Highlights. Worldwide, e-commerce retail sales will reach an estimated $6.42 trillion in 2025, up 6.86% from total e-commerce retail sales in 2024 ($6.01 trillion).
- Projections indicate that value will increase to $8.91 trillion in 2030.
- U.S. retail e-commerce sales for 2025 are expected to total $1.47 trillion, up 9.78% from 2024 ($1.34 trillion).
- Projections indicate that U.S. retail e-commerce sales will exceed $2.5 trillion by 2030.
- Amazon makes more from e-commerce than any other retailer worldwide; Microsoft makes the most from B2B e-commerce.
2024 eCommerce Statistics
U.S. eCommerce sales totaled $352.9 billion in the fourth fiscal quarter (Q4) of 2024, up 9.31% year-over-year YoY.
- Adjusted for seasonal variation, retail e-commerce sales totaled $308.9 billion in 2024 Q4, or 16.4% of total retail sales for the quarter.
- From 2023 Q4 to 2024 Q4, e-commerce sales increased 108% faster than total retail sales; total sales increased 4.47% in this period.
- As of 2024 Q4, e-commerce accounts for 17.9% of all retail sales in the U.S.
- eCommerce as a percentage of retail sales is up 4.64% YoY.
- In 2024 Q3, U.S. e-commerce sales totaled $289.0 billion, up 7.56%.
- In 2024 Q2, U.S. e-commerce sales totaled $282.6 billion, up 6.71%.
- In 2024 Q1, U.S. e-commerce sales totaled $268.0 billion, up 8.42%.
- In the first three (3) months of 2025, e-commerce sales totaled $321.2 billion, up 6.76% from the same period in 2024.
- Also in the first three months of 2025, e-commerce accounted for 18.6% of all retail sales, up 3.43% YoY.
Global eCommerce Revenue Statistics
Most e-commerce revenue comes from business-to-business (B2B) sales as opposed to consumer retail or business-to-consumer (B2C).
- B2B and B2C global e-commerce revenue combined totaled an estimated $34.1 trillion in 2024.
- Projections indicate that total worldwide B2B and B2C e-commerce will be worth over $71 trillion in 2030.
- Global retail e-commerce sales in 2024 totaled $6.01 trillion up 7.65% YoY.
- Retail e-commerce sales worldwide are expected to total over $10 trillion by 2033.
- 19.9% of global retail sales revenue is e-commerce; according to projections, 23.7% of all retail sales worldwide will be online by 2030.
- From 2023 to 2024, global revenue from social media e-commerce increased 22.6% to $699.4 billion.
| Year | Global eCommerce (in trillions) |
YoY Change Global eCommerce |
|---|---|---|
| 2024 | $6.01 | 7.65% |
| 2023 | $5.58 | 9.63% |
| 2022 | $5.09 | 2.23% |
| 2021 | $4.98 | 17.2% |
| 2020 | $4.25 | 26.8% |
| 2019 | $3.35 | 12.4% |
| 2018 | $2.98 | 25.2% |
| 2017 | $2.38 | 29.1% |
| 2016 | $1.85 | 19.2% |
| 2015 | $1.55 | 15.9% |
U.S. eCommerce Revenue Statistics
eCommerce in the United States represented 22.3% of global online sales in 2023.
- U.S. retail e-commerce sales totaled $1.34 trillion online in 2024, up 9.24% YoY.
- eCommerce represented an 18.4% share of all U.S. retail sales revenue from 2024, up 6.36% YoY.
- Some projections indicate U.S. e-commerce revenue will increase by a total of 55.4% or an average annual rate of 11.1% between 2024 and 2029.
- The monthly record for U.S. online purchases was 21.2% of retail sales dollars in December 2024.
- The U.S. accounts for 20.0% of the total fashion e-commerce market.
