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.

Graph and download economic data for E-Commerce Retail Sales as a Percent of Total Sales (ECOMPCTSA) from Q4 1999 to Q1 2025 about e-commerce, retail trade, percent, sales, retail, and USA.

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.

The revenue in the e-commerce market in the United States was forecast to continuously increase between 2025 and 2029 by in total 498.2 billion U.S. dollars (+37.16 percent). After the tenth consecutive increasing year, the revenue is estimated to reach 1.8 trillion U.S. dollars and therefore a new peak in 2029. Notably, the revenue 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 number of users. The Statista Market Insights cover a broad range of additional markets.

United States - E-Commerce Retail Sales was 300226.00000 Mil. of $ in January of 2025, according to the United States Federal Reserve. Historically, United States - E-Commerce Retail Sales reached a record high of 300357.00000 in October of 2024 and a record low of 4467.00000 in October of 1999. Trading Economics provides the current actual value, an historical data chart and related indicators for United States - E-Commerce Retail Sales - last updated from the United States Federal Reserve on June of 2025.

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.

United States Retail Sales Nowcast: sa: YoY: Contribution: E-Commerce: E-Commerce Transactions: Volume: Adult data was reported at 0.000 % in 12 May 2025. This stayed constant from the previous number of 0.000 % for 05 May 2025. United States Retail Sales Nowcast: sa: YoY: Contribution: E-Commerce: E-Commerce Transactions: Volume: Adult data is updated weekly, averaging 0.000 % from Feb 2020 (Median) to 12 May 2025, with 274 observations. The data reached an all-time high of 3.475 % in 13 Jun 2022 and a record low of 0.000 % in 12 May 2025. United States Retail Sales Nowcast: sa: YoY: Contribution: E-Commerce: E-Commerce Transactions: Volume: Adult data remains active status in CEIC and is reported by CEIC Data. The data is categorized under Global Database’s United States – Table US.CEIC.NC: CEIC Nowcast: Retail Sales.

The US e-commerce market, a significant segment of the global landscape, exhibits robust growth, driven by increasing internet penetration, smartphone adoption, and a shift in consumer preferences towards online shopping convenience. The market's Compound Annual Growth Rate (CAGR) of 14.70% suggests a substantial expansion, with a projected market value significantly exceeding its 2025 valuation within the forecast period (2025-2033). Key drivers include the rise of mobile commerce, the expansion of logistics and delivery infrastructure, and the increasing adoption of digital payment methods. Furthermore, the diversification of e-commerce offerings across various segments like beauty & personal care, consumer electronics, fashion & apparel, and food & beverage fuels this growth. The presence of major players like Amazon, Walmart, and Target underscores the market's competitiveness and maturity. However, challenges such as cybersecurity concerns, rising logistics costs, and the need for effective customer service strategies remain. The market segmentation reveals significant opportunities within specific categories; for instance, the beauty & personal care sector is expected to witness strong growth due to increasing demand for convenient online purchasing and personalized experiences. The US e-commerce market is geographically concentrated, with North America holding a substantial market share. However, regional variations exist, influenced by factors like consumer spending habits, digital infrastructure, and regulatory frameworks. Growth in regions beyond the core North American market will likely contribute significantly to the overall CAGR. The B2B e-commerce segment is also experiencing substantial growth, driven by businesses seeking streamlined procurement processes and improved supply chain efficiency. While precise figures for specific segments and regions are unavailable from the given information, it's evident that the overall market trajectory is positive, with promising prospects for both established and emerging players across diverse product categories. The future success within this dynamic landscape will depend on factors such as adapting to evolving consumer expectations, leveraging innovative technologies, and effectively navigating the complexities of the digital marketplace. Comprehensive Coverage USA Ecommerce Market Report (2019-2033) This in-depth report provides a comprehensive analysis of the USA ecommerce market, covering the period from 2019 to 2033. With a focus on the B2C ecommerce market size (GMV) and B2B ecommerce market size, this study delves into key market segments like Beauty & Personal Care, Consumer Electronics, Fashion & Apparel, Food & Beverage, Furniture & Home, and Others (Toys, DIY, Media, etc.). We analyze market trends, growth drivers, challenges, and emerging opportunities, providing valuable insights for businesses operating in or planning to enter this dynamic market. The report uses 2025 as the base year and forecasts the market's trajectory until 2033, incorporating data from the historical period (2019-2024). Recent developments include: May 2022- Home Depot announced the formation of Home Depot Ventures, a venture capital fund to promote early-stage startups that improve customer experience and home renovation. Furthermore, the $150 million funds will evaluate investments in businesses at various stages of development, emphasizing early and growth-stage startups that assist Home Depot customers and can scale., April 2022- In the United States, Apple finally offers the tools and accessories needed for self-servicing select iPhones. The company is now selling parts and components for the iPhone 12 series, iPhone 13 series, and the newly released 3rd Generation iPhone SE 2022 smartphones., April 2022- Amazon announced on Wednesday that it will build a solar park in Kent County as one of 37 new renewable energy projects worldwide to use renewable energy to power all of its activities by 2025, five years ahead of schedule., April 2022- Walmart honored Igloo's ancient legacy and commitment to "Made in the USA" with elected officials and prominent executives from both companies in attendance. In honor of this praise, Igloo designed the new Overland Series of coolers exclusively for Walmart, made in the United States., March 2022- Walmart Inc plans to hire more than 5,000 new associates for its tech hubs worldwide during the current fiscal year. Walmart Global Tech, the company's technology division, would be hiring for positions such as cybersecurity professional, product manager, and data scientist., June 2020- Apple's announcements and developments enhance the Apple platform and product experience. From macOS Big Sur, which boasts the most significant design overhaul since the launch of Mac OS X, to watchOS 7, iOS 14's new App Library, and iPadOS 14's expanded handwriting capabilities with Apple Pencil.. Key drivers for this market are: Growing Demand from Apparel and Footwear Industry., Rising Adoption of technologies (IOT,ML); Penetration of Internet and Smartphone Usage. Potential restraints include: Operational Compatibility Due to Growing Brand Value. Notable trends are: Increasing adoption of technologies.

