E-commerce

E-commerce orders enjoyed big jump in 2025

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February 19, 2026

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E-commerce orders across all channels in the U.S. grew 147% year over year in 2025 and the top 5% of brands drove the majority of that growth.

Those are top findings from an Omnisend study.

Another driver was a shift in shopper behavior. While consumers engaged with marketing less often they showed higher buying intent when they did interaction.

Shoppers who clicked on promotions were 51% more likely to buy than the year before, and they spent 22% more per order, according to a press release on the findings.

"What we saw in 2025 reflects the broader U.S. economy — growth came back, but it didn't reach everyone," Marty Bauer, e-commerce expert at Omnisend, said in the release. "After years of inflation and uncertainty, people were still willing to spend, but they were much more intentional about where they spent their money. Brands that were able to react quickly to customer behavior had a clear advantage, while others found it harder to keep up."

Additional findings include:

Average order value rose from $149 to $182, a 22% increase.
Average revenue per email increased by 17%, from $0.08 to $0.10.
Email click-to-conversion increased by 51%, rising from 5.0% to 7.69%.
Email click rates declined by 33%.

"Clicks became harder to get in 2025, but they also became more valuable," Bauer added. "Shoppers were more selective, but when they did engage, they were ready to spend more. That's why fewer interactions still produced more revenue — each click carried more intent than it did before. That shift rewarded brands that focused on efficiency and relevance, rather than volume."