- Apparel e-commerce sales in the U.S. totaled $145.2 billion in 2024, accounting for 21.4% of online sales.
| Year | Sales (in billions) |
Total Retail Share* |
|---|---|---|
| 2024 | $1,337 | 18.4% |
| 2023 | $1,224 | 17.3% |
| 2022 | $1,101 | 15.9% |
| 2021 | $1,005 | 15.7% |
| 2020 | $871 | 15.9% |
| 2019 | $649 | 12.2% |
| 2018 | $575 | 11.1% |
| 2017 | $516 | 10.4% |
| 2016 | $459 | 9.60% |
| 2015 | $411 | 8.90% |
| 2014 | $370 | 8.10% |
| 2013 | $340 | 7.80% |
| 2012 | $323 | 7.70% |
| 2011 | $290 | 7.20% |
| 2010 | $260 | 7.00% |
| 2009 | $232 | 6.60% |
| 2008 | $226 | 5.90% |
| 2007 | $221 | 5.60% |
| 2006 | $200 | 5.30% |
| 2005 | $173 | 4.80% |
| 2004 | $152 | 4.50% |
| 2003 | $132 | 4.20% |
| 2002 | $121 | 4.00% |
| 2001 | $113 | 3.80% |
| 2000 | $112 | 3.90% |
*In-store and online U.S. retail
eCommerce Global Market Statistics
The U.S. controls up to 39.1% of the global e-commerce market as of 2024.
- China is a close second in the e-commerce market with 37.8% of the world’s e-commerce sales.
- Japan is the third-largest e-commerce retail market with 5.52% of sales.
- The U.K., Germany, and South Korea rank 4th, 5th, and 6th, respectively.
- Cross-border e-commerce sales for 2024 are estimated at $1.54 trillion.
- 2024 cross-border e-commerce sales are up 26.1% from their 2023 total of $1.22 trillion.
Top eCommerce Sites
Retailers lead the e-commerce market worldwide.
- Amazon.com is the #1 e-commerce retailer in the U.S. and in the world with; JD.com is a close 2nd.
- In 2024, Amazon.com made 22.3% more from e-commerce than JD.com did.
- Based on available data, Amazon.com gets more traffic from search engines than any other e-commerce website (459.1 million global average monthly search visits).
| Retailer | Total U.S. Market | YoY Market Growth |
|---|---|---|
| Amazon | 37.6% | -0.5% |
| Walmart | 6.4% | 1.6% |
| Apple | 3.6% | -7.7% |
| eBay | 3.0% | -14.3% |
| Target | 1.9% | -9.5% |
| The Home Depot | 1.9% | -9.5% |
| Costco | 1.5% | -6.3% |
| Best Buy | 1.4% | -12.5% |
| Carvana | 1.4% | -6.7% |
| Kroger | 1.3% | -7.1% |
1. Amazon.com Statistics
Amazon.com’s largest market is the United States; its top e-commerce sales category is Hobby & Leisure (37.7%).
- Amazon’s e-commerce sales in 2024 totaled $147.6 billion, up 6.22% from 2023.
- There were 2.2 billion visits to Amazon.com in March 2024.
- Americans discovered Amazon.com via search engine 352 million times per month in May 2025.
- U.S. search traffic represents 76.6% of Amazon.com’s global search traffic.
- 99.5% of global search traffic is organic (i.e., not the result of paid advertisements).
- Organic search traffic on Amazon.com in December 2024 totaled 509 million visits up 3.77% YoY.
- From December 2022 to 2023, organic search traffic increased 8.82%.
2. JD.com Statistics
Jingdong Mall or JD.com’s largest market is Greater China; its top e-commerce sales category is Electronics (45.0%).
- eCommerce sales on JD.com in 2024 totaled $120.7 billion, up 4.18% from 2023.
- JD.com had a 27.2% share of the Chinese online retail market in 2023.
- Americans discovered JD.com via search engine 58,000 times per month in May 2025.
- U.S. search traffic represents 26.1% of JD.com’s global search traffic.
- 99.6% of JD.com’s global search traffic is organic.
