How Leading Ecommerce Companies Drive Traffic to Their Websites

A study shows that nearly 85% of the ecommerce companies’ site traffic is driven by paid search. This means it’s imperative for webmasters to not only optimize their organic SEO, but also put a strong focus on PPC marketing to drive more website visitors.

The “e-commerce traffic statistics” is a study that looks at the top 10 leading ecommerce companies. The study found that these companies have been able to drive traffic to their websites by using various marketing strategies.

The internet marketplace has become very competitive. Almost every day, new enterprises, platforms, and complementary services join the market. In reality, you can start up an online shop in less than five minutes these days, but maintaining it as a lucrative e-commerce firm takes a large amount of time and resources, as well as a great deal of business expertise and marketing skills.

Many companies feel that attracting clients is as straightforward as creating a website, designing an online shop, and establishing social media accounts. Unfortunately, this technique usually results in a small number of website visits and even fewer buyers. So, how can you imitate what the greatest of the best do? 


Organize Traffic

According to our research, direct traffic accounts for more than half of all traffic on the most popular e-commerce websites. This may be explained by long-term brand familiarity, repeat visits for frequent transactions, and strong brand recognition – all of the top websites have these characteristics.

The only downfall of Organize Traffic is that it is difficult to scale in the long term compared to other traffic sources, such as referral, social or search, which we will discuss below.

Search Engine Traffic

Organic search is the second most important source of traffic for e-commerce sites, accounting for 32% of total monthly traffic. While the ratio of search versus paid traffic for e-commerce websites is 20:1, the average ratio for all sectors is 8:1 (87.17 percent search clicks and 13.23 percent purchased clicks as of January 2018), indicating that paid traffic for online merchants has space to expand.

1636650397_532_How-Leading-Ecommerce-Companies-Drive-Traffic-to-Their-WebsitesIn Google, there are two types of clicks: organic and paid ( percent , worldwide). Websites with no bought traffic were removed from the study of the Top 10,000 websites by traffic.

The absolute leader in Search Engine Traffic generation is Google, leaving Yahoo!, Bing, DuckDuckGo and Ecosia far behind.


In our traffic sources distribution graphic above we saw that 38.1% of traffic is organic, making search one of the main focuses for any online business that wants to maximize its site’s profitability.The only way to improve your organic Search Engine Traffic is through search engine optimization (SEO), which helps you improve the quality of your website, ensures users find what they need, and thus makes your site more authoritative to search engines. As a result, your website will rank higher in search engines.

Google often emphasizes its commitment to provide the greatest possible user experience, which implies that sites that provide the most relevant content will get the most traffic. The importance of investing in unique, high-quality content production for SEO success is undeniable, and the advantages of providing user-friendly material extend well beyond rankings.

Organic traffic has the advantage of being very scalable. You will receive better and more exponential outcomes if you put in more effort. This might be the most cost-effective strategy to expand a company for organizations with restricted funds.

Traffic from Referrals

Traffic from Referrals is the third most important source, bringing 8.3% of total traffic to the leading retailers’ websites. There are four online retailers that receive significantly more Traffic from Referrals than others: Amazon, Apple, Walmart, and Gap. is their leading referral source sending nearly 3% of traffic to these sites. Also, we see that Amazon often directs its visitors to Walmart , which brings this company 3% of its traffic. And Amazon itself receives most of its traffic from Amazon-affiliated sources such as and


Traffic from Referrals consists of visitors who find websites through external links placed on other domains. So to increase a website’s Traffic from Referrals, more links have to be generated or placed on quality sources that point to the website.

Traffic from social media

According to our research, social media drives the least amount of traffic to US merchants, accounting for just 3.2 percent of total traffic. Although it is a modest portion of the total pie, 76 percent of merchants aim to increase their social media marketing spending.


Facebook and Reddit are the absolute leaders in traffic creation, and the volume of traffic received by retail enterprises through Reddit is astounding.

Organic Search Visibility Leaders in E-commerce

(Monthly estimate based on 120,000,000 Google search terms)

As I previously said, it makes no difference how large or tiny your business is; you must take care of your SEO. Keep in mind that 89 percent of people use search engines to assist them in making shopping selections. You must make your site visible at some point along the buyer’s journey to attract people to purchase from you, which implies you must be available on the search results pages.


Organic search traffic is both free and long-lasting, making you less reliant on advertising dollars. When you look at the top three American e-commerce shops, you’ll see that they reflect the statistics above, with the top three firms receiving the most organic traffic. This clearly demonstrates that SEO pays off in the long run: you can attract high-quality traffic without having to pay for it directly.

