Millennials aged 25 to 34 years were the largest group of digital buyers in the United States. As of February 2020, this particular demographic group accounted for 20.2 percent of digital buyers in the United States. The second-largest online buyer audience were 35 to 44 year olds who accounted for 17.2 percent of U.S. digital buyers.

The number of users in the e-commerce market in the United States was forecast to continuously increase between 2025 and 2029 by in total 45.1 million users (+15.64 percent). After the ninth consecutive increasing year, the number of users is estimated to reach 333.5 million users and therefore a new peak in 2029. Notably, the number of users of the e-commerce market was continuously increasing over the past years.Find other key market indicators concerning the average revenue per user (ARPU) and revenue. The Statista Market Insights cover a broad range of additional markets.

This statistic presents data on the digital buyer penetration in the United States as of March 2019, sorted by age group. During the measured, 86.4 percent of U.S. internet users aged 18 to 24 years had made a purchase online. Overall, 72.6 percent of online users were digital buyers.

In the United States, the share of digital grocery buyers is expected to increase from 33.8 percent of the population in 2019 to nearly 56 percent by 2025. The biggest increase in the share of users happened between 2019 and 2020, likely as a result of the onset of the coronavirus pandemic in 2020.

In 2024, the United States was home to an estimated ***** million social buyers. By 2028, this figure is forecast to grow to ***** million U.S. Americans expected to make purchases through social networks. Social channels are the new shopping hubs Social networks, known for producing the 'feel-good hormone' oxytocin and having a broad reach across the population, are redefining online shopping. In the United States, this channel is projected to account for an increasing share of online retail sales in the coming years. As of 2022, approximately ** percent of U.S. online users who made purchases on a social media platform did so on Facebook, while ** percent used Instagram. China remains the social commerce powerhouse Responsible for almost half of the world's online retail sales, China leads the way in e-commerce. As such, innovation has been the order of the day, bringing Chinese companies to strongly embrace new trends such as social commerce. According to estimates, China's social commerce gross merchandise value was set to reach *** trillion yuan (approximately *** billion U.S. dollars) in 2021. That year, sales through social media made up about **** percent of the total online sales value in the Asian country, a figure that is expected to keep growing steadily over the next few years.

In 2024, women comprised 51 percent of e-commerce users in Mexico. Furthermore, the same study indicated that the predominant demographic of online shoppers in the North American country during that year fell within the age range of 25 to 34.

On average, most online shoppers in the United States desired anywhere from 10 to 20 percent discounts on their entire shopping carts, with 40 percent of survey respondents reporting as much. Another 33 percent of respondents reported to wanting between 20 and 30 percent off when it came to their online purchases.

A survey revealed that clothing was the most popular product for digital purchases among U.S. consumers in the month leading up to December 2023. a total **** percent of shoppers in the U.S. bought clothing in this period. Shoes was the second-most popular category, with ** percent of shoppers having bought them online in the same time frame.

In March of 2023, the largest share of e-commerce shoppers in the United States consisted of adults aged 18 to 24 (**** percent), based on geolocated mobile user data. Adults between the ages of 25 and 34 made up almost ** percent of the e-commerce shopper mobile audience in the country.

According to a survey conducted in April 2023, approximately 24 percent of U.S. men engaged in weekly online grocery purchases. In contrast, the share of women who adopted the same behavior was 22 percent.

A 2024 survey revealed that Gen Z online shoppers in the United States are more inclined to purchase multiple fashion items with the intention of returning at least one, with ** percent reporting usually or always doing this in the year before the survey. In contrast, only ** percent of Boomer online shoppers reported bracketing purchases during the same period.

During a study conducted between September and October 2020 in Argentina, approximately 92 percent of new online shoppers stated that they planned to continue shopping online in the future. In neighboring Chile, the percentage of new web buyers willing to keep purchasing through this channel stood at 82 percent.

According to estimates, Amazon claimed the top spot among online retailers in the United States in 2023, capturing 37.6 percent of the market. Second place was occupied by the e-commerce site of the retail chain Walmart, with a 6.4 percent market share, followed in third place by Apple, with 3.6 percent.

Amazon’s continued success

Amazon has long dominated the e-commerce market as the world’s favorite online marketplace. In 2022, company hit over half a trillion U.S. dollars in net sales. The United States is by far Amazon’s most profitable market, as the U.S. branch generated over 356 billion U.S. dollars in sales in 2022. Germany ranked second, with 33 billion dollars, followed closely by the United Kingdom with 30 billion dollars.

Online shopping on the rise

Online shopping has grown significantly over the past decade, with more people turning to the internet for their shopping needs. The proof is in the numbers: the U.S. e-commerce industry was worth almost a trillion dollars in 2023. By 2027, forecasts show that the online market will grow to more than 50 percent. U.S. online shoppers purchase fashion and food and beverages the most via the internet.

About ** percent of online shoppers in selected Latin American countries cited good customer service as a very important factor while buying online, according to a 2024 survey. In addition, ** percent mentioned product prices as a crucial factor when shopping online. Accurate description and fast delivery followed.

The internet was highly used for home searches in the United States in 2022. About 99 percent of home buyers between the ages of 24 and 57 used the internet to find homes in their home buying process. Among the oldest generation, 77 to 97-year-olds, 84 percent of people used the internet during the homebuying process.

In 2020, a total of over 80 percent of consumers across the globe shopped online: reaching nearly 90 percent each, the leading regions that year were South America and Asia. North America had the lowest share with just over three in four consumers buying items on the internet. The online store that was used most frequently by shoppers worldwide was Amazon.com.

Favorite online stores in the U.S. As of November 2020, an estimated 60 percent of U.S. consumers stated that their online shop of choice was Amazon, making it by far the favorite e-commerce shop among online shoppers. With less than 15 percent, Walmart’s web shop ranked second. Both male and female consumers in the country had a clear preference for Amazon, however, certain online stores were more popular among specific genders. For instance, more men liked visiting eBay, while a higher percentage of women had a preference for Target.

Why do consumers like Amazon? There were various reasons why U.S. shoppers used Amazon to buy products in 2020, the leading reason being the fast and free shipping services provided. Other key factors consumers mentioned, included Amazon’s broad selection, the easy return process, and the platform having some of the lowest prices.

In a survey conducted in the second quarter of 2023, nearly two-thirds of Millennials in the United States reported shopping for groceries online on a monthly basis, compared to around 36 percent of Gen X respondents.

Geolocated mobile user data from March 2023 revealed that men made up the majority of e-commerce shoppers in the United States with 53.1 percent. In comparison, almost 47 percent of e-commerce shoppers were women.

Growth in the number of users of online grocery was highest in 2020, increasing by **** percent, in large part due to the COVID-19 pandemic. Growth rate in 2021 is expected to decline sharply and continue a gradual descent to *** percent growth in 2024.

A survey conducted in 2019 in the United States showed that 57 percent of business-to-business (B2B) buyers struggled with finding prices of products on e-commerce sites. Missing product information was a problem for 52 percent of U.S. buyers, while 37 percent of respondents stated the delivery or fulfillment was somewhat troublesome.