--- title: "Ecommerce SEO Data Studies | Suff Digital" url: https://www.suffdigital.com/resources/data-studies/ecommerce-seo description: "19 original Ecommerce SEO studies from Suff Digital, each with its data source, method and sample size." lang: en --- Resources: https://www.suffdigital.com/resources Guides: https://www.suffdigital.com/resources/guides News: https://www.suffdigital.com/resources/news Data Studies: https://www.suffdigital.com/resources/data-studies Data Studies # Ecommerce SEO Data Studies Studies on how online stores and products show up in search: who ranks for product searches, how Google Shopping listings compare on price and shipping, and how Amazon search results work. The data comes from Google organic search results for US product searches, Google Shopping results, Amazon.com search results and Google Ads search volume. Other studies audit product pages and schema on small retail websites found through Google business listings. Each study explains what the findings mean for the category and product pages that drive revenue. 19 studies · Need help acting on them? See our ecommerce SEO services (https://www.suffdigital.com/seo/ecommerce-seo-services). 72.7% Ecommerce SEO ### 73% of Small-Business Product Pages Have No Product Schema: https://www.suffdigital.com/resources/data-studies/product-schema-small-business-pages 72.7% of product pages on US small-business websites have no Product schema, the code that tells Google a product's name, price and availability. 4.5% mark up their ratings or reviews, and 29% have no structured data of any kind. Sep 24, 2026 8.2% Ecommerce SEO ### Amazon Ranks #1 on Google for 8.2% of Product Searches vs Page One for 66%: https://www.suffdigital.com/resources/data-studies/amazon-google-top-3-product-searches Amazon appears on Google's first page for 66% of US product searches but holds the top organic spot for 8.2%, about one search in twelve. It reaches the top three for 30.9%, and Google mostly ranks Amazon's listing pages, not its product pages. Sep 24, 2026 87% Ecommerce SEO ### Amazon Appears on Google Page One for 87% of Headphone Searches vs 4% for Running Shoes: https://www.suffdigital.com/resources/data-studies/marketplace-share-google-product-results Amazon appears on Google's first page for 87% of headphone shopping searches but for 4% of running shoe searches, where Nike, Adidas and On hold most of the #1 results instead. Across all product searches, marketplaces take 9.1% of page-one results, and brand and independent store websites take 43.9%, the largest share of any type of site. Sep 24, 2026 44.8% Ecommerce SEO ### Shopify Powers 44.8% of Online Stores on Google's Page One vs 10% for WordPress: https://www.suffdigital.com/resources/data-studies/ecommerce-platform-share-page-one 44.8% of the online stores that rank on Google's first page for US product searches run on Shopify, more than four times the 10% that run on WordPress, including WooCommerce. Half of Shopify stores' page-one listings sit in the top three results. Sep 24, 2026 29.6% Ecommerce SEO ### Home Goods Show a Sale Price in 42.8% of Google Shopping Listings vs 29.6% Overall: https://www.suffdigital.com/resources/data-studies/google-shopping-discount-rate 29.6% of Google Shopping listings show a sale price, and in home goods the share rises to 42.8%. The median markdown is 25%, and how often a listing shows a discount depends far more on the seller than on the product. Sep 24, 2026 40.5% Ecommerce SEO ### 40.5% of Products on Google Shopping Cost 25% More From the Priciest Seller: https://www.suffdigital.com/resources/data-studies/google-shopping-price-spread For 40.5% of products sold by two or more sellers on Google Shopping, the most expensive seller charges at least 25% more than the cheapest. The typical product costs 16% more at its priciest seller, and the gap widens as more sellers list it. Sep 24, 2026 7 in 10 Ecommerce SEO ### Google Ranks a Category Page First for About 7 in 10 Product Searches: https://www.suffdigital.com/resources/data-studies/category-vs-product-page-rankings A category or listing page holds Google's top organic spot for about 7 in 10 US product searches, while a single product page holds it for about 6%. For broad product searches, Google sends shoppers to pages that offer a choice, and Reddit takes more #1 spots than any retailer except Amazon. Sep 24, 2026 11.5 times Ecommerce SEO ### For 2,639 Keywords Drawn From Google Suggestions, Google Search Volume Is 11.5x Amazon's: https://www.suffdigital.com/resources/data-studies/amazon-vs-google-product-search-volume For 2,639 product keywords taken from Google's own search suggestions, US monthly search volume on Google is 11.5 times the volume on Amazon for the exact same phrases. Because the keywords come from Google, the list