diff --git a/projects/plugins/jetpack/_inc/lib/core-api/wpcom-endpoints/class-wpcom-rest-api-v2-endpoint-blog-stats.php b/projects/plugins/jetpack/_inc/lib/core-api/wpcom-endpoints/class-wpcom-rest-api-v2-endpoint-blog-stats.php
index b127f64ab6b46..3ef40782d57c2 100644
--- a/projects/plugins/jetpack/_inc/lib/core-api/wpcom-endpoints/class-wpcom-rest-api-v2-endpoint-blog-stats.php
+++ b/projects/plugins/jetpack/_inc/lib/core-api/wpcom-endpoints/class-wpcom-rest-api-v2-endpoint-blog-stats.php
@@ -63,7 +63,7 @@ public function get_blog_stats( $request ) {
 			( new WPCOM_Stats() )->get_stats( array( 'fields' => 'stats' ) )
 		);
 
-		if ( ! isset( $blog_data->stats->views ) ) {
+		if ( ! isset( $blog_data->stats->views ) || ! isset( $blog_data->stats->visitors ) ) {
 			return false;
 		}
 
@@ -72,8 +72,9 @@ public function get_blog_stats( $request ) {
 		}
 
 		return array(
-			'post-views' => $post_data->views,
-			'blog-views' => $blog_data->stats->views,
+			'post-views'    => $post_data->views,
+			'blog-visitors' => $blog_data->stats->visitors,
+			'blog-views'    => $blog_data->stats->views,
 		);
 	}
 }
diff --git a/projects/plugins/jetpack/changelog/add-blog-stats-visitors b/projects/plugins/jetpack/changelog/add-blog-stats-visitors
new file mode 100644
index 0000000000000..47ef98f81b9a1
--- /dev/null
+++ b/projects/plugins/jetpack/changelog/add-blog-stats-visitors
@@ -0,0 +1,4 @@
+Significance: minor
+Type: enhancement
+
+Blog Stats Block: allow displaying site's number of visitors. 
diff --git a/projects/plugins/jetpack/extensions/blocks/blog-stats/block.json b/projects/plugins/jetpack/extensions/blocks/blog-stats/block.json
index a29f588cb4d0e..7a49113967e81 100644
--- a/projects/plugins/jetpack/extensions/blocks/blog-stats/block.json
+++ b/projects/plugins/jetpack/extensions/blocks/blog-stats/block.json
@@ -4,7 +4,7 @@
 	"name": "jetpack/blog-stats",
 	"title": "Blog Stats",
 	"description": "Show a stats counter for your blog.",
-	"keywords": [ "views", "hits", "analytics", "counter" ],
+	"keywords": [ "views", "hits", "analytics", "counter", "visitors" ],
 	"version": "1.0",
 	"textdomain": "jetpack",
 	"category": "grow",
@@ -31,6 +31,10 @@
 		"label": {
 			"type": "string"
 		},
+		"statsData": {
+			"type": "string",
+			"default": "views"
+		},
 		"statsOption": {
 			"type": "string",
 			"default": "site"
diff --git a/projects/plugins/jetpack/extensions/blocks/blog-stats/blog-stats.php b/projects/plugins/jetpack/extensions/blocks/blog-stats/blog-stats.php
index 81ed1209c10b0..6f39903b90168 100644
--- a/projects/plugins/jetpack/extensions/blocks/blog-stats/blog-stats.php
+++ b/projects/plugins/jetpack/extensions/blocks/blog-stats/blog-stats.php
@@ -44,7 +44,7 @@ function register_block() {
 function load_assets( $attributes ) {
 	Jetpack_Gutenberg::load_assets_as_required( __DIR__ );
 
-	$views = 0;
+	$stats = 0;
 
 	// For when there's no post ID - eg. search pages.
 	if ( $attributes['statsOption'] === 'post' && ! get_the_ID() ) {
@@ -71,28 +71,32 @@ function load_assets( $attributes ) {
 		);
 
 		if ( isset( $data->views ) ) {
-			$views = $data->views;
+			$stats = $data->views;
 		}
 	} else {
 		$data = convert_stats_array_to_object(
 			( new WPCOM_Stats() )->get_stats( array( 'fields' => 'stats' ) )
 		);
 
