Highlights. Global online shopping revenue totaled $6.01 trillion in 2024; projections indicate that sales will exceed $8.9 trillion by 2030.
- American online spending totaled $1.34 trillion in 2024; projections indicate that online spending will exceed $2.5 trillion in 2030.
- 2.71 billion people worldwide shopped online in 2024; an estimated 10.1% were Americans.
- 273 million Americans (80.4%) shop online.
- Online shopping represents 19.9% of all retail sales worldwide as of 2024; in the U.S., online shopping represents 15.9% of retail revenue.
Online Shopping 2025 Statistics
In the first four (4) months of 2025, online shoppers in the U.S. spent a record average of $3.622 billion per day.
- American online shoppers spent a total of $434.642 billion in the first four months of 2025.
- Online shopping sales in the U.S. totaled $275.759 billion in the first fiscal quarter (Q1) of 2025, up 5.61% year-over-year (YoY).
- As of 2025 Q1, e-commerce accounts for 15.9% of all retail sales in the U.S., up 2.32% YoY.
- 2025 Q1 e-commerce revenue growth outpaced U.S. currency inflation by 135%.
- As a share of total retail revenue, 2025 Q1 e-commerce was down 10.7% from its quarterly record in 2024 Q4 (17.8%).
- Online shopping sales totaled $345.872 billion in 2024 Q4, up 8.80% YoY from 2023 Q4.
| Quarter | Online Spending (in billions) |
Share of All Retail |
|---|---|---|
| 2025 Q1 | $275.76 | 15.9% |
| 2024 Q4 | $345.87 | 17.8% |
| 2024 Q3 | $284.80 | 15.6% |
| 2024 Q2 | $278.26 | 15.3% |
| 2024 Q1 | $261.11 | 15.5% |
| 2023 Q4 | $317.89 | 17.1% |
| 2023 Q3 | $264.68 | 14.8% |
| 2023 Q2 | $260.90 | 14.6% |
| 2023 Q1 | $243.55 | 14.8% |
| 2022 Q4 | $289.49 | 16.0% |
| 2022 Q3 | $241.48 | 13.8% |
| 2022 Q2 | $240.46 | 13.5% |
| 2022 Q1 | $226.04 | 14.2% |
| 2021 Q4 | $275.59 | 16.0% |
| 2021 Q3 | $221.44 | 13.8% |
| 2021 Q2 | $228.88 | 13.9% |
| 2021 Q1 | $210.68 | 14.7% |
| 2020 Q4 | $251.53 | 16.6% |
| 2020 Q3 | $201.68 | 14.2% |
| 2020 Q2 | $200.90 | 15.5% |
| 2020 Q1 | $144.37 | 11.7% |
Global Online Shopping Statistics
Online shopping will generate $10 trillion in annual revenue by 2033.
- In 2025, online retail sales are expected to reach $6.42 trillion globally.
- Global online shopping sales revenue totaled $6.01 trillion in 2024.
- In 2024, global online shopping revenue increased by 7.65% from 2023.
- Worldwide, online sales represented 19.9% of global retail sales in 2024, up 3.11% from 2023 (19.3%).
- Projections indicate that, from 2024 to 2030, online shopping sales will increase at an average annual rate of 6.80%.
- By 2030, online shopping is projected to make up 23.9% of global retail sales.
U.S. Online Shopping Statistics
Online shopping in the United States makes up a smaller portion of the global market every year, in part due to increased internet accessibility worldwide.
- In 2025, online retail spending in the U.S. is projected to total $1.47 trillion.
- From 2023 to 2024. American online spending increased by 9.24% to $1.337 trillion.
- American online consumer spending surpassed $1.224 trillion in 2023.
- U.S. online sales represented an estimated 22.3% of global online sales in 2024, up 1.47% from 2023 (21.9%).
- 18.4% of 2024 retail sales were online, up from 17.3% in 2023.