- Organic search traffic on JD.com in December 2024 totaled 371,000 visits up 3.47% YoY.
- 99.5% of JD.com’s sales originate in Greater China.
3. Walmart.com Statistics
Walmart.com is the e-commerce segment of the world’s largest retailer though 100% of its e-commerce sales come from within the United States.
- Walmart’s e-commerce sales in 2024 totaled $79.2 billion, up 22.0% from 2023.
- Walmart.com’s top sales category is Fashion (19.0%).
- 32.1% of Walmart.com’s social media clicks come from YouTube.
- U.S. consumers discovered Walmart.com via search engine 71.8 million times per month in May 2025.
- American search traffic represents 94.2% of Walmart.com’s global search traffic.
- 99.9% of Walmart.com’s global search traffic is organic.
- Organic search traffic on Walmart.com in December 2024 totaled 84.7 million visits down 11.4% YoY.
4. Apple.com Statistics
Apple.com’s largest e-commerce market is the United States; its only e-commerce sales category is Electronics.
- Apple e-commerce sales in 2024 totaled $48.9 billion, up 3.51% from 2022.
- Americans discovered Apple.com via search engine 97.1 million times per month in May 2025, representing 22.4% of Apple.com’s global search traffic.
- 99.7% of Apple.com’s global search traffic is organic.
- Organic search traffic on Apple.com in December 2024 totaled 500 million visits, up 21.9% YoY.
5. Shein.com Statistics
Shein.com’s largest e-commerce market is the United States; its top e-commerce sales category is Fashion (44.0%).
- eCommerce sales on Shein.com in 2024 totaled $48.2 billion, up 32.1% from 2023.
- Americans discovered Shein.com via search engine 9.6 million times per month in May 2025, representing 27.6% of Shein.com’s global search traffic.
- 93.1% of Shein.com’s global search traffic is organic.
- Organic search traffic on Shein.com in December 2024 totaled 29.9 million visits, up 7.44% YoY.
Target.com Statistics
Target.com is the e-commerce segment of one of the world’s biggest retailers though 100% of its e-commerce sales revenue comes from within the United States.
- Target e-commerce sales in 2024 totaled $20.5 billion, up 6.09% from 2023.
- Target.com’s top sales category is Hobby & Leisure (24.0%).
- Americans found Target.com via search engines 40.4 million times per month in May 2025, representing 95.3% of Target.com’s global search traffic.
- 99.9% of Target.com’s global search traffic is organic.
- Organic search traffic on Shein.com in December 2024 totaled 68.2 million visits, down 7.44% YoY.
eCommerce Retail Marketplace Statistics
Amazon has the largest e-commerce retail marketplace in the U.S.; Walmart has the third-largest.
- U.S. e-commerce retail marketplaces made a collective $428.3 billion in 2024, up 11.4% YoY.
- eCommerce retail marketplace sales are expected to reach $477.7 billion in 2025.
- 2020 sales grew 44.5% YoY to $266.73 billion.
- Walmart’s U.S. e-commerce marketplace sales were an estimated $8.57 billion in 2023, representing 13.2% of sales on Walmart.com.
- eBay and Etsy are the 2nd and 4th largest online marketplaces, respectively.
eBay.com Statistics
eBay’s largest market is the United States, which accounts for 51% of its net revenue.
- eBay’s total revenue in 2024 amounted to $10.3 billion, up 1.69% YoY.
- There were 134 million active buyers* on eBay.com and 2.3 billion live listings in 2025.
- Americans discovered eBay.com via search engine 50.4 million times per month in May 2025.
- U.S. search traffic represents 76.9% of eBay.com’s global search traffic.
- 99.9% of global search traffic is organic (i.e., not the result of paid advertisements).
- Organic search traffic on eBay.com in December 2024 totaled 79.3 million visits, up 10.2% YoY.
- From December 2022 to 2023, organic search traffic decreased 8.58%.
* ”Active Buyers” refers to the number of unique buyers in a 12-month period.