leans toward the longer phrases people type into Google; Amazon still out-searches Google on short, generic product names such as "laptop" and "blender". Sep 24, 2026 73.7% Ecommerce SEO ### 73.7% of Amazon Searches Show a Sponsored Product in the First 10 Results: https://www.suffdigital.com/resources/data-studies/amazon-sponsored-products-share 73.7% of Amazon product searches show at least one paid, sponsored product among the first 10 results, and the fourth spot is an ad more often than not. On average, 1.5 of the first 10 products a shopper sees are ads. Sep 24, 2026 12.3% Ecommerce SEO ### 12.3% of Top-Ranked Amazon Products Have Fewer Than 100 Ratings: https://www.suffdigital.com/resources/data-studies/amazon-top-product-review-counts 12.3% of the products that rank #1 in Amazon's organic search results have fewer than 100 ratings, about one in eight. The median #1 product has 3,600 ratings, and the bar ranges from 1,200 in outdoor to 16,700 in beauty. Sep 24, 2026 59.5% Ecommerce SEO ### Other Sellers Match or Beat Amazon's Price on 59.5% of Google Shopping Products: https://www.suffdigital.com/resources/data-studies/amazon-vs-google-shopping-prices For 59.5% of products sold both on Amazon and by other sellers on Google Shopping, another seller matches or beats Amazon's price. Amazon is the cheapest option on 40.5% of those products, other sellers are cheaper on 29.2%, and 30.3% cost the same. Sep 24, 2026 16.3% Ecommerce SEO ### Walmart Ranks on Google's Page One for 16.3% of Product Searches vs 66% for Amazon: https://www.suffdigital.com/resources/data-studies/walmart-google-page-one-rate Walmart, the largest US retailer, appears on Google's first page for 16.3% of US product searches, about one in six, against 66% for Amazon. When it does appear, its best listing sits around position 6, and most of its ranking pages are category pages. Sep 24, 2026 64.3% Ecommerce SEO ### 64% of Small-Business Product Pages Have Images Missing Alt Text: https://www.suffdigital.com/resources/data-studies/product-image-alt-text-gaps 64.3% of product pages on US small-business websites have at least one image with no alt text, the short description that screen readers read aloud and search engines use to understand an image. The more images a page carries, the more likely it is to miss one. Sep 24, 2026 56.7% Ecommerce SEO ### 57% of Small-Business Product Pages Have Fewer Than 300 Words: https://www.suffdigital.com/resources/data-studies/thin-product-pages-word-count 56.7% of product pages on US small-business websites have fewer than 300 words of visible text, and that count includes the menu, footer and related products. A quarter have fewer than 150 words, leaving shoppers and search engines very little to go on. Sep 24, 2026 0.7% Ecommerce SEO ### Only 0.7% of Online Stores on Google Page One Have a Domain Under 2 Years Old: https://www.suffdigital.com/resources/data-studies/ranking-store-domain-age Just 0.7% of the online stores that rank on Google's first page for product searches have a domain registered less than two years ago. The average ranking store's domain is 19.6 years old, and more than half were registered 20 or more years ago. Sep 24, 2026 36.5% Ecommerce SEO ### 36.5% of Google Shopping Listings Show No Shipping Information: https://www.suffdigital.com/resources/data-studies/google-shopping-free-shipping-rate 36.5% of Google Shopping listings show no delivery information at all, while 62.8% advertise free shipping. A shopper comparing products side by side sees "Free delivery" on most listings and silence on more than a third. Sep 24, 2026 77.8% Ecommerce SEO ### 77.8% of Retail Store Websites Have No Breadcrumb Schema: https://www.suffdigital.com/resources/data-studies/retail-breadcrumb-schema-adoption 77.8% of US retail store websites have no breadcrumb schema, the code that tells Google where a page sits in a store, such as Home › Furniture › Sofas. Two thirds of the same stores already use other schema, so most have the tools and have simply not switched breadcrumbs on. Sep 24, 2026 66% Ecommerce SEO ### Amazon Ranks on Google Page One for 66% of Product Searches vs 16% for Walmart: https://www.suffdigital.com/resources/data-studies/retailer-index-google-product-search Amazon appears on Google's first page for 66% of US product searches, four times as often as second-place Walmart at 16%. Below Amazon, page one is shared by more than 3,000 online stores, and brands such as Nike, LEGO and YETI rank among the 25 stores that appear most. Sep 24, 2026 79% Ecommerce SEO ### Shopify Stores Reach Google Page One for 79% of Pet Product Searches vs 13% for Gaming: https://www.suffdigital.com/resources/data-studies/shopify-stores-google-page-one A Shopify store ranks on Google's first page for 79% of pet product searches and 79% of home