Omnisend has just revealed the company’s 2026 ecommerce marketing report, which reviews extensive data from 2025 to highlight key statistics, trends, and changes in the industry. The results found incredible global growth for ecommerce order volume, with the growth being especially high in the USA.
It also offered plenty of key insights that ecommerce brands can use going forward to improve marketing efforts, grow revenue, and boost conversions.
Ecommerce Orders Growing Rapidly, But Not Equally
The recent Omnisend report is based on data from 150,000 brands, 27 billion emails, 321 million SMS messages, and 458 million push notifications that were sent out in 2025.
One of the major findings of the report is that ecommerce orders are growing rapidly. In fact, the global year-over-year (YOY) growth for ecommerce order volume in 2025 was 98%.
However, this growth is not equal around the globe. For example, in the USA, order growth was 147%, while it was only 40% in the UK, 21% in Canada, 24% in Australia, and 23% in Germany.
As you can see, ecommerce orders are skyrocketing in the USA at a much faster pace than in other countries around the world. In addition to global differences in growth rates, even the growth within a country wasn’t always consistent.
For example, in the USA, despite there being a 147% YOY order growth, only 53% of brands actually experienced growth in 2025, which is down from 60% the year prior. The numbers are similar around the world, as the UK, Canada, Australia, and Germany all saw anywhere from 52% to 57% of brands grow.
As a result, many global gains in order growth were captured by a small group of brands that were growing faster than the rest. In fact, the top 5% of brands generated 57% of total ecommerce order growth, the top 10% captured 69% of total growth, and the top 20% accounted for 81% of total growth.
Open Rates and Push Notifications Also Growing
In addition to orders, ecommerce open rates also grew in 2025. They climbed from 26.6% in 2024, up to 30.7% in 2025. In the USA, the open rates were at 32.08%, with Q4 being especially high at 35.20%.
However, both click-to-open and click-to-send rates actually decreased throughout 2025. On the surface, this may be worrying to some, and may look like engagement is down (as open rates rose but click rates decreased), but that’s not entirely true.
This is because click-to-conversions actually increased in 2025 from 5.9% up to 9%. As a result, the report shows that while people clicked less on ecommerce marketing emails in 2025, when they did click, it was much more likely that they’d complete a purchase than in previous years.
Push notifications also grew globally in 2025, with message volume going up by 11%. In a similar trend to emails, click-to-conversion rates for push notifications went from 13.9% in 2024, up to 22.9% in 2025.
For ecommerce brands, this shows that push notifications can often benefit companies as the final nudge a customer needs to convert, and is a good way to reach them in a familiar and low-friction way.
However, simply sending them may not be enough, and companies should look for ways to optimize their push notification strategies, such as:
- Personalizing your messages based on user demographics, behavior, and past purchases.
- Being timely with messages. This means to send them at opportune times, but also being sure not to overwhelm someone with messages too frequently.
- Ensuring your message is concise and to the point. If the push notification is too long, the chances are higher that someone won’t want to read it all.
- Testing your different push notification strategies before deciding which to adopt, to see what resonates and performs the best among your audience.
It’s Impossible to Ignore Automation
Finally, the report showed the true power of automation as a way to drive revenue. While automation only made up 2% of total email sends, it was responsible for generating 30% of all email-driven revenue.
Not only that, but almost one in three clicks on an automated email led to a purchase, and automated messages led to higher open rates, stronger engagement, and better conversion rates.
Due to these incredible results that automation has been able to achieve, ecommerce brands need to consider using it to reach customers when interest is already there, to help boost conversions.
For example, make sure to send automated messages when:
- Someone creates an account or signs up for an email list.
- A potential customer abandons a product or their cart.
- Someone makes a purchase. This could be a feedback request, order confirmation, order follow-up, or shipping confirmation.
- A product someone showed interest in is back in stock.
- It’s their birthday, or the anniversary of becoming a customer, member, or subscriber.
While automation is already delivering results for ecommerce businesses, in terms of marketing and beyond, I wouldn’t be surprised to see it continue to grow and become even more crucial to succeeding in the ecommerce industry in the future.
All in all, this report shows that the ecommerce industry, especially in the USA, is growing rapidly, even if this growth isn’t always equal among companies. It also highlights that people are becoming more intentional with their clicks and purchases, and that automation is truly crucial for ecommerce brands to adopt in 2026 and beyond.
