Hello. I am Victoria Zhidhok. I work with Western Bid, sell on various international platforms, and simultaneously run my own store on Shopify. So everything below is not from a textbook or presentations, but from what I encounter in real work.
The last few months, Shopify has constantly been “running” in our work. We test something, change something, look at the numbers, compare expectations with what is actually happening. And at some point, I caught myself thinking that some statistical things are worth simply saying aloud.
Some of them seem obvious. Some not so much. But all of them influence how the store operates and why some decisions work, and others don’t.
Shopify in the USA: a bit about scale
If you look at the raw numbers, Shopify is one of the key e-commerce platforms in the USA. According to various estimates, it accounts for approximately a third of the entire American online market.
Why is that? Because Shopify isn’t just one type of store. It hosts small niche projects as well as large brands. That’s why the platform sees the overall picture and can make quite accurate conclusions about consumer behavior.
I reviewed several Shopify and Oberlo reports, and below I gathered the points I found most indicative.
Fact №1: Most shoppers are on mobile
I’ll start with what I constantly see. About 79% of traffic in Shopify stores comes from mobile devices. That is, people open the store not from a laptop at a desk, but from a phone — on the move, on the couch, between tasks. And here is a simple conclusion: if the mobile version of the store is uncomfortable, half of the work simply makes no sense. The person won’t bother — they will just close the page.
However, I still see stores where the mobile version is made “for show”. Slow, small, unclear. So my advice is very straightforward: log into your store from your phone and try to purchase an item. Without analytics. Just as a customer.
Fact №2: Email is not dead (seriously)
Many don’t like to talk about this, but email still works. The average conversion rate for email marketing in Shopify stores is about 4.3%. That’s higher than social media and paid advertising.
You can say all you want that “mail is the past,” but Western shoppers actually read it. And if the emails don’t look like spam, they give results. Not instantly, but steadily.
Fact №3: Abandoned carts are not an exception
No surprises here. On average, about 70% of carts in Shopify never reach payment. On mobile, this figure is even higher — up to 86%. It sounds harsh. But some of these people are just “looking around”: comparing, saving, thinking, delaying.
Why do people not buy immediately
According to Baymard Institute, the most common issue is shipping. Or rather — the cost that suddenly appears at the end. Taxes, additional fees, unclear return policies, and complex checkout also influence this. Let’s also mention the checkout process itself. If it is long and confusing, people just don’t reach the “Pay” button.
For example, we are currently testing free shipping for some items and simplifying the cart as much as possible. Will this solve everything? No. But it can definitely reduce losses.
Fact №4: New customers cost more
Another important point — the cost of acquiring customers. Over the last few years, it has increased by about 60%. This means that “driving traffic” becomes less and less profitable. At some point, it is cheaper and easier to work with those who have already bought.
Surveys show that about 70% of customers are willing to use loyalty programs if they are available. And this is logical — people like it when they are remembered.
Fact №5: Advertising is no longer so magical
Paid advertising has long been a primary growth tool. But now, its effectiveness is declining. According to Shopify, on average, it has become 15–20% less effective than before. The reason is simple — oversaturation. People are used to advertising and often simply don’t notice it. That’s why more and more sellers shift their focus to content, social networks, trust, and audience engagement, rather than just click ads.
Fact №6: How much one client brings in
Based on surveys of several thousand Shopify stores, the average revenue from one client is about $90. For top stores, this figure is significantly higher — over $300. But even the average provides an idea of the metrics to focus on.
Summary
Which figures in Shopify really matter if you are looking at sales without illusions?
First of all — mobile traffic. Most people visit the store from their phones, and if something stalls or looks uncomfortable there, a purchase simply won’t happen. Next — abandoned carts, which are present in almost every store, and rising customer acquisition costs. These metrics clearly indicate where the store is actually losing money.
Why does email in Shopify continue to work, even when everyone talks only about advertising and social media?
Because customers read it. Not everyone and not always, but if the emails are normal, not aggressive sales pitches, they generate steady orders. It’s not about “quick earnings,” but rather about regular contact with those already interested in the store and willing to return.
Why do most people not reach the “Pay” button in Shopify stores?
Usually, everything breaks at the end. The person almost completes the purchase, but suddenly sees high shipping costs, taxes, or a complicated checkout process. If return conditions are also unclear, the chances drop even more. That’s why a simple checkout and honest figures upfront often work better than any tricky tools.
Online commerce is not getting easier. But it is definitely becoming more understandable if you look at the figures without illusions. I hope these observations help you see your store clearly, identify weak spots, and make more balanced decisions.
