46+ Online Shopping Statistics: The Facts & Trends

Online shopping in the US is on the rise, having increased by 17% in just five years. More and more people are turning to the internet to begin their shopping experience, with 63% of shopping journeys kicking off online. 

It’s not just a few folks either – a whopping 80% of Americans have made a purchase online. To shed more light on this trend, 

I have compiled a list of the most important online shopping trends statistics to help you better understand the state of the ecommerce industry today. 📊🖥️

Online Shopping Statistics: The Key Data

  • The number of online shoppers in the United States has increased by 17% in the last five years.
  • As of 2023, there were 2.64 billion online shoppers worldwide.
  • In 2022, there were 274.72 million US online shoppers, and by 2027, the number is projected to increase to almost 289.91 million.
  • Approximately 80% of Americans have shopped online.
  • Since 2010, global eCommerce sales have increased by nearly 800%.
  • As of 2022, 21% of global retail sales are online, with the goal of reaching 27% by 2026.
  • By 2023, global retail ecommerce sales will total $6.169 trillion and account for 22.3% of total retail sales, up from $3.351 trillion and 13.8% in 2019.
  • 63 percent of shopping occasions begin online. 
  • Approximately 50% of shoppers shop more on mobile than in-store. 
  • The average person spent $5,381 online in 2023.
  • In 2020, a staggering 2.14 billion individuals worldwide engaged in online shopping (Zippia, Drip).
  • By 2022, a minimum of 75% of consumers had made an online purchase at least once per year (Zippia).
  • About 155 million American consumers shopped on Black Friday 2021. 
  • 38% of men and 36% of women are more likely to spend more money on items purchased from online marketplaces. 
  • A significant year-over-year increase of 3.1% is expected in 2023, adding 80 million more digital buyers than in 2022 (Oberlo).
  • The number of digital shoppers has seen consistent growth, reaching 2.64 billion in 2023 (Oberlo).
  • This accounts for 33.3% of the global population (Oberlo).
  • In 2022 alone, more than 2.3 billion consumers completed at least one online transaction with a retailer (Tidio).
  • The worldwide ecommerce market is projected to reach a value of $5.7 trillion in 2022 (Shopify).
  • By 2023, online retail sales are expected to hit $6.51 trillion (Shopify).
  • Over 263 million American consumers, comprising 80% of the population, shop online (FitSmallBusiness).
  • This figure is anticipated to rise to 291.2 million by 2025 (FitSmallBusiness).

Source: (Zippia, Drip, Oberlo, Tidio, Shopify, FitSmallBusiness, Oberlo, Statista, Insider intelligence, Thinkwithgoogle, 2018, Ibotta, 2018, Yahoo, Morgan Stanley, Insider Intelligence)

Shopper Demographic

  • 73% of Generation Z said they shop online, and the majority (60%) said they do so at least once a week. 
  • 83.1% of millennials do the majority of their shopping online.
  • Millennials, who are estimated to spend $1.4 trillion in 2020.
  • By 2024, black consumer purchasing power is expected to reach $1.8 trillion.
  • According to the “Taking Stock with Teen” research reports, the average teenager spends $2,391 per year.
  • Americans spend $63,531 per year on average.

How Many People Shop Online?

As of 2023, there are approximately 2.64 billion people who shop online worldwide, according to a report by eMarketer and Oberlo. That is approximately 33.4% of people who shop online globally. 

The number of online shoppers has been growing over the past few years, with an increase of 50 million digital buyers from 2021 to 2023, representing an average 25 million increase in online shoppers per year. 

The number of people who shop online is anticipated to keep growing, with the number reaching 2.71 billion in 2024 and 2.77 billion in the years that will follow, which is 2025. 

How many online shoppers are there in the US?

According to data reported on Tidio, roughly 80% of US shoppers shop online, with approximately 268 million buyers, and that number will reach 291.2 by 2025, according to data from Statista. 

Shopping Online vs in Store Statistics

  • 40% of consumers make an in-store purchase at least once a week, compared to 27% who make an online purchase at least once a week.
  • 67% of millennials prefer online shopping to in-store shopping compared to 72% seniors prefer in store shopping.  
  • Currently, about 20% of all retail sales happen online compared to 80% in physical stores. 
  • 52% of Gen Z in the US prefer to shop online, while 48% prefer to shop in-store. 
  • 81% of retail shoppers conduct online research before buying. 
  • Physical stores are growing at a rate of 18.5%, while e-commerce is growing at a rate of 14.2%.
  • 42% of holiday shoppers will research and buy online, while 23% will shop in-store.

