In the second quarter 2024, the share of e-commerce in total U.S. retail sales stood at 16 percent, up from the previous quarter. From April to June 2024, retail e-commerce sales in the United States hit over 291 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 Q4 2024 about e-commerce, retail trade, percent, sales, retail, and USA.

Graph and download economic data for E-Commerce Retail Sales (ECOMSA) from Q4 1999 to Q4 2024 about e-commerce, retail trade, sales, retail, and USA.

The revenue in the e-commerce market in the United States was forecast to continuously increase between 2024 and 2029 by in total 657.8 billion U.S. dollars (+53.79 percent). After the tenth consecutive increasing year, the indicator is estimated to reach 1.9 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.

Apparel and accessories was the e-commerce category with the highest share in total retail sales in the United States as of February 2023. 18.3 percent of all retail sales in the fashion segment were generated online. The category with the second-highest percentage of retail sales in the U.S. was furniture, at 15.7 percent. At the other end of the spectrum, office equipment and supplies had the lowest share of retail sales, below two percent.

The continuous rise of e-commerce

Online shopping is on the rise in the United States. The share of all retail sales in the U.S. stemming from online shopping has increased from 4.2 percent in the first quarter of 2010 to a record-breaking 15.6 percent in the third quarter of 2023. Consequently, the sales of retail e-commerce have surged from 39 million U.S. dollars in the first quarter of 2010 to more than 280 billion U.S. dollars in the third quarter of 2023. This boom is forecast to continue over the next few years, with the estimated revenue from online sales, including digital services, reaching 1.72 trillion U.S. dollars by 2027.

The king of e-commerce

In the United States, the number of online shoppers continues to grow. In 2023, there were more than a quarter of a million online shoppers, and the number is forecast to reach over 300 million by 2028. The most popular online shopping destination in the U.S., Amazon, sees a surge of shoppers during certain shopping occasions, which feature appealing bargains that encourage extravagant spending. In 2023, the biggest increase in sales occurred on Black Friday, with an increase of nearly 35 percent. Amazon's deal event for Prime members, Prime Day, saw 17 percent more sales. As for Cyber Monday, sales went up by 13 percent.

This chart illustrates the estimated sales amounts generated by stores on various platforms within United States. Custom Cart shows a significant lead, with total sales amounting to $939.47B, which constitutes 29.08% of the region's total sales on platforms. Salesforce Commerce Cloud reports sales of $815.68B, accounting for 25.25% of the total platform sales in United States. Shopify also holds a notable share, with its sales reaching $756.58B, representing 23.42% of the overall sales amount. This data provides a comprehensive view of the market dynamics in United States, highlighting which platforms are driving the most sales.

In 2023, global retail e-commerce sales reached an estimated 5.8 trillion U.S. dollars. Projections indicate a 39 percent growth in this figure over the coming years, with expectations to surpass eight trillion dollars by 2027.

World players Among the key players on the world stage, the Chinese retail giant Alibaba holds the title of the largest e-commerce retailer globally, accounting for a 23 percent market share. Nevertheless, forecasts suggest that by 2027, Seattle-based e-commerce powerhouse Amazon will surpass Alibaba in estimated sales, reaching a staggering 1.2 trillion U.S. dollars in online sales.

Leading e-tailing countries The Chinese e-commerce market was the biggest worldwide in 2023, as internet sales constituted almost half of the country's retail transactions. Indonesia ranked second with the highest share of retail sales online (32 percent), closely trailed by the United Kingdom and South Korea, exceeding the 30 percent mark. That year, the up-and-coming e-commerce markets centered around Asia. The Philippines and India stood out as the swiftest-growing e-commerce markets based on online sales, anticipating a growth rate surpassing 20 percent.

In United States, the estimated sales amount across various store categories provides key insights into the market's dynamics. Arts & Entertainment, as a prominent category, generates significant sales, totaling $775.85B, which is 24.02% of the region's total sales in this sector. Apparel follows with robust sales figures, achieving $322.17B in sales and comprising 9.97% of the region's total. Home & Garden contributes a considerable amount to the regional market, with sales of $316.60B, accounting for 9.80% of the total sales in United States. This breakdown highlights the varying economic impacts of different categories within the region, showcasing the diversity and strengths of each sector.

In the United States, e-commerce sales of health and personal care products have increased from the first quarter of 2018 to the corresponding quarter of 2024. The online sales of health and personal care goods more than doubled during this period, going from approximately 1.1 billion to around 2.3 billion U.S. dollars.

Retail Sales in the United States increased 0.20 percent in February of 2025 over the previous month. This dataset provides - U.S. December Retail Sales Increased More Than Forecast - actual values, historical data, forecast, chart, statistics, economic calendar and news.

In 2023, retail e-commerce sales in the United States reached an estimated 275 million U.S. dollars, up from 142 million dollars in 2019. E-commerce's growth trajectory Driven by the escalating integration of technology into daily life, e-commerce has witnessed a remarkable surge in popularity. Projections indicate a significant uptick in e-commerce users in the United States, rising from 254 million in 2023 to over 316 million by 2028. As of the outset of 2023, apparel and accessories ranked as the most sought-after e-commerce product category, comprising over 18 percent of all retail sales in the U.S. This trend persists despite inflationary pressures, positioning this category among the e-commerce segments experiencing the most significant year-on-year price changes. M-commerce users demographic While the demand for the convenience of purchasing from the palm of one's hand is also rapidly increasing, various demographic factors influence mobile commerce usage. There's a higher proportion of male online shoppers than females, with a split of 53 percent versus 47 percent. Age is another determinant. Younger consumers exhibit a greater inclination towards m-commerce, with 46 percent of mobile shoppers falling within the 18 to 24 age bracket. Furthermore, income levels also shape mobile shopping habits, with individuals earning less than 25,000 U.S. dollars annually showing the highest propensity for mobile-based purchases.

