In the fourth quarter 2024, the share of e-commerce in total U.S. retail sales stood at 16.4 percent, up from the previous quarter. From October to December 2024, retail e-commerce sales in the United States hit over 309 billion U.S. dollars, the highest quarterly revenue in history. How e-commerce measures up in total U.S. retail In 2023, the reported total value of retail e-commerce sales in the United States amounted to over one trillion U.S. dollars—impressive, but the figure pales compared to the total annual retail trade value of seven trillion U.S. dollars. E-commerce still accounts for a mere 15.4 percent of total retail sales in the United States. Rising e-commerce segments Online shopping is popular among all age groups, though digital purchases are most common among Millennial internet users. In 2022, around 55 percent of Millennials purchased items via the internet. Mobile commerce is also growing in popularity, as consumers increasingly rely on their smartphones and mobile apps for shopping activities. In the fourth quarter of 2022, m-commerce spending made up 38 percent of the overall online spending in the United States.

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 timeline shows the customer satisfaction with e-retail over the years, as measured in the American Customer Satisfaction Index (ACSI) score. In 2024, customer satisfaction with electronic retail reached 80 points out of 100. A bustling e-commerce market With one of the largest economies globally, it is no surprise that the United States also is a leading market for e-commerce on the global scale. In 2023, the U.S. Census Bureau reported retail e-commerce sales reaching an estimated 275 million U.S. dollars, nearly doubling since 2019. This high number of sales is made possible by the 273 million e-commerce users in the country – over 80 percent of the population. U.S. online fashion shopping Of the most popular categories to buy online, apparel and accessories is by far the most popular. In 2024, apparel, footwear and accessories made up 20.2 percent of the country’s total retail e-commerce sales. In the same year, the category was forecast to generate a total 145 billion U.S. dollars in overall revenue.

Online shopping has become a way of life. Once considered a novelty, much like the internet itself, the online shopping phenomenon has surpassed business and consumer expectations. It has evolved and expanded rapidly, with escalating internet and broadband uptake and changing consumer attitudes helping online shopping become a mainstream retail avenue. Greater investment in online platforms to advance website navigation, enhance security and improve delivery is fuelling a shift in consumer buying habits towards online shopping. The pandemic brought retail trading in Australia to a standstill, with lockdown periods and restrictions leading to a surge in online shopping sales. As consumers jumped online at breakneck speed, the online market was flooded with new entrants and businesses ramped up their digital sales capabilities to keep up with demand. Despite the hype and surge in sales, challenging trading conditions in the post-pandemic environment have eroded some of the earlier gains. Strong inflation and rising interest rates have combined to create a cost-of-living crisis, with consumers reassessing their online spending habits in the face of tightening purse strings. Nonetheless, revenue is anticipated to have grown at an annualised 7.4% over the five years through 2024-25 and is expected to total $58.0 billion in the current year, when revenue is set to climb by an estimated 5.2%. Going forwards, online shopping revenue is forecast to climb at an annualised 6.5% through the end of 2029-30 to total a projected $79.4 billion, aided by continued consumer demand. Greater digital connectivity will allow consumers to shop anywhere and anytime, with advances in augmented reality opening new doors for online retailers. Strong revenue prospects will entice more bricks-and-mortar retailers to launch online stores to complement their physical store network, while many online retailers will open shopfronts and flagship stores, blurring the lines between the two. Escalating competition, particularly from international low-cost retailers like Temu and Shein, will limit growth in profitability.

Online Shopping Market Outlook

The global online shopping market size was valued at approximately $4.9 trillion in 2023 and is projected to reach around $9.9 trillion by 2032, growing at a compound annual growth rate (CAGR) of 8.2% during the forecast period. One of the primary growth factors driving this market is the increasing penetration of internet connectivity and smartphones, which has made online shopping more accessible to a wider audience worldwide.

Several factors contribute to the growth of the online shopping market. Firstly, convenience plays a significant role. Consumers can shop from the comfort of their homes, avoiding long lines and crowds typically found in physical stores. This convenience is particularly appealing to busy professionals, parents, and those who live in remote areas with limited access to brick-and-mortar stores. Additionally, the availability of 24/7 shopping options and the ability to easily compare prices across different platforms further enhances the appeal of online shopping.

Another critical driver of market growth is the extensive range of products available online. From everyday essentials to luxury items, online platforms offer a diverse array of products, often at competitive prices. The integration of advanced technologies like Artificial Intelligence and Machine Learning has also enhanced the online shopping experience by providing personalized recommendations based on past purchases and browsing behavior. This level of customization not only improves customer satisfaction but also boosts sales for retailers.