-		if ( isset( $data->stats->views ) ) {
-			$views = $data->stats->views;
+		if ( $attributes['statsData'] === 'views' && isset( $data->stats->views ) ) {
+			$stats = $data->stats->views;
+		}
+
+		if ( $attributes['statsData'] === 'visitors' && isset( $data->stats->visitors ) ) {
+			$stats = $data->stats->visitors;
 		}
 	}
 
-	$label = $attributes['label'] ? $attributes['label'] : esc_html(
+	$fallback_label = $attributes['statsData'] === 'visitors' ? esc_html(
+		/* Translators: Number of visitors */
+		_n( 'visitor', 'visitors', $stats, 'jetpack' )
+	) : esc_html(
 		/* Translators: Number of views */
-		_n(
-			'hit',
-			'hits',
-			$views,
-			'jetpack'
-		)
+		_n( 'hit', 'hits', $stats, 'jetpack' )
 	);
 
+	$label = $attributes['label'] ? $attributes['label'] : $fallback_label;
+
 	$wrapper_attributes = \WP_Block_Supports::get_instance()->apply_block_supports();
 
 	return sprintf(
@@ -100,7 +104,7 @@ function load_assets( $attributes ) {
 		! empty( $attributes['className'] ) ? ' ' . esc_attr( $attributes['className'] ) : '',
 		! empty( $wrapper_attributes['class'] ) ? ' ' . esc_attr( $wrapper_attributes['class'] ) : '',
 		! empty( $wrapper_attributes['style'] ) ? ' style="' . esc_attr( $wrapper_attributes['style'] ) . '"' : '',
-		esc_html( number_format_i18n( $views ) ),
+		esc_html( number_format_i18n( $stats ) ),
 		wp_kses_post( $label )
 	);
 }
diff --git a/projects/plugins/jetpack/extensions/blocks/blog-stats/controls.js b/projects/plugins/jetpack/extensions/blocks/blog-stats/controls.js
index 3b9a815979325..25da773f91709 100644
--- a/projects/plugins/jetpack/extensions/blocks/blog-stats/controls.js
+++ b/projects/plugins/jetpack/extensions/blocks/blog-stats/controls.js
@@ -2,9 +2,20 @@ import { PanelBody, RadioControl } from '@wordpress/components';
 import { __ } from '@wordpress/i18n';
 
 export function BlogStatsInspectorControls( { attributes, setAttributes } ) {
-	const { statsOption } = attributes;
+	const { statsData, statsOption } = attributes;
 
