#USA #Charleston #Ecommerce #consumer behavior #Omnisend

2025 Ecommerce Trends: U.S. Orders Surge

In an unprecedented shift, U.S. ecommerce transactions soared by 147% in 2025, as reported by Omnisend's latest study. This sharp rise was marked by significant behavioral changes in consumer shopping habits, presenting both challenges and opportunities for brands across the board.

Key Findings from the Study

Despite the overall growth, a striking concentration of sales growth was observed among the top 5% of e-commerce brands, which alone accounted for 54% of total order growth. This indicates that while the market expanded, not every player benefited equally from the boom. Charismatic brands that quickly adapted to evolving shopper preferences reaped the majority of the rewards.

Changing Consumer Behavior

One of the most notable trends highlighted in the study was that while American shoppers engaged less frequently with marketing promotions, their purchasing intent noticeably increased when they did click on ads. Specifically, clicks translated into purchases with a 51% greater likelihood than the previous year. Additionally, these discerning consumers spent an average of 22% more per transaction, illustrating their newfound intention to spend wisely.

Marty Bauer, an Ecommerce Expert at Omnisend, articulated that this year's growth patterns mirrored broader economic trends. “People are still open to spending but are significantly more cautious about where their money goes,” Bauer stated. “Brands that swiftly responded to consumer behavior seized a clear advantage, while others struggled.”

The Power of Intent in Marketing

Omnisend’s marketing data indicated a critical shift in interaction quality. The competition for clicks intensified; however, revenue generation improved dramatically per interaction. For example:

• - Average order value climbed from $149 to $182 (a 22% increase).
• - Revenue per email increased from $0.08 to $0.10, a 17% rise.
• - Email click-to-conversion rate spiked by 51%, from 5% to 7.69%.

Interestingly, the click-through rates fell by 33%, reflecting the increased difficulty in attracting clicks amidst a crowded marketplace. Yet, those interactions that did occur were laden with intent — shoppers were more selective and likely to convert when they engaged with marketing.

Leveraging Automation for Growth

Automation played a crucial role in capturing revenue throughout the year. Omnisend discovered that behavior-based automated emails yielded remarkable results, generating 25% of total email revenue despite comprising just 1.7% of total email sends.

Key insights into automation performance include:

• - Revenue per automated email: $2.01
• - Revenue per scheduled email: $0.10
• - Automated emails achieved a click-to-conversion rate of 27.05% compared to just 7.69% for scheduled messages.

This reflects a broader trend where brands that utilized automated messaging effectively tapped into existing consumer intent rather than competing for attention. Automation allowed brands to respond to shoppers who were already leaning towards making a purchase, effectively aligning with today's shopping behavior.

Conclusion: Intent-Based Growth

In conclusion, 2025 has ushered in a unique landscape for ecommerce where consumer intent drives significant changes in shopping behavior. Brands that prioritize efficient responses to marketing messages will likely flourish in future markets. “In a year with limited attention spans and endless options, brands that met customers at their point of interest found greater success,” Bauer noted.

As we continue into 2026, the lessons learned from 2025 will undoubtedly shape how brands approach ecommerce strategy and customer engagement.