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).
Online Shopping

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

Shopper Demographic

How Many People Shop Online?

As of 2023, over 2.14 billion individuals worldwide engage in online shopping, accounting for approximately 27% of the global population (Tidio, OptinMonster, Oberlo). Projections suggest this figure will rise to 2.77 billion by 2025 (Oberlo). In the United States, 268 million people shopped online in 2022, with expectations of this number climbing to nearly 285 million by 2025.

Convenience, an extensive range of products, and competitive pricing are among the factors driving the popularity of online shopping. The leading categories for online purchases in the US include fashion, media, and electronics.

Furthermore, the COVID-19 pandemic has spurred the growth of online shopping, as lockdowns and social distancing measures have prompted more people to turn to digital retail. 

The proliferation of online shopping has also contributed to a surge in the number of online retailers. Current estimates indicate there are between 12 and 24 million online retailers worldwide.

The majority of these stores operate on the Woocommerce or Shopify platforms. However, the popularity of the Google Shopping platform is growing, as evidenced by the fact that it receives 1.2 billion monthly searches.

Shopping Online Vs In Store Statistics

  • 63% of shopping journeys begin online (Paymentcloudinc)
  • 81% of consumers go online before making a purchase (Savemycent)
  • 29% of consumers buy online and pick up in-store (Websitebuilderexpert)
  • 87.6% of Gen Z prefer online shopping (Websitebuilderexpert)
  • 59% of consumers are interested in shopping online and in-store pickup (Websitebuilderexpert)
  • In 2022, only 20% of consumers purchased household goods and supplies online, while 50% preferred to buy them in physical stores (Gitnux)
  • 60% of Spanish digital shoppers prefer physical stores because of the convenience of trying the product before purchase and the possibility of taking it home directly (Gitnux)
  • Online shopping is preferred for convenience and price comparison (Savemycent, Gitnux)
  • In-store shopping is still preferred for the overall experience due to better social interaction (Gitnux)

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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