Online shopping has become an integral part of daily life for millions of consumers worldwide.
Whether it's the convenience of 24/7 access, the vast array of products, or the ease of comparing prices, the shift towards online retail shows no signs of slowing down.
As we move further into the digital age, understanding the trends, preferences, and behaviors shaping online shopping is crucial for businesses and consumers alike.
In this blog, we've compiled over 70 insightful statistics that highlight the current state and future projections of online shopping.
We’ll explore:
- Global e-commerce trends by country
- Top leading e-commerce stores
- Demographic insights on online shoppers
- Mobile shopping trends
- Cart abandonment rates and solutions
- And much more!
P.S. Struggling to turn those online shoppers into loyal customers? If you're tired of watching potential customers slip away, it might be time to rethink your strategy. At inBeat Agency, we specialize in scaling brands through creative, data-driven growth. We blend paid media with micro-influencer marketing to create measurable campaigns that capture attention and drive real results. Seems interesting? Book a FREE strategy call now to discuss your marketing needs!
Important Online Shopping Statistics
Understanding the key statistics in online shopping is essential for grasping the trends shaping the digital marketplace.
These stats provide valuable insights into consumer behavior, market growth, and the future of e-commerce.
General Online Shopping Statistics
These statistics offer a broad overview of the online shopping industry and highlight the increasing prevalence of digital purchases and the evolving preferences of global consumers.
1. In 2024, the global number of online buyers reached 2.71 billion, reflecting a 2.7% annual growth. This figure is expected to rise further, reaching 2.77 billion online shoppers worldwide by 2025.
2. In 2023, the United States had 259.06 million online shoppers, and this figure is expected to grow to nearly 301.87 million by 2026.
3. Global online retail sales are projected to increase from $4.4 trillion in 2023 to $6.8 trillion by 2028, with an expected compound annual growth rate (CAGR) of 8.9%.
In 2023, the United States saw an estimated annual per capita e-commerce spending of $3,370.
4. In Europe, the average annual online spending per person exceeded $1,000.
5. In Asia, the per capita e-commerce expenditure reached $657 in 2023.
6. Latin America reported an average yearly online spending of around $467 per person.
7. In Africa, the annual per capita spending on e-commerce was approximately $83.
8. By 2040, it is projected that 95% of all purchases will be conducted online.
9. 18% of Americans prefer online shopping due to its 24/7 availability.
Global E-Commerce Trends by Country
When analyzing global e-commerce trends, several countries stand out for their significant contributions to the online shopping landscape:
10. When comparing online shoppers across various countries, India leads with 98% of consumers engaging in online shopping. Indonesia ranks second, while Morocco is at the bottom of the list.
11. China stands as the largest and leading eCommerce market globally, with annual online sales surpassing $670 billion. The country's massive population and widespread internet usage contribute to its dominance in global e-commerce.
12. The U.S. is a significant player in global e-commerce, with U.S. e-commerce accounting for 16.0% of total retail sales in the second quarter of 2024, according to data from the Commerce Department.
13. As the global e-commerce industry continues to evolve, certain countries have emerged as dominant players, driving significant revenue through online sales. The following image highlights the top 10 countries by e-commerce revenue for the year 2023.
Top Leading E-Commerce Stores
The global e-commerce market is dominated by some major players that account for a significant portion of online sales.
14. In 2023, Amazon dominated the U.S. e-commerce market, securing the top position with a 37.6% market share.
Walmart's online platform took second place, holding a 6.4% share, while Apple followed in third with 3.6%.
Market share of leading retail e-commerce companies in the US in 2023
15. As of 2022, Alibaba Group held the title of the world's largest e-commerce retailer, with estimated annual online sales of $780 billion.
Amazon ranked second during this period, generating approximately $690 billion in online sales.
16. However, projections indicate that by 2027, Amazon is expected to surpass Alibaba, with anticipated annual online sales exceeding $1.2 trillion.
The table below highlights the top online retail websites globally, ranked by their monthly traffic.
Demographic Insights on Online Shoppers
Understanding the demographics of online shoppers provides valuable insights into how different age groups and genders engage with e-commerce.
17. Gen Z is highly engaged in online shopping, with 96% of Gen Z consumers using their smartphones to make online purchases at least once a month in 2023.
18. 44% of millennials prefer shopping online primarily because of fast shipping and a wider range of product options.
