Importance Of E-Commerce Personalization in 20 Revealing Stats

We all like it when our local store owner greets us by our name. And we love it when she recommends us the things we love. Because she knows us; we’ve been at her place so many times before that she remembers our name, our preferences, who we hang out with and so on. Thus, she makes it extremely easy for us to keep coming back.

We don’t experience this kind of personalization on the web. Yet. There are some progressive marketers that are trying hard and their early results are very positive. But as we can see from our research, legacy technology and lack of technical resources are severely impacting implementation of personalization technologies across the industry.

Because at Mojn we love personalization, we’ve researched the topic extensively and collected some of the most important stats that matter to an e-commerce marketer. Why bother? Well, because at the end of the day clever personalization helps to retain valuable existing customers and delightfully amaze new ones. An impact to the bottom is usually then not that far away (as some of the stats below clearly point out). So, let’s dig into them.

  1. 75% of consumers like it when brands personalize messaging and offers.

    Source: Aberdeen Group

  2. The top reasons for U.S. email users to unsubscribe from a business or non-profit email subscription are too many emails (69%) and content that is no longer relevant (56%).

    Source: cmb

  3. Personalized emails improve click-through rates by 14%, and conversion rates by 10%.

    Source: Aberdeen Group

  4. 61% of consumers prefer offers even if this results in less privacy.

    Source: Monetate

  5. 56% of consumers say they would be more inclined to use a retailer if it offered a good personalised experience.

    Source: 02 – The Rise of Me-tail

  6. Nearly three-fourths (74%) of online consumers get frustrated with websites when content (e.g. offers, ads, promotions) appears that has nothing to do with their interests.

    Source: Janrain & Harris Interactive

  7. O2’s study The Rise of Me-tail shows that adding personalization experience to shopping could lift sales by 7.8%.

    Source: 02 – The Rise of Me-tail

  8. 40% of consumers buy more from retailers who personalize the shopping experience across channels.


  9. Emails with personalized subject lines have 26 percent higher unique open rates than non-personalized emails.

    Source: Experian

  10. 94% of companies agree that personalisation “is critical to
    current and future success.”

    Source: Econsultancy

  11. 80% of marketers define dynamic personalization in email as highly important.

    Source: Adobe and DMA

Still Early Days for Marketing Personalization

The stats above speak for themselves. Just like we prefer personalized experience in the “real world,” we like it, and soon expect it, on the web as well. Despite the obvious facts, we are still in the early days of e-commerce personalization: most of the brands are yet to implement their first real-time personalization technologies as we can see from the stats below.

  1. 70% of brands are still not personalizing emails sent to subscribers.

    Source: Experian

  2. 77% of marketers say “dynamic, personalized content” across channels is very important, but most are still in the planning stages.

    Source: & DMA

  3. Businesses that are currently personalising web experiences and who are also able to quantify the improvement are seeing an increase in sales of 19% on average.

    Source: Econsultancy

  4. 54% of retailers that use automated product recommendations increased their average order value year over year.

    Source: Forrester Research/

  5. 84% of marketing executives say they plan on developing a process to map rich media content assets to buyer journey stage.

    Source: Aberdeen Group

  6. 60% of marketers struggle to personalize content in real-time, yet 77% believe real-time personalization is crucial.

    Source: & DMA

Problems Facing Personalization Eager Marketers

Marketers face many roadblocks while trying to implement personalization technologies nowadays. The survey done by Econsultancy and Monetate points out some of the most obvious ones: legacy technology, lack of resources and disparate data sources.

  1. Almost a half of companies say that IT roadblocks
    (47%) and legacy technology (46%) are “major barriers” in their personalization efforts.

    Source: Econsultancy + Monetate

  2. 30% of marketers see disparate data sources in their current CRM systems as one of the top obstacles in using CRM to personalize their content.

    Source: Econsultancy + Monetate

  3. Scarce resources (lack of budget and/or staff) hold back a large portion (44%) of companies from investing in, or improving, their personalisation efforts.

    Source: Econsultancy + Monetate

The problems and opportunities listed above leave room wide open for marketing solutions/products (like ours) that help marketers jump start their personalization efforts.

Mojn, for example, helps e-commerce marketers quickly and painlessly set up automated personalization within email campaigns. No special technical integration needed. We believe it’s services like ours, that will finally help realize marketers’ dream of real-time online personalization.