The rise of e-commerce platforms and the digital transformation of traditional retail businesses have also fueled market growth. Companies are increasingly adopting omnichannel strategies that integrate their online and offline operations to provide a seamless shopping experience. Furthermore, the COVID-19 pandemic has accelerated the shift towards online shopping, as consumers turned to e-commerce platforms for their shopping needs due to lockdowns and social distancing measures. This shift is expected to have a lasting impact, with many consumers likely to continue preferring online shopping even post-pandemic.

Regionally, North America and Europe have traditionally dominated the online shopping market due to high internet penetration and a well-established e-commerce infrastructure. However, Asia Pacific is emerging as a significant growth region, driven by rapid urbanization, rising disposable incomes, and an expanding middle-class population. Countries like China and India are witnessing exponential growth in e-commerce activities, supported by government initiatives to promote digital transactions and the proliferation of affordable smartphones.

Product Category Analysis

In the online shopping market, the product category segment is diverse, encompassing various types of goods that consumers can purchase online. Among these, electronics remain one of the most popular categories, driven by the continuous innovation in consumer electronics and the increasing demand for gadgets like smartphones, laptops, and smart home devices. The convenience of comparing features and prices and reading user reviews online has made electronics a staple in the online shopping realm.

The fashion category also commands a significant share of the online shopping market. With the rise of fast fashion and the influence of social media, consumers are increasingly turning to online platforms for clothing, footwear, and accessories. The availability of trendy and affordable fashion options, along with the ease of returns and exchanges, has made online fashion shopping extremely popular. Additionally, personalized recommendations and virtual try-on features are enhancing the shopping experience, driving further growth in this segment.

Home and kitchen products are another vital segment in the online shopping market. From furniture and home decor to kitchen appliances and utensils, consumers find a wide range of options online. The ability to read detailed product descriptions, view images, and compare prices has made online shopping a preferred choice for home and kitchen items. Seasonal sales and discounts offered by e-commerce platforms also attract a large number of buyers in this segment.

Health and beauty products have seen a surge in online sales, particularly during the COVID-19 pandemic when physical stores faced restrictions. Consumers are increasingly purchasing skincare, cosmetics, personal care products, and health supplements online due to

The American Customer Satisfaction Index (ACSI) score of the e-commerce website of Amazon.com has fluctuated since 2000. In 2024, the customer satisfaction score of the online retailer was 83 out of 100 ASCI points. Popularity contest Amazon is one of the most popular marketplaces worldwide. In April 2023, the U.S. domain for Amazon ranked the most visited e-commerce and shopping website by share of online visits, with around 13 percent. Ebay came in second with roughly three percent of the visit share, and the Japanese site amazon.co.jp came in third with 2.66 percent. In the same month, global online shoppers visited amazon.com around 2.2 billion times. Why Amazon? Amazon.com is the most used e-commerce website in the world, and in the U.S., the website is far ahead of its competitors. With a significant difference in website visitors of almost 45 percent, ebay.com is second to amazon.com. Furthermore, the retail giant Walmart trails behind with an online visit share of roughly six percent. Amazon is used for various reasons by its customers. For example, the online marketplace is ranked as the leading platform for product research in the U.S., surpassing even search engines in popularity. Low shipping costs, fast deliveries, and affordable product prices are the main reasons for shopping on Amazon.

The variety of products that can be purchased online is continuously growing. Among U.S. consumers the two most popular categories for online purchases are Clothing and Shoes. 43 percent and 33 percent of consumers respectively chose these answers in our representative online survey. The survey was conducted online among 11,946 respondents in the United States, in 2025. Looking to gain valuable insights about customers of online shops across the globe? Check out our reports about consumers of online shops worldwide. These reports offer the readers a comprehensive overview of customers of eCommerce brands: who they are; what they like; what they think; and how to reach them.

Internet sales have played an increasingly significant role in retailing. In 2024, e-commerce accounted for over ** percent of retail sales worldwide. Forecasts indicate that by 2029, the online segment will make up close to over ** percent of total global retail sales. Retail e-commerce Online shopping has grown steadily in popularity in recent years. In 2024, global e-commerce sales amounted to over ************** U.S. dollars, a figure expected to exceed **** trillion U.S. dollars by 2028. Digital development in Latin America boomed during the COVID-19 pandemic, generating unprecedented e-commerce growth in various economies across the region. So much so that Brazil and Argentina appear to lead the world's fastest-growing online retail markets. This trend correlates strongly with the constantly improving online access, especially in "mobile-first" online communities, which have long struggled with traditioe-comernal fixed broadband connections due to financial or infrastructure constraints but enjoy the advantages of cheap mobile broadband connections. M-commerce on the rise The average order value of online shopping via smartphones and tablets still lags traditional e-commerce via desktop computers. However, e-retailers around the world have caught up in mobile e-commerce sales. Online shopping via smartphones is particularly prominent in Asia. By the end of 2021, Malaysia was the top digital market based on the percentage of the population that had purchased something by phone, with nearly ** percent having made a weekly mobile purchase. South Korea, Taiwan, and the Philippines completed the top of the ranking.

