E-commerce Orders Enjoyed Big Jump in 2025
In 2025, e-commerce orders across all channels in the United States experienced a remarkable growth of 147% year over year. This significant increase was largely driven by a select group of brands, with the top 5% of brands accounting for the majority of the growth. These findings were revealed in a study conducted by Omnisend, which highlighted the evolving landscape of consumer behavior and spending patterns.
Shifts in Consumer Behavior
One of the key drivers of this growth was a notable shift in shopper behavior. While consumers engaged with marketing efforts less frequently, their intent to purchase when they did engage was significantly higher. According to the study, shoppers who clicked on promotions were 51% more likely to make a purchase compared to the previous year, and they also spent 22% more per order.
Insights from Industry Experts
Marty Bauer, an e-commerce expert at Omnisend, commented on the findings, stating, “What we saw in 2025 reflects the broader U.S. economy — growth came back, but it didn’t reach everyone. After years of inflation and uncertainty, people were still willing to spend, but they were much more intentional about where they spent their money.” This indicates that brands that could quickly adapt to changing customer behaviors had a distinct advantage, while others struggled to keep pace.
Key Findings of the Omnisend Study
- Average order value rose from $149 to $182, marking a 22% increase.
- Average revenue per email increased by 17%, from $0.08 to $0.10.
- Email click-to-conversion rates surged by 51%, rising from 5.0% to 7.69%.
- However, email click rates declined by 33%.
Understanding the Value of Engagement
Bauer further elaborated on the changing dynamics of consumer engagement, stating, “Clicks became harder to get in 2025, but they also became more valuable. Shoppers were more selective, but when they did engage, they were ready to spend more.” This shift in consumer behavior rewarded brands that prioritized efficiency and relevance over sheer volume of interactions.
Implications for E-commerce Brands
The findings from the Omnisend study underscore the importance of understanding and adapting to consumer behavior in the e-commerce space. Brands that can effectively engage their customers with targeted promotions and relevant content are likely to see improved conversion rates and higher average order values. As the e-commerce landscape continues to evolve, the ability to respond to consumer needs and preferences will be crucial for sustained growth.
Conclusion
The significant growth in e-commerce orders in 2025 highlights a transformative period for online retail. As consumer behavior shifts towards more intentional spending, brands must adapt their strategies to meet these new expectations. By focusing on delivering value and relevance, e-commerce businesses can thrive in this competitive environment.
Frequently Asked Questions
The growth was primarily driven by a select group of brands, with the top 5% accounting for most of the increase. Additionally, shifts in consumer behavior led to higher purchasing intent and increased spending per order.
In 2025, consumer engagement with marketing efforts decreased, but when consumers did engage, their intent to purchase was significantly higher, resulting in increased conversion rates.
E-commerce brands should focus on delivering targeted promotions and relevant content to effectively engage customers. Adapting to consumer preferences and emphasizing efficiency will be crucial for sustained growth.
Note: The information presented in this article is based on findings from the Omnisend study and reflects the trends observed in the e-commerce sector in 2025.