Sources: (PWC, Statista, Tidio, GWI, General Electric, Census, Bigcommerce)

Baby Boomers Online Shopping Habits

Baby Boomers, a generation that comprises 76.4 million individuals, are a powerful force in the consumer market with a combined purchasing power of $548 billion

While they may not be the first group that comes to mind when we think of online shoppers, 21% of Baby Boomers shop online. Interestingly, 65.2% of them start their shopping experience on social platforms, specifically Facebook and Instagram. 

  • There are 76.4 million Baby Boomers, with a combined purchasing power of $548 billion.
  • 21% of Baby Boomers shop online.
  • 65.2% of Baby Boomer shoppers began their shopping journey on Facebook and Instagram.
  • 80% of baby boomers considered price when making a purchase decision.
  • Baby boomers spent 49% more online in 2020 than they did the year before.
  • 90% of boomers had shopped for products on the web, according to a study done by Sponsor Pulse.
  • Baby boomers spent an average of $1,615 online from January to October 2021, a 49 percent increase from the previous year.
  • 52% of baby boomers shop online on their computers, 24% on their phones, and 11% on their tablets.
  • 45% of baby boomers say they’re shopping online more as a result of the pandemic.
  • Baby Boomers control about 70% of all disposable income in the US.

Sources: (Statista, Hubspot)

Gen X Online Shopping Habits

Gen X, often positioned between baby boomers and millennials, has its unique presence in the digital retail sphere.

A notable 43% of Gen X consumers choose to shop online, and in just the past three months, 40% have stumbled upon new products through online searches

  • Gen X has a total purchasing power of $357 billion.
  • 43% of Gen X consumers shop online.
  • 51% of Gen Xers have purchased an item through social media.
  • Roughly, 66% of Gen Xers say they use their mobile phones most for online shopping.
  • 40% of Gen X consumers discovered new products through online searches in the last three months.
  • Gen Xers make nearly 19 online purchases per year on average.
  • 22% of Generation X shoppers purchase groceries online.
  • 53% of Gen Xers prefer big-box retailers such as Amazon.
  • 29% of Gen Xers buy beauty and electronics online.
  • On average, Gen Xers spend 37.4 hours per month online.

Sources: (Hubspot, Fisglobal, MarketingCharts, EMarketer)

Gen Z Online Shopping Statistics

Gen Z, the group following the millennials, is quickly establishing its footprint in the digital shopping arena. In the U.S., over half (52%) of Gen Z individuals show a preference for online shopping, and interestingly, 38% of them begin their product search on Google. 

  • Gen Z consumers have $360 billion in purchasing power.
  • 52% of Gen Z in the US prefer to shop online, while 48% prefer to shop in-store.
  • 32% of Gen Z consumers shop online at least once a day, compared to 25% of millennials, 15% of Gen X, and 7% of baby boomers.
  • Gen Z is 2X more likely to use an online-only store or brand website than any other generation.
  • 96% of surveyed Gen Z consumers in the United States reported shopping online at least once a month in the first quarter of 2023.
  • 58% of Gen Zers have increased their online grocery shopping.
  • 51% of Gen Z cited price comparison as the leading advantage of online shopping.
  • 54% of Generation Z say they will only shop online in the next decade.
  • 43% of Gen Z consumers surveyed begin their online product searches on TikTok.
  • 38% of Gen Z start their product searches on Google, compared to 36% on Amazon.
  • 73% of Gen Z said that they shop online, and a majority of those shoppers (60%) said that they do so at least once a week
  • 25% of Gen Z often make impulse purchases.
  • 73% of Gen Z consumers are willing to pay 10% more for sustainable products.
  • 52% of Gen Z in the US prefer to shop online, while 48% prefer to shop in-store.

Sources: (GWI, Yahoo, SurveyMonkey, ICSC, The Influencer Marketing Factory, Food Institute, FirstInsight, Bluestonepim)

Millennial Online Shopping Statistics

Millennials, often regarded as the generation born between the early 1980s and the mid-1990s to early 2000s, play a significant role in the e-commerce landscape.  

Over the years, their online shopping habits have evolved, as reflected in the increase from 60% in 2019 to 80% today of millennials doing most of their shopping online. Furthermore, 73% of this group intends to maintain or even enhance their online spending patterns. 

