Highlights. eCommerce represents 15.94% of all U.S. retail sales revenue from 2024, up 6.39% YoY.
- 20.1% of global retail sales revenue is e-commerce.
- The monthly record for U.S. online purchases was 18.5% of retail sales dollars in December 2024.
- According to projections, 22.6% of all retail sales worldwide will be online by 2027.
- The seasonally adjusted* average e-commerce percentage for 2024 was 15.91%.
*Data is not adjusted unless otherwise noted; seasonal adjustment compensates for annual peaks and valleys in the retail market and more accurately reflects market health.
U.S. eCommerce Percentage of Retail Sales
In the U.S., online shopping is less common than compared to the rest of the globe.
- The e-commerce share of retail sales in 2020 was 14.22%, up 33.2% YoY.
- From 2010 to 2020, the e-commerce share of retail sales increased 131%.
- The e-commerce share of retail sales increased 77.7% from 2000 to 2010.
- In 2000, e-commerce sales represented 3.46% of total retail sales in the U.S.
- Since 1995, e-commerce’s share of total retail sales dollars has increased at an average annual rate of 7.31%.
Quarterly eCommerce Percentage of Retail Sales
Seasonally adjusted and non-seasonally adjusted figures illustrate different sets of market-relevant data (see previous footnote).
- In the fourth quarter (Q4) of 2024, e-commerce sales represented 17.85% of total retail sales, up 4.64% YoY.
- In Q1 2024, e-commerce sales represented 15.60% of retail sales, up 5.54% YoY.
- In Q4 2024, seasonally adjusted e-commerce sales represented 16.40% of retail sales, up 5.35% YoY.
- In Q1 2024, seasonally adjusted e-commerce sales represented 15.83% of retail sales, up 6.57% YoY.
eCommerce Percentage of Product Retail Sales
Different types of products are more commonly purchased online (such as home goods) than others (such as motor vehicle parts).
- 3.73% of motor vehicle and parts retail sales are online sales.
- 14.2% of furniture, building materials, and electronics retail sales are e-commerce.
- 15.1% of clothing and general merchandise retail sales are e-commerce.
- 3.23% of all other store and non-store sales are e-commerce.
- From nonstore retailer sales revenue, 67.6% is from e-commerce.
Global eCommerce Percentage of Retail Sales
According to projections, nearly 1-in-4 retail sales dollars will be spent online by 2027.
- The e-commerce share of global sales was an estimated 20.1% in 2024.
- From 2023 to 2024, the e-commerce share of global retail sales increased 3.61%.
- In 2023, the global share of e-commerce sales to retail sales was 19.4%, up 3.74% YoY.
- Mobile e-commerce represented an estimated 57% of global online retail sales in 2024.
These data and insights were compiled by the Capital One Shopping team based on publicly available data.