Mobile phones dominate global digital commerce website visits and contribute to the largest share of online orders. As of the second 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, more ** percent of all retail sales were conducted online. This figure is forecast to increase to ***percent by 2030.

The average value of U.S. online shopping orders is generally higher on desktop than mobile devices. In the second quarter of 2022, online orders placed from a desktop computer had an average value of 155.75 U.S. dollars, up from about 143 dollars in the same period of the previous year. In turn, orders fulfilled from cellphones were worth just over 112 dollars on average, while tablet orders had the lowest value, at less than 100 dollars.

In the first quarter of 2023, mobile phones were the most popular device for online shopping by Gen Z consumers, with a usage share of ** percent. Computers were the next most used device to purchase online amongst Gen Z buyers, with a slightly lower usage rate than mobile phones at ** percent, while Tablets represented just * percent.

In the third quarter of 2025, smartphones accounted for ******************** of retail site visits in the United States and generated roughly ********** of online shopping orders. Desktop computers generated just ** percent of retail website traffic but represented ** percent of all purchases in the country. Mobile commerce here to stay Since 2019, mobile commerce in the United States reached a peak in spending in the last quarter of 2022. That quarter, U.S. shoppers spent a grand total of over *** billion U.S. dollars on their mobile devices. The importance of mobile commerce has not gone unrecognized by businesses either. When asked about what digital commerce channels they were investing in, nearly ** percent of B2C (business-to-consumer) organizations in the U.S. reported investing into mobile apps in 2022. America’s favorite shopping apps With mobile shopping as commonplace, there are few things that cannot be purchased with a few taps on a smartphone. From groceries to personal care to fashion, U.S. Americans download different shopping apps every day in order to make their m-commerce purchases. With a total of over ** million downloads, the Temu app was the most downloaded in the country in 2024. The fast-fashion SHEIN app followed with roughly ** million downloads that year.

According to an early 2022 survey of Mexican online consumers, younger generations had higher adoption of mobile commerce. Of millennial digital shoppers surveyed, namely those between the ages of ** and **, over ** percent said they preferred to make purchases via smartphone. Meanwhile, more than two-thirds (** percent) of Gen Z consumers said the same, compared to less than half of older adults (57 to 75 years old).

Worldwide, consumers spend the most money on online purchases made through desktops. Between January and December 2024, the average order value from desktop purchases peaked in October. Shoppers spent an average of *** U.S. dollars on online orders that month. The amount spent on purchases made via mobile devices and tablets was significantly lower throughout the year.

According to the results of a survey carried out in January and February 2023, around ** percent of online shoppers in France reported completing their purchases via desktop devices frequently or very frequently. That figure stood at ** percent for mobile or smartphone devices.

In 2022, the most common device used in Germany for online shopping was a smartphone, with ** percent of online shoppers answering that they used their phone to make purchases. By contrast, ** percent of respondents used a desktop PC for this purpose.

In the second quarter of 2025, mobile phones were the preferred device among online shoppers in the United Kingdom (UK), with ** percent of shoppers using it for mobile commerce. Computers followed behind with ** percent.

According to a survey conducted by Rakuten Insight on online shopping behavior among South Koreans as of June 2022, more than ** percent of respondents answered they purchased goods online using their smartphone or other mobile devices. Another roughly **** percent of respondents shopped online using their desktop computer.

According to a survey conducted in the fourth quarter of 2024, around ** percent of affluent consumers purchased luxury brands or services via computers in Europe, North America, and Asia. Furthermore, roughly ** percent of the respondents had purchased luxury goods through mobiles.

A 2019 survey revealed that Gen Z consumers in the United States made ** percent of their online purchases via smartphone, more than any other generation. In contrast, only ** percent of Millennial respondents stated that they made most their purchases via smartphone.

In the third quarter of 2023, most European consumers, around ** percent, preferred to use computers to place online orders for luxury products or services. In addition, roughly ** percent of online consumers used mobile devices, while nearly ** percent used tablets.

As of 2023, the majority of online shopping was done using mobile phones in India. The online retail sales value through mobile phones amounted to about *** billion U.S. dollars. On the other hand, about one-third of the online retail shopping was through the desktop.

According to a study of *** secret shoppers, most online buyers (** percent) in the U.S. used a PC or desktop device when buying goods online. ** percent of shoppers stated that they mainly used their mobile devices when placing their online orders.

The majority of Chilean online shopping was done using mobile phones in 2024, according to a study. In 2024, annual e-commerce sales in Chile were estimated to surpass the ** billion U.S. dollars.

According to a 2021 survey, more than two-thirds of digital shoppers in Ecuador reported using a mobile phone to make purchases online, while ** percent said they use a computer.

According to a 2024 study, computers are the primary devices for online shopping in Spain, and they are used by almost three-quarters (** percent) of online shoppers surveyed. Mobile phones are also highly popular for this activity, coming close with ** percent of respondents.

Data shows that in the United Kingdom, Gen Z shoppers were most interested in using mobile phones for online shopping in the second quarter of 2023. A total ** percent of UK Gen Zers preferred mobile commerce. In comparison, ** percent of Baby Boomers in the country had a preference for computers for online shopping.

An online survey conducted among Taiwanese internet users in 2023 revealed that nearly ** percent used their smartphones to conduct online shopping. Around *** percent of respondents use their personal computers to make online purchases.