Highlights. Worldwide, e-commerce retail sales will reach an estimated $6.91 trillion in 2024, up 9.56% from total e-commerce retail sales in 2023 ($6.31 trillion).
- Projections indicate that value will increase to $8.91 trillion in 2027.
- U.S. retail e-commerce sales for 2023 totaled $1.26 billion, up 8.96% from 2022.
- Projections indicate that U.S. retail e-commerce sales will exceed $2 trillion by 2028.
- 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 $205.6 billion in the first two (2) months of 2024, up 13.3% YoY.
- Adjusted for seasonal variation, retail e-commerce sales totaled an estimated $219.8 billion in the first two months of 2024, or 15.7% of total retail sales for the quarter.
- eCommerce sales increased 218% faster from the first two months of 2023 to 2024; total sales increased 4.18% in this period.
- As of February 2024, e-commerce accounts for 15.5% of all retail sales in the U.S.
- In February 2023, U.S. e-commerce sales increased 14.6% YoY.
- eCommerce as a percentage of retail sales is up 7.39% 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 $32.5 trillion in 2023.
- Projections indicate that total worldwide B2B and B2C e-commerce will be worth almost $50 trillion in 2026.
- Global retail e-commerce sales in 2023 totaled $6.31 trillion up 10.4% YoY.
- Retail e-commerce sales worldwide are expected to exceed $8 trillion by 2026.
- 21.5% of global retail sales revenue is e-commerce; according to projections, 24.9% of all retail sales worldwide will be online by 2026.
- From 2022 to 2023, global revenue from social media e-commerce increased 30.8% to $1.30 trillion.
| Year | Global eCommerce (in trillions) |
YoY Change Global eCommerce |
|---|---|---|
| 2023 | $6.31 | 10.4% |
| 2022 | $5.72 | 9.71% |
| 2021 | $5.21 | 22.7% |
| 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 19.9% of global online sales in 2023.
- U.S. retail e-commerce sales totaled $1.26 trillion online in 2023, up 8.96% YoY.
- eCommerce represented a 15.1% share of all U.S. retail sales revenue from 2022, up 5.58% YoY.
- Some projections indicate U.S. e-commerce revenue will increase by a total of 71.1% or an average annual rate of 11.9% between 2023 and 2029.
- The monthly record for U.S. online purchases was 17.4% of retail sales dollars in April 2020.
- The U.S. accounts for 20.3% of the total fashion e-commerce market.
- Between 2022 and 2025, experts predict a 10% compound annual growth rate for fashion e-commerce in the U.S.
| Year | Sales (in billions) |
Total Retail Share* |
|---|---|---|
| 2023 | $1,257 | 15.1% |
| 2022 | $1,154 | 14.3% |
| 2021 | $1,028 | 14.0% |
| 2020 | $891 | 14.2% |
| 2019 | $659 | 10.6% |
| 2018 | $585 | 9.73% |
| 2017 | $525 | 9.11% |
| 2016 | $467 | 8.45% |
| 2015 | $419 | 7.80% |
| 2014 | $377 | 7.19% |
| 2013 | $346 | 6.90% |
| 2012 | $329 | 6.79% |
| 2011 | $295 | 6.38% |
| 2010 | $263 | 6.12% |
| 2009 | $236 | 5.77% |
| 2008 | $229 | 5.23% |
| 2007 | $224 | 5.03% |
| 2006 | $202 | 4.70% |
| 2005 | $176 | 4.29% |
| 2004 | $154 | 4.00% |
| 2003 | $134 | 3.71% |
| 2002 | $122 | 3.53% |
| 2001 | $115 | 3.39% |
| 2000 | $114 | 3.45% |
*In-store and online U.S. retail
eCommerce Global Market Statistics
The U.S. controls 19.0% of the global e-commerce market, second only to China.
- China dominates the e-commerce market with 52.1% of the world’s e-commerce sales.
- The U.K. is the third-largest e-commerce retail market with 4.8% of sales.
- Japan, South Korea, and Germany rank 4th, 5th, and 6th, respectively.
- Cross-border e-commerce sales for 2023 are estimated at $1.24 trillion.
- 2023 cross-border e-commerce sales are up 25.0% from their 2022 total of $991.3 billion.
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 2023, Amazon.com made 19.9% 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 (501.8 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 2023 totaled $138.9 billion, up 4.11% from 2022.
- There were 2.7 billion visits to Amazon.com in December 2023.
