34 Supplier Diversity Statistics for eCommerce Stores

Data-driven insights revealing how diverse supplier programs drive revenue growth, strengthen brand reputation, and create competitive advantages for online retailers

Supplier diversity represents one of the most underutilized growth levers in eCommerce. U.S. businesses spend $840 billion on diverse suppliers annually, yet the majority of online retailers fail to capture the full revenue potential these partnerships offer. For eCommerce brands looking to identify high-intent visitors who align with their values, supplier diversity programs provide a measurable competitive edge—companies with diverse supplier networks achieve 133% greater returns on procurement investments while attracting customers who prioritize ethical sourcing.

Key Takeaways

• ROI is substantial and proven - Companies with diverse suppliers achieve 133% greater returns on procurement investments compared to those without diversity programs
• Market adoption is widespread - About 85% of large enterprises in recent surveys report having a supplier diversity program in place, making it a competitive necessity
• Customer retention improves dramatically - 94% of organizations with supplier diversity programs report increased client attraction or retention
• Revenue growth follows diversity investment - 47% of companies report supplier diversity programs helped win more RFPs and drive revenue growth
• Operating costs decrease - Organizations prioritizing supplier diversity spend 20% less on buying operations
• Women-owned businesses represent massive opportunity - 14.5 million women-owned businesses in the U.S. generate $3.3 trillion in annual revenue
• Digital gaps create partnership advantages - 83% of women-owned businesses have never received digital marketing training, creating opportunities for eCommerce collaboration

Understanding Supplier Diversity: The Market Landscape

1. 14.5 million women-owned businesses operate in the U.S.

The scale of women-owned enterprises in America reaches 14.5 million businesses as of 2024. This substantial market segment represents untapped sourcing potential for eCommerce retailers seeking diverse supplier relationships across nearly every product category relevant to online retail.

2. Women-owned businesses generate $3.3 trillion annually

These enterprises collectively produce $3.3 trillion in revenue each year. This economic output demonstrates the operational capacity and reliability of women-owned suppliers, offering eCommerce brands proven business partners with established revenue-generating capabilities.

3. Women own 39.2% of all U.S. businesses

Nearly four in ten American businesses are owned by women, representing a significant portion of the supplier marketplace. This market share continues growing year over year, meaning eCommerce retailers limiting their sourcing miss substantial portions of available inventory and capabilities.

4. Women-owned businesses grew 17.1% from 2019 to 2024

The growth trajectory shows 17.1% expansion over five years for women-owned enterprises. This growth rate outpaces many traditional business sectors, making women-owned businesses particularly attractive as dynamic, growth-oriented supplier partners for eCommerce operators.

5. Minority ownership expanded from 9% to 15% between 2019 and 2022

Research from The Hamilton Project shows minority business ownership grew from 9% to 15% in just three years. This rapid expansion indicates increasing capacity within minority-owned supplier networks, positioning early-relationship eCommerce brands advantageously as these businesses scale.

The Business Case: Performance and Growth Statistics

6. Companies achieve 133% greater return on procurement investments

Research confirms that companies with diverse suppliers show a 133% greater return on procurement investments. This dramatic ROI improvement stems from competitive pricing, innovation, and reliability that diverse suppliers bring, moving the financial case beyond social responsibility into core profitability.

7. 85% of U.S. companies have dedicated supplier diversity programs

The vast majority of American businesses—85%—now maintain formal supplier diversity initiatives. This adoption rate signals that diversity programs have moved from optional to essential, creating competitive risk for eCommerce brands without such programs.

8. 94% of organizations see increased client attraction or retention

Nearly all companies with supplier diversity programs—94%—report improvements in client attraction or retention. This statistic directly connects supplier diversity to customer loyalty, particularly valuable for brands using Opensend Personas to segment audiences valuing ethical sourcing.

9. 47% report supplier diversity programs helped win more RFPs

Almost half of companies—47%—credit their supplier diversity programs with winning additional RFPs and driving revenue growth. This competitive advantage extends particularly to B2B eCommerce operations where procurement decisions increasingly factor diversity credentials.

10. Organizations spend 20% less on buying operations

Companies prioritizing supplier diversity achieve 20% lower costs in their purchasing operations. This efficiency gain results from competitive pricing among diverse suppliers eager to establish long-term partnerships, with cost savings compounding as relationships mature.

11. Diverse suppliers maintain 20% higher retention rates

Partnerships with diverse suppliers show 20% higher retention compared to traditional supplier relationships. This stability reduces procurement disruption and associated costs, directly impacting customer experience for eCommerce operations dependent on consistent inventory flow.

Brand Reputation and Consumer Perception

12. 97% report consistent or increased executive support

Executive backing for supplier diversity remains strong, with 97% of companies reporting consistent or increased leadership support. This top-down commitment signals the strategic importance organizations place on diversity initiatives and communicates authenticity to consumers evaluating eCommerce brands.

