{"id":38316,"date":"2022-02-23T03:44:48","date_gmt":"2022-02-23T03:44:48","guid":{"rendered":"https:\/\/www.similarweb.com\/corp\/?p=38316"},"modified":"2025-10-21T14:31:01","modified_gmt":"2025-10-21T14:31:01","slug":"ecommerce-benchmarks-metrics","status":"publish","type":"post","link":"https:\/\/www.similarweb.com\/blog\/ecommerce\/retail-insights\/ecommerce-benchmarks-metrics\/","title":{"rendered":"2022 Industry Benchmarks to Boost Your eCommerce Strategy"},"content":{"rendered":"

If you\u2019re an eCommerce marketer, researcher, or strategist, measuring performance is probably one of your main responsibilities. But to do so effectively, you need to focus on the right data. In other words, you need to understand what your competitors and industry are doing to drive traffic, and how you stack up against them. In short, you need to conduct competitor benchmarking<\/a>.<\/p>\n

As part of a series of blogs using the latest data for 2022, this article reveals must-have competitive eCommerce benchmarking metrics for your business. These insights will help you contextualize both consumer and purchase behavior<\/a> based on your digital strategy and marketing budget.<\/p>\n \n See how Similarweb can support your post-mortem analysis \n <\/path>\n <\/svg>\n <\/a>\n \n

All of the engagement benchmarks in the blog post are based on Similarweb data for January 2022, looking at total traffic to the top websites<\/a> in the category, worldwide.<\/p>\n

\"eCommerce<\/p>\n

Why should you benchmark online shopping habits?<\/h2>\n

Online shopping has become one of the most popular online activities. According to Statista<\/a>, eCommerce and shopping sales in the U.S. were estimated at $768 billion in 2021, and by 2025 that number could reach roughly $1.3 trillion. That\u2019s a lot of add-to-carts.<\/p>\n

With 12-24 million eCommerce websites<\/a> around the world, it\u2019s never been more important to benchmark your digital performance<\/a> against the competition.<\/p>\n

Let\u2019s start by looking at total visits<\/a> over time to the top 100 eCommerce businesses<\/a>. We can see that the industry is still growing year-over-year (YoY), although not as rapidly as at the peak of COVID-19. Total visits grew 11% in 2020, compared to only 1.5% last year.<\/p>\n

January 2022 saw 17.1 billion visits worldwide, a slight dip after the classic holiday spikes in traffic.<\/p>\n

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How does your own performance compare? Read on to find out why you\u2019re either leading the pack or falling behind the industry benchmark.<\/p>\n

Top 10 eCommerce websites by traffic share<\/h2>\n

Despite the growing number of online retailers, amazon.com<\/a>, ebay.com<\/a>, and rakuten.co.jp<\/a> maintain their leading positions. Amazon<\/b>\u2019s top global domains \u2013 in the U.S., Japan, Germany, and the U.K. \u2013 are all ranked in the top 10 eCommerce websites worldwide<\/a> and collectively responsible for just nearly 15% of the category\u2019s traffic. In the U.S., Amazon dominates with roughly 33% of traffic share<\/a>, followed by eBay <\/b>with 10%, and Walmart <\/b>with 7%.<\/p>\n

Although the market is dominated by these powerhouse brands, traffic share for seven of the top 10 websites decreased in January 2022, which means there\u2019s more room for up-and-coming players.<\/p>\n

\"top<\/p>\n

Device split: Desktop vs. mobile web<\/h2>\n

We can expect mobile usage to top eCommerce sites to continue to grow in 2022. The norm is to be able to shop from anywhere, at any time. Compared to January 2021, we\u2019ve seen a 1% jump for mobile compared to a slight decrease for desktop.<\/p>\n

Top 100 websites in the category:<\/b><\/p>\n