United States E-Commerce Transactions: Volume: E-Commerce & Shopping: Others data was reported at 13.000 Unit in 10 May 2025. This records a decrease from the previous number of 33.000 Unit for 09 May 2025. United States E-Commerce Transactions: Volume: E-Commerce & Shopping: Others data is updated daily, averaging 73.000 Unit from Dec 2018 (Median) to 10 May 2025, with 2322 observations. The data reached an all-time high of 433.000 Unit in 15 Apr 2020 and a record low of 7.000 Unit in 22 Jun 2024. United States E-Commerce Transactions: Volume: E-Commerce & Shopping: Others data remains active status in CEIC and is reported by Grips Intelligence Inc.. The data is categorized under Global Database’s United States – Table US.GI.EC: E-Commerce Transactions: by Category.

Retail Sales Nowcast: sa: YoY: Contribution: E-Commerce: E-Commerce Transactions: Value: E-Commerce & Shopping data was reported at 0.000 % in 12 May 2025. This stayed constant from the previous number of 0.000 % for 05 May 2025. Retail Sales Nowcast: sa: YoY: Contribution: E-Commerce: E-Commerce Transactions: Value: E-Commerce & Shopping data is updated weekly, averaging 0.000 % from Feb 2020 (Median) to 12 May 2025, with 274 observations. The data reached an all-time high of 0.932 % in 12 Dec 2022 and a record low of 0.000 % in 12 May 2025. Retail Sales Nowcast: sa: YoY: Contribution: E-Commerce: E-Commerce Transactions: Value: E-Commerce & Shopping data remains active status in CEIC and is reported by CEIC Data. The data is categorized under Global Database’s United States – Table US.CEIC.NC: CEIC Nowcast: Retail Sales.

United States Retail Sales: E Commerce to Total Sales data was reported at 9.100 % in Sep 2018. This records an increase from the previous number of 9.000 % for Jun 2018. United States Retail Sales: E Commerce to Total Sales data is updated quarterly, averaging 3.950 % from Dec 1999 (Median) to Sep 2018, with 76 observations. The data reached an all-time high of 10.400 % in Dec 2017 and a record low of 0.700 % in Dec 1999. United States Retail Sales: E Commerce to Total Sales data remains active status in CEIC and is reported by US Census Bureau. The data is categorized under Global Database’s United States – Table US.H002: Retail Sales: By NAIC System: Quarterly.

A comprehensive dataset providing key insights into the eCommerce industry, including global retail online sales projections, number of eCommerce stores, digital buyer statistics, revenue growth in the United States, sector-wise revenue details with a focus on consumer electronics, average conversion rates, and mobile commerce sales forecasts.

In the United States, e-commerce retail trade sales were worth nearly 1.2 trillion U.S. dollars in 2024, up from 1.1 billion U.S. dollars in 2023.

In December 2023, Amazon.com was the leading online shopping website in the United States. During the measured period, the sprawling platform accounted for over 45 percent of desktop traffic in the e-commerce and shopping subcategory. In second place on the list was eBay.com, with 9.22 percent of visitors. Walmart ranked third with a bit less than six percent of web traffic. Why customers browse on Amazon The main reason behind the outstanding online traffic to Amazon is user behavior throughout the customer journey. Amazon serves as a search engine for U.S. consumers, with 73 percent browsing it for inspiration and product discovery. Another 65 percent of U.S. shoppers landed on Amazon to look for products and compare products. In turn, Google is left third in the ranking of most used platforms. Generational differences In the beauty segment, the customer journey is more likely to start on Amazon among senior consumers. In the United States, 44 percent of Baby Boomers started their search of beauty products on the marketplace, while only 35 percent of Gen Z consumers reported doing the same.

