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With the wide range of digital marketing channels and mediums, it can be hard to keep up with all the buzzwords and terminology. To help you, we've put together the latest digital marketing glossary of some of the most commonly used industry terms.

Accelerated mobile pages (AMPs) are web pages with minimal HTML intended to optimise search results on mobile devices. AMPs can offer faster load times and less data usage, improving visibility on mobile devices.

Ad fatigue is when your audience sees your ads so often that they become bored with them and stop paying attention. This, in turn, causes your campaigns to become less effective, prevents users from moving down the sales funnel, and ultimately hurts your company's bottom line.

Average order value is a metric that tells you the average value of an eCommerce transaction in your online store. If your store has a total revenue of £25,000 from 550 orders, your average order value is £45.45.

Brand positioning describes how a brand differs from its competitors and where or how it sits in customers' minds. It signifies how customers connect with your brand based on your values.

Behavioural targeting is a marketing technique used in online advertising to tailor advertising to audiences by utilising their previous web browsing behaviour to drive more engagement.

Also referred to as a 'Googlebot' or 'Spider,' a bot is a web crawler that discovers new or updated web pages or websites. When a user enters a search query to a search engine, Google's bot will crawl the internet to find the most relevant results for the user's search.

The bottom of the funnel is the last stage of the buyer journey, where your prospects are close to becoming new customers. Marketing tactics like remarketing, abandoned carts, email, referrals, discount codes, upselling & cross-selling can increase bottom-funnel conversion in your eCommerce store.

The buyer's journey is the lead's process from awareness to decision, from discovering your store to purchasing and becoming a loyal customer. This complete journey is also called a Marketing Funnel.

Channels in digital marketing are platforms you can use to reach your targeted audience to sell or promote your brand, services or products. Digital marketing channels have evolved; the most common avenues companies can take are Website Marketing, PPC advertising, SEO, Email Marketing, Social Media, Video Marketing, Affiliate Marketing, SMS Messaging, etc.

The churn rate is the number of customers you have lost during a particular period, such as a month or a year. If your business had 500 customers at the beginning of the month and lost 50 by the end, your churn rate would be 10%.

A citation in digital marketing is an online reference or mention of your business's name, address, and phone number (NAP) on a website that isn't your own. Citation plays a crucial role in Local SEO. Search Engines like Google show results based on relevance and prominence, so consistency in your business NAP is the key.

A conversion path is a series of actions or steps by which an anonymous website visitor becomes a known lead. Typical steps in your conversion path may include a follow-up email with a lead form, a social media post or a landing page encouraging people to sign up, or it could be a thank you page with a blog subscription, etc.

Crawling is the process of scanning a website to discover new pages, updated pages, or removed or redirected pages to add to a search engine index.

CSS is a programming language that helps a designer create a specific look for their site. CSS help to determine the size, colour, and other visual aspects. Moreover, it works within HTML to facilitate creation.

Customer acquisition refers to the actions or activities a business takes to attract relevant new people and convert them to customers. It is a process of building a relationship with your prospective customer. A successful customer acquisition strategy helps you win new business and improve revenue and ROI.

Customer retention refers to the rate customers adhere to your brand over a certain period. The higher your customer retention rate is, the more existing customers you have coming back for more.

Customer segmentation filters customers into different groups based on common characteristics like demographic, geographic, behavioural, psychographic, etc.

A call to action is a button on your website to drive specific conversions or goals, like newsletter signup, a contact form or driving traffic on a dedicated landing page.

Copywriting is the craft of writing compelling messages that prompt readers to take action. Though copywriting and content writing has the same goal, content writing is a long game of building trust and demonstrating authority in the field.

Direct-to-consumer or DTC means when a manufacturer, consumer packaged goods (CPG) brand or any individual with a product on the market sells their product directly to their end customer (the consumer) while bypassing all middlemen, including retailers and wholesalers. Most of the time, DTC brands will facilitate these sales transactions through their website or app due to the low cost involved. Brands like Casper, Warby Parker, and Dollar Shave Club are DTC.

