Global e-commerce referral traffic and GMV 2018, by medium

Published by Statista Research Department, Mar 24, 2025
This statistic presents the distribution of global online retail website referral traffic and GMV in the first half of 2018, sorted by medium. During the measured period, direct traffic accounted for 57 percent of visits and 73 percent of e-retail GMV.

Distribution of global online retail website referral traffic and GMV as of 1st half 2018, by medium

CharacteristicVisitsGMV
Direct 57% 73%
Search 29% 16%
Other 9% 10%
Social 5% 1%
Showing entries 1 to 4 (4 entries in total)
Created with Highcharts 7.2.2ShareVisitsGMVDirectSearchOtherSocial
0%20%40%60%80%

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Release date

January 2019

Region

Worldwide

Survey time period

H1 2018

Supplementary notes

The analysis set accounts for more than 1 billion shopping visits and more than 20 million transactions. This global data set includes results from digital commerce sites across more than 2,500 retail sites that span 37 countries. The top five countries — United States, United Kingdom, Germany, France, and Canada — represent approximately 61% of the sites.

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