13. 55% indicate supplier diversity contributes to ESG strategy

More than half of respondents—55%—connect supplier diversity to their overall ESG strategy. This integration reflects how diversity programs support broader corporate responsibility goals, making supplier diversity a brand differentiator as consumers increasingly factor ESG performance into decisions.

14. 68% of organizations face increased internal pressure for diversity

Global pressure for supplier diversity has intensified, with 68% of organizations reporting increased internal demands for diverse sourcing from employees, shareholders, and leadership teams. ECommerce brands responding proactively position themselves favorably with multiple stakeholder groups simultaneously.

15. 61% of senior leaders actively engage with diversity initiatives

Leadership engagement runs high, with 61% of senior leaders directly involved in supplier diversity initiatives. This executive participation ensures programs receive adequate resources and attention, signaling commitment that resonates with values-driven consumers evaluating eCommerce operations.

Certification and Program Implementation Statistics

16. 72% have clearly defined supplier diversity goals

Goal-setting maturity has improved, with 72% of respondents maintaining clearly defined supplier diversity targets. Specific, measurable goals drive accountability and progress tracking, helping eCommerce brands establish quantified diversity targets demonstrate serious commitment to stakeholders.

17. 67% use third-party data to monitor supplier diversity status

Data quality matters, and 67% of organizations now rely on third-party verification to track supplier diversity status. This approach ensures accuracy and reduces self-reporting bias, working alongside first-party data collection to build comprehensive ecosystem views.

18. 37% conducted economic impact studies in 2024

Economic impact measurement has grown 270%—from 10% in 2022 to 37% in 2024—as organizations quantify diversity program effects. This trend toward measurement accountability helps justify continued investment and document community benefits.

19. Supplier.io customers spent $170 billion with diverse suppliers

The scale of diverse supplier spending through major platforms reached $170 billion among Supplier.io customers alone. This substantial spending demonstrates the operational maturity of diverse supplier networks, enabling eCommerce retailers to confidently source at scale.

20. Diversity programs supported over 1.4 million jobs

The employment impact of supplier diversity programs extends to 1.4 million jobs supported through diverse supplier spending. This job creation represents a compelling social impact story for brands to communicate, allowing eCommerce companies to quantify community contribution.

The Digital Gap: ECommerce Opportunity Statistics

21. 57% of women-owned businesses have an online presence

In one survey of women entrepreneurs in Kosovo, 57% reported having a website or social media profile. This digital adoption rate indicates significant room for partnership development, creating opportunities for eCommerce platforms to support diverse suppliers in expanding digital capabilities.

22. Only 27.3% use their online platforms for actual eCommerce

Among women-owned businesses with digital presence, only 27.3% leverage these platforms for selling products or services online. This gap between presence and commerce represents partnership opportunities where eCommerce brands help diverse suppliers monetize their footprint.

23. 48.6% of minority-owned businesses use digital channels for sales

Minority-owned enterprises show slightly higher digital commerce adoption, with 48.6% using social media or websites to sell. This higher adoption rate positions minority-owned businesses well for eCommerce supplier partnerships, though digital readiness varies by demographic segment.

24. 83% of women-owned businesses lack technology and marketing training

A substantial training gap exists—83% of women-owned businesses have never received technology or marketing instruction. ECommerce brands investing in supplier development programs can build loyalty while strengthening supply chains using tools like Opensend Revive.

25. 80% of minority-owned businesses need digital marketing training

Similarly, 80% of minority-owned businesses lack digital marketing training. This widespread need creates opportunities for eCommerce mentorship programs where brands providing marketing support to diverse suppliers build stronger, more capable supply networks.

26. 80.3% generate less than 25% of revenue from eCommerce

Revenue concentration in traditional channels remains high—80.3% of women-owned businesses generate less than a quarter of revenue from eCommerce platforms. This limited digital revenue indicates substantial growth runway where partnerships helping expand online sales benefit both parties.

Economic Impact and Revenue Statistics

27. Women-owned businesses contribute 6.2% of total U.S. business revenue

Despite representing 39.2% of businesses, women-owned enterprises generate 6.2% of total U.S. business revenue. This disparity highlights scale differences rather than capability limitations, creating opportunity where supporting women-owned supplier growth helps close this revenue gap.

28. Revenue from women-owned businesses increased 53.8% over five years

The revenue growth trajectory for women-owned businesses shows 53.8% expansion between 2019 and 2024. This acceleration demonstrates rapid capability development within the sector, meaning eCommerce brands establishing partnerships now benefit from this strong upward trajectory.