Domain authority is a search engine ranking score developed by Moz that indicates how good your entire domain is on a scale of 0-100, with higher scores corresponding to a greater likelihood of ranking. Domain authority is calculated by evaluating multiple factors, including linking root domains and a total number of links, into a single DA score.

DSA are search ads that use Google's organic web crawling technology to automatically target relevant search queries based on a retailer's website content. Dynamic search ads are used when trying to expand campaigns outside of the keywords already in the account to drive incremental traffic and results.

Debugging is detecting and removing existing and potential errors (also called 'bugs') in a software code that can cause it to behave unexpectedly or crash.

It is the process of creating a website to sell or buy products or services online to help you generate more revenue and conversions for your business.

It is a method for analytics and social (e.g. using Facebook's pixel) that helps you track your customers' journey by analysing their behaviours as form fills, cart additions, or newsletter signups.

Exit Pages are pages of the website from where a visitor leaves the site or are the last interaction page of a visitor on a website.

In digital marketing, frequency refers to the number of times your ad is displayed to a unique user in a specific period. 

A graphical user interface (GUI) is a layer of technology with which a user engages that allows them to visually interact through things like icons, menus, and other graphics.

Growth Marketing is a strategic process of constantly conducting experiments to optimise a business's growth. It's a long-term, holistic and data-driven approach to marketing.

HTTPS is an upgraded version of the network protocol standard HTTP. With HTTPS, websites create a secure online experience by encrypting data, like names, addresses, and credit card numbers, and ensuring its safe transfer to the site's server.

Inbound marketing is a customer-centric approach that focuses on attracting high-fit customers instead of blasting your message to anyone and everyone. Inbound marketing tactics include SEO, social media, content marketing, and more — and refer to tactics that attract your target users rather than reaching out to them.

Keyword cannibalisation is when two or more pages on your website have the same target keyword, appear for the exact search term, and as a result, have difficulty ranking.

Keyword rankings refer to your web page's organic ranking position within search results for a particular keyword or a search query.

Keyword stemming is a search engine's ability to recognise variations of the same word.

Lead nurturing is a strategy businesses use to maintain and grow relationships with potential customers while encouraging them to make a purchase. It takes place in all stages of the marketing funnel.

Link bait is an SEO practice geared to attract links. These links then help to improve the keyword rankings in search engines.

Local SEO is when you optimise your website to rank in local results. It includes strategies like claiming your Google My Business listing, writing pages based on local keywords, and more.

The 2022 Digital Marketing Glossary

Google shared the latest updates to its ads and commerce products at the annual Google Marketing Live event.

Here are the key takeaways from the keynote at the Google Marketing Live 2022, which took place on 24th May 2022 in a live stream event.

The structure of a search results page has been reimagined, surfacing more images, articles, videos, products and answers to questions.

Google explains it as transforming the search results page into an endless stream of ideas to satisfy your curiosity. Starting in the U.S., search results will display more rich visual content instead of the “10 blue links” of search results.

Along with the more visual search comes more visual product ads, interspersed with organic results to make a more natural experience for someone searching for content.

A mobile phone screen showing Google’s new visual search results for the search query “shop snowboard jackets“

If you’re not already making sure that your product photography is on point, then now is the time to start!

According to Google, our online video watch time is up by 34% per day and short-form video content through YouTube Shorts now has 30B+ average daily views - up 4x in just over a year.

Google is developing a full range of new solutions so that advertisers can reach audiences through video on every device.

Google has been experimenting with Ads on YouTube Shorts. And today, they will roll this out to more advertisers with video action in-app campaigns.

Video ads are also coming to Discover in the Google mobile app so that users can naturally engage with your brand's videos.

For advertisers using Display & Video 360, it will soon be possible to reach 

 audiences through connected TV campaigns across YouTube and other ad-supported connected TV apps. 