searches, but for 13% of gaming searches. Across all product searches the figure is 60.5%, and 1,087 different Shopify stores reach page one. Sep 24, 2026 Make Search Your Best Channel ## Stop guessing. Start growing. Get a tailored growth plan for your site, backed by a senior team with 20+ years shipping results. Get Your Free Proposal (https://www.suffdigital.com/get-a-proposal) ## Structured data ```json [ { "@context": "https://schema.org", "@graph": [ { "@type": "Organization", "@id": "https://www.suffdigital.com/#organization", "name": "Suff Digital", "alternateName": "Suff Digital Marketing", "url": "https://www.suffdigital.com/", "logo": { "@type": "ImageObject", "@id": "https://www.suffdigital.com/#logo", "url": "https://www.suffdigital.com/logo.png", "contentUrl": "https://www.suffdigital.com/logo.png", "caption": "Suff Digital" }, "image": { "@id": "https://www.suffdigital.com/#logo" }, "description": "Suff Digital is a full-stack digital marketing agency that turns websites into predictable revenue engines, SEO, paid media, content, CRO, and web design built around revenue, not vanity metrics.", "slogan": "Digital marketing built for what's next.", "email": "hello@suffdigital.com", "telephone": "+1-629-236-0099", "foundingDate": "2022", "founder": { "@type": "Person", "name": "Matt Suffoletto", "jobTitle": "Founder & CEO" }, "contactPoint": [ { "@type": "ContactPoint", "telephone": "+1-629-236-0099", "email": "hello@suffdigital.com", "contactType": "sales", "areaServed": "US", "availableLanguage": [ "en" ] } ], "address": { "@type": "PostalAddress", "addressLocality": "Nashville", "addressRegion": "TN", "postalCode": "37219", "addressCountry": "US" }, "areaServed": { "@type": "Country", "name": "United States" }, "sameAs": [ "https://www.linkedin.com/company/suff-digital/", "https://www.instagram.com/suffdigital/", "https://www.youtube.com/@suffdigitalmarketing", "https://www.tiktok.com/@suffdigital" ], "knowsAbout": [ "Search Engine Optimization", "Pay-Per-Click Advertising", "Paid Social Advertising", "Conversion Rate Optimization", "Web Design", "Digital PR", "Link Building", "Website Migration", "Website Maintenance and Support", "Technical SEO", "Local SEO", "AI Search Optimization" ], "hasOfferCatalog": { "@type": "OfferCatalog", "name": "Suff Digital Services", "itemListElement": [ { "@type": "Offer", "itemOffered": { "@type": "Service", "name": "Search Engine Optimization (SEO)", "url": "https://www.suffdigital.com/" } }, { "@type": "Offer", "itemOffered": { "@type": "Service", "name": "Pay-Per-Click (PPC) Advertising", "url": "https://www.suffdigital.com/services/ppc" } }, { "@type": "Offer", "itemOffered": { "@type": "Service", "name": "Paid Social Advertising", "url": "https://www.suffdigital.com/services/paid-social" } }, { "@type": "Offer", "itemOffered": { "@type": "Service", "name": "Conversion Rate Optimization (CRO)", "url": "https://www.suffdigital.com/services/cro" } }, { "@type": "Offer", "itemOffered": { "@type": "Service", "name": "Web Design", "url": "https://www.suffdigital.com/services/web-design" } }, { "@type": "Offer", "itemOffered": { "@type": "Service", "name": "Digital PR & Link Building", "url": "https://www.suffdigital.com/services/digital-pr" } }, { "@type": "Offer", "itemOffered": { "@type": "Service", "name": "Website Migration", "url": "https://www.suffdigital.com/services/website-migration" } }, { "@type": "Offer", "itemOffered": { "@type": "Service", "name": "Website Maintenance & Support", "url": "https://www.suffdigital.com/services/website-maintenance" } } ] } }, { "@type": "WebSite", "@id": "https://www.suffdigital.com/#website", "url": "https://www.suffdigital.com/", "name": "Suff Digital", "inLanguage": "en-US", "publisher": { "@id": "https://www.suffdigital.com/#organization" } } ] }, { "@context": "https://schema.org", "@graph": [ { "@type": "CollectionPage", "@id": "https://www.suffdigital.com/resources/data-studies/ecommerce-seo#webpage", "url": "https://www.suffdigital.com/resources/data-studies/ecommerce-seo", "name": "Ecommerce SEO Data Studies", "isPartOf": { "@id": "https://www.suffdigital.com/#website" }, "breadcrumb": { "@id": "https://www.suffdigital.com/resources/data-studies/ecommerce-seo#breadcrumb" } }, { "@type": "BreadcrumbList", "@id": "https://www.suffdigital.com/resources/data-studies/ecommerce-seo#breadcrumb", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://www.suffdigital.com/" }, { "@type": "ListItem", "position": 2, "name": "Resources", "item": "https://www.suffdigital.com/resources" }, { "@type": "ListItem", "position": 3, "name": "Data Studies", "item": "https://www.suffdigital.com/resources/data-studies" }, { "@type": "ListItem", "position": 4, "name": "Ecommerce SEO", "item": "https://www.suffdigital.com/resources/data-studies/ecommerce-seo" } ] } ] } ] ```