In 2023, the online channels' share of total retail sales reached 15.4 percent in the United States. This represented an increase compared to 2022, when it was 14.6 percent.

United States - E-Commerce Retail Sales was 257615.00000 Mil. of $ in October of 2021, according to the United States Federal Reserve. Historically, United States - E-Commerce Retail Sales reached a record high of 257615.00000 in October of 2021 and a record low of 5241.00000 in October of 1999. Trading Economics provides the current actual value, an historical data chart and related indicators for United States - E-Commerce Retail Sales - last updated from the United States Federal Reserve on May of 2025.

Graph and download economic data for E-Commerce Retail Sales from Q4 1999 to Q1 2025 about e-commerce, retail trade, sales, retail, and USA.

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US B2C E-Commerce Market Size 2025-2029

The B2C e-commerce market size in US is forecast to increase by USD 289.2 billion at a CAGR of 8.7% between 2024 and 2029.

The B2C e-commerce market is experiencing significant growth, driven by several key factors. The increasing trend of online spending and the widespread penetration of smartphones have fueled market expansion. Moreover, the emergence of omnichannel retailing has become essential for businesses to cater to customers' evolving shopping preferences. Digital connectivity is transforming traditional retail, as players in sectors such as personal care adapt to the new e-commerce landscape. 
Logistics has become critical In the e-commerce industry, leading to high overhead costs. Retailers must optimize their supply chain operations to ensure timely delivery and customer satisfaction. These trends present both opportunities and challenges for market players. Effective logistics management and the ability to offer seamless omnichannel shopping experiences will be crucial for success In the competitive B2C e-commerce landscape.

What will be the Size of the market During the Forecast Period?

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The B2C e-commerce market continues to evolve, driven by the ubiquity of smartphones and internet access. Online shopping activities have grown, with mobile applications becoming a preferred channel for consumers. Social media and influencer culture significantly influence purchasing decisions, with artificial intelligence and machine learning powering personalized recommendations. Augmented reality and virtual reality technologies offer interactive shopping experiences, while voice commerce enables hands-free transactions.
In addition, international markets are expanding, fueled by 5G technology and multimedia content. Online payment methods are becoming more diverse, catering to various consumer preferences. Personal information security remains a critical concern, with logistics networks and supply chain management optimized for efficiency. 

How is this market segmented and which is the largest segment?

The market 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


Geography

  US

By Type Insights

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

The e-commerce market In the US has experienced significant growth due to the increasing use of smartphones, Internet access, and mobile applications for online shopping activities. B2C companies have responded by offering interactive and personalized shopping experiences through advanced technologies such as artificial intelligence, machine learning, augmented reality, and virtual reality. Payment security is a priority, with e-commerce platforms utilizing encryption, fraud detection systems, two-factor authentication, and cybersecurity measures to ensure secure transactions. E-commerce sales continue to grow, driven by the convenience of online payment methods, including digital wallets, credit cards, and mobile payment solutions. International markets and the electronics sector are major contributors to this trend.

However, cyber threats such as malware, phishing attacks, ransomware, DDoS attacks, IoT sensors, real-time monitoring, RFID tracking, and advanced analytics are challenges that e-commerce companies must address to maintain customer trust. The personal care industry and traditional retail are also adapting to digital connectivity, with logistics networks and supply chain management optimized for online retailers and mobile platforms.

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Market Dynamics

Our US B2C E-Commerce Market 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.

What are the key market drivers leading to the rise in adoption of US B2C E-Commerce Market?

The rise in online spending and smartphone penetration is the key driver of the market.

The B2C e-commerce market In the US has experienced significant growth due to the widespread availability of Internet access and the increasing use of smartphones for online shopping activities. Mobile applications have become a preferred choice for consumers, with social media and influencer culture playing a pivotal role in driving sales. Artificial intelligence and machine learning are transforming the industry by providing personalized

United States - E-Commerce Retail Sales as a Percent of Total Sales was 16.20% in January of 2025, according to the United States Federal Reserve. Historically, United States - E-Commerce Retail Sales as a Percent of Total Sales reached a record high of 16.40 in April of 2020 and a record low of 0.60 in October of 1999. Trading Economics provides the current actual value, an historical data chart and related indicators for United States - E-Commerce Retail Sales as a Percent of Total Sales - last updated from the United States Federal Reserve on June of 2025.

United States - E-Commerce Retail Sales as a Percent of Total Sales was 17.90% in October of 2024, according to the United States Federal Reserve. Historically, United States - E-Commerce Retail Sales as a Percent of Total Sales reached a record high of 17.90 in October of 2024 and a record low of 0.70 in October of 1999. Trading Economics provides the current actual value, an historical data chart and related indicators for United States - E-Commerce Retail Sales as a Percent of Total Sales - last updated from the United States Federal Reserve on June of 2025.