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The 80/20 Rule, originally coined the Pareto Principle, is the idea that for most events, 80% of the results stem from 20% of the effort. It was developed when its creator, Italian economist Vilfredo Pareto, noticed that 80% of the land in Italy was owned by 20% of the population at the time. Since then, the concept has been applied to areas like business (80% of sales come from 20% of customers) and health (eat healthy 80% of the time, indulge 20%.)

The 80-20 distribution isn’t steadfast though. Instead, it suggests the idea that a majority of the outcome will come from a minority of the input. So we began to wonder, “Could this 80/20 rule apply to the world of eCommerce?”

It turns out that answer was yes. Check out our infographic below to see how site search users demonstrate that a small minority of customers can make up a strong majority of sales.



43% of shoppers head straight for the search bar. [Tweet]

Site search users are 4.8x more likely to make a purchase – and have 8% higher average order values. [Tweet]

20% of online shoppers represent 70% of total #eCommerce sales in the UK. [Tweet]

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