-	const RADIO_OPTIONS = [
+	const STATS_DATA_RADIO = [
+		{
+			value: 'views',
+			label: __( 'Views', 'jetpack' ),
+		},
+		{
+			value: 'visitors',
+			label: __( 'Visitors', 'jetpack' ),
+		},
+	];
+
+	const STATS_OPTION_RADIO = [
 		{
 			value: 'site',
 			label: __( 'My whole site', 'jetpack' ),
@@ -18,11 +29,27 @@ export function BlogStatsInspectorControls( { attributes, setAttributes } ) {
 	return (
 		<>
 			<PanelBody title={ __( 'Settings', 'jetpack' ) }>
+				<RadioControl
+					label={ __( 'Views or visitors', 'jetpack' ) }
+					selected={ statsData }
+					onChange={ value => setAttributes( { statsData: value } ) }
+					options={ STATS_DATA_RADIO }
+					help={ __(
+						'Views represent site visits, whereas visitors represent unique individuals.',
+						'jetpack'
+					) }
+				/>
 				<RadioControl
 					label={ __( 'Show stats data for', 'jetpack' ) }
 					selected={ statsOption }
 					onChange={ value => setAttributes( { statsOption: value } ) }
-					options={ RADIO_OPTIONS }
+					options={ STATS_OPTION_RADIO }
+					disabled={ statsData === 'visitors' }
+					help={
+						statsData === 'visitors'
+							? __( "Visitor counts aren't available for individual posts.", 'jetpack' )
+							: null
+					}
 				/>
 				<span className="jetpack-blog-stats__delay-notice">
 					{ __( 'Stats are delayed for up to 5 minutes.', 'jetpack' ) }
diff --git a/projects/plugins/jetpack/extensions/blocks/blog-stats/edit.js b/projects/plugins/jetpack/extensions/blocks/blog-stats/edit.js
index 1d35626a7267c..789673de74d83 100644
--- a/projects/plugins/jetpack/extensions/blocks/blog-stats/edit.js
+++ b/projects/plugins/jetpack/extensions/blocks/blog-stats/edit.js
@@ -11,10 +11,13 @@ import { InactiveStatsPlaceholder } from './inactive-placeholder';
 function BlogStatsEdit( { attributes, className, setAttributes } ) {
 	const { isLoadingModules, isChangingStatus, isModuleActive, changeStatus } =
 		useModuleStatus( 'stats' );
-	const { label, statsOption } = attributes;
+	const { label, statsData, statsOption } = attributes;
 	const [ blogViews, setBlogViews ] = useState( null );
+	const [ blogVisitors, setBlogVisitors ] = useState();
 	const [ postViews, setPostViews ] = useState();
-	const views = statsOption === 'post' ? postViews : blogViews;
+
+	const blogStats = statsData === 'views' ? blogViews : blogVisitors;
+	const stats = statsOption === 'post' ? postViews : blogStats;
 
 	const postId = useSelect( select => select( 'core/editor' ).getCurrentPostId(), [] );
 
@@ -26,6 +29,7 @@ function BlogStatsEdit( { attributes, className, setAttributes } ) {
 					: '/wpcom/v2/blog-stats',
 			} ).then( response => {
 				setBlogViews( response[ 'blog-views' ] );
+				setBlogVisitors( response[ 'blog-visitors' ] );
 
 				// Display "12,345" as an obvious placeholder when we have no Post ID.
 				// Applies to widgets, FSE templates etc.
@@ -34,6 +38,13 @@ function BlogStatsEdit( { attributes, className, setAttributes } ) {
 		}
 	}, [ postId, isModuleActive ] );
 
+	// We don't collect visitor data for individual posts.
+	useEffect( () => {
+		if ( statsData === 'visitors' ) {
+			setAttributes( { statsOption: 'site' } );
+		}
+	}, [ statsData, setAttributes ] );
+
 	if ( ! isModuleActive && ! isLoadingModules ) {
 		return (
 			<InactiveStatsPlaceholder
@@ -44,6 +55,14 @@ function BlogStatsEdit( { attributes, className, setAttributes } ) {
 		);
 	}
 
+	const visitorsPlaceholder =
+		/* Translators: Number of visitors */
+		_n( 'visitor', 'visitors', parseInt( stats ), 'jetpack', 0 );
+
+	const viewsPlaceholder =
+		/* Translators: Number of views */
+		_n( 'hit', 'hits', parseInt( stats ), 'jetpack', 0 );
+
 	return (
 		<>
 			<InspectorControls>
@@ -55,13 +74,10 @@ function BlogStatsEdit( { attributes, className, setAttributes } ) {
 					<p className="jetpack-blog-stats__loading">{ __( 'Loading stats…', 'jetpack' ) }</p>
 				) : (
 					<p>
-						<span>{ numberFormat( views ) } </span>
+						<span>{ numberFormat( stats ) } </span>
 						<RichText
 							tagName="span"
-							placeholder={
-								/* Translators: Number of views */
-								_n( 'hit', 'hits', parseInt( views ), 'jetpack' )
-							}
+							placeholder={ statsData === 'visitors' ? visitorsPlaceholder : viewsPlaceholder }
 							value={ label }
 							allowedFormats={ [ 'core/bold', 'core/italic', 'core/link' ] }
 							onChange={ newLabel => setAttributes( { label: newLabel } ) }
diff --git a/projects/plugins/jetpack/extensions/blocks/blog-stats/editor.scss b/projects/plugins/jetpack/extensions/blocks/blog-stats/editor.scss
index aa02e1a34ac55..89cf6e2db37cf 100644
--- a/projects/plugins/jetpack/extensions/blocks/blog-stats/editor.scss
+++ b/projects/plugins/jetpack/extensions/blocks/blog-stats/editor.scss
@@ -1,5 +1,3 @@
-@import '@automattic/jetpack-base-styles/gutenberg-base-styles';
-
 .wp-block-jetpack-blog-stats {
 	.jetpack-blog-stats__loading {
 		// Same as RichText component's placeholder opacity from Core.
@@ -12,5 +10,5 @@
 }
 
