25 Sales Volume Statistics for eCommerce Stores

Data-driven insights revealing the metrics that matter most for eCommerce growth, revenue optimization, and customer acquisition

The eCommerce landscape has grown into a $6.33 trillion global market, yet most online stores struggle to capture their fair share of this massive opportunity. Sales volume—the total number of units sold over a specific period—serves as the foundational metric that determines whether your store thrives or merely survives. Understanding these statistics empowers retailers to identify visitors, optimize marketing spend, and convert more browsers into buyers. Brands using Opensend Connect to capture high-intent visitors are seeing dramatic improvements in their ability to grow sales volume through first-party data ownership.

Key Takeaways

• Global eCommerce is accelerating – The market will reach $6.86 trillion in 2025, representing 8.37% annual growth with no signs of slowing
• Mobile dominates purchasing behavior – 59% of total online sales now occur on mobile devices, demanding mobile-first optimization strategies
• Cart abandonment represents massive lost revenue – 70.22% of shopping carts are abandoned, creating a critical need for visitor identification and re-engagement
• B2B eCommerce dwarfs B2C – The B2B market is valued at $32.1 trillion, representing 86.6% of all U.S. eCommerce
• Customer data drives competitive advantage – 72% of successful companies use automation in their workflows to capture and convert more customers
• Social commerce is exploding – Sales are projected to hit $1.17 trillion globally in 2025, creating new channels for volume growth

Understanding Sales Volume: What It Is and Why It Matters for eCommerce Success

1. Global eCommerce sales reached $6.33 trillion in 2024

The worldwide eCommerce market hit $6.33 trillion in 2024, establishing a massive baseline for online retail. This figure represents total transaction volume across all digital commerce channels globally. For individual retailers, understanding this market size helps contextualize growth opportunities and competitive positioning within an expanding ecosystem.

2. eCommerce sales projected to reach $6.86 trillion in 2025

The market is forecast to grow to $6.86 trillion in 2025, representing an 8.37% annual increase. This consistent growth trajectory demonstrates the ongoing shift from physical to digital retail. Stores that fail to optimize their sales volume now risk losing market share to more data-savvy competitors.

3. Global sales expected to hit $7.89 trillion by 2028

Long-term projections show eCommerce reaching $7.89 trillion by 2028, nearly doubling from 2020 levels. This compound growth creates expanding opportunities for brands that invest in visitor identification and conversion optimization strategies today to capture their share of future market expansion.

4. U.S. eCommerce totaled $1.19 trillion in 2024

American online retail generated $1,192.6 billion in 2024, making it the second-largest eCommerce market globally. The U.S. market's maturity means competition for each transaction is fierce, requiring sophisticated approaches to capturing and converting visitors through data-driven engagement.

5. U.S. Q4 2024 sales surged 24.6% year-over-year

The holiday quarter delivered $352.93 billion in sales, up 24.6% from the previous year. This seasonal spike demonstrates the importance of having robust systems in place to identify and engage shoppers during peak periods when sales volume potential reaches its highest levels annually.

6. eCommerce accounts for 20.1% of global retail

Online channels now represent 20.1% of retail sales worldwide as of 2024. This penetration rate continues climbing, with projections showing 22.6% by 2027. Retailers must capture their share of this growing digital pie through effective visitor identification and marketing strategies or watch competitors claim it.

Key Sales Volume Metrics: Essential Statistics Every eCommerce Store Should Track

7. Desktop purchases average $146.05 per transaction

Customers shopping on desktop computers spend $146.05 per order, significantly more than other devices. This disparity suggests that engaging visitors across devices and understanding their cross-device behavior can unlock higher-value sales and improve overall revenue per customer.

8. Mobile orders average $97.72 per transaction

Mobile device purchases generate $97.72 per transaction, representing a 33% discount compared to desktop. Despite lower values, mobile's volume dominance means optimizing mobile experiences remains critical for overall sales volume growth and capturing the majority of shopping sessions.

