Cart abandonment rates have been climbing steadily since 2014, after reaching an all-time high in 2013. In 2023, the share of online shopping carts that is being abandoned reached 70 percent for the first time since 2013. This is an increase of more than 10 percentage points compared to the start of the time period considered here. Mobiles vs. desktops When global consumers shop online, they spend considerably more when doing so on desktop computers. In December 2023, the average value of e-commerce purchases made through desktops was approximately 159 U.S. dollars. Purchases completed on mobiles and tablets were of comparable values, ranging between 100 and 105 U.S. dollars. Even though consumers spent more when conducting their shopping on computers, they were more inclined to add products to their shopping carts when using mobile devices. Ultimately, mobile devices provide a convenient and more accessible way to shop, but desktop computers remain the preferred choice for more expensive purchases. Where do consumers shop online? Across the globe, digital marketplaces are shoppers’ number-one online shopping destination. As of April 2024, some 29 percent of consumers voted marketplaces as their favorite e-commerce channel, followed by physical stores and retailer sites. Looking at which retailers’ global shoppers prefer to shop at, amazon.com emerged as the world's most popular online marketplace, based on share of visits. The U.S. portal accounted for around one-fifth of the global online marketplace's traffic in December 2023. Amazon's German and Japanese portal sites ranked third and fifth among the leading online marketplaces, further demonstrating Amazon's dominance over the market.

When shopping for goods online, it is common for consumers to pull out of a transaction, leaving the order incomplete: In the second quarter of 2025, approximately ** percent of orders on mobile devices in the UK were not completed. During that same three-month period, ***percent of carts created were left abandoned on computers as well.

In 2025, a significant amount of online shopping orders were abandoned, i.e. not converted into a purchase. Websites offering beauty and personal care products had the highest cart abandonment rates out of all measured categories, measured at over ** percent. Why do buyers abandon their online carts? Wishful thinking, planning a dream vacation, just checking how expensive the total order will be... there are many reasons why consumers put together an order and end up abandoning it. Online travel bookers in particular are keen to shop around for deals and wait for the best day to book flights and hotels. Many online travel agencies (OTA) are dedicated to comparing prices, and countless blog entries encourage travelers to book their flights at certain times on specific days to save cash or get better value for money. For digital shoppers in the United States, the primary reason for abandoning an online shopping order is too high extra costs such as shipping and fees, followed by the requirement to create an account on the website to proceed with the purchase. It depends on the device Mobile users generally show higher cart abandonment rates than desktop shoppers. For instance, in the United States, mobile buyers exhibited a ten percentage points higher cart abandonment rate than desktop shoppers. Great Britain has a slightly smaller gap between mobile and desktop abandonment rates, though the higher-on-mobile trend seems to be upheld.

In 2021, the shopping cart abandonment rate on fashion websites worldwide reached 84.4 percent. In comparison, luxury fashion websites had a cart abandonment rate of almost 88 percent. Both values were significantly higher than the average abandonment rate on e-commerce websites, which stood at 77 percent.

When shopping for home furniture online, consumers very frequently end up having second thoughts, pulling out of a transaction and leaving the order incomplete. In the third quarter of 2024, ** percent of the baskets created on desktop devices worldwide did not result in a completed order, and ** percent of those created on cellphones either. The product category that suffered the most from last-minute order cancellations was home furniture. Home furniture e-commerce Despite suffering from comparatively high cart abandonment rates, furniture is being bought online quite regularly in various markets. In the second quarter of 2023, the share of consumers making monthly online purchases of home and garden products in the UK and the US stood at **% and **% respectively. This indicates a substantial market for online home furniture shopping. But why do shoppers like browsing for home furniture? In a survey conducted in the US, *** of respondents reported ease of purchase as the main reason for shopping for furniture online, with **% citing free delivery as a driving factor.

In the fourth quarter of 2024, shopping cart abandonment was most prevalent in the Middle East and Africa, at a rate of 93 percent of carts abandoned during online shopping. Second-ranked was the APAC region, where 87 percent of carts were abandoned instead of leading to a purchase.

In 2022, a significant amount of online shopping carts were abandoned prior to purchase. The day of the week with the highest cart abandonment rate (CAR) on average was Sunday (***** percent), and the day with the lowest CAR was Monday (***** percent).

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US B2C E-Commerce Market Size 2025-2029

The US B2C e-commerce market size is valued to increase USD 289.2 billion, at a CAGR of 8.7% from 2024 to 2029. Rise in online spending and smartphone penetration will drive the US B2C e-commerce market.

