Similar Web 2016 Report: The Top US Online Marketing Channels With the Shopping Industry

The Similar Web 2016 report provides a detailed analysis of major shopping channels, including organic search, paid search, and social media.

Here are the top 5 US online marketing channels, with the shopping industry represented in green.

Organic Search

76% of web traffic is thought to come from organic searches, which refer to search engine results that are neither paid for nor paid-adjacent. Organic search is important because it implies that the content was not purchased or influenced by an advertiser. This makes it a useful indicator of real interest in a product or service. Organic searches increase your website’s credibility with potential customers who are seeking information on your niche.

The growth of mobile search and voice search is also anticipated to drive organic search growth.

Paid Search

Paid search, or organic listings with paid positioning, enables businesses to reach potential customers who’ve expressed interest in their product or service through organic search.

These customers are then directed to a paid product or service directly adjacent to an organic result, or through a PPC (pay-per-click) banner advertisement. Organic searches without a matched paid search result are termed natural search.

Paid searches are projected to reach $16.7 billion worldwide in 2021.

Social Media

Shopping-related content uploaded to social media channels with large audiences such as Facebook and Instagram are projected to reach up to 161 million US internet users by 2021.

These users can be targeted with content related to their interests and hobbies, as determined through their social media profiles. If your target audience is already on social media, then your content will have the potential to reach a larger audience.

Email Marketing

In 2021, email marketing is predicted to reach $16.9 billion worldwide, with more than 80% of businesses incorporating email marketing into their omnichannel strategy.

The ability to target individuals based on their interests and demographics is projected to continue growing, with business email marketing segment jumping from 2.7% to 4.2% of total email marketing spend from 2020 to 2025. Personalization strategies applied through email, such as segmentation and tailored content, are projected to drive email marketing success.

Online Shopping

E-commerce will reach $263 billion worldwide in 2021, with the US e-commerce market worth around $157 billion.

The growth of online shopping is being driven by multiple factors, including the expansion of available online markets, the increase of online sellers, and the growing use of mobile shopping.

In 2021, online shopping growth is anticipated to be fueled by mobile devices, with 68% of online shoppers planning to make their purchase on a mobile device. In the next five years, the increase of mobile shoppers is expected to outpace the growth of desktop shoppers. This trend is also anticipated to be driven by millennials, who are more frequently using mobile devices compared to older generations. As a business owner, this is good news because it means you have the opportunity to reach more potential customers on the go than ever before.


E-commerce is a popular and effective way for businesses to grow and stay competitive, especially with millennials looking to shop online. Now is the right time to start an e-commerce store or blog if you’re not already doing so. In 2021 and beyond, online customers will have even more options to choose from, and business owners can take advantage of this by providing a better shopping experience for their clients.