Leveraging Sales Volume Data for Strategic Growth and Optimized Marketing

9. Mobile commerce reached $2.07 trillion globally in 2024

Mobile shopping generated $2.07 trillion worldwide in 2024, growing 21.1% year-over-year. This channel will account for 59% of total online sales in 2025, making mobile optimization non-negotiable for sales volume growth and ensuring brands meet customers where they increasingly prefer to shop.

10. Mobile commerce projected to reach $3.44 trillion by 2027

The mobile commerce trajectory shows growth to $3.44 trillion by 2027, nearly doubling in three years. Retailers not investing in mobile conversion optimization will miss the largest growth opportunity in eCommerce as smartphones become the primary shopping device globally.

11. Mobile devices generate 77% of eCommerce website visits

Smartphones and tablets account for 77% of traffic in 2025, yet convert at lower rates than desktop. This gap between traffic and conversion represents a massive opportunity for stores that can identify and re-engage mobile visitors through other channels using sophisticated identity resolution.

12. Mobile conversion rate is 2.3% vs 2.8% on desktop

Mobile devices convert at just 2.3% compared to 2.8% on desktop computers. Closing this gap requires understanding visitor behavior and deploying strategic re-engagement—exactly what Opensend Connect enables by capturing high-intent visitors in real time across all devices.

Identifying High-Intent Shoppers: Boosting Sales Volume Through Targeted Engagement

13. 2.77 billion people shop online globally

The worldwide online shopper population reached 2.77 billion in 2025, representing 33% of the global population. This massive addressable market means the challenge isn't finding potential customers—it's identifying which visitors show genuine purchase intent and engaging them with personalized messaging.

14. 85.6% of consumers shop online at least monthly

Nearly 86% of online shoppers make purchases at least once per month, demonstrating habitual digital buying behavior. Capturing these repeat shoppers through first-party data enables ongoing engagement and increased sales volume over time through personalized retargeting campaigns.

15. 81% of shoppers research before buying

The vast majority of consumers conduct research before purchasing, creating multiple touchpoints where high-intent signals can be captured. Opensend Reconnect unifies these fragmented interactions across devices using a proprietary identity graph, enabling personalized follow-up at optimal moments.

Measuring the Impact of Marketing Efforts on eCommerce Sales Volume

16. Social commerce projected to reach $1.17 trillion in 2025

Global social commerce sales are forecast to hit $1.17 trillion in 2025, accounting for over 17% of total online sales. This emerging channel creates new opportunities to drive sales volume through integrated social strategies that combine organic content with targeted advertising.

17. Social commerce will reach $2.9 trillion by 2026

The social commerce trajectory shows growth to $2.9 trillion by 2026, a 30.81% increase. Brands that connect their social presence with visitor identification data can capture more of this expanding market by retargeting engaged social browsers through email remarketing campaigns.

18. 43% of eCommerce traffic comes from organic search

Google's organic search drives 43% of traffic, making SEO a critical sales volume driver. However, organic traffic often includes visitors who browse without purchasing—capturing their identities enables follow-up marketing that converts them into customers later.

19. 72% of successful eCommerce companies use automation

Three-quarters of high-performing retailers have implemented automation workflows, enabling more efficient customer engagement. Marketing automation tools that integrate with visitor identification create scalable systems for driving sales volume without proportionally increasing labor costs.

Re-engaging Shoppers to Recover Lost Sales and Drive Repeat Business

20. Average cart abandonment rate is 70.22%

More than seven out of ten carts are abandoned without completing purchase. This staggering abandonment rate represents the single largest opportunity for sales volume recovery—if you can identify and re-engage those visitors through targeted cart abandonment campaigns.

21. 48% abandon carts due to extra costs

Nearly half of U.S. shoppers abandon purchases when unexpected shipping, taxes, or fees appear. While pricing transparency helps, re-engaging these visitors with targeted offers through email remarketing can recover many of these lost sales by addressing their specific cost objections.