- Online shopping revenue in the average U.S. state was equivalent to an estimated $3,612 per capita in 2024.
- The average American consumer spent $1,028 online in the fourth quarter (Q4) of 2024.
- U.S. households spent an average of $2,570 online in 2024 Q4.
Online Shopping Growth Statistics
While growth has slowed in the United States, increased accessibility continues to boost global online shopping sales and activity.
- Projections indicate the number of global online shoppers will exceed 2.96 billion in 2030.
- Online shopping global market penetration increased by 2.65% from 2023 to 2024.
- In 2023, online shopping’s global penetration increased by 3.13% from 2022.
- Automotive and Food & Beverage products have the fastest year-over-year (YoY) online sales growth among all product categories in 2024, up 21.4% and 17.2%, respectively.
- From 2023 to 2027, the Food & Beverage U.S. online market share will increase 22.1%, from 8.6% to 10.5% of all online sales.
Online Holiday Shopping
Americans are most likely to shop online during the winter holiday season.
- Americans spent a 17.1% larger share of their retail dollars online in the month of December 2024 (compared to the average over the rest of the year).
- December 2008 holds the record for the largest monthly increase in online spending at 39.4%.
- Americans spent up to $989 billion for the holidays in 2024.
- The average American spends around $902 over the winter holiday season.
Online Grocery Shopping Statistics
While Americans still prefer to shop in-store for groceries, online and hybrid grocery shopping increased significantly in 2020 and 2021.
- Online grocery sales in the U.S. are expected to total $219.3 billion in 2024, accounting for 13.7% of all grocery purchases.
- By 2026, digital grocery sales are expected to account for 19.0% of e-commerce sales, surpassing all other categories.
- In 2023, 82% of American households purchased groceries online over a three-month period.
- 19% of American consumers purchase most of their groceries online.
- 20% of consumers purchase equal amounts of groceries online and in-store.
- In 2025, 20.2% of consumers prefer to purchase groceries and household goods online, up 7.26% YoY.
- The top three food items in terms of the number of shoppers purchasing online are non-perishable foods (78%), soft drinks (67%), and fresh food (61%).
Online Consumer Statistics
Online shopping trends show that, while consumer habits change over time, growth is consistent.
- In 2024, an estimated 2.71 billion people worldwide shopped online, up 2.65% YoY.
- American consumers who prefer online shopping say convenience is the main reason they shop online.
- Americans are most likely to buy apparel and accessories online as opposed to in-store.
- U.S. shoppers are also more likely to purchase home furnishings and consumer electronics online as opposed to in-store.
- 43% of U.S. consumers bought clothing and 33% bought shoes online over 12 months.
- Furniture and home furnishing sales dollars account for an estimated 8.36% of all e-commerce sales.
Online Shopping Demographics
Please note that this report generally conforms to terminology used in source data to identify shopper demographics.
- Shoppers in high-income households are 12.3% more likely to shop online than middle-income households.
- 53% of male shoppers and 44% of female shoppers prefer to browse retail items online as opposed to in-store.
- Among age groups, those born between 1981 and 1996 (often called ”Millennials”) are the most likely to shop online.
- Shoppers born from 1992 to 2012 (”Generation Z”) are the most likely to use a hybrid method of shopping.
Online Order Fulfillment Statistics
Fulfillment is a multi-billion dollar industry that, with package shipping and delivery, is a cornerstone of online shopping.
- Consumers are 109% more likely to select ship-to-home over in-store pickup, the second-most popular fulfillment method.
- 45% of online grocery shoppers prefer home delivery.
- 74% of online shoppers expect delivery within two (2) days of ordering.
- 68% of online consumers expect free delivery for orders valued less than $50.
- For each day an e-commerce delivery is late, consumers are 1.1% more likely to return the items.
- Online shoppers are most likely to return items via third-party drop-off; 50% of consumers making returns used this method over a 30-day period.