19. Among Gen Xers, 47% prefer shopping with online retailers like Amazon, while about 25% favor purchasing directly from a company's website, and 26% opt to buy products through social media apps.
20. While not as digitally native as younger generations, Baby Boomers are equally frequent online shoppers, with 75% of them making purchases at least once a month.
21. In March 2023, the largest group of e-commerce shoppers in the United States was adults aged 18 to 24, who made up 46.9% of the online shopping audience, according to geolocated mobile user data.
22. Meanwhile, adults aged 25 to 34 accounted for nearly 32% of the mobile e-commerce shoppers in the US.
23. Women are slightly more active in online shopping than men, with 72% of women shopping online at least once a month compared to 68% of men. Women tend to dominate categories like fashion, beauty, and groceries.
Frequency of Online Shopping
The frequency of online shopping varies significantly among consumers, as it reflects different shopping habits and preferences.
Here's a breakdown of how often people shop online:
24. 20% of consumers make online purchases once a week
25. 24% of shoppers buy online every two weeks
26. The largest group, 31%, makes online purchases once a month
27. 15% of consumers shop online three to four times per quarter
28. 10% of shoppers also engage in online shopping every two weeks
Mobile Shopping Trends
Mobile shopping has rapidly become a dominant force in the e-commerce industry, with consumers increasingly turning to their smartphones for convenience and speed.
29. In 2023, 72% of global e-commerce sales were made through mobile devices, with this figure expected to climb to nearly 88% by 2027.
30. Mobile devices are increasingly being used for online shopping, with mobile commerce sales projected to reach $728.28 billion by 2025.
31. In the United States, mobile shopping accounted for $470 billion in online purchases in 2023, a 12% increase from the previous year.
32. By 2026, 69.2% of the U.S. population is expected to consist of mobile shoppers.
33. In 2023, global consumers spent over 109 billion hours on shopping apps which underscores the significant role of mobile apps in the shopping experience.
34. A study in 2023 found that 74% of consumers are more likely to return to an online store if it's optimized for mobile use.
Poor mobile experiences, on the other hand, lead to cart abandonment and lost sales.
The Role of Social Media Platforms
Social media platforms have become a crucial part of the online shopping ecosystem, significantly influencing consumer behavior and driving e-commerce sales.
35. In a 2023 survey, 58% of U.S. shoppers reported purchasing a product after encountering it on a social media platform.
36. In the United Kingdom, 44% of respondents admitted to buying something after discovering it on social networks.
37. Similarly, in Germany, 40% of surveyed shoppers stated they made a purchase after seeing the product on social media.
38. According to a 2023 survey, one-third of all shoppers discovered a new product or brand through social media.
39. In 2023, it was estimated that social commerce sales in the U.S. alone reached $75.6 billion, with platforms like Facebook, Instagram, and Pinterest offering integrated shopping features that allow users to purchase products directly from their feeds.
40. A 2020 survey from the Global Web Index also found that social commerce is gaining traction worldwide, with consumers of all ages discovering products and even buying them through social networks
The following table breaks down how different age groups interact with social media during their shopping journeys:
Social Media Shopping Behavior
41. Around 51% of respondents in the survey indicated that they use Facebook for making online purchases.
42. 44% of online shoppers make purchases through Instagram.
43. 71.2% of TikTok users reported making a purchase after discovering something of interest in their feed or Stories.
44. 85% of users who engage with Pinterest on a weekly basis have made a purchase directly from pins on the platform.
Cart Abandonment Rates and Solutions
Abandoned shopping carts have become a significant challenge for online retailers, as they reflect consumer hesitation and barriers in the purchase process.
45. E-commerce stores experience an annual loss of $18 billion in sales revenue caused by cart abandonment.
46. In 2023, the global rate of online shopping cart abandonment hit 70.19%, surpassing the 70% threshold for the first time in ten years.
47. In 2024, nearly half (48%) of U.S. consumers abandoned their online purchases at checkout because of extra costs, including shipping, taxes, or fees.
48. 25% of online shoppers leave their carts behind because they need to create accounts before buying.
49. 54% of online shoppers would go ahead and buy items left in their shopping carts if those products were offered at a discounted price.
50. 22% of users abandon their carts due to lengthy delivery times.
51. A survey conducted among 6,000 online shoppers in the US and Europe found that consumers typically abandon five purchases each year due to poorly designed websites.