Etsy.com Statistics
Etsy owns and operates a number of e-commerce marketplaces internationally, but Etsy.com is still its most popular website.
- Etsy’s consolidated revenue in 2024 totaled $2.81 billion, up 2.18% YoY.
- Americans discovered Etsy.com via search engine 24.5 million times per month in May 2025.
- U.S. search traffic represents 43.7% of Etsy.com’s global search traffic.
- 99.6% of Etsy’s global search traffic is organic.
- Organic search traffic on Etsy.com in December 2024 totaled 84.4 million visits, down 21.7% YoY.
| Month | Sales (in billions) |
Total Retail Share |
|---|---|---|
| Mar ’25 | $112.0 | 17.9% |
| Feb ’25 | $101.5 | 18.7% |
| Jan ’25 | $107.8 | 19.0% |
| Dec ’24 | $146.6 | 21.2% |
| Nov ’24 | $127.8 | 20.3% |
| Oct ’24 | $116.7 | 18.7% |
| Sep ’24 | $104.9 | 18.1% |
| Aug ’24 | $107.6 | 17.3% |
| Jul ’24 | $112.1 | 18.1% |
| Jun ’24 | $104.5 | 17.6% |
| May ’24 | $110.4 | 17.5% |
| Apr ’24 | $105.8 | 17.8% |
| Mar ’24 | $103.7 | 17.4% |
| Feb ’24 | $96.2 | 17.7% |
| Jan ’24 | $101.0 | 18.7% |
| Dec ’23 | $129.1 | 19.6% |
| Nov ’23 | $120.4 | 19.8% |
| Oct ’23 | $105.1 | 17.7% |
| Sep ’23 | $95.8 | 16.5% |
| Aug ’23 | $102.1 | 16.6% |
| Jul ’23 | $100.8 | 17.0% |
| Jun ’23 | $97.5 | 16.3% |
| May ’23 | $102.7 | 16.7% |
| Apr ’23 | $94.5 | 16.5% |
Top eCommerce Sites by Retail Category
Amazon.com and JD.com dominate e-commerce sales in most retail categories.
- Media online sales are mostly on Amazon.com, which also leads the parent category, Hobby & Leisure.
- For consumer electronics e-commerce, Apple.com is the industry leader.
- Shein.com leads in Fashion; JD.com leads in the subcategories Bags & Accessories and Footwear.
- Online clothing and apparel sales totaled $781.5 billion worldwide in 2024.
- Grocery e-commerce sales are primarily on Walmart.com, which also leads in the subcategories of Food and Beverages.
- Subcategory Personal Care e-commerce sales are primarily on JD.com.
- JD.com also leads in Electrical Appliances.
- Most e-commerce consumers purchase Furniture & Homeware on JD.com.
- Hobby & Leisure e-commerce purchases are mostly on Amazon.com, making up 37.7% of the purchases on the website.
- Among subcategories of Hobby & Leisure, Walmart.com leads Sports Equipment e-commerce sales (4.0% of the site’s sales are from this category).
eCommerce Consumer Statistics
An estimated 2.71 billion consumers contributed to global e-commerce in 2024.
- 273 million Americans made an e-commerce purchase in 2024.
- The U.S. annual growth rate from 2024 to 2029 is an estimated 4.05%.
- The global e-commerce consumer growth rate is slower, averaging 1.60% from 2024 to 2029.
- The U.S. e-commerce consumer growth rate declined at an average annual rate of 10.6% from 2022 to 2024.
- The number of digital shoppers worldwide represents 33.3% of the global population (all ages).
- American digital shoppers represent 80.4% of the U.S. population (all ages).
- Compared to all shoppers, those born between 1980 and 1994 (sometimes called “Millennials”) are 14.3% more likely to shop online.
- Consumers born between 1995 and 2003 (Generation Z) are 33.3% more likely to shop using a hybrid method (in-store and online).
Mobile eCommerce Statistics
A larger share of online sales are made on mobile devices, including in-browser and in-app purchases.
