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Surprising ecommerce statistics from our clients in 2018

At We Make Websites, we collect and analyse anonymous user data from selected (opted in) Shopify Plus clients. We do this to ensure our clients are using their time and spending their money efficiently to maximise sales and revenue.

These statistics are based on 100 million visitors over the past 12 months to websites that we maintain. Visitor data is anonymised and digested in our bespoke website performance dashboard so that we can easily monitor website performance. The stats in this article are compiled from across those 100 million visitors.

Mobile Vs Desktop

From our client data, we were surprised to find that an astonishing 66% of visitors came from mobile (including tablet, which made up 7%).

When it comes to revenue, 49% of our client’s revenue was generated from mobile and tablet devices. This is incredible considering it was not long ago we saw mobile visitors exceed 50%, surpassing Desktop - now it looks like revenue from mobile will too.


Our client's customers are Apple fans

There are 14 (!) types of Apple device driving visitors and revenue to our e-commerce stores, 12 of which are varieties of iPhone.

Over 95% of our client’s mobile visitors are coming from an Apple device, mostly from iPhones, around 20% were using iPads. That leaves 5% for other devices, mostly Android. The majority of brands we work with sell to affluent consumers who overwhelmingly use Apple devices. That’s why Apple is now a trillion dollar company!

Browsers: Chrome and Safari

So, we now know the most popular devices that bring our e-commerce clients the majority of visitors and revenue, but which browser are they using to visit via their favorite devices?

Safari and Chrome are by far the most popular browsers being used to access the online shopping world. Safari boasts 52% of visits, in contrast to 34% of visitors coming from Chrome. This due to Safari being the default browser on iPhones.


A part from the fact Apple products are clearly the number one customer choice to shop online, what else do we need to consider?

For example, are people using their mobile phones to research on the go, and then choosing to make transactions on their desktops? Does this mean that your customers are finding the experience of making a transaction too difficult on their mobiles? Or perhaps customers are getting distracted part way through purchasing and leave items in their carts; what can you do about this? Maybe they feel more secure with their personal bank details when using a desktop?

These are the sorts of questions you should be asking when considering where to focus your design and marketing efforts to increase your overall annual revenue.

BY Krissie Leyland


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