The Only Stats You Need for Visuals in eCommerce 2024

Whether you are an eCommerce marketer, a business owner who sells online or anyone supporting a business that sells online, you may find yourself having to update your request for budget and resources to strengthen your creation of compelling photographs, videos and animations that can grow eCommerce sales.

We’ve pulled the best eCommerce statistics together to help you quickly understand and answer the top questions for your business stakeholders. 

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How much will eCommerce grow over the next few years? Will the acceleration triggered by COVID continue?

• eCommerce growth only goes up: : By 2026, the eCommerce market will be worth a total of £8.1 trillion, and 24% of retail purchases are due to take place online. (Forbes Advisor).
• Continued post-COVID growth: 2023 holiday eCommerce sales are expected to grow by 4.5% in the US, that’s steady growth since the pandemic. (eMarketer Holiday 2023 Preview).
• Mobile shopping has been accelerated by the pandemic: in 2020, eCommerce mobile sales in the U.S. grew by 45.9%. 2022 grew at a slower rate of 13.8%, however this is still a $270 billion increase on pre-pandemic rates. (eMarketer).

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What impact do product photographs, videos or animations have on shoppers? What evidence is there that visuals can drive sales?

• Quality and accuracy in visual depictions are crucial: 75% of consumers will return a product if the image displayed doesn’t match the product received. (Nfinite)
• Great images can increase conversion rates: High-quality product photos have proven to yield a 94% higher conversion rate compared to their low-quality counterparts. Also, product pages with photos attract 95% more organic traffic. (Online Dasher).
• ECommerce product videos are proven to build trust: 37% of people consider video testimonials to be more effective than a pitch from a business and 9 out of 10 people have more trust in what a customer says about a business compared to what the business says about itself (Wyzowl)
• Product videos drive sales. According to The State of Video Marketing 2023 report, 87% of marketers say video marketing has helped them increase sales and 84% of consumers say that they’ve been convinced to buy a product or service by watching a brand’s video. (Wyzowl)

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How important are videos or animations to driving eCommerce sales? Are specific types of videos more persuasive?

• Explainer videos drive sales: 85% of people are more likely to buy a product after seeing an explainer video. (Wyzowl)
• Marketers see conversion lifts with testimonial videos: 88% of marketing teams report a conversion lift of at least 10% in campaigns using testimonial videos compared to campaigns without testimonial videos (VocalVideo)
• Marketers invest in many types of ecommerce videos: 36% of marketers created product demo videos in 2022; 71% of marketers created social media videos in 2022; 70% of marketers created explainer videos in 2022; 46% of marketers created testimonial videos in 2022; 46% of marketers created video ads in 2022. (Wyzowl)
• Onboarding videos cement the sale: 21% of marketers created customer onboarding videos in 2022.  (Wyzowl)
• Video in email drives clickthrough:  By adding a video to your marketing emails, you can boost click-through rates by more than 200%. (Hubspot)
• Increase brand awareness: 95% of marketers have said video marketing has helped them increase their brand awareness. (Wyzowl)‍
• Social video influences shoppers more now: 56% of consumers say they’re more influenced by social media images and videos when online shopping now than they were before the pandemic (Stackla via Nosto)

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Do shoppers rely on user-generated content (UGC), particularly product or service content produced by third-party Content Creators? Do many eCommerce companies leverage UGC? 

• UGC persuades shoppers: 79% of people say UGC highly impacts their purchasing decisions. (Wyzowl)
• UGC creates higher ad performance: User generated content-based ads get 4x higher click-through rates than average. (Shopify).
• UGC delivers authenticity and trust: 2/3 of consumers believe UGC creates a more trustworthy and authentic shopping experience. (Big Commerce).
• Real customer content persuades shoppers: 80% of consumers are more likely to buy a product from an online store if it had real customer photos and videos on the website. (Stackla va Nosto)
• UGC influences purchases across many categories: 65% of consumers have purchased apparel or Fashion items based on UGC from real customers; 53% of consumers have purchased beauty, health, or wellness products based on UGC: 42% of consumers have purchased home or sporting goods based on UGC; 52% of consumers have made travel plans based on UGC. (Stackla via Nosto)

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How will the use of Artificial Intelligence (AI) impact eCommerce including the creation of visuals? What are the expected benefits? 

• The global AI-powered e-commerce solutions market will reach $16.8 billion in 2030 (InsightAce Analytic)
• AI usage has rapidly increased: In the last four years, the number of businesses adopting artificial intelligence has grown by 270%. (Gartner).
• AI improves conversion: Companies that integrate AI into their marketing strategies see an average increase of 20% in their conversion rates. (BCG 2023)
• AI-driven recommendations work: Personalized recommendations, which use AI, account for up to 30% of eCommerce site revenues (Barilliance)
• Increased efficiency: AI-powered tools can generate product variations 10 times faster than traditional methods. (Syte, 2023)
• Increased efficiency: AI is projected to reduce ecommerce operational costs by 30% by 2030. (PWC via Zipdo)
• Marketers adopt AI for content: 44% of marketing respondents who have used AI in marketing have done so to create content - text and visuals (Influencer Marketing AI Benchmark Report 2023)

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Get Started Now

Most marketing experts believe that AI will profoundly impact marketing from effectiveness to efficiency. The tools and partners (including KittyKat) are here today to help eCommerce marketers start exploring and applying AI to different processes. These stats can help you support your business decision-making to start using AI now.