- 37% of online returns over a 30-day period were returned by mail while 29% were returned to a brick-and-mortar location.
Online Retailer Statistics
With thousands of e-commerce websites, global and international markets are each dominated by a handful of major retailers.
- Amazon is the largest online retailer in the world, with $147.6 billion in 2024 e-commerce sales.
- JD.com or Jingdong Mall is the second largest global online retailer; 2024 e-commerce sales totaled $120.7 billion.
- Americans spend 488% more on Amazon than at the second-highest-grossing U.S. online retailer.
- Among U.S. online retailers, Amazon has a 37.6% market share.
| Year | Revenue (in trillions) |
YoY Growth |
|---|---|---|
| 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% |
Online vs. In-Store Shopping Statistics
The preference for in-store shopping typically increases during the summer months.
- In 2025, a monthly average of 45.4% of American consumers prefer to shop in-store.
- 28.2% prefer to shop online while 26.4% prefer a hybrid method or had no preference.
- Also during 2025, 36.4% of Americans opted to purchase their personal electronics online when possible.
- 32.8% and 29.8% of American consumers preferred to purchase their apparel and beauty products online, respectively.
- 24.4% of consumers preferred to purchase home furnishings and appliances online.
- American shoppers are 6.25% more likely to purchase home goods online instead of in-store.
Online Shopping COVID-19 Statistics
COVID-related lockdowns and quarantines increased consumers’ need to shop online.
- A monthly record for online purchases as a percentage of total retail sales dollars was set at 18.7% in April 2020.
- Online spending in the U.S. increased by 34.2% in 2020.
- Between 2019 and 2020, grocery sales online increased 52.6%.
- 60% of global internet users shopped primarily online in 2020/21, up 13.2% from 2019.
- In 2020, 90% of North American consumers shopped online, up 11.1% from 2018.
| Year | Revenue (in billions) |
YoY Growth |
|---|---|---|
| 2024 | $1,337.3 | 9.24% |
| 2023 | $1,224.2 | 11.22% |
| 2022 | $1,100.7 | 9.55% |
| 2021 | $1,004.8 | 15.31% |
| 2020 | $871.34 | 34.20% |
| 2019 | $649.23 | 12.86% |
| 2018 | $575.28 | 11.55% |
| 2017 | $515.73 | 12.31% |
| 2016 | $459.20 | 11.60% |
| 2015 | $411.48 | 11.18% |
| 2014 | $370.09 | 8.86% |
| 2013 | $339.98 | 5.27% |
| 2012 | $322.96 | 11.41% |
| 2011 | $289.88 | 11.45% |
| 2010 | $260.10 | 11.87% |
| 2009 | $232.50 | 2.80% |
| 2008 | $226.16 | 2.49% |
| 2007 | $220.66 | 10.56% |
| 2006 | $199.58 | 15.05% |
| 2005 | $173.48 | 14.14% |
| 2004 | $151.99 | 14.72% |
| 2003 | $132.48 | 9.74% |
| 2002 | $120.73 | 6.54% |
| 2001 | $113.31 | 0.74% |
| 2000 | $112.49 | 20.82% |
| 1999 | $93.10 | 17.45% |
| 1998 | $79.27 | 14.82% |
| 1997 | $69.03 | 14.89% |
| 1996 | $60.08 | 16.07% |
| 1995 | $51.76 | 12.07% |
These data and insights were compiled by the Capital One Shopping team based on publicly available data.
Sources
- United States Census Bureau
- United Nations Conference on Trade and Development, COVID-19 Boost to E-commerce Sustained into 2021
- eMarketer, Insider Intelligence
- Morning Consult, Retail & E-commerce
- National Retail Federation
- Power Reviews, Grocery and CPG
- Statista, Industry Overview
- U.S. Bureau of Labor Statistics
- ecommerceDB
- PRWeb, News Releases
- Science Direct, Journal of Retailing: The faster, the better?