Read more about Google audiences with connected TVs

Google has learned a lot to try and automate advertising campaigns, such as Performance Max campaigns. A.I. Driven advertising is the future of Google Ads. According to Google, advertisers are seeing an average increase of 13% in total incremental conversions at a similar Cost Per Action (CPA) with Performance Max campaigns.

Google has recognised that advertisers want more trust and transparency in what the automation is doing and are therefore providing experiment tools to run A/B tests on Performance Max campaigns, along with new Insights and Explanations into what’s working and why with campaigns.

By 2023, 65% of the world’s population will be covered under more modern privacy regulations and laws similar to GDPR.

Digital advertising needs to be re-written for the next chapter and consequently, Google is building tools that advertisers can trust to ensure that ad spend is properly valued with privacy-safe measurement tools.

Search and conversion lift tests are also coming in a secure and safe way, including the ability to run Geo experiments directly in Google Ads and Display & Video 360. These will enable more advertisers to see the incremental performance lift against key goals of the campaign, such as comparing regions where ads are shown vs regions where they don't.

Google My Ad Center - Google's new tool to keep users in control of their data

Google has created My Ad Center – a new place to give users control of the ads they see on YouTube, Search and Discovery. Users can choose to see more ads from the brands or categories they like.

Building on the work that Google has been doing with 

 for Chrome and Android comes expanded testing (later this year) of interest-based advertising and remarketing in Google Ads and Display & Video 360, which will incorporate signals from the Privacy Sandbox APIs.

Google has been working with the UK’s Competition and Markets Authority (CMA) and Information Commissioner’s Office (ICO), including on a set of legally-binding commitments to address the CMA’s competition concerns over the Privacy Sandbox.

You will also be able to combine your first-party data with automation in a privacy-safe way with Performance Max campaigns, with the ability to do this with other campaign types later this year.

In the coming weeks, Google will be introducing the Google Tag that will replace the existing Global site tag and enable you to combine your tags and manage to track centrally for destinations such as Google Ads and Google Analytics without additional code.

Similar to the Google Analytics 4 Home page that uses machine learning to provide real-time updates about prospects and returning customers, Google Ads is also getting a new Insights page.

Screenshots of the attribution, budget and audience insights reports

There’s a new Attribution insight to see what is working across Google channels, to quickly see how campaigns are helping customers across the entire conversion journey. With the new Budget insights, you can also see which campaigns are working and which are not.

The Audience insights will also support first-party data that you have supplied to Google as audience lists so that you can quickly see which audience lists are providing a high conversion value.

The new insights page will also be offered at the Manager account level, so that you can get a complete overview of your Ad accounts from a single dashboard to compare growth, for example, if you have an Ad account for each region where you sell.

People are shopping on Google more than 1 billion times per day. At the same time, brick-and-mortar stores have made a comeback – rebounding by over 8% in 2021 to $21 trillion globally. Customers still enjoy omnichannel experiences, such as click and collect to have their products ready in the store.

According to Google, 2/3 of U.S. shoppers say that they first started their shopping online with searches like ‘near me in stock’.

Augmented reality in Search provides a fully immersive shopping experience

Google is bringing Augmented Reality (AR) to Search, saying that this will be the next staple in how consumers will interact with products and brands digitally.

Google will display your products in 3D from the Search results page if you have provided the appropriate 3D images. If you are a Shopify merchant, you may know that you can already add 3D image files to your store and we will have to wait to find out how these will work with product ads in Google. Google specifically called out Shopify as one of their partners and the Google channel app, so it's assumed that support will be built in there.

In the 2021 holiday season, shoppers who used at least five channels to inform their decision reported making twice as many purchases and spending twice as much on average compared to shoppers who only used one or two channels.

To get merchants in front of those shoppers, Google is testing new highly visual and immersive ad experiences that will blend organic results and shopping ads. This will roll out in the U.S. in time for the holiday season.

Mobile phone screens showing the search query "kids ski goggles". The first screen shows a shopping ad with a checkout button and the second screen shows the product from the ad in a Shopify checkout.