29. Women-owned businesses average $226,000 in annual revenue

The average women-owned business generates $226,000 annually, compared to $607,000 for men-owned businesses. This gap narrows as more women-owned businesses scale through eCommerce partnerships, with supplier diversity programs helping accelerate revenue growth for participating businesses.

30. Female-owned businesses saw 18% growth in eCommerce launches post-2020

The pandemic accelerated digital adoption, with female-owned businesses showing 18% growth in eCommerce launches after 2020. This digital pivot positions more women-owned businesses as viable eCommerce suppliers with online capabilities and digital operational experience.

Program Maturity and Technology Adoption

31. 8.1% of procurement spending goes to diverse suppliers

Current allocation of procurement spending to diverse suppliers stands at 8.1% in the U.S. This percentage indicates room for expansion in most organizations, allowing eCommerce brands exceeding this benchmark to differentiate themselves effectively in the marketplace.

32. 70% consider supplier diversity a high or medium priority

Most organizations—70%—rate supplier diversity as a high or medium priority. This prioritization translates to budget allocation and program resources, meaning eCommerce operations aligning with this majority position themselves competitively for future growth.

33. 13.2% have global supplier diversity programs

International expansion of diversity programs has grown, with 13.2% of respondents maintaining global initiatives. This growth supports eCommerce brands operating across multiple markets, with tools like Opensend Reconnect helping unify customer identities across devices.

34. Women make up more than 44% of small business owners

Women represent over 44% of small business owners, according to the Small Business Administration. This substantial ownership percentage ensures broad category coverage within women-owned supplier networks, providing sourcing options across virtually all product categories.

Implementation Priorities for eCommerce Brands

Building effective supplier diversity programs requires systematic approaches to identification, onboarding, and measurement. ECommerce operations achieving the strongest results follow established frameworks:

• Define measurable goals - Join the 72% of organizations with clearly defined supplier diversity targets
• Invest in data quality - Use third-party verification alongside first-party data collection
• Address the training gap - Support diverse supplier development to strengthen partnerships
• Track economic impact - Document job creation and community investment metrics
• Communicate commitments - Share supplier diversity stories with customers who value ethical sourcing

Organizations using identity resolution can better understand which customers respond to diversity messaging, enabling more effective targeting of values-aligned audiences.

Transform Your eCommerce Strategy with Opensend

Building supplier diversity programs creates competitive advantages, but maximizing their impact requires connecting with the right audiences. Opensend provides the identity resolution and engagement tools eCommerce brands need to reach customers who value ethical sourcing and diverse supplier relationships.

Opensend Connect identifies high-intent anonymous visitors, helping you convert values-aligned shoppers into customers. Opensend Personas segments audiences based on engagement patterns, enabling targeted messaging about your supplier diversity commitments. Opensend Revive maintains communication continuity by replacing bounced emails, ensuring your diversity stories reach interested customers. Opensend Reconnect unifies customer identities across devices, creating consistent experiences for shoppers researching your ethical sourcing practices.

Ready to transform anonymous traffic into loyal customers who share your values? Explore Opensend's solutions today.

Frequently Asked Questions

What are the primary benefits of implementing a supplier diversity program in eCommerce?

ECommerce brands implementing supplier diversity programs achieve 133% greater returns on procurement investments while spending 20% less on buying operations. Beyond financial returns, 94% of organizations report increased client attraction or retention. These combined benefits—cost reduction, revenue growth, and customer loyalty—create compelling business cases for diversity investment.

How does supplier diversity certification impact an eCommerce business's opportunities?

Certification validates commitment and opens access to partnership networks. With 47% of companies reporting that diversity programs helped win more RFPs, certified diverse suppliers gain competitive advantages in procurement processes. For eCommerce brands, sourcing from certified diverse suppliers provides documented compliance for corporate customers requiring supplier diversity reporting.

What role do DEI programs play in successful supplier management?

DEI programs align with supplier diversity to create comprehensive organizational commitment. 55% of companies integrate supplier diversity into broader ESG strategies, while one supplier diversity survey found 61% of CEOs are actively engaged in supplier diversity initiatives. This executive-level involvement ensures supplier diversity receives adequate resources and strategic attention.

Can small to medium-sized eCommerce stores effectively implement supplier diversity initiatives?

Absolutely. The 14.5 million women-owned businesses and growing minority-owned business sector provide diverse supplier options at every scale. Small eCommerce operations can start with targeted category sourcing from diverse suppliers, then expand as relationships mature. The 20% cost savings from diverse supplier partnerships benefit businesses of all sizes.

How can eCommerce businesses identify and partner with diverse suppliers?

Start with certified diverse supplier databases maintained by organizations like NMSDC and WBENC. 67% of organizations use third-party data to verify supplier diversity status. ECommerce brands should also leverage industry associations and trade shows focused on diverse business communities. Establishing clear procurement criteria and outreach processes helps build sustainable diverse supplier pipelines.