the service/product online and then decide to buy it.
  • 39% of the users see advertisements mainly online and 36% – on TV.
  • 28% of the customers are motivated to purchase due to emergency need and 24% – because of a promotion.
  • 50% of the users start researching a product on their smartphones.

Devices Used (Google Consumer Barometer):

  • When shopping online 85% of the users make a purchase from desktop.
  • 36% of the users compare prices and features for products/services on their smartphones, 27% use them to read reviews and tips before purchasing, 21% use them to find the most suitable brand for their needs.
Conclusion: Pages on social networks are additional channels for communication. Pages aren’t amongst the main channels which usually influence users upon making buying decisions. Positioning your business only on social networks limits its scope and lefts out many opportunities for growth.
Global Statistics

Shopping Cart & Delivery Statistics:

  • 30% of the delivered items within the EU get returned. (European E-commerce Report, 2018)
  • 92% of the users would buy again from the same store if the return policy has quick and easy to follow guidelines. (European E-commerce Report, 2018)
  • 60% of the users pick up their online purchases from a local place (office, shop, etc). (European E-commerce Report, 2018)
  • 61% of users abandon their shopping carts at the final step when shipping costs are added to the final price. (ReadyCloud.com)
  • 36% of the European users shop from other countries within the EU. (Eurostat, 2018)
  • 63% of the users expect to be notified by email for each stage of the shipping process. (Ofcom’s Communication Market Report)
Conclusion: Research shows that the most important element in e-commerce is shipment. Shipment tracking tools are needed more and more. This is even obligatory when an online store delivers cross-border. Provision of clear and easy to follow return policy and delivery optimization guarantees better results.

Statistics for User Searches (Google.com):

  • For the last 2 years searches for nearby places have increased by 300%.
  • Searches for open places have increased by 200% (mainly for restaurants, shops and pharmacies). Searches for open NOW places have increased by 300%.
  • Searches of “Is *something* worth it?” have increased by 80%.
  • Searches by location stimulate 50% of the users to visit a given place within a day.


  • 80% of the users watch video advertisements without sound. (Optinmonster, 2018)
  • Conversion rates increase by 86% if you upload a video on your website. (Wordstream, 2018)

Social Networks:

  • There are more than 4 million businesses which advertise on Facebook. (Forbes, 2018)
  • 77% of users increase their trust in a given brand if a company representative replies to their comment on a social network. (WebpageFX, 2018)
  • 90% of Instagram users are under 35-years-old. (Science Daily, 2018)
  • Facebook influences users’ buying decision by 52%. (The Drum, 2018)
  • 28% of the businesses prioritize sales through social networks. They rely on advertising and customer service instead of initiating cold calling or cold email. (HubSpot, 2018)

A Few Forecasts:

  • By 2020, 30% of all online searches will be voice searches. (Mediapos, 2018)
  • 40% of 25-years-old user make voice search at least once a day. (Location World, 2018)
  • 31% of the big companies plan to integrate artificial intelligence into their business strategy. (Adobe, 2018)
  • In 2019 users plan to spend their time online mostly as follows: Facebook (52%), Instagram (9,52%), YouTube (8,72%), Twitter (7,92%). (HubSpot, 2019)
Conclusion: Being online is an important factor when choosing products or services. Especially when it comes to searching by area or more specific services (carpet cleaning, plumbing, hairdressing, cosmetic studios, repairing services, etc.) Statistics show that having a website is a must for building trust and growing your business. Wherever your leads come from, they always expect to reach the final destination. For them this is your website.
What it takes to be competitive enough on international markets in 2019?

Firstly, users are more and more demanding of оnline stores to provide clear and specific return and exchange policy. International shipping is related to high risks and requires further guarantees to gain clients’ trust.

Secondly, you need to optimize the entire delivery process. The biggest obstacles for your potential customers are: shipping costs and delivery time.

Thirdly… respect your customers’ wishes and needs!

Nowadays, consumer’s journey is extremely complicated and impossible to map. Just like your fingerprint and your iris, your journey as a customer is unique.

That’s why this year the omni-channel approach will gain popularity. It focuses on the integrated costumer journey. It’s important to unite the experience through mobile, desktop and tablet version of your website.

The omni-channel approach enables clients to start their purchase on desktop (or on smartphone, or on tablet) and finish it on another device. This resolves users’ problem:

Let me order this from my PC, because it’s easier.

Additionally, it’s important to sync the customer’s individual journey across all channels and devices. This also goes for the ads your clients see. If they bought a certain model of shoes, it’s not a good idea to retarget or remarket them with the same model.

Meanwhile, track what users share about you on social networks and what are their reviews. If you come across some unpleasant feedback influence the audience positively and gain back users’ trust.

Forecasts predict that challenges before the business in 2019 would be to:

  • Increase sales revenue;
  • Enhance trust in their brand.
  • Provide better customer experience (online and offline).

We hope these statistics give you a clear picture of the trends in e-commerce and help you continue your online projects that your procrastinate. If we have to summarize all available data we would say that the digital world is rapidly becoming an inevitable part of people’s everyday life.

Nowadays, it’s important not only to be online, but also to provide convenient and user-friendly shopping conditions. Turn your leads and customers into brand advocates!

We wish you a very successful 2019!

Daniela Koleva
Daniela Koleva
Didi is part of the SuperMarketing Team. One of her many SuperPowers is her ability to cope with any challenge she faces on her way to success. Her positive attitude, wide smile and absolute professionalism, immediately gains the sympathy of everyone – familiar and unfamiliar with her personality. It doesn't matter if a friend or a client needs her help, Didi is always ready to cooperate and do whatever it takes to get the job done.
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