Ecommerce 2018: By The Numbers

26th December, 2018 by

As the year winds to a close, it’s a good time to take an introspective glance to see what worked throughout the year, but more importantly at what did not add to your overall sales goals. But first, let’s have a quick look at the state of the 2018 ecommerce market by the numbers.

Ecommerce is on the rise

It’s no surprise that more people are heading to the internet to make purchases. Ecommerce percentages as a whole are still on the up and up. According to a year-end report from Sana Commerce:

We learned that in just a year, the number of businesses using ecommerce to support their digital transformation has risen from 73% to 87%.”

14% market growth as an industry is nothing to smirk at, and as a result, ecommerce companies are evolving and responding to the continuously growing market to meet high demands.

Survival of the fittest

The same Sana Commerce report states that 63% of ecommerce companies have a digital transformation strategy in place in an effort to streamline processes company-wide. From web hosting to shipping, ecommerce companies are implementing new tools and services to drive online sales.

The hottest ecommerce tools for 2018 from Ecommerce CEO can be seen below:

Website Builders

These easy-to-use tools allow anyone and everyone to design their own website and quickly join the ecommerce marketplace. Shopify and WooCommerce are, not surprisingly, in the running alongside Big Commerce and X-Cart.

Market Research

It’s easy to be a small fish in a big pond where ecommerce is concerned. Market Research tools like JungleScout and SEMRush helped ecommerce website owners gain a competitive edge. Also making a splash is Ahrefs with their unique look at ecommerce backlinks.


From managing tasks to keeping an eye on inventory, management tools and software have helped ecommerce stores stay on top of their business. The in-demand tools of 2018 include Asana, Tickspot, Sourcify, and many others.


There are hundreds of options for marketing your small business. Email, social media, newsletters, you name it, it exists. These tools are used to automate as many marketing tasks as possible. Popular options for the year include Campaign Monitor, Feeds4, Buffer,, and the ever helpful MailChimp.

Note that this list is not exhaustive, and there has been significant sales growth in analytics and affiliate platforms. Nevertheless, the numbers show that growth is not limited to ecommerce businesses in them self, but to all of the tools and services that support as well.

Primed and ready

As industry leaders, Amazon is often looked to as a temperature gauge for ecommerce sales. In their early released statistics for the year, we can see that even though they increased Prime subscription prices, sales did not suffer. In fact, more users signed up for Amazon Prime than ever before.

According to reports, Amazon’s market share increased from 43.1% in 2017 to 48% in 2018. Amazon Prime is now available in 17 countries since Amazon added Australia to the list. And amazingly, Amazon Prime has accomplished delivering very specific products to very specific locations in 8-9 minutes. You can see the full Amazon Prime report here.

Moving forward…

You may be wondering what’s next in the world of ecommerce. What can we expect for 2019? According to Sana Commerce, entrepreneurs have set some goals for the coming year. Below you will see the top goals for ecommerce business owners for the coming year:

Drive sales

65% of online retailers noted that their number one priority for 2019 was to drive sales for their business.

Improve the customer experience

38% of the online retailers surveyed said that they plan to work on improving the customer experience in the year ahead.

Improve sales efficiency

38% of online retailers surveyed said that improving sales efficiency is a key goal for next year. It was also noted that this goal led 42% of marketers to improve their online platform to prepare for the year ahead.

Improve business efficiency

38% of online retailers surveyed said that improving overall business efficiency is a major milestone for 2019. The study also notes that upgrading business platforms, including ecommerce web platform, is a driving factor in this statistic.

“Most businesses aren’t upgrading their e-commerce platforms because they have to, but rather because they want to. Why? More sales.” – Sana Commerce

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