Major Market Trends & Insights

By Type - B2C retailers segment was valued at USD 191.90 billion in 2022
By Application - Consumer electronics and home appliances segment accounted for the largest market revenue share in 2022
CAGR from 2024 to 2029: 8.7%

Market Summary

The B2C E-Commerce Market in the US continues to evolve, driven by the rising trend of online spending and increasing smartphone penetration. US e-commerce sales are projected to reach USD 863.4 billion by 2023, representing a significant market expansion. Core technologies and applications, such as artificial intelligence and augmented reality, are transforming the shopping experience, while service types and product categories, including food delivery and subscription services, are gaining popularity. The emergence of omnichannel retailing is blurring the lines between online and offline shopping, offering consumers seamless experiences.
However, logistics management remains a critical challenge, leading to high overhead costs. Regulations, such as data privacy laws, also impact the market dynamics. Staying updated on these evolving trends and patterns is essential for businesses aiming to succeed in the US B2C E-Commerce Market.

What will be the Size of the US B2C E-Commerce Market during the forecast period?

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How is the B2C E-Commerce in US Market Segmented ?

The B2C e-commerce in US industry research report provides comprehensive data (region-wise segment analysis), with forecasts and estimates in 'USD billion' for the period 2025-2029, as well as historical data from 2019-2023 for the following segments.

Type

  B2C retailers
  Classifieds


Application

  Consumer electronics and home appliances
  Apparel and accessories
  Personal care
  Others


Platform

  Multi-brand
  Single-brand


Consumer Segment

  Millennials
  Gen Z
  Baby Boomers
  Families


Platform Type

  Online Marketplaces
  Brand Websites
  Social Commerce


Delivery Format

  Standard Shipping
  Same-Day Delivery
  Subscription-Based


Geography

  North America

    US

By Type Insights

The B2C retailers segment is estimated to witness significant growth during the forecast period.

The B2C e-commerce market in the US continues to evolve, driven by increasing retail sales and the preference for secure online transactions. According to recent data, e-commerce sales accounted for over 16% of total retail sales in 2020, a figure that is expected to reach 22% by 2024. To attract and retain customers, B2C companies employ various strategies, including conversion rate optimization, digital marketing, and personalization. These efforts result in substantial website traffic, with an average shopping cart abandonment rate of 69.57%. Effective customer relationship management is crucial, with tools like CRM systems, email marketing automation, and customer loyalty programs helping to foster long-term relationships.

E-commerce platforms and inventory management systems streamline operations, while search engine optimization and social media marketing boost website visibility. Mobile commerce and mobile app development cater to the growing number of mobile users, and influencer marketing, content marketing, and affiliate marketing expand reach. Security remains a priority, with e-commerce security measures, fraud detection systems, and data analytics dashboards ensuring a safe and efficient shopping experience. Pricing strategies, user experience design, and search advertising further enhance the customer journey. Ultimately, the focus on improving the overall shopping experience and supply chain efficiency drives growth in the B2C e-commerce market.

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The B2C retailers segment was valued at USD 191.90 billion in 2019 and showed a gradual increase during the forecast period.

Market Dynamics

Our researchers analyzed the data with 2024 as the base year, along with the key drivers, trends, and challenges. A holistic analysis of drivers will help companies refine their marketing strategies to gain a competitive advantage.

In the dynamic and ever-evolving B2C e-commerce landscape of the US market, businesses are constantly seeking innovative strategies to optimize their online retail customer journey and enhance conversion rates. Website design plays a pivotal role in this process, with effective email marketing automation strategies complementing the digital marketing efforts. Measuring return on investment (ROI) from these initiatives is crucial, necessitating ecommerce platform integration with payment gateways. Mobile shopping experi

E-commerce Market Size

According to Market.us, The Global E-commerce Market is projected to reach USD 151.5 trillion by 2034, rising from USD 28.29 trillion in 2024, at a CAGR of 18.29% from 2025 to 2034. In 2024, the Asia-Pacific (APAC) region led the market, accounting for over 45.7% of the global share and generating USD 12.8 trillion in revenue, driven by expanding digitalization, mobile commerce adoption, and growing internet penetration across emerging economies.