As of 2022, Alibaba Group was the largest e-commerce retailer worldwide, generating an estimated 780 billion U.S. dollars in annual online sales. Amazon was the second largest e-commerce retailer in this time period, with around 690 billion U.S. dollars in online sales. However, forecasts project that Amazon will overtake Alibaba by 2027, with estimated annual online sales exceeding 1.2 trillion U.S. dollars.

Market presence may make the difference Alibaba Group operates predominantly within China, the country with the largest population and one of the highest rates of e-commerce adoption in the world. Amazon, on the other hand, does not have such an established stronghold there, but operates in many major e-commerce markets worldwide.

The non-uniform growth of the global e-commerce market Online sales have, in recent years, become an increasingly significant part of global retailing. Aided by the COVID-19 pandemic, the e-commerce share of total global retail sales nearly doubled between 2017 and 2022. However, this growth is not uniform across countries, with fast-growing e-commerce markets in South America such as Brazil and Argentina projected to grow more rapidly in the coming years, compared to more mature markets like China and South Korea.

In 2023, livestreaming commerce sales in the United States reached an estimated 50 billion U.S. dollars. Referred to as live commerce, shopping via online streams on social networks is gaining popularity globally. Forecasts indicate that by 2026, sales from live online shopping will grow by 36 percent, making up more than five percent of all e-commerce sales in the North American country.

The global landscape According to a survey, frequent users in the United States attended fewer live commerce shows compared to China, Latin America, and Europe in 2022. U.S. consumers may not participate in as many live commerce events as in other regions, but when they do, they bring their purchasing power with them. The average annual spending per frequent live commerce user in the U.S. surpassed that of Europe and matched that of Latin America, highlighting the potential of this emerging trend. China, known as the epicenter of live shopping, continues to lead both in attendance and spending.

Why livestream shopping? The increasing popularity of live commerce can be attributed to various factors. According to consumers worldwide, the main benefits of live commerce include access to exclusive discounts, inspiration, and ideas, as well as the ability to make smarter, more informed purchase decisions. However, livestream shopping isn't just about scoring great deals; it's also about having fun. Entertainment plays a significant role in attracting consumers to participate in livestream shopping. That is especially true for younger age groups, who value real-time interaction and personalized experiences, which Gen Z consumers see as a major advantage.

As of 2020, online sales accounted for some 4.2 percent of used car retail sales in Europe. At about 9.7 percent, the share of such sales was much higher in the United States. While Carvana, a U.S.-based online used-car retailer, sold 244,000 used cars in the U.S. in 2020, no company has built a similar trusted brand in the European used-car online market. Auto1 Group is one of the leading startups in the field. The company went public in 2021 and was named among the leading unicorns in Europe in April 2021.

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.

The COVID-19 pandemic led to an unprecedented increase in e-commerce sales in the United States. According to forecasts, by 2020, web sales in the U.S. will have grown by 40.3 percent over the previous year. In addition, online retail sales in the North American country were set to exceed the trillion-dollar mark by 2022.

Amazon.com was the leading online store in the U.S. e-commerce market, with e-commerce net sales of 152 billion U.S. dollars in 2024, followed by jd.com with 117 billion U.S. dollars. Third place is taken by walmart.com with revenues of 77.6 billion U.S. dollars. Apple.com is the fourth-biggest online store in the U.S. with net sales of 48.9 billion U.S. dollars in 2024.For an extended ranking as well as rankings in specific product categories, please visit ecommerceDB.com.The eCommerceDB provides detailed information for over 30,000 online stores in more than 50 countries, including detailed revenue analytics, competitor analysis, market development, marketing budget, and interesting KPIs, such as traffic, shipping providers, payment options, social media activity and many more.

Amazon is by far the leading U.S. company in the e-commerce space. According to forecasts, online sales through Jeff Bezos' platform were set to reach more than 386 billion dollars in 2021. Coming in a distant second is retail chain Walmart, with sales expected to surpass 67 billion dollars, and followed in third place by e-commerce company eBay, with sales of about 40.5 billion dollars.

As of June 2022, Amazon accounted for 37.8 percent of the U.S. e-commerce market, making it the country’s leading online retailer by a considerable margin. Second place was occupied by the e-commerce site of the retail chain Walmart, with a 6.3 percent market share, followed in third place by Apple, with 3.9 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.

In 2020, retail e-commerce sales in Latin America were estimated to amount to approximately 85 billion U.S. dollars, nearly 35 percent more than reported in the previous year before the COVID-19 pandemic. According to forecasts, this figure is expected to rise to about 160 billion dollars by 2025.

Major markets in the region Based on estimates from the Statista Digital Market Outlook, Brazil and Mexico would together account for about 60 percent of the e-commerce market in Latin America in 2020. In fact, forecasts for that same year indicated that retail e-commerce would represent approximately 5.5 percent of Mexico's total retail sales and 4.5 percent of Brazil’s.

COVID-19's boost to e-commerce The unexpected outbreak of the new coronavirus SARS-CoV-2 quickly impacted online commerce in Latin America. Confined to their homes, many consumers found in the web a safe way to make purchases and payments. While e-commerce revenues rose across the region, Peru stood out with an unprecedented 900 percent growth. It was foreseen that after such a boost, online sales in the Andean country would reach 3.6 billion U.S. dollars by the end of 2021.