Top Website Traffic Sources
One of the advantages of running an ecommerce business is that there are many ways to attract buyers to your online store. Whether it’s through social media posts, paid ads on search engines, or email marketing, each of these website traffic sources carries great potential to increase your store traffic.
However, not all website traffic sources are made equal. Here’s a look at the top traffic sources for websites and a breakdown of their shares.
Top internet traffic sources: table
|
Online traffic sources |
Share |
|
Direct |
27.6% |
|
Organic search |
26.7% |
|
Paid search |
23.0% |
|
Paid social |
6.5% |
|
|
4.4% |
|
Display, ads, retargeting |
4.3% |
|
Organic social |
0.9% |
|
Others |
6.6% |
Top website traffic sources
1. Direct traffic (27.6%)
According to a recent study, direct traffic is the top traffic source for websites. Direct traffic occurs when visitors type a website URL directly into their browser or access it via bookmarks, as opposed to arriving by clicking on a link. This channel accounts for the largest share of traffic sources for websites. At 27.6%, it means that more than one in four visits to a website come from direct traffic.
For businesses, this highlights the importance of creating a memorable domain name and building a strong brand identity. Short and simple store names and URLs help prevent typos and make it easier for consumers to remember. While business name generator tools can offer inspiration, it ultimately falls on ecommerce store owners to ensure their brand stands out. A strong brand, paired with an excellent user experience, fosters trust and loyalty, often leading to higher levels of direct traffic.
2. Organic search (26.7%)
Second on the list of the top internet traffic sources is organic SEO. This channel refers to users arriving at a site through unpaid search engine results. As much as 26.7% of the total traffic to online stores comes from organic search.
Before creating content for your store’s website—whether that’s the home page, product pages, or blog posts—doing keyword research tells you what consumers are searching for so you can incorporate them into your content. Businesses that consistently rank high in search engine results benefit from a steady stream of visitors, making organic search a cornerstone of any internet traffic sources strategy.
3. Paid search (23%)
The third-best traffic source for websites is paid search engine ads. These are online advertisements that are highlighted on search engine results pages for better visibility. Nearly one-quarter (23%) of all website traffic comes from paid search ads.
For businesses with the budget to invest in pay-per-click (PPC) campaigns, paid search offers a direct path to expanding their reach and converting high-intent users into customers.
4. Paid social (6.5%)
Social networks are increasingly becoming a significant traffic source for websites, with paid social ads contributing 6.5% of traffic. Popular social media platforms like Facebook, Instagram, and TikTok dominate the landscape, providing businesses with diverse opportunities to reach their target audience.
With the number of social media users worldwide expected to rise to 5.4 billion in 2025, social media offers unparalleled potential for driving online traffic sources. Businesses can tailor campaigns to their audience’s preferences by understanding why people use social media. Through this, paid social advertising can be an effective way to boost engagement and increase website visits.
5. Email (4.4%)
Email remains a reliable and effective channel for traffic sources for websites, contributing 4.4% of total traffic. Despite the rise of other communication tools, email continues to grow in popularity. According to recent email usage statistics, close to 4.6 billion people worldwide are expected to use email in 2025, and this number is projected to surpass 4.8 billion by 2027.
While email’s share may not be as high as other ecommerce traffic sources, it is still significant enough for online businesses to focus on. This is especially true if your website receives hundreds of thousands of visits per month.
Businesses can leverage email campaigns to nurture leads, share updates, and drive repeat visits to their websites. Personalized and segmented email marketing strategies are particularly effective in boosting traffic and conversions.
6. Display ads and retargeting (4.3%)
Display ads, including retargeting campaigns, drive 4.3% of internet traffic sources. These ads are often displayed on third-party websites, targeting users based on their browsing history or demographics. Retargeting is especially valuable for re-engaging users who have previously visited a website but did not convert.
With visually compelling ads and strategic placements, businesses can effectively remind potential customers of their products or services, increasing the likelihood of return visits.
7. Organic social (0.9%)
Although organic social media contributes just 0.9% of overall website traffic, its value extends beyond direct clicks. These platforms are essential for brand building, audience engagement, and driving awareness.
For businesses, organic social media efforts serve as a cost-effective way to maintain a consistent online presence. Sharing engaging content, responding to comments, and encouraging user-generated content can amplify visibility and indirectly contribute to other traffic sources for websites, such as direct traffic or organic search.