- Worldwide mobile e-commerce sales dollars totaled an estimated $2.07 trillion in 2024.
- Projections indicate that mobile e-commerce sales will reach $3.35 trillion in 2028.
- 57% of worldwide e-commerce sales come from mobile devices; projections indicate the mobile e-commerce share will reach 63% in 2028.
- Mobile e-commerce sales totaled $564.1 billion in 2024, up 14.8% YoY.
eCommerce Payment Method Statistics
Increased methods of payment make e-commerce more accessible to a larger share of the global population.
- Consumers used digital wallets for 53% of global online purchases in 2024.
- Digital wallet use is projected to increase by 22.6% from 2024 to 2030, when 65% of payments will be made with digital wallets.
- Globally, Buy Now, Pay Later (BNPL) is used as a payment method for 5% of e-commerce transactions.
eCommerce Business Statistics
Shopify is the most popular e-commerce platform, followed by Wix Stores and WooCommerce.
- Among websites using e-commerce technologies, 27% use Shopify.
- 4.91 million or 18.7% of all internet websites use Shopify’s technology to facilitate sales.
- Among websites using e-commerce technologies, 22% use Wix Stores.
- 4.00 million or 15.3% of all websites use Wix.
- 16% of websites using e-commerce technology use WooCommerce Checkout.
- 2.99 million or 11.4% of all websites use WooCommerce.
- Squarespace Add to Cart, and Ecwid are the 4th and 5th most popular e-commerce technologies, respectively.
- Among websites using e-commerce technologies, 13% use Squarespace Add to Cart and 4% use Ecwid.
B2B eCommerce Statistics
B2B e-commerce is between businesses and does not involve consumers.
- The gross merchandise value (GMV) of the global B2B e-commerce market was an estimated $28.1 trillion in 2024.
- Microsoft is the world’s most valuable B2B brand, worth $292.5 billion.
- China Construction Bank is considered the world’s strongest B2B brand, with a top score of 93.7 on a 100-point scale and measured against 5,000 other brands.
- Amazon Business is the world’s most popular general B2B online marketplace.
- In 2024, Amazon Business had a GMV of $67 billion or 5.9% of total Amazon merchandise sales.
- U.S. B2B marketplace e-commerce sales totaled $349.9 billion in 2024, up 34.6% from 2023.
eCommerce Fulfillment Statistics
The e-commerce fulfillment market in the Asia-Pacific market makes up the largest (27.0%) and fastest-growing segment of the global industry.
- The e-commerce fulfillment service global market value is $140.1 billion in 2025, up 13.2% year-over-year (YoY).
- Projections indicate that global revenue for e-commerce fulfillment will exceed $272 billion by 2030.
- 60% of online retailers at least partially outsource fulfillment services; among them, 20% outsource the entire fulfillment process.
- In the United States, e-commerce fulfillment generated a market revenue of $22.4 million in 2024.
- From 2025 to 2030, the U.S. e-commerce fulfillment market is expected to grow 14.1% annually to $49 million.
- Amazon, the nation’s largest online retailer, spent $98.5 billion on order fulfillment in 2024.
These data and insights were compiled by the Capital One Shopping team based on publicly available data.
Sources
- United States Census Bureau
- eMarketer, Insider Intelligence
- Statista, Industry Overview
- Grandview Research
- Digital Commerce 360, Charts & Data
- Research and Markets, Cross-border B2C E-commerce Market Report by Category
- International Trade Administration, 2024 eCommerce Size & Sales Forecast
- Supply Chain Dive, Retailers Look to Outsource More eCommerce Fulfillment
- ecommerceDB
- Ahrefs.com
- U.S. Securities and Exchange Commission, Company Filings
- eBay, Our Company
- Brand Finance, Global Most Valuable B2B Brands Index
- Fidelity Information Services (FIS), Global Payments Report
- National Retail Federation, Consumer Research
- BuiltWith, eCommerce Usage Distribution on the Entire Internet