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 **** million users (+***** percent). After the ninth consecutive increasing year, the number of users is estimated to reach ***** 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.

The graph shows the cumulative number of online shoppers in China from 2013 to 2024. As of 2024, about *** million people in China had purchased goods online.E-commerce in ChinaThe past decade has seen rapid growth in the demand for online shopping opportunities in China. The number of online shoppers in China has been increasing exponentially from below ** million in 2006 to over *** million users a decade later, enabling this enormous spurt of China’s e-commerce sector. By 2022, digital buyer penetration rate in China has edged close to ** percent. China has been the world’s second-largest e-tailing market after the U.S. in recent years. As of 2023, the gross merchandise volume of online shopping in China had amounted to around ***** trillion yuan. By 2025, the volume of B2C e-commerce sales in China was expected to surpass *** trillion U.S. dollars. The largest B2C e-commerce retailer in China with regard to gross merchandise volume (GMV) had been Tmall. The B2C online retail platform operated by Alibaba Group had generated a transaction volume of about *** trillion yuan in 2020. The GMV of the leading C2C online retail platform taobao.com, also operated by Alibaba group, had reached almost *** trillion yuan that year.

Comparing the online shoppers in selected countries worldwide, the highest share can be found in the United Kingdom with ** percent of consumers falling into this category. Vietnam follows in the second place, while Morocco ends up at the bottom of the ranking.Statista Consumer Insights offer you all results of our exclusive Statista surveys, based on more than ********* interviews.

In 2023, e-commerce comprised over 15.6 percent of total retail sales in the United States. Forecasts suggest that this proportion will continue to rise steadily in the coming years, reaching approximately 20.6 percent by 2027. Fashion fever The digital revolution has significantly changed how retail is done, impacting a wide range of product categories. Out of all e-commerce product categories, apparel and accessories are the most purchased online in the United States. As of February 2023, roughly 18 percent of all fashion retail sales took place online. Furniture and home furnishing, as well as computer and consumer electronics, ranked second, with over 15 percent of each product category purchased via the internet. The product categories that are least purchased online are office equipment and supplies (1.4 percent) and books, music, and video (5.1 percent). Shopping hotspots Amazon dominates the e-commerce industry in the United States, though other competitors still have significant market share. In December 2023, amazon.com was the most-visited e-commerce and shopping site in the United States. That month, around 45 percent of all visits to e-commerce sites were made to Amazon. Other popular shopping sites include ebay.com, walmart.com, etsy.com, and target.com. The staggering proportion of online retail sales in the country attributed to Amazon is quite remarkable. In 2023, Amazon's website accounted for almost half of all online computer and consumer electronics sales. Similarly, nearly one-third of online fashion purchases in the country were made on Amazon.

This statistic shows the number of general internet users compared to the number of online shoppers in Germany from 2002 to 2013. In 2012, roughly **** million persons out of 53.4 million internet users had purchased products or services for private use online.

Number of online shoppers in the Dominican Republic from 2017 to 2025 (in millions)

Over the last two observations, the number of users is forecast to significantly increase in all regions. From the selected regions, the ranking by number of users in the e-commerce market is forecast to be lead by Indonesia with **** million users. In contrast, the ranking is trailed by Singapore with *** million users, recording a difference of **** million users to Indonesia. Find further statistics on other topics such as a comparison of countries or regions regarding the penetration rate.The Statista Market Insights cover a broad range of additional markets.

In the fourth quarter of 2022, about *** thousand e-shoppers in Moldova made purchases online a few times a year. Furthermore, nearly *** thousand people in the country shopped online a few times a month. In total, Moldova counted over *** thousand online buyers.

Women constitute the largest group of e-commerce buyers in Brazil. In 2024, they accounted for nearly six out of every ten digital buyers in Brazilian e-commerce.

By 2024, the number of online shoppers of grocery products might reach *** millions in the United States. The projection is a significant increase compared to 2019. Indeed, before the pandemic the number of U.S. online grocery purchasers did not go over ** million individuals.

In 2023, around *** million people in Austria ordered online, an increase compared to the previous year. The survey, conducted by Handelsverband Österreich, also found that around *** million people made purchases on their smartphone.

In 2020, the online payment platform PayU processed transactions for over 21 million buyers across Latin America. According to forecasts, the number of people paying for purchases through this financial service in the region is expected to surpass 30 million in 2021. In the first months of the COVID-19 pandemic, Colombia registered the highest number of e-shoppers using PayU for their transactions in the region.

Throughout the first quarter of 2020, almost 35.8 thousand consumer complaints about online-purchase problems were filed with the Protection and Consumer Protection Foundation of the State of São Paulo (Procon-SP), which is the most populated state of Brazil. That is approximately 4.3 percent less than the 37.41 thousand complaints from online consumers recorded in São Paulo state during the entire year of 2016. It has been estimated that there were over 100 million digital shoppers in Brazil in 2019.

A survey conducted in early 2023 revealed that faster delivery was the top aspect that shoppers globally would change about their online shopping experience, named by ** percent of respondents. Free returns came in second place, cited by ***** percent of consumers surveyed, followed by a credible reviews with *** percent.

In recent years, it has become increasingly important to the consumer to read up on a product, business, or service before spending any money. In 2021, nearly ** percent of online shoppers typically read between *** and *** customer reviews before making a purchasing decision. Less than *** in *** shoppers did not have a habit of reading customer reviews before buying.

The number of people participating in e-commerce has increased significantly over the years. In 2019, before the coronavirus pandemic, the figure stood at an estimated *** million, which has now risen to approximately *** million in 2024. According to Digital Market Insights, forecasts suggest that the number of e-commerce users in Europe will reach *** million by 2029.

In 2024, around 35 percent of online shoppers in Brazil were people aged between 35 and 44. The 25-34 age group was the second most common range, accounting for 22.3 percent of the market.

The number of consumers who purchased food, beverages, and grocery via online channels increased to 730 thousand from January to February 2020 due to the coronavirus (COVID-19) outbreak. Compared to the same period in 2019, only 593 thousand online consumers purchased food, beverages, and groceries.

In 2023, Spain had 14.2 million e-commerce shoppers for clothing, footwear, and accessories, marking an increase of roughly 700,000 online fashion buyers compared to the previous year.

Mobile phones dominate global digital commerce website visits and contribute to the largest share of online orders. As of the first quarter of 2025, smartphones constituted around ** percent of retail site traffic globally, responsible for generating ** percent of online shopping orders. Marketplace momentum Retail e-commerce has significantly increased globally over the past few years. Currently, the leading countries in retail e-commerce growth, such as the Philippines, have seen an increase of up to ** percent. In 2024, the majority of online purchases worldwide were made on online marketplaces, incurring around a ** percent share of consumer purchases. The top four retail websites for consumers to visit globally were all marketplaces, with the leading website being Amazon.com. Converting clicks When shopping online, website visits often do not end in purchases. This can be due to having second thoughts when online shopping, or simply due to consumers using the platforms to search for products. In 2025, the conversion rate of online shoppers globally was under * percent, with beauty & skincare incurring the highest conversion rate from online purchases. Across the globe, almost ** percent of all retail sales were conducted online. This figure is forecast to increase to at least ** percent by 2027.