Leaders in Paid Traffic for E-commerce

(Monthly estimate based on 120,000,000 Google search terms)


The top five paid traffic leaders (Google Adwords) are the same corporations that dominate search, with Amazon once again taking the top spot. Leading merchants are ready to spend extensively in pay-per-click ads since they don’t want to put all their eggs in one basket. PPC has clearly paid off for them, as four of the top five spenders are in the top five in terms of yearly sales.


Although Google advertisements assist with sales, exposure, and branding, organic traffic still reigns supreme. Take a look at the graph above to observe how sponsored efforts deliver much less traffic to merchants than organic search, demonstrating that SEO is a worthwhile investment of time and money.

Display Ads and PLA

(Data from the Google Display Network is only shown in SEMrush Display Advertising.)

With so much online rivalry, markets have become saturated. Attempting to rank for prominent commercial keywords seems to be almost impossible, and buyers have become used to having a variety of options.

It’s no wonder that shops are continuously looking for and testing new paid search ad techniques that can help them increase focused traffic to their website. Product Listing Ads (PLAs) and Display Advertising are two tactics to consider.


Product Listing Ads’ Astounding Ascension

Twenty-three of the twenty-five top retailers, according to our statistics, employ Product Listing Advertisements (PLAs), which are cost-per-click ads bought via AdWords to promote items. In 2011, Google debuted Product Listing Ads in the United States. However, the advertising style skyrocketed in popularity in 2014, when Google expanded the functionality to additional nations. PLAs now account for 43% of all retail ad clicks and an incredible 70% of non-branded clicks!

PLAs, unlike text and display advertising, allow e-commerce businesses to target particular items and product groups throughout the decision-making stage of the buyer’s journey. They also assist to raise brand recognition by putting the firm’s name in front of a highly focused audience that is seeking for a product that the company sells. A PLA often includes a product image and price, as well as the store’s brand. As one of the world’s biggest online merchants, it’s no wonder that Walmart, with almost 604,000 keywords used in April, looked to be the uncontested leader in employing PLAs. Home Depot, which offers a variety of home improvement products and targets 139,000 keywords, is the company’s main competitor.

Brand Awareness Through Display Advertising

(Data from the Google Display Network is only shown in SEMrush Display Advertising.)

Display advertising is often seen at the start of the customer journey, and this sort of ad allows you to reach a significantly larger audience during the inspiration/awareness phase while also generating attention for your company owing to tailored placement. It’s also one of the most cost-effective strategies to raise brand recognition. On its own, the Google Display Network (on which SEMrush collects statistics) reaches around 92 percent of all internet users, with 65 percent of those people being targeted on a daily basis.

According to our statistics, twenty-three of the twenty-five most popular online merchants in the United States utilize these sorts of advertising, and fifteen of the most popular retailers have used them extensively – we’ve seen over 500 ads for practically every advertiser on our list.

The nice part about display advertisements is that they don’t need a large budget to run on popular websites. This is a great way to give the idea that a firm can spend a lot of money on advertising by partnering with well-known websites.


It’s a dangerous tactic to rely too much on one source of traffic. Today’s traffic-generating channel or technique may be excellent, but it does not guarantee that it will be the same tomorrow. When Penguin began punishing some SEO linking tactics, certain sites suffered. Others suffered as a result of Facebook’s decision to severely limit organic reach. If your website is completely reliant on a single source of traffic, algorithm adjustments might spell disaster. As a result, be aware of the necessity of diversification and be familiar with the possibilities accessible from various traffic sources.

Find out how much traffic your rivals have.

With the SEMrush Competitive Intelligence Add-On, you can find out what your competitors are up to.

ADS illustration

The “how to drive traffic to your online store free” is a blog post that discusses how leading ecommerce companies are driving traffic to their websites.

Frequently Asked Questions

How do ecommerce websites get traffic?

A: ecommerce websites can get traffic by offering discounts and free shipping. Additionally, they could use search engine optimization techniques to increase the number of visitors they receive through organic means.

How can a business best increase traffic to its e commerce site?

A: One way to increase site traffic is through advertising. This can be done with a variety of types of ads, such as banner ads, video ads, and more. Another method would be increasing the amount that users who visit your e-commerce website stay on it for long periods of time by using features like shopping carts or better navigation.

What is traffic source for any e com website?

A: The traffic source is generally the first search result that users will find.

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