The eCommerce market in 2025 remains a fast-growing, dynamic sector with strong momentum from global consumer shifts toward online shopping. The expansion is visible through increasing retail sales moving online, driven by technological advancements and evolving consumer expectations. Statistics show that over 85% of consumers shop online regularly, with smartphones as the dominant platform for about 70% of shoppers. Consumers increasingly prioritize fast shipping and seamless customer experiences. This steady growth is underpinned by strong internet penetration worldwide and deep adoption of mobile commerce, reflecting a profound change in how people buy goods.​

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According to Upmetrics, global retail online sales are projected to reach $8.1 trillion by 2026, supported by over 26 million eCommerce stores worldwide. In 2023, nearly 2.64 billion people - about 33.3% of the global population - made online purchases. The U.S. eCommerce market is forecast to grow from $925 billion in 2023 to $1.41 trillion by 2027, with an average conversion rate of 2.3%.

Mobile commerce (M-commerce) continues to expand rapidly, with online sales expected to almost double to $710 billion by 2025. As reported by EcommerceTips, the average conversion rate across eCommerce platforms is 1.72%, while the cart abandonment rate stands at 71.98%, and the return rate for online purchases is 16.5%.

Consumer behavior shows that 89% of shoppers check reviews before buying, and 56% begin their search on Amazon. Mobile devices account for 59.9% of global eCommerce revenue, while desktops contribute 37.5%. Digital wallets dominate payment methods with a 49% share, followed by credit cards at 21%. Additionally, email marketing remains a high-performing strategy, yielding an average return of $45 for every $1 spent.

On Black Friday in 2022, mobile shoppers were more likely than desktop shoppers to abandon their carts prior to purchase, on average. The online shopping cart abandonment rate (CAR) amongst mobile Black Friday shoppers that year was just above ** percent, compared to a CAR of ** percent for desktop users.

Social Live Commerce Checkout Market Outlook

According to our latest research, the global market size for the Social Live Commerce Checkout sector reached USD 7.2 billion in 2024, reflecting robust momentum in digital retail experiences. The market is projected to expand at a CAGR of 23.4% from 2025 to 2033, propelling the industry to an estimated USD 59.8 billion by 2033. This significant growth is primarily driven by the increasing integration of live streaming and real-time purchasing capabilities across social media platforms, as well as the rapid adoption of mobile commerce globally. As per the latest research, the fusion of social engagement and seamless checkout experiences is transforming the way consumers interact with brands and make purchases online.

One of the primary growth factors fueling the Social Live Commerce Checkout market is the evolution of consumer behavior towards instant, interactive, and immersive shopping experiences. The convergence of live video, influencer marketing, and direct purchasing has created a unique ecosystem where consumers can discover products, interact with hosts or influencers, and complete transactions without leaving the social platform. This immediacy and convenience are particularly attractive to younger demographics, such as Millennials and Gen Z, who are accustomed to digital-first interactions. The rise of shoppable live streams on platforms like Instagram, TikTok, and Facebook has shown that consumers are not only willing but eager to engage in real-time commerce, driving up conversion rates and average order values for brands and retailers.

Another key driver for market expansion is the technological advancements in payment processing and integration capabilities. Modern social live commerce checkout solutions are leveraging secure APIs, AI-driven recommendations, and one-click payment options to streamline the purchasing process. These innovations reduce friction, minimize cart abandonment rates, and enable a seamless transition from product discovery to payment completion. Additionally, the proliferation of digital wallets, mobile payment systems, and alternative payment methods is making it easier for a global audience to participate in live commerce events, regardless of their preferred device or payment provider. These technological enhancements are not only improving user experience but also empowering retailers and influencers to monetize their audiences more effectively.

The growing influence of social media personalities and micro-influencers is also boosting the Social Live Commerce Checkout market. Influencers have become powerful intermediaries between brands and consumers, leveraging their credibility and reach to drive product awareness and sales during live sessions. Brands are increasingly collaborating with influencers for live product launches, limited-time offers, and exclusive deals, which creates a sense of urgency and excitement among viewers. This influencer-driven commerce model is particularly effective in categories such as fashion, beauty, and electronics, where visual demonstration and real-time interaction play a crucial role in purchase decisions. The result is a virtuous cycle where influencers, brands, and platforms mutually benefit from heightened engagement and sales conversion rates.

