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Online Shopping Statistics Marketers Should Care About in 2022



Online Shopping Statistics Marketers Should Care About in 2022

Just because we’re marketers doesn’t mean we really know the science behind what drives consumers to purchase. But marketing without that information is like walking outside with a blindfold on – it’s going to be very hard to end up at your destination without a scratch.

Below, we’ll cover some data sets on buyer behavior, their key findings, and the lessons you should take away from each piece of research.

So let’s dive right in.

Statistics on the Growth of Online Shopping

According to Statista, online shoppers have increased from 209 million in 2016 to 230 million in 2021.

While technological advances were already shifting how consumers approached shopping, the onset of the pandemic in 2020 aided this shift event more.


In fact, a Stackla report found that 67% of consumers say their online purchasing has increased since the start of the pandemic – 27% said it increased considerably.

online shopping statistic

With social media platforms offering advanced shopping features, it’s no wonder shoppers are buying more online. On Instagram, you can discover a brand, sift through its products, and complete a purchase without ever leaving the app.

This frictionless shopping experience helps contribute to a consumer base that shops exclusively online.

A Jungle Scout survey found that 46% of consumers only buy holiday gifts online.

So, what does this mean for brands? This forces brands that focused more on offline campaigns to shift gears and redirect their attention to online consumers.

This data isn’t suggesting that you should now change your business model to an online-first approach. However, to stay relevant and competitive, building a strong digital presence is key.

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What Drives Online Shoppers

One of the biggest questions marketers have surrounding online shopping is what gets the consumer to finally click that “Buy” button. The answer is complicated because it varies based on the audience, the industry, the product, and many other factors.


However, there are some universal elements that definitely help steer consumers toward purchase.

The first is personalization. According to the Stackla report, 72% of people say they are more likely to purchase from a brand if it consistently provides them with a more personalized experience.

Personally, any brand email I receive that includes my name gets more attention than the ones that don’t. Why? It catches my attention and makes the email feel more intimate – even though I know it was likely automated.

Another big driver is user-generated content. We know that social proof can be incredibly effective in creating buzz surrounding a brand.

In the same report, 79% of people say UGC highly impacts their purchasing decisions, considerably more than branded content and influencer content.

online shopping statistic

Another form of social proof? Reviews.

58% of consumers have left an ecommerce store without purchasing because the site didn’t contain any customer reviews or photos.

Images can be incredibly impactful when someone is considering a purchase. In fact, most consumers surveyed in the Stackla report say they’re more influenced by social media images and videos than they were before the pandemic.


A long-term play that drives purchases is building community.

According to the report, 61% of consumers would be more loyal and more likely to buy from a brand if they were invited to be part of a customer advocate community or content creators.

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When you build a community with your audience, they feel more connected to your brand and thus, more likely to purchase and spread the word.

Millennials Online Shopping Statistics

When it comes to Millennials specifically, here are some interesting stats about their online shopping behaviors.

  • 60% of Millennials have left an eCommerce store without purchasing because the site didn’t have customer reviews or photos. (Stackla report, 2021)
  • Millennials spending power is $2.5 trillion. (Ypulse, 2020)
  • 30% of Millennials used buy-now-pay-later services (BNPL) in 2021 and 39.5% are forecasted to use them in 2023. (Statista, 2021)
  • Roughly 40% of Millennials say that they have started a new relationship (or strengthened an existing one) with businesses that prioritize the environment. (Deloitte, 2020)

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Old Navy to drop NFTs in July 4th promo update



Old Navy to drop NFTs in July 4th promo update

Old Navy will update its yearly Fourth of July promotions by saluting the metaverse with an NFT drop, going live June 29.

In honor of the year they were founded, the retailer will release 1,994 common NFTs, each selling for $0.94. The NFTs will feature the iconic Magic the Dog and t include a promo code for customers to claim an Old Navy t-shirt at Old Navy locations or online.

“This launch is Old Navy’s first activation in web3 or with NFTs,” an Old Navy spokesperson told MarTech. “As a brand rooted in democratization and inclusivity, it was essential that we provide access and education for all with the launch of our first NFT collection. We want all our customers, whether they have experience with web3, to be able to learn and participate in this activation.”

Accessible and user-friendly. Any customer can participate by visiting a page off of Old Navy’s home site, where they’ll find step-by-step instructions.

There will also be an auction for a unique one-of-one NFT. All proceeds for the NFT and shirt sales go to Old Navy’s longtime charitable partner, Boys & Girls Clubs of America.

Additionally, 10% of NFT resales on the secondary market will also go to Boys & Girls Clubs.

Support. This activation is supported by Sweet, who’s played a major role in campaigns for other early NFT adopters like Burger King.


The Old Navy NFTs will be minted on the Tezos blockchain, known for its low carbon footprint.

“This is Old Navy’s first time playing in the web3 space, and we are using the launch of our first NFT collection to test and learn,” said Old Navy’s spokesperson. “We’re excited to enable our customers with a new way to engage with our iconic brand and hero offerings and look forward to exploring additional consumer activations in web3 in the future.”

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Read next: 4 key strategies for NFT brand launches

Why we care. Macy’s also announced an NFT promotion timed to their fireworks show. This one will award one of 10,000 NFTs to those who join their Discord server.

Old Navy, in contrast, is keeping customers closer to their owned channels, and not funneling customers to Discord. Old Navy consumers who don’t have an NFT wallet can sign up through Sweet to purchase and bid on NFTs.

While Macy’s has done previous web3 promotions, this is Old Navy’s first. They’ve aligned a charity partner, brand tradition and concern for the environment with a solid first crack at crypto.

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About The Author

Chris Wood draws on over 15 years of reporting experience as a B2B editor and journalist. At DMN, he served as associate editor, offering original analysis on the evolving marketing tech landscape. He has interviewed leaders in tech and policy, from Canva CEO Melanie Perkins, to former Cisco CEO John Chambers, and Vivek Kundra, appointed by Barack Obama as the country’s first federal CIO. He is especially interested in how new technologies, including voice and blockchain, are disrupting the marketing world as we know it. In 2019, he moderated a panel on “innovation theater” at Fintech Inn, in Vilnius. In addition to his marketing-focused reporting in industry trades like Robotics Trends, Modern Brewery Age and AdNation News, Wood has also written for KIRKUS, and contributes fiction, criticism and poetry to several leading book blogs. He studied English at Fairfield University, and was born in Springfield, Massachusetts. He lives in New York.

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