Impact of Technology on Online Shopping
The integration of advanced technologies in online shopping has revolutionized the consumer experience by offering more interactive, convenient, and personalized options.
52. 60% of global consumers prefer brands that offer an omnichannel experience. This is due to the fact that 81% of consumers research online to gather information and address any questions about a product or service before visiting a store to make a purchase.
53. A notable 47% of consumers are willing to make online purchases through bots.
54. A 2024 survey in the United States found that young shoppers aged 18 to 24 were the most enthusiastic about artificial intelligence (AI), with 47% believing that AI could deliver more timely responses to their requests.
55. In 2023, nearly 40% of consumers in the United States expressed a desire to use augmented reality (AR) features when shopping for products online.
56. 16% of online shoppers worldwide have incorporated AR into their shopping experience, with over half of them stating that using AR influenced their decision to buy.
57. Around 28% of leading online retail companies have already integrated AI and machine learning into their operations.
Online Shopping During Key Shopping Events
Special sales days like Black Friday, Cyber Monday, and Singles' Day have become significant drivers of online shopping, contributing to substantial sales figures each year.
58. In 2023, U.S. consumers spent a record $9.8 billion online on Black Friday, marking a 7.5% increase from the previous year.
59. Cyber Monday 2023 also saw significant online sales, i.e., $12.4 billion, making it the largest online shopping day of the year.
60. In China, Singles' Day (November 11) continues to be the world's largest shopping event, with Alibaba's platforms generating over $84.5 billion in gross merchandise value during the 2021 sales period.
61. Amazon Prime Day 2023 saw global sales surpass $12.7 billion, driven by millions of consumers taking advantage of exclusive deals offered during the two-day event.
62. The 2023 holiday shopping season saw U.S. consumers spend a total of $222.1 billion online between November 1st and December 31st. This figure represents a 4.9% increase from 2022.
Popular Payment Methods in Online Shopping
Payment methods affect the online shopping experience, as they influence both consumer preferences and conversion rates.
63. In 2023, digital wallets like PayPal, Apple Pay, and Google Wallet accounted for 49% of global e-commerce transactions, which makes them the most popular payment method worldwide.
64. The popularity of Buy Now, Pay Later (BNPL) services, such as Afterpay and Klarna, has surged, particularly among younger consumers. In April 2024, BNPL accounted for nearly 11% of all online purchases in the U.S., with usage expected to increase as more retailers adopt these payment options.
65. Despite the growing popularity of digital wallets, credit and debit cards remain significant payment methods in the U.S. In 2023, 52% of consumers reported using a debit card for online purchases, while 47% used a credit card.
66. In some regions, especially in Europe and Asia, 25% of people prefer direct bank transfers as a payment method for online shopping.
67. In 2023, mobile wallets accounted for approximately half of all global e-commerce payment transactions. This trend is expected to grow further, with a projected compound annual growth rate (CAGR) of 14.9% between 2023 and 2027.
Security Concerns in Online Shopping
Security remains a critical concern for online shoppers, significantly influencing their purchasing decisions and behavior.
68. U.S. online shoppers are highly concerned about security and fraud, with 92% stating in a ClearSale survey that security is a critical factor when shopping online.
- 81% of respondents believe that online fraud is widespread.
- 83% indicated they would be more inclined to shop on websites that openly discuss their efforts to prevent fraud.
- 58% do not feel that retailers are being "overly cautious" when it comes to online fraud prevention.
69. A survey conducted in 2023 found that 73% of consumers consider payment security as a top priority when shopping online.
70. 18% of users are hesitant to trust e-commerce stores with their credit card information.
71. Phishing remains a prevalent threat, with online shopping brands being the most common target, accounting for 41.65% of financial phishing attempts. This highlights the need for heightened vigilance and better security awareness among online shoppers.
Boost Your Online Presence with inBeat Agency’s Proven Strategies
As the world of e-commerce continues to expand, understanding the dynamics of online shopping is more important than ever. The statistics we've explored offer a clear picture of the current state and future trajectory of digital retail.
If you're aiming to amplify your brand's online presence and achieve measurable growth, inBeat Agency is here to help. We specialize in creating data-driven, performance-focused campaigns that connect with your audience and generate real results.
With our expertise in paid media and micro-influencer marketing, we craft strategies that are tailored to your brand's unique needs.
Book a free strategy call now to discover how our creative growth strategies can elevate your brand to the next level!