Google is introducing the ability to immediately checkout on your merchant store by clicking on a Checkout button from a shopping ad with the shopper being taken directly to the checkout on your site with the item in the cart.

The example shown in the keynote was a Shopify checkout page, and Google confirmed that they will be testing this feature in the coming month with select partners in the U.S., including Shopify and Walmart.

According to Google, shoppers are 77% more likely to choose a loyalty brand over their competitors.

A mobile phone screen showing the search query “hair blow dryer brush.” One of the results shows a tag that says “Get free shipping and earn points.”

Loyalty programmes are a great way to offer engagement and in the coming months, Google will be offering the ability to promote loyalty programmes right where shoppers choose where to buy from, such as discounts or points.

Additionally, through Performance Max campaigns you will be able to provide your existing loyalty customer lists to Google in a privacy-safe way, and then Google will display ads with your loyalty benefits for those existing customers.

During the keynote, Google's President for the Americas and Global Partners – Allan Thygesen spoke about the tools that are currently available and provided a case study with skincare brand The Ordinary.

Image shows brand logo and products for The Ordinary with a statistic for 5 to 1 ROAS 

Thygesen talked about how brands that are ready for digital marketing should create agile and responsive marketing for the short opportunities and long-term resilience.

The Ordinary is a skincare brand that grew from a startup, looking for a global audience in the crowded beauty space. They were ready for the COVID-driven direct-to-consumer and self-care trends.

The Ordinary broke down its marketing strategy into three;

Set clear objectives by focussing on brand awareness and customer loyalty

Studied regional search trends by identifying the top markets where they could turn searches into sales using Google shopping campaigns

Used automated tools to scale globally, seeding with data from their pilot shopping campaigns to scale globally

Using this strategy, The Ordinary achieved a 5 to 1 return on ad spend (ROAS).

Thygesen said that it's clear that brands who are ready should adopt a test-and-learn mindset with digital marketing and should make a digital transformation for their business a company-wide imperative.

Watch the full Google Marketing Live 2022 keynote

Key Takeaways from the Google Marketing Live 2022 Keynote

Hanabi is proud to share that we are now a member of 1% for the Planet. This means that we're committed to giving 1% of all sales back to the Planet every year.

When we started Hanabi, we wanted to help businesses and entrepreneurs prosper through eCommerce but we also have a strong belief to operate as 

 as possible, doing good and making a commitment to taking care of our planet.


1% for the Planet is a global network of like-minded businesses, individuals and non-profit organisations committed to protecting and giving back to our Planet. The organisation connects businesses and individuals with their approved environmental non-profits, creating high-impact partnerships that amplify the impact of members' giving.

It all started when Yvon Chouinard, founder of 

 met and bonded over their shared love for the outdoors. Realising their responsibility to protect our planet, they decided to give 1% of their sales back to the environment — whether or not they were profitable.

And in 2002, they created 1% for the Planet and started this global movement.

"The intent of 1% for the Planet is to help fund diverse environmental organisations so that collectively they can be more powerful in solving the world's problems."

 - Yvon Chouinard, founder of Patagonia and co-founder of 1% for the Planet.

Since its inception, 1% for the Planet has certified more than $250 million to support approved environmental non-profits with their simple, effective, and accessible model.

As members of 1% for the Planet, we pledge to give 1% of our revenue to 

We are currently in the process of choosing our non-profit partners and we will provide more details about these partnerships in the coming months.

There are now 5,000+ members in over 45 countries coming together to protect our Planet's future. You can join as a business or as an individual where you can donate 1% of your salary.

Why not join them in their mission to accelerate smart environmental giving? 

In addition to our pledge with 1% for the Planet, we also support Ecologi – a social enter­prise from Bris­tol – pas­sion­ate about cli­mate action, tree plant­i­ng (part­ner­ing with 

) and car­bon off­set projects in places like Mada­gas­car, Guatemala and Uganda.

We became a founding business with Ecologi and over the last 31 months, 

 and our commitments to reducing our impact on the environment.

