30 eCommerce customer experience statistics to know in 2022


Good customer experiences happen by design, not by accident. There’s a good reason why many retailers are focusing on improving the overall eCommerce customer experience right now. 


A good customer experience can increase customer spending by up to 140%. Simply put, it pays to care about your customers.


But a great eCommerce customer experience needs to be felt throughout every step of the browsing, purchasing, and post-purchase journey. 


As customer expectations are constantly evolving, we’ve compiled the most up-to-date industry stats to help retailers design an experience that keeps customers coming back for more.

Purchasing decisions

71% of consumers expect personalisation during their purchasing journey, while 76% get frustrated when they don’t get it.


79% of shoppers say that user generated content (UGC) impacts their purchasing decisions, even more than branded or influencer content.


90% of consumers highly value a business that knows their account history as well as any current actions they are taking.


Even if they love your brand, 59% of customers will stop shopping with a business after two bad experiences.


60% of customers will leave a website if they cannot find the product they were looking for.


68% of shoppers will join a loyalty program if they are offered one.


For 80% of consumers, sustainability plays a part in the decision-making process for online purchases.


37% of shoppers are choosing retailers based on their ethical and sustainability policies.


67% of consumers say that they care more about the environmental impact of the products they buy now than they did five years ago.


86% of shoppers would delay deliveries if it meant that eCommerce could be more sustainable (if given an incentive to do this).


56% of consumers have received a parcel where they’ve felt that the packaging was too big for the contained item.

Ecommerce customer experience at checkout

The average checkout flow for a new customer is 5.2 steps long (from shopping cart to order review).


30% of shoppers will abandon a purchase at checkout if they have to fill out their credit card information again, while 25% will drop off if they have to re-enter their shopping details.


If the checkout process takes more than 30 seconds to complete, 50% of shoppers are likely to abandon their purchase.


Most websites only need 8 form fields to complete a checkout flow, but the average is currently 11.8.


If an online store asks a new customer to create an account at checkout, 34% of shoppers will abandon their cart.


66% of internet users  are worried about the privacy and confidentiality of their personal data.


64% of consumers want businesses to take the lead in implementing data responsibility and educating them on how they can protect their own data.


88% of consumers base the amount of data they share with a company on how much they trust it.


44% of online shoppers believe that their online experience is improved because companies collect their personal information.


25% of consumers return 5-15% of all items that they purchase online.


If a returns experience is positive, 89% of customers would shop with that particular retailer again.


11% of shoppers abandon a purchase if the return policy wasn’t good enough in their opinion.


3 in 4 consumers consider returns to be inconvenient, impacting on their overall customer satisfaction and loyalty.


47% of customers want an easy to print return label while 58% seek a hassle-free return policy from retailers.



82% of shoppers aren’t willing to pay for shipping.


68% of consumers consider 2-3 days to be adequate time from the time they place an online order to when they receive it.


90% of shoppers feel that being updated on the status of delivery is non-negotiable, with 55% even willing to pay a small fee (10p) to receive specific information about the whereabouts of their orders.


Related: 3 common last mile delivery problems (and how to solve them)


48% of consumers would pay to choose a nominated time for their delivery.


According to customers, the key to a positive delivery experience is being on-time (66%), order accuracy (57%), items being in good condition when they arrive (41%), quick delivery (47%) and a courteous delivery team (38%).

Interested in improving the eCommerce customer experience from checkout to last mile? 


From delivery options at checkout to live tracking of deliveries, with Scurri you’re now in control of the full customer experience. To keep customers coming back by building trust at every step of the journey, book an initial consultation today

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