From a regional perspective, the Asia Pacific region is leading the global Social Live Commerce Checkout market, accounting for the largest revenue share in 2024. The region’s dominance is attributed to the widespread adoption of mobile devices, a vibrant e-commerce ecosystem, and the early embrace of live streaming as a retail channel, particularly in China. North America and Europe are also witnessing rapid growth, fueled by increasing investments in digital infrastructure, a high concentration of tech-savvy consumers, and the entry of global social media giants into the live commerce space. Meanwhile, Latin America and the Middle East & Africa are emerging as promising markets, with rising internet penetration and growing interest in social commerce among younger populations. Cross-border commerce and localized payment solutions are further accelerating market expansion in these regions.

Component Analysis

The Social Live Commerce Checkout market is segmented by component into Software and Services, each playing a vital role in shaping the overall ecosystem. Software solutions form the backbone of live commerce platforms, enabling functionalities su

E-commerce Merchandising Platform Market Outlook

According to our latest research, the global e-commerce merchandising platform market size reached USD 7.8 billion in 2024, reflecting robust expansion driven by the digital transformation of retail and increasing adoption of advanced merchandising solutions. The market is expected to advance at a CAGR of 13.2% from 2025 to 2033, projecting a value of approximately USD 24.6 billion by 2033. The primary growth factor fueling this trajectory is the surging demand for personalized online shopping experiences and the integration of artificial intelligence (AI) and machine learning (ML) technologies into merchandising platforms.

The growth of the e-commerce merchandising platform market is underpinned by the rapid evolution of digital commerce and the increasing sophistication of online retail strategies. Retailers and brands are focusing on optimizing product discovery, recommendation engines, and dynamic content presentation to enhance customer engagement and drive conversions. The proliferation of mobile commerce and omnichannel retailing has further accelerated the need for robust merchandising platforms that can deliver seamless, personalized experiences across devices and touchpoints. As consumers become more discerning and expect tailored interactions, businesses are investing heavily in merchandising technologies that leverage real-time data, predictive analytics, and automation to curate product assortments and promotions. This trend is particularly pronounced among large enterprises, but small and medium enterprises (SMEs) are also embracing these solutions to remain competitive in a crowded digital landscape.

Another significant driver of market growth is the integration of AI-powered features within merchandising platforms. AI and ML algorithms enable automated product recommendations, personalized search results, and dynamic pricing, which collectively enhance the customer journey and boost sales. With the rising volume of data generated through online transactions, e-commerce platforms are leveraging advanced analytics to gain actionable insights into consumer behavior and preferences. This data-driven approach allows retailers to optimize inventory management, reduce cart abandonment rates, and increase average order value. Furthermore, the adoption of cloud-based deployment models is making these technologies more accessible to businesses of all sizes by reducing infrastructure costs and facilitating rapid scalability.

Regional dynamics also play a crucial role in shaping the e-commerce merchandising platform market. North America leads the market, owing to its mature e-commerce ecosystem, high internet penetration, and early adoption of digital merchandising solutions. Europe follows closely, with strong growth in countries such as the United Kingdom, Germany, and France. The Asia Pacific region is emerging as the fastest-growing market, driven by rapid digitalization, expanding middle-class populations, and the proliferation of smartphones. Latin America and the Middle East & Africa are also witnessing increased adoption of e-commerce merchandising platforms, supported by improving digital infrastructure and rising consumer awareness. Each region presents unique challenges and opportunities, influencing the adoption patterns and competitive landscape of the market.

In the realm of digital commerce, the role of an Experimentation Platform for Commerce is becoming increasingly pivotal. These platforms allow businesses to test and iterate on various aspects of their online presence, from user interface design to product offerings. By leveraging A/B testing and multivariate testing, companies can gain insights into consumer behavior and preferences, leading to more informed decisions and optimized customer experiences. This approach not only enhances the effectiveness of merchandising strategies but also fosters innovation by enabling rapid experimentation and adaptation to market trends. As e-commerce continues to evolve, the integration of experimentation platforms is expected to drive significant advancements in personalized shopping experiences and customer satisfaction.

One-Click Checkout Market Outlook

According to our latest research, the global One-Click Checkout market size reached USD 4.1 billion in 2024, reflecting a robust adoption curve across digital commerce ecosystems. The market is set to expand at a CAGR of 14.8% from 2025 to 2033, propelling its value to an estimated USD 13.1 billion by 2033. This accelerated growth is primarily driven by the rising demand for seamless and frictionless payment experiences, especially as digital commerce continues to penetrate new consumer segments and geographical markets. The proliferation of mobile commerce, increasing consumer expectations for instant transactions, and a competitive e-commerce landscape are fueling this trajectory, making one-click checkout a pivotal feature for businesses aiming to optimize conversion rates and customer satisfaction.