 .jetpack-blog-stats__delay-notice {
-	color: $gray-700;
+	font-size: 12px;
 }
diff --git a/projects/plugins/jetpack/extensions/blocks/blog-stats/test/controls.js b/projects/plugins/jetpack/extensions/blocks/blog-stats/test/controls.js
index 65081051304e4..69637cfd20e97 100644
--- a/projects/plugins/jetpack/extensions/blocks/blog-stats/test/controls.js
+++ b/projects/plugins/jetpack/extensions/blocks/blog-stats/test/controls.js
@@ -5,6 +5,7 @@ import { BlogStatsInspectorControls } from '../controls';
 describe( 'BlogStatsControls', () => {
 	const defaultAttributes = {
 		label: 'hits',
+		statsData: 'views',
 		statsOption: 'site',
 	};
 
@@ -19,10 +20,30 @@ describe( 'BlogStatsControls', () => {
 	} );
 
 	describe( 'Inspector settings', () => {
-		test( 'loads and displays settings', () => {
+		test( 'loads and displays views or visitors settings', () => {
+			render( <BlogStatsInspectorControls { ...defaultProps } /> );
+
+			expect( screen.getByLabelText( 'Views' ) ).toBeInTheDocument();
+			expect( screen.getByLabelText( 'Visitors' ) ).toBeInTheDocument();
+		} );
+
+		test( 'defaults stats data to views', () => {
+			render( <BlogStatsInspectorControls { ...defaultProps } /> );
+
+			expect( screen.getByLabelText( 'Views' ) ).toBeChecked();
+		} );
+
+		test( 'sets the statsData attribute', async () => {
+			const user = userEvent.setup();
+			render( <BlogStatsInspectorControls { ...defaultProps } /> );
+			await user.click( screen.getByLabelText( 'Visitors' ) );
+
+			expect( setAttributes ).toHaveBeenCalledWith( { statsData: 'visitors' } );
+		} );
+
+		test( 'loads and displays option settings', () => {
 			render( <BlogStatsInspectorControls { ...defaultProps } /> );
 
-			expect( screen.getByText( 'Settings' ) ).toBeInTheDocument();
 			expect( screen.getByLabelText( 'My whole site' ) ).toBeInTheDocument();
 			expect( screen.getByLabelText( 'This individual post' ) ).toBeInTheDocument();
 		} );
diff --git a/projects/plugins/jetpack/extensions/blocks/blog-stats/test/fixtures/jetpack__blog__stats.json b/projects/plugins/jetpack/extensions/blocks/blog-stats/test/fixtures/jetpack__blog__stats.json
index ee897e0720944..7d96889e5e41c 100644
--- a/projects/plugins/jetpack/extensions/blocks/blog-stats/test/fixtures/jetpack__blog__stats.json
+++ b/projects/plugins/jetpack/extensions/blocks/blog-stats/test/fixtures/jetpack__blog__stats.json
@@ -4,6 +4,7 @@
 		"name": "jetpack/blog-stats",
 		"isValid": true,
 		"attributes": {
+			"statsData": "views",
 			"statsOption": "site"
 		},
 		"innerBlocks": [],