Our commitment to 1% for the Planet

We are proud to announce that we have been appointed by the UK's well-known household brand Gardening for Kids as their digital agency to scale their online business and help them in their mission to inspire and encourage kids to play, learn and grow through gardening.

 is a brand that resonates with us as a business. They are on the ambitious path to grow their business sustainably. We have been delivering full 

 - SEO, Paid Media, Technical, and overall performance optimisation services for Gardening for Kids since October 2021.

We'll be developing and executing a robust 

 to boost their sales and brand awareness and get people excited about the fantastic products Gardening for Kids has to offer.

Gardening for Kids, a family-owned company, is on the mission to inspire the next generation of gardeners! From educating children about the wonderful world of gardening to encouraging them to care for the world they live in, you'll find everything educational, fun and even unusual for 

Sarah Edgeworth, Gardening for Kids, Director, says:

"We have been work­ing with Han­abi since Octo­ber, and have been delight­ed with their work so far. Neil and Deepi­ka have been the per­fect part­ners in help­ing Gar­den­ing for Kids to grow and improve our online offer­ing. They have gone above and beyond with their kind­ness and exper­tise, exceed­ing our expec­ta­tions by far.

They have fun­da­men­tal­ly under­stood the nature of our busi­ness and have pro­vid­ed real­is­tic expec­ta­tions, bud­gets, and tasks through­out the whole process. They have been agree­able with all our sug­ges­tions. We real­ly look for­ward to work­ing with them for the fore­see­able future — we don't think we could have cho­sen a bet­ter part­ner to sup­port us with the next step of our business."

Neil Bradley, Hanabi's Director and Founder, says:

Gardening for Kids is an excellent example of a family-owned business that has a real passion for what they do and was started with a mission to inspire young people through an understanding of nature.

The past two years have been a challenge for everyone, particularly children. When parents also became teachers and had to find new, creative ways to support their child's learning – Gardening for Kids provided parents and their kids with products to do just that.



 also partners with schools and charities – adding credibility and trust to what they do.

We are grateful for the opportunity and know great things will come from this partnership.

Gardening for Kids Appoints Hanabi for Digital Marketing Services

NEW Shopify Unified Admin coming soon in Q1 2022 for all Shopify store owners.

For example, if you append /admin to your domain like so: 

, this will redirect you to your Shopify store admin URL, which may look something like: 

Shopify has announced that in Q1 2022, they will be migrating the merchant store admin from the myshopify storefront domain to:


 and will create a single and consistent store admin domain for all Shopify stores.

Shopify says that this is designed to improve the page load speed across the admin, reduce the number of times that merchants have to reauthenticate/login, and will improve the experience of working across multiple stores.

New Shopify Unified Admin

We are thrilled to announce our newest partnership with the UK’s leading and award-winning collagen supplement provider, Absolute Collagen.

Absolute Collagen appoints Hanabi

 is on a mission to empower customers - aka Absoluters - to feel their absolute best, using products where collagen is the hero ingredient, starting with the UK’s most concentrated collagen supplement in a handy, ready to take 10ml sachet.

Started by the founder and CEO Maxine Laceby, Absolute Collagen is endorsed by professional dermatologists and trichologists. In 2019 the business was awarded one of the most acclaimed beauty awards in the industry, Best New Beauty Supplement – Mass & Prestige at the CEW Awards.

Hanabi will be working with Absolute Collagen through our 

, working as an extension of their team – providing eCommerce consulting, supporting internationalisation, supporting and leading technical integrations with Shopify Plus & focussing on UX and technology for growth and scale.

Our comprehensive approach alongside our creativity and technical expertise makes us a valuable partner and not just another digital agency. We are solely dedicated to creating a long-term positive impact for our clients.

Neil Bradley, Hanabi’s Director, and Founder, says:

“We’re extremely excited to be associated and working with Absolute Collagen. The business is growing rapidly and has a loyal subscriber following with their audience of Absoluters. Hanabi has been working with Absolute Collagen for the past three months and we feel that the culture and values of the brand closely align with our own, which is why we are excited to continue working with Absolute Collagen."