22. 79% are more likely to shop with free shipping

Nearly 80% of consumers say free shipping increases their likelihood of purchasing. Using visitor identification to understand customer behavior enables targeted free shipping offers to high-intent browsers who might otherwise abandon, turning shipping from a barrier into a conversion driver.

Data-Driven Segmentation: Using Insights to Maximize Sales Volume Potential

23. B2B eCommerce valued at $32.1 trillion globally

The global B2B eCommerce market is worth $32.1 trillion in 2025, dwarfing B2C by a factor of nearly five. B2B sales volume depends heavily on understanding buyer personas and organizational purchasing patterns through sophisticated lead generation strategies.

24. 86.6% of U.S. eCommerce is B2B

Business-to-business transactions represent 86.6% of U.S. eCommerce, with B2C comprising only 12.1%. This concentration means B2B visitor identification and lead generation represent enormous sales volume opportunities for companies targeting commercial buyers rather than individual consumers.

25. Average eCommerce return rate is 16.9%

Online retailers face a 16.9% average return rate, with clothing reaching 25%. Returns directly impact net sales volume, making accurate customer data and proper targeting essential for reducing mismatched purchases that create friction and reduce profitability.

Taking Action: Transforming Statistics Into Sales Growth

The path to sustainable sales volume growth requires combining robust analytics with proactive visitor identification. Leading retailers integrate their CRM and ESP systems with identity resolution technology to capture, segment, and convert more visitors across every touchpoint.

Key implementation priorities for maximizing sales volume include first-party data collection to own customer relationships, cross-device tracking to unify fragmented journeys, automated re-engagement flows triggered by high-intent signals, and continuous measurement of conversion rates alongside raw volume.

With 28 million eCommerce sites competing globally, standing out requires leveraging every available advantage. Visitor identification transforms anonymous browsers into known prospects, enabling the personalized engagement that drives sales volume growth. The combination of AI-powered segmentation, compliant data practices, and multi-channel re-engagement creates a compounding effect on sales volume that positions stores to capture an outsized share of the projected $7.89 trillion global market by 2028.

Frequently Asked Questions

What is the sales volume in eCommerce and how is it calculated?

Sales volume measures the total number of units sold during a specific period—daily, monthly, quarterly, or annually. Calculate it by counting total transactions or units across all channels. Track this alongside average order value to understand both velocity and revenue. With global eCommerce hitting $6.33 trillion in 2024, benchmarking your volume against market growth rates reveals competitive positioning.

Why is tracking sales volume statistics crucial for eCommerce businesses?

Sales volume data reveals growth trends, seasonal patterns, and channel performance that inform inventory, staffing, and marketing decisions. With 70.22% cart abandonment rates and significant device-based conversion differences (2.3% mobile vs 2.8% desktop), understanding where volume is gained or lost directly impacts profitability and strategic planning.

How can I use sales volume data to improve my marketing campaigns?

Analyze which channels, devices, and customer segments generate the highest volume, then allocate budget accordingly. Since 43% of traffic comes from organic search and social commerce will reach $1.17 trillion in 2025, data-driven channel optimization can dramatically improve return on ad spend. Visitor identification adds another layer by enabling retargeting of high-intent browsers who didn't initially convert.

What are common challenges in accurately tracking eCommerce sales volume?

Cross-device shopping creates fragmented customer journeys where a single buyer appears as multiple visitors. With 77% of traffic on mobile but higher desktop conversion, connecting these sessions is essential. Identity resolution technology unifies these touchpoints, while return rates averaging 16.9% require tracking net versus gross volume.

How does customer re-engagement impact overall sales volume?

Re-engagement converts abandoned sessions into completed purchases, directly recovering lost volume. Since 48% of abandonment stems from unexpected costs, targeted follow-up addressing these objections can recover significant revenue. Email marketing and retargeting campaigns powered by visitor identification typically generate the highest recovery rates.