  • 80% of millennials now do most shopping online, up from 60% in 2019, and 56% use their phones, up from 36%.
  • Approximately, 57.79 million millennials shop online, according to our calculation from the latest data.
  • According to the most recent data, millennials have a $2.5 trillion annual spending power.
  • In the US, millennials’ spending accounted for 30% of total retail sales in 2020.
  • 73% of millennials plan to spend the same or more online.
  • 27% of millennials intend to spend significantly more online and less in physical retail stores.
  • 91% of millennials prefer to shop online, with only 9% preferring to shop in-store only.
  • Millennials spend $208.77 per day on average, more than any other generation.
  • 40% of millennials read online reviews before making a purchase.
  • 59% of millennials polled say they buy clothing and shoes online.
  • 72% of millennials reported social media impacts their buying decisions.
  • 40% of millennials are shopping on social media.
  • 78% of millennials now follow brands on social media (up from 57% in 2017)
  • 75% of millennials shop on Amazon compare to Walmart (46%), eBay (20%).
  • 44% of millennials shop online because #1 factor that is fast shipping and more product options.
  • Millennial shoppers spend more on grocery; this group reported spending a monthly average of $298 on groceries.
  • The average 25- to 34-year-old reported spending $2,008 per year at coffee shops

Sources: (CouponFollow, ESW, BusinessWire, JungleScout)

Global Online Shoppers Skyrocket to 2.64 Billion in 2023

Important takeaway:

E-commerce is mandatory.The vast online shoppers’ population mandates businesses to create a strong online presence.
Invest in user experience.With billions online, improved user interface design can significantly boost conversion rates.
Prioritize mobile platform.The ubiquity of smartphones necessitates optimizing e-commerce platforms for mobile.

Source: Oberlo

US Online Shoppers to Soar from 268 Million to 285 Million by 2025

Important takeaway:

Tailor strategies for US market.The continuous growth of US online shoppers demands localized business strategies.
Prepare for increased demand.Rising shopper numbers indicate a need for scalable e-commerce solutions.
Anticipate higher competition.Growing customer base is likely to attract more businesses, intensifying competition.

Source: Statista

Digital Revolution: 80% of Americans Now Shop Online

Important takeaway:

E-commerce dominates in the US.The high percentage suggests online shopping is an integral part of American consumer culture.
Digital marketing is vital.With most Americans shopping online, effective digital marketing strategies are indispensable.

Global Retail E-commerce to Hit $6.169 Trillion in 2023, Making 22.3% of Total Sales

Important takeaway:

E-commerce growth is acceleratingThe nearly twofold increase in global retail e-commerce sales from 2019 to 2023 indicates a strong upward trend.
Traditional retail is losing market shareThe rising percentage of total retail sales attributed to e-commerce implies a shrinking scope for traditional retail.
Urgency for businesses to go digitalGiven the growth trajectory, businesses without a strong online presence are likely to fall behind.

Source: insider intelligence

63% of Shopping Begins Online, Changing Retail Landscape

Important takeaway:

Prioritize E-commerce StrategyOnline platforms initiate most shopping journeys, necessitating robust digital presence.
Improve Online User ExperienceHigh percentage of online initiations implies users’ convenience preference.
Intensify Digital Marketing EffortsThe data underscores the need to capture customer attention online first.

Source: Thinkwithgoogle, 2018

Mobile Takes Over: 50% of Shoppers Prefer Mobile to In-Store

Important takeaway:

Mobile platforms should be optimizedHigh mobile shopping usage implies the need for seamless, user-friendly interfaces
Invest in mobile app developmentHalf of the consumer base uses mobile, suggesting potential growth in app usage
Enhance mobile security measuresIncreased mobile shopping necessitates robust security to protect user data
Implement effective mobile marketing strategiesThe prevalence of mobile shopping emphasizes the importance of targeted mobile advertising

Source: Ibotta, 2018

Digital Habits: 32% of Gen Z Consumers Shop Online Daily

32% of Gen Z consumers shop online daily

Important takeaway:

Prioritize e-commerce platformsHigh daily online shopping by Gen Z signifies a shift towards digital purchases
Implement targeted marketing for Gen ZTheir frequent online shopping implies Gen Z’s responsiveness to e-marketing strategies
Personalize the online shopping experienceGen Z’s daily engagement emphasizes the need for tailored shopping experiences
Enhance customer service onlineGen Z’s online shopping frequency necessitates strong digital customer support

Source: Yahoo

Online Retail Captures 21% of Global Sales in 2022, Aiming for 27% by 2026

Important takeaway:

Emphasize on e-commerce growthThe upward trend in online retail sales demands a strategic focus on digital platforms
Enhance online user experienceThe predicted growth suggests the need for an improved online shopping experience
Invest in global e-commerce marketingGrowing global sales indicate the importance of broadening market reach
Develop efficient online delivery systemsThe increasing online retail sales percentage underscores the need for robust logistics

Source: morganstanley

Average Person Splurges $5,381 Online in 2023: A New Shopping Norm

Important takeaway:

Implement pricing strategiesHigh average spend indicates the need for competitive online pricing
Focus on high-quality productsThe substantial spend per person suggests customers value quality purchases
Enhance online customer experienceThe considerable online spend highlights the importance of user-friendly interfaces
Offer personalized product recommendationsHigh individual spend signals the potential of personalized marketing

Source: Insider Intelligence

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