Online Shopping Growth Statistics (2024): Trend Data by Year

Highlights. American consumers spent nearly $1.243 trillion* online in 2023, up 12.3% year-over-year (YoY).

In the first seven (7) months of 2024, online consumers spent a monthly average of $107.4 billion or 15.5% of all retail spending nationwide.
eCommerce spending in the U.S. increased 34.1% in 2020.
The monthly record for online purchases as a percentage of total retail sales dollars was 17.3% in November 2023.

*Financial values have not been seasonally adjusted; this report does not use seasonally adjusted values unless noted otherwise.

Line Graph: Total Annual eCommerce Revenue in billions from 2013 ($346) to 2023 ($1,243) according to the U.S. Census Bureau

2024 Online Sales Growth

U.S. e-commerce sales are projected to total $1.370 trillion in 2024.

eCommerce sales in 2024 account for an estimated 7.06% higher share of total retail sales than in 2023.
In the second fiscal quarter (Q2) of 2024, U.S. e-commerce sales totaled $282.3 billion, up 6.58% YoY from 2023 Q2.
eCommerce accounted for 15.2% of retail sales in 2024 Q2, up 4.65% YoY.
Global e-commerce sales will total an estimated $6.33 trillion in 2024.

Line Graph: eCommerce as a % of Total Retail Sales from 2015 (7.83%) to 2023 (15.0%) according to the U.S. Census Bureau

Online Sales Growth in the 2020s

eCommerce revenue not only increased overall in the first 4 years and 7 months of the 2020s, but the growth rate is also far above the currency inflation rate during the same period.

From January 2020 to July 2024, month-to-month e-commerce revenue growth averaged 1.31%.
During the same period, the month-to-month value of the U.S. dollar averaged a 0.37% rate of increase.
In the first 4 years and 7 months of the 2020s, month-to-month e-commerce revenue growth outpaced currency inflation by 254%.
When expressed as a percentage of nationwide retail sales revenue (i.e. market share), month-to-month e-commerce sales growth averaged a 0.56% rate of increase.
In the fourth quarter of 2023, the traditional winter holiday shopping season, e-commerce sales increased 20.1% from 2023 Q3.
By July 2024, the e-commerce share of monthly retail sales dollars declined 9.03% from its peak in November 2023.
In 2023, total seasonally-adjusted e-commerce sales dollars increased 11.3%.

U.S. 24-Month Online Spending & Growth
Month	Total E-commerce Sales (billions)	YoY Growth
Jul 2024	$114.0	11.4%
Jun 2024	$106.2	7.32%
May 2024	$112.1	7.49%
Apr 2024	$108.5	13.2%
Mar 2024	$106.2	7.42%
Feb 2024	$99.0	13.0%
Jan 2024	$105.5	12.2%
Dec 2023	$131.1	8.12%
Nov 2023	$122.2	9.22%
Oct 2023	$106.7	10.7%
Sep 2023	$97.3	5.73%
Aug 2023	$103.7	7.00%
Jul 2023	$102.3	10.0%
Jun 2023	$99.0	8.05%
May 2023	$104.3	9.21%
Apr 2023	$95.9	4.37%
Mar 2023	$98.8	5.71%
Feb 2023	$87.6	6.48%
Jan 2023	$94.0	7.62%
Dec 2022	$121.3	6.45%
Nov 2022	$111.9	6.79%
Oct 2022	$96.4	8.61%
Sep 2022	$92.0	11.9%
Aug 2022	$96.9	12.3%

Online Sales Growth in the 21st Century

Most of the largest gains in e-commerce revenue and market share happened in the 21st century.

From 2000 to 2020, e-commerce spending increased at an average annual rate of 33.9%.
In 2000, U.S. consumers spent $113.8 billion on e-commerce.
From 2000 to 2010, annual e-commerce spending increased 132% to $263.5 billion.
Also in 2000, e-commerce sales dollars accounted for 3.46% of nationwide retail sales revenue.
Between 2000 and 2010, the e-commerce market share increased 77.7%.
From 2010 to 2020, annual e-commerce spending increased 236% to $884.4 billion.
Between 2010 and 2020, the e-commerce market share increased 131%.

U.S. Total Annual Online Spending
Year	E-commerce Sales (billions)	Growth YoY
2023	$1,243	11.3%
2022	$1,117	9.53%
2021	$1,020	15.3%
2020	$884	34.2%
2019	$659	12.7%
2018	$585	11.5%
2017	$525	12.2%
2016	$468	11.6%
2015	$419	11.2%
2014	$377	8.88%
2013	$346	5.33%
2012	$329	11.5%
2011	$295	11.8%
2010	$263	11.8%
2009	$236	2.78%
2008	$229	2.49%
2007	$224	10.6%
2006	$202	15.0%
2005	$176	14.1%
2004	$154	14.8%
2003	$134	9.89%
2002	$122	6.51%
2001	$115	0.84%
2000	$114	20.7%

Projected Online Sales Growth

Young consumers are generally more likely to shop online.

If current trends continue, U.S. e-commerce revenue will total $1.68 trillion in 2026.
Likewise, current trends indicate the e-commerce market share will run as high as 17.0% in 2026.
Some projections indicate total online sales revenue will increase 10.8% per year between 2024 and 2029.
Consumers born between the years 1946 and 1964 are 33.3% more likely to shop in-store compared to all shoppers.
Compared to all shoppers, those born between 1980 and 1994 are 14.3% more likely to shop online.
Consumers born between 1995 and 2003 are 33.3% more likely to shop using a hybrid method (in-store and online).

Line Graph: Total Annual eCommerce Revenue in billions from 1994 ($47) to 2004 ($154) according to the U.S. Census Bureau

Historical Online Sales Growth

While multiple media outlets consider 1994 the birth year of e-commerce, the U.S. Census Bureau did not begin tracking online sales until 2000, when it combined e-commerce with mail-order sales.

1997 U.S. e-commerce sales totaled an estimated $20.8 billion.
From 1995 to 1997, estimated U.S. annual e-commerce sales revenue combined with mail-order revenue totaled $80 billion.
Between the 1995-1997 period and 2000, combined total e-commerce sales and mail-order revenue increased at an average annual rate of 8.44%.
Between 1999 and 2000, the combined e-commerce and mail order revenue increased 20.7%.

Global Online Spending & Growth
Year	Total Sales Revenue (billions)	YoY Change
2023	$5.821	10.0%
2022	$5.292	6.30%
2021	$4.979	17.2%
2020	$4.248	26.8%
2019	$3.351	12.4%
2018	$2.982	25.2%
2017	$2.382	29.1%
2016	$1.845	19.2%
2015	$1.548	15.9%

Global Online Sales Growth

In the early years of e-commerce, U.S. sales accounted for an estimated 80% of global e-commerce revenue.

In 2023, global online retail sales totaled $5.82 trillion.
2023 global online retail sales dollars increased 10.0% YoY.
1997 worldwide e-commerce sales totaled an estimated $26 billion.
Between 1997 and 2014, global e-commerce increased 5,039% to $1.34 trillion.
Projections indicate that global online retail sales will total $7.41 trillion by 2026.
If projections are correct, e-commerce sales revenue will increase at an annual average rate of 9.17%.

Line Graph: Global Annual eCommerce Revenue in billions from 2015 ($1,548) to 2023 ($5,821) according to eMarketer

Online Shopping Growth Statistics