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Omnisend’s 2025 ecommerce marketing report

Understand what really works in ecommerce marketing

2025 is not the year of guessing — it’s the year of knowing. So we crunched the numbers on 24 billion emails, 230 million SMS messages, and 413 million push notifications sent in 2024 to find out what drove sales, leaving no room for guesswork.

Key findings
  • Email campaign click-to-conversion rates grew by 27.6%
  • One in three people who click on an automated message make a purchase, compared to one in 18 for scheduled messages
  • Automated emails drove 37% of sales from just 2% of email volume, while SMS and push campaigns saw similar trends with 18% from 9% and 15% from 3%, respectively
  • Abandoned carts, welcome messages, and browse abandonment emails were responsible for 87% of all automated orders
  • Brands sent 31% more SMS messages and 55% more push notifications than the year before, driving a combined growth of 46% YoY
Algorithms change. Data shares stop. Platforms get banned. Relying on third-party channels makes brands vulnerable. First-party channels, on the other hand, leave brands in control of their customer engagement, making them critical for growing sales.
Greg Zakowicz
Omnisend’s Senior Ecommerce Expert
Email

Why emails still dominate

Click around to see how other countries performed

Global
Global
Global
USA
UK
Canada
Australia
India
China
South Africa
Germany
France
Lithuania

Consumers are showing a growing interest in email offers and updates. Email open rates jumped 6% YoY, reaching 26.6% — the fourth consecutive year of growth. But here’s the kicker: while click rates dipped from 1.49% to 1.22%, click-to-conversion rates grew by 27.6%. Why? Because buyers are starting to seek value and consolidating their purchases.

The standout countries were the United Kingdom, leading with a click-to-conversion rate of 14.37%, followed by Lithuania at 9.07% and Germany at 7.37%. These markets highlight how effective email can be at turning interest into action.

When it comes to automations, they continue to outperform. Last year, a mere 2% of total email volume accounted for an incredible 37% of all email-driven sales. And look at the conversion rates — one in every three people who clicked on an automated message made a purchase.

The highest converting industries in 2024:
Games
0.30%
Autos & vehicles
0.23%
Arts & entertainment
0.18%
MARKETING AUTOMATION

The silent profit engine

Automation performance

Compared to manual campaigns, automated messages outperformed across the board with:

+52% better open rates
+332% higher click rates
+2361% better conversion rates (yes, you read that right)

Start where it counts — abandoned carts, welcome messages, and browse abandonment emails. Together, these were the top three automation types sent last year and make up 87% of all automated orders.

Back-in-stock emails are also proven winners, with a 59.19% open rate and 5.34% conversion rate. They harness social proof (it sold out before) and FOMO (don’t miss it again), making urgency and popularity powerful drivers of sales.

And here’s a standout stat: one in every two people who click on an automated welcome and abandoned cart email makes a purchase.

So, if you haven’t developed a strong automation strategy yet, you’re leaving serious revenue on the table.

If you’re ignoring automated messages, stop. They’re the cheat code to first-time and repeat sales.
Greg Zakowicz
Omnisend’s Senior Ecommerce Expert
SMS

Short messages, big results

Click around to see how other countries performed

Global
Global
Global
USA
UK
Canada
Australia
China
South Africa
Germany
France
Lithuania

SMS isn’t just a “nice-to-have” anymore, it’s a must. With 31% more messages sent YoY, brands are catching on to the power of direct, no-nonsense communication. And it’s paying off — US brands generated over $25 million in SMS sales alone in 2024.

Automated SMS accounted for 18% of orders while making up just 9% of all sends. No surprise here, as we see that click rates for SMS automations were +147% higher than campaigns, and conversion rates were +118% better.

The United Kingdom took the success of SMS campaigns even further, with a click-to-conversion rate reaching 10.65% compared to the global average of 2.18%.

I’ve been saying it for years — SMS is a must-have channel in the shopping journey. Grow your SMS lists and use automated texts to strike while the iron is hot.
Greg Zakowicz
Omnisend’s Senior Ecommerce Expert
PUSH NOTIFICATIONS

Low-cost, high-impact

Click around to see how other countries performed

Global
Global
Global
USA
UK
Canada
Australia
China
South Africa
Germany
France
Lithuania

Push notifications may not be the loudest channel, but they’re pulling their weight — and then some. Campaign volume grew 55% YoY, with metrics like +37% higher click rates and +28% more orders.

And automation? With an average click-to-conversion rate of 13.94%, it’s safe to say that automated push notifications truly shine. In some countries, though, they don’t just shine — they dominate: click-to-conversion rates reached an impressive 25% in Canada, 51% in Australia, and an extraordinary 60% in France.

Generally, conversion rates for automated push notifications were 500% higher than campaigns, with view and click rates improved by 28% and 65%, respectively.

Unlike crowded ad spaces, push notifications give brands an affordable, direct line to customers. Whether it’s a last-minute cart reminder or a flash sale alert, they’re proving indispensable.

Methodology

This report analyzed close to 24 billion marketing emails, 230 million SMS, and 413 million web push messages sent by Omnisend merchants in 2024. We calculated conversion rates by looking at attributed orders compared to total emails/SMS/push messages sent and calculated click rates by looking at the number of clicks compared to the number of emails/SMS/push messages sent.

Have any questions?

Reach out to our Public Relations team by email [email protected] for more details. We're here to help and provide any additional information you might need.

Year in email 2024: The fun edition

You’ve just gone through all the serious stats we collected from those casual 24 billion emails. But we also took the liberty of bringing you some, let’s call them “outside-the-box,” stats. Trust us — you’ll want to see these.

See the report
Omnisend

Email and SMS marketing so good, it’s boring

Omnisend is a leading email and SMS marketing platform, trusted by over 125,000 brands worldwide and with a 4.7-star rating from more than 6,000 Shopify reviews. With powerful tools like automation, segmentation, reporting, push notifications, and product reviews, Omnisend merchants generate $68 for every $1 spent.

Learn more