The primary growth factor for the One-Click Checkout market is the escalating consumer expectation for convenience and speed in online transactions. As digital natives and younger consumers increasingly dominate the online shopping demographic, their preference for swift, hassle-free payment experiences has intensified. One-click checkout solutions eliminate the need for repetitive data entry, thereby reducing cart abandonment rates—a chronic challenge for e-commerce operators. This not only enhances the customer journey but also significantly boosts conversion rates and average order values. Furthermore, the integration of advanced authentication mechanisms, such as biometrics and tokenization, ensures that security is not compromised, thus fostering greater consumer trust in these solutions.

Another key driver is the rapid expansion of mobile commerce, which has transformed consumer behavior and expectations. With smartphones now accounting for over half of global e-commerce transactions, solutions that streamline the checkout process on smaller screens are in high demand. One-click checkout platforms are particularly well-suited for mobile environments, where cumbersome forms and multiple steps can deter purchases. The ability to store and securely recall payment credentials, combined with adaptive user interfaces, ensures that mobile users experience the same level of efficiency and security as desktop shoppers. This mobile-centric approach is further supported by the growing adoption of digital wallets and contactless payment methods, both of which integrate seamlessly with one-click technologies.

The evolving regulatory landscape and technological advancements are also catalyzing market growth. Initiatives such as the European UnionÂ’s PSD2 directive and the global push for open banking are encouraging interoperability and fostering innovation in payment solutions. These regulatory frameworks are driving merchants and payment service providers to adopt more secure and user-friendly checkout processes. Additionally, advancements in artificial intelligence and machine learning are enabling personalized checkout experiences, fraud detection, and risk mitigation, thereby enhancing the overall value proposition of one-click checkout platforms. As businesses strive to differentiate themselves in an increasingly crowded digital marketplace, investment in these advanced checkout solutions is becoming a strategic imperative.

From a regional perspective, North America maintains its leadership in the One-Click Checkout market, owing to the mature e-commerce infrastructure, high digital literacy, and widespread adoption of advanced payment technologies. However, the Asia Pacific region is emerging as the fastest-growing market, driven by a burgeoning middle class, rapid smartphone penetration, and a surge in online retail activity. Europe also demonstrates substantial growth potential, particularly with the rise of cross-border e-commerce and strong regulatory support for secure digital payments. Latin America and the Middle East & Africa are witnessing steady adoption, albeit from a smaller base, as digital transformation initiatives gain momentum and internet accessibility improves across these regions.

In-Store Payments are becoming an integral part of the evolving digital commerce landscape, complementing the growth of online payment solutions. As consumers increasingly seek seamless and unified shopping experiences, the integration of in-store payment options with one-clic

Mobile devices usually report higher cart abandonment rates than dektop sessions. In Italy, the average conversion rate on mobile devices was ** percent in the third quarter of 2024.

The statistic presents information on the average shopping cart abandonment rate according to online selling companies in Quebec as of May 2015, broken down by economic sector. According to the findings, **** percent of visitors to websites of the Quebec wholesale sector abandoned their shopping carts.

Online conversion rates of e-commerce sites were the highest in the skincare sector, at ****percent in the second quarter of 2025. Food & beverage followed, with a *** percent conversion rate. For comparison, the average conversion rate of e-commerce sites across all selected sectors stood at *** percent. How does conversion vary by region and device? The conversion rate, which indicates the proportion of visits to e-commerce websites that result in purchases, varies by country and region. For instance, since at least 2023, e-commerce sites have consistently recorded higher conversion rates among shoppers in Great Britain compared to those in the United States and other global regions. Furthermore, despite the increasing prevalence of mobile shopping worldwide, conversions remain more pronounced on larger screens such as tablets and desktops. Online shopping cart abandonment on the rise Recently, the rate at which consumers abandon their online shopping carts has been gradually rising to more than ** percent in 2025, showing a higher difficulty for e-commerce sites to convert website traffic into purchases. In 2024, food and beverage was one of the product categories with the lowest online cart abandonment rate, confirming the sector’s relatively high conversion rate. In the United States, the primary reason why customers abandoned their shopping carts is that extra costs such as shipping, tax, and service fees were too high at checkout.

According to global data gathered on an e-mail marketing automation platform in 2024, automated welcome emails sent by e-commerce players had a conversion rate of nearly ***** percent. In comparison, for automated cart abandonment emails, the rate stood at roughly *** percent.