Lauren Reilly, Absolute Collagen's Head of E-Commerce, adds:

"Hanabi provides true expertise with highly specialised strategic counsel. The knowledge and insight provided is invaluable to our business going forwards as we continue to expand and scale. We’re very excited about the journey ahead!"

Absolute Collagen appoints Hanabi as their eCommerce Consulting Agency

And so, data has become more significant than ever when it comes to the strategic planning and execution of your eCommerce business at all levels - global, national, and regional. Understanding the facts and trends empowers you to identify gaps and opportunities, so you can make data-driven business decisions.

In this blog, we have put together 30 important global and specific eCommerce statistics emarketers need to know.

Global Ecommerce Statistics (Editor's Choice)

 and are expected to grow to 5.4 trillion USD in 2022.

 in 2020, and this figure is projected to reach 21.8 % in 2024.

 is expected to reach 11.9 billion euros by 2023, from an estimated 3.2 billion euros in 2013.

The fashion and apparel industry is the largest segment of DTC eCommerce. Its global size is expected to exceed 

 worldwide are expected to buy goods and services online, up from 1.66 billion global digital buyers in 2016.

As of April 2021, the most popular online marketplace in the UK was the U.S. American behemoth Amazon, registering about 

In 2022, cross-border eCommerce is projected to account for 

China is the world leader in eCommerce, whereas the 

 and Germany are the most significant European eCommerce markets.

The e-commerce industry is set to expand and evolve, as digital buyer penetration is projected to surpass 

65.2% of internet users worldwide in 2021

Free delivery and discounts/coupons are the top two reasons consumers prefer to buy items online, according to the 2020 report by 

 of consumers use multiple channels during their shopping journey.

 used Buy Now Pay Later (BNPL) methods when purchasing casual wear.

 of online shoppers search for a product on Google before purchasing.

Mobile traffic has now surpassed desktop, and it's not going to slow down. These marketing stats show us what to expect with mobile marketing.

Mobile is the future of online shopping. In 2020, 

 bought goods or services online via mobile devices.

Apple Pay alone has over 383 million users worldwide, which is more than five times the number of people in the UK alone.

UAE is the country with the fastest average mobile internet speed in 2021, with an 

The revenue of the global mobile commerce industry is expected to reach 

As the largest segment within FinTech, digital payments’ global transaction value reached 

Digital and mobile wallets were already the most popular online payment method worldwide with a share projected to 

. Comparatively, credit cards are expected to decline to 20.8% in 2024.

In 2020, the UK was the biggest Digital Payments market in Europe with $218.3 billion.

Digital and Mobile Wallets such as PayPal, Apple Pay, and Google Pay, accounted for 

almost 45% of global eCommerce transactions

PayPal is the preferred payment method among online shoppers worldwide with 40% of online shoppers using it.

The global COVID-19 pandemic sparked a wave of interest in online shopping amongst new demographics and new verticals.

In October 2019, the keyword “buy online” generated 

. The search volume for this keyword reached 27,100 in May 2020.

 revealed that COVID-19 is accelerating digital transformations in the retail industry, where 79.1% of retailers planned to use digital marketing in 2021.

 say they're more comfortable with digital technology than they were before COVID-19 lockdowns.

 growth from January to April 2020, the biggest increase in online sales for any industry.

As the eCommerce industry is ever-evolving, it’s important to keep up-to-date with the most recent research and trends. We hope these statistics give you some insight into the latest from the eCommerce and digital marketing world.

Whether you need help to increase your online sales, or you want to sell online for the first time, we can support you with our creative design, development, and digital marketing services. We also offer eCommerce consulting and ongoing support services to help you with your digital growth. 

As Harvard Business Review wrote: “Business leaders are scrambling to adjust to a world few imagined possible just a year ago. The myth of a borderless world has come crashing down. Traditional pillars of open markets—the United States and the UK—are wobbling, and China is positioning itself as globalisation’s staunchest defender.”

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