- Americans discovered Amazon.com via search engine 413 million times per month in April 2024.
- U.S. search traffic represents 82.4% of Amazon.com’s global search traffic.
- 98.8% of global search traffic is organic (i.e., not the result of paid advertisements).
- Organic search traffic on Amazon.com in December 2023 totaled 491 million visits up 8.82% YoY.
- From December 2020 to 2021, organic search traffic increased 30%.
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 2023 totaled $115.8 billion, down 13.2% from 2022.
- JD.com had a 26% share of the Chinese online retail market in 2022.
- Americans discovered JD.com via search engine 88,000 times per month in April 2024.
- U.S. search traffic represents 24.2% of JD.com’s global search traffic.
- 99.0% of JD.com’s global search traffic is organic.
- Organic search traffic on JD.com in December 2023 totaled 358,000 visits up 70.5% 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 2023 totaled $64.9 billion, up 23.9% from 2022.
- 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 79.2 million times per month in April 2024.
- American organic search traffic represents 94.7% of Walmart.com’s global search traffic.
- 91.0% of Walmart.com’s global search traffic is organic.
- Organic search traffic on Walmart.com in December 2023 totaled 95.6 million visits up 8.65% 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 2023 totaled $47.2 billion, down 16.6% from 2022.
- Americans discovered Apple.com via search engine 105 million times per month in April 2024, representing 21.6% of Apple.com’s global search traffic.
- 99.2% of Apple.com’s global search traffic is organic.
- Organic search traffic on Apple.com in December 2023 totaled 410 million visits, up 37.9% 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 2023 totaled $36.5 billion, up 39.6% from 2022.
- Americans discovered Shein.com via search engine 15.9 million times per month in April 2024, representing 31.5% of Shein.com’s global search traffic.
- 74.9% of Shein.com’s global search traffic is organic.
- Organic search traffic on Shein.com in December 2023 totaled 27.8 million visits, up 2.19% 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 2023 totaled $19.4 billion, down 3.19% from 2021.
- Target.com’s top sales category is Hobby & Leisure (24.0%).
- Americans found Target.com via search engines 45.3 million times per month in April 2024, representing 95.8% of Target.com’s global search traffic.
- 99.9% of Target.com’s global search traffic is organic.
- Organic search traffic on Target.com in December 2023 totaled 68.2 million visits, up 0.85% YoY.
eCommerce Retail Marketplace Statistics
Amazon has the largest e-commerce retail marketplace in the U.S.; Walmart has the fourth largest.
- Estimates indicate U.S. e-commerce retail marketplaces made a collective $409.4 billion in 2023.
- Walmart’s U.S. e-commerce marketplace sales were an estimated $7.2 billion in 2022, representing 15.2% of sales on Walmart.com.
- eCommerce retail marketplace sales are expected to reach $468.29 billion in 2024.
- 2020 sales grew 44.5% YoY to $266.73 billion.
- eBay and Etsy are the 2nd and 3rd largest online marketplaces, respectively.
eBay.com Statistics
eBay’s largest market is the United States, which accounts for 50% of its net revenue.
- eBay’s total revenue in 2023 amounted to $10.11 billion, up 3.24% YoY.
- There were 132 million active buyers* on eBay.com and 2 billion live listings in 2024.
- Americans discovered eBay.com via search engine 63.2 million times per month in April 2024.
- U.S. search traffic represents 82.2% of eBay.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 eBay.com in December 2023 totaled 72.0 million visits, down 8.58% YoY.
- From December 2020 to 2021, organic search traffic increased 8.12%.
* ”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 2023 totaled $2.75 billion, up 7.10% YoY.
- Americans discovered Etsy.com via search engine 47.3 million times per month in April 2024.
- U.S. search traffic represents 44.1% of Etsy.com’s global search traffic.
- 97.9% of Etsy’s global search traffic is organic.