In 2024, when it came to popularity of beauty and health online shops in Brazil, O Boticário was leading the way with 80 percent of respondents stating that they liked the brand. Second was Natura, with 75 percent of people reporting to like the online shop.

According to a survey conducted by Rakuten Insight in May 2024 in China, 87 percent of female respondents and 84 percent of male respondents reported using social media for live commerce purchases. Live shopping on e-commerce marketplaces, such as Taobao and JD.com, was also popular.

We asked U.S. consumers about "Most popular online shops" and found that "Amazon" takes the top spot, while "Ikea" is at the other end of the ranking.These results are based on a representative online survey conducted in 2025 among ****** consumers in the United States. Looking to gain valuable insights about customers of online shops across the globe? Check out our reports about consumers of online shops worldwide. These reports offer the readers a comprehensive overview of customers of eCommerce brands: who they are; what they like; what they think; and how to reach them.

In 2023, over three-quarters of internet users in Mexico who shopped online acquired goods for personal use, including clothing and accessories. Household items ranked second, purchased by over four out of ten e-commerce users, followed by food and beverages at 34.7 percent. What is the Mexican online shopper like? Approximately 67.2 million internet users made digital purchases in Mexico in 2023, equivalent to over 60 percent of the country's online population. Online shopping remained more prevalent in younger age groups. That year, people between 18 and 44 accounted for three-quarters of Mexican digital buyers. While male and female-identified web shoppers were almost evenly split, women comprised slightly more than half of e-commerce users in the North American country. Arguments for and against the purchasing channel They say there's no accounting for taste. In 2023, receiving products at home and saving time were the main reasons for shopping online in Mexico. However, the experience once on the shopping site is a determining factor in converting those visits into purchases. When asked why they left the site without finalizing an order, eight out of ten online shoppers cited a lack of information and transparency about the products offered, while nearly three-quarters reported problems with the checkout and payment process.

Most of the latest online purchases from abroad among U.S. shoppers were made in China, according to a 2023 survey. 53 percent of the e-commerce users surveyed in the United States had made their most recent purchase from there. The United Kingdom ranked second, with 10 percent. In turn, the U.S. was the main market where Canadian cross-border shoppers last bought online.

In a survey conducted in the 12 months leading up to July 2024, the most popular online retailers and marketplaces among New Zealand online shoppers were Australian retail pharmacy chain Chemist Warehouse and Chinese e-commerce giant Temu. Approximately ** percent of respondents reported making purchases from each of these websites in the past year. Following closely behind were Kmart and The Warehouse, at almost ** percent of surveyed online consumers, respectively.

We asked Japanese consumers about "Most popular online shops" and found that "Amazon" takes the top spot, while "Ikea" is at the other end of the ranking.These results are based on a representative online survey conducted in 2025 among ***** consumers in Japan. Looking to gain valuable insights about customers of online shops across the globe? Check out our reports about consumers of online shops worldwide. These reports offer the readers a comprehensive overview of customers of eCommerce brands: who they are; what they like; what they think; and how to reach them.

We asked German consumers about "Most popular online shops" and found that "Amazon" takes the top spot, while "Saturn" is at the other end of the ranking.These results are based on a representative online survey conducted in 2025 among ***** consumers in Germany. Looking to gain valuable insights about customers of online shops across the globe? Check out our reports about consumers of online shops worldwide. These reports offer the readers a comprehensive overview of customers of eCommerce brands: who they are; what they like; what they think; and how to reach them.

In 2024, when it came to popularity of online fashion shops in the United States, Target was leading the way with 49 percent of respondents stating that they liked the brand. Second was Kohl's and Macy's, with 42 percent of people reporting to like the online marketplaces respectively.

According to data provided by PPRO, the leading e-commerce segment in Japan were daily necessities like food and personal care products in 2022. Foods and personal care made up ** percent e-commerce transactions, with fashion following behind with ** percent.

According to a 2020 survey, ** percent of online shoppers in Mexico carried out transactions related to digital services. Right behind was transportation, with ** percent of respondents having made transport-related purchases online. Other commonly mentioned categories include clothing and accessories with a share of ** percent, and fast food at ** percent.

Rakuten Ichiba was the most popular e-commerce app, favored by 32.2 percent of respondents in a survey conducted in January 2023. Amazon followed closely, receiving the vote of 30.8 percent of respondents who shopped on websites and mobile applications.