- Organic search traffic on Etsy.com in December 2023 totaled 108 million visits, down 2.85% YoY.
| Month | Sales (in billions) |
Total Retail Share |
|---|---|---|
| Feb ’24 | $100.3 | 15.5% |
| Jan ’24 | $105.3 | 16.5% |
| Dec ’23 | $131.1 | 17.1% |
| Nov ’23 | $122.2 | 17.3% |
| Oct ’23 | $106.7 | 15.3% |
| Sep ’23 | $97.3 | 14.3% |
| Aug ’23 | $103.7 | 14.4% |
| Jul ’23 | $102.3 | 14.7% |
| Jun ’23 | $99.0 | 14.1% |
| May ’23 | $104.3 | 14.4% |
| Apr ’23 | $95.9 | 14.2% |
| Mar ’23 | $98.8 | 14.3% |
| Feb ’23 | $87.6 | 14.4% |
| Jan ’23 | $94.0 | 15.0% |
| Dec ’22 | $121.27 | 16.4% |
| Nov ’22 | $111.92 | 16.3% |
| Oct ’22 | $96.41 | 14.1% |
| Sep ’22 | $92.03 | 13.9% |
| Aug ’22 | $96.90 | 13.9% |
| Jul ’22 | $92.99 | 13.6% |
| Jun ’22 | $91.62 | 13.2% |
| May ’22 | $95.48 | 13.6% |
| Apr ’22 | $91.90 | 13.5% |
| Mar ’22 | $93.49 | 13.8% |
| Feb ’22 | $82.24 | 14.2% |
| Jan ’22 | $87.34 | 15.0% |
| Dec ’21 | $111.83 | 15.9% |
| Nov ’21 | $104.73 | 16.2% |
| Oct ’21 | $86.61 | 13.8% |
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.
- JD.com leads in Fashion and all of its subcategories. Online clothing and apparel sales totaled $1.53 trillion worldwide in 2022.
- Grocery e-commerce sales are primarily on Chaoshi.Tmall.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, Nike.com leads Sports Equipment e-commerce sales (78.0%) of the site’s sales are from this category.
eCommerce Consumer Statistics
Over 2.3 billion consumers contributed to global e-commerce in 2023.
- 235 million Americans made an e-commerce purchase in 2023.
- The annual growth rate from 2021 to 2025 is an estimated 4.4%.
- U.S. growth rate is slower averaging 1.0% from 2021 to 2025.
- The U.S. e-commerce consumer growth rate declined at an average annual rate of 16% from 2018 to 2021.
- The number of digital shoppers worldwide represents 29% of the global population (all ages).
- American digital shoppers represent 70% 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 $4.37 trillion in 2023.
- Projections indicate that mobile e-commerce sales will surpass $7 trillion in 2027.
- 72% of worldwide e-commerce sales come from mobile devices; projections indicate the mobile e-commerce share will exceed 90% in 2027.
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 50% of global online purchases in 2023.
- Digital wallet use is projected to increase by 22% from 2023 to 2027, when 61% 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.
- North American use of BNPL is projected to increase 20% by 2027.
eCommerce Business Statistics
Shopify is the most popular e-commerce platform, followed by Wix Stores and WooCommerce.
- Among websites using e-commerce technologies, 28% use Shopify.
- 4.69 million or 19.1% of all internet websites use Shopify’s technology to facilitate sales.
- Among websites using e-commerce technologies, 17% use Wix Stores.
- 2.91 million or 11.8% of all websites use Wix.
- 17% of websites using e-commerce technology use WooCommerce Checkout.
- 2.91 million or 11.8% 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, 11% use Squarespace Add to Cart and 5% use Ecwid.
B2B eCommerce Statistics
B2B e-commerce is between businesses and does not involve consumers.
- Microsoft is the world’s most valuable B2B brand, worth $220.4 billion.
- Deloitte is considered the world’s strongest B2B brand, with a top score of 90.6 on a 100-point scale and measured against 5,000 other brands.
- Alibaba is the world’s most popular general B2B online marketplace.
- B2B e-commerce marketplaces have a collective gross merchandise value of $2.7 trillion.
- U.S. B2B marketplace e-commerce sales totaled $224 billion in 2023, which is double the total of 2022.
eCommerce Fulfillment Statistics
The e-commerce fulfillment market in Asia makes up the largest segment of the global industry (26%); the North American market is the second-largest (23.9%).
- The e-commerce fulfillment service global market value is $109.56 billion, up 12.6% 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 North America alone, e-commerce fulfillment was valued at $20.8 billion in 2021, up 11.3% YoY.
- Amazon, the nation’s largest online retailer, spent $90.6 billion on order fulfillment in 2023.
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
- McKinsey & Company, The State of Fashion 2023: Holding Onto Growth as Global Clouds Gather
- Globe News Wire, Cross-Border B2C E-Commerce Market Size
- Forbes
- 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
- Congressional Research Service, Report: International Trade and E-Commerce
- Pew Research Center, For shopping, phones are common…