Highlights. In-store shopping still earns more sales dollars than online shopping. American consumers spent $5.927 trillion in retail stores and $1.337 trillion online in 2024.*
- In the first two (2) months of 2025, consumers spent a monthly average of $555.5 billion on retail, 18.9% of it from e-commerce.
- The monthly record for online purchases was 21.2% of retail sales dollars in December 2024.
- The e-commerce share of total retail sales dollars has increased at an average annual rate of 7.42% since 1995.
*This value has not been seasonally adjusted; this report does not use seasonally adjusted values unless noted otherwise.
Online vs. In-store Sales Statistics
In-store shopping is still the preferred method for most American consumers.
- Consumers spent $1.977 trillion on retail items in the fourth fiscal quarter (Q4) of 2024, 17.9% of which came from e-commerce.
- eCommerce represented a 6.36% larger share of retail annual sales in 2024 than it did in 2023.
- In the fourth fiscal quarter (Q4)** of 2024, in-store sales dollars increased 3.87% from the previous quarter; e-commerce sales increased 14.4%.
- In 2023 Q4, in-store sales dollars increased 1.49%; e-commerce sales increased 15.2%.
- In February 2025, the e-commerce share of monthly retail sales dollars declined 11.1% from its peak in December 2024; the in-store share increased 3.00%.
- In 2024, total seasonally-adjusted in-store retail sales dollars increased 0.93%; seasonally-adjusted e-commerce sales dollars increased 8.64%.
- In 2021, 83% of consumers shopped online and 83% shopped in-store.
**Q4 is the traditional winter holiday shopping season.
Online Shopping Statistics
Consumers are most likely to purchase personal electronics and apparel online and prefer to use ship-to-home for most online purchase fulfillments.
- 43% of U.S. consumers bought clothing online over 12 months; 33% bought shoes.
- 2.9% of all fresh produce is sold online.
- Furniture and home furnishing sales dollars account for 8.83% of all e-commerce sales.
- Consumers are 124% more likely to select ship-to-home over in-store pickup, the second-most popular fulfillment method.
- 32% of consumers who order groceries online expect same-day delivery.
- For each day a delivery is late, consumers are 1.1% more likely to return e-commerce purchases.
- 45% of online returns over a 30-day period were returned via mail.
In-Store Shopping Statistics
Many consumers still prefer in-store shopping.
- 45% of consumers primarily shop in brick-and-mortar stores.
- 72% of consumers shop in stores on a weekly basis.
- A projected 80.8% of retail sales are expected to occur in brick-and-mortar stores in 2025.
- From 2014 to 2024, total in-store retail sales dollars increased 31.8%.
- 62% of consumers primarily buy groceries in-store.
- 50% of consumers primarily buy personal care and beauty products in-store.
- 40% of consumers primarily buy apparel and footwear in-store.
- 28% of consumers primarily buy home goods in-store.
Hybrid Shopping Statistics
Many consumers shop both online and in-store or purchase online and pickup in-store.
- 27% of consumers regularly shop online and in-store.
- 40% of consumers are primarily hybrid shoppers when purchasing home goods.
- 25% of consumers are primarily hybrid shoppers for apparel and footwear.
- 22% of consumers are primarily hybrid shoppers for personal care and beauty.
- 20% of consumers are primarily hybrid shoppers for groceries.
| Year | In-store | E-commerce |
|---|---|---|
| 2024 | $5.93 | $1.34 |
| 2023 | $5.85 | $1.22 |
| 2022 | $5.82 | $1.10 |
| 2021 | $5.39 | $1.00 |
| 2020 | $4.60 | $0.87 |
| 2019 | $4.66 | $0.65 |
| 2018 | $4.59 | $0.58 |
| 2017 | $4.43 | $0.52 |
| 2016 | $4.30 | $0.46 |
| 2015 | $4.23 | $0.41 |
| 2014 | $4.19 | $0.37 |
| 2013 | $4.04 | $0.34 |
| 2012 | $3.90 | $0.32 |
| 2011 | $3.73 | $0.29 |
| 2010 | $3.48 | $0.26 |
| 2009 | $3.31 | $0.23 |
| 2008 | $3.63 | $0.23 |
| 2007 | $3.69 | $0.22 |
| 2006 | $3.59 | $0.20 |
| 2005 | $3.44 | $0.17 |
| 2004 | $3.24 | $0.15 |
| 2003 | $3.06 | $0.13 |
| 2002 | $2.94 | $0.12 |
| 2001 | $2.88 | $0.11 |
| 2000 | $2.80 | $0.11 |
| 1999 | $2.64 | $0.09 |
| 1998 | $2.44 | $0.08 |
| 1997 | $2.34 | $0.07 |
| 1996 | $2.24 | $0.06 |
| 1995 | $2.11 | $0.05 |
Online vs. In-store Shopper Statistics
Consumers are most likely to cite convenience as their primary reason for shopping in-store or online regardless of habits or preferences.
- 28% of American consumers prefer to shop online.
- 45% of consumers prefer to shop in-store.
- 27% of consumers have no preference or decline to answer.
- 71% of consumers who prefer to shop online instead of in-store report doing so for the sake of convenience.
- 61% of consumers who prefer to shop online do so to save time.
- 53% of consumers who prefer to shop in-store report their preference gives them a more enjoyable experience.
- 49% of consumers who prefer in-store shopping for the sake of convenience, and 46% prefer in-store shopping cite the ease of product comparisons.
- 37% of consumers prefer to purchase personal electronics online as opposed to in-store.
- 33% of consumers prefer to purchase apparel, shoes, and accessories online.
- 29% of consumers prefer to purchase beauty and personal care products online.
- 23% of consumers prefer to purchase furnishings and appliances.
- 19% of U.S. consumers prefer to purchase groceries and household goods online.
Online vs. In-store Shopping by Generation
Older generations prefer to shop in-store while younger generations are more likely to shop online.
- Consumers born between 1946 and 1964 (often called the “Baby Boomer” generation) are most likely to shop primarily in stores.
- 33.3% more Boomers primarily shop in-store compared to all shoppers.
- Consumers born from 1980 to 1994 (usually termed “Millennials”) are most likely to shop online.
- Compared to all shoppers, 14.3% more Millennials shop primarily online.
- Consumers born between 1995 and 2003 (often categorized as Generation Z) are the most likely to primarily shop hybrid, an equal mix of in-store and online.
- 33.3% more Gen Z consumers shop hybrid compared to all shoppers.
Generation Z Shopping Statistics
Shoppers born between 1995 and 2003 are second-most likely to shop online after Millennials.
- 36% of Generation Z consumers regularly shop both online and in-store.
- Given the option, 37% of Gen Z adults prefer to shop in-store while 28% prefer to shop online.
- In 2021, 74% of Gen Z U.S. residents shopped in-store and 73% shopped online.
- Also in 2021, 39% of Gen Z consumers shopped in-store on a weekly basis; 37% shopped online weekly.
Millennial Shopping Statistics
Consumers born between 1980 and 1994 are most likely to shop online.
- 30% of Millennial consumers regularly shop both online and in-store.
- Given the option, 38% of Millennials prefer to shop in-store while 32% prefer to shop online.
- In 2021, 82% of Millennials shopped in-store and 85% shopped online.
- Also in 2021, 49% of Millennial consumers shopped in-store on a weekly basis; 44% shopped online weekly.
Generation X Shopping Statistics
Consumers born between 1965 and 1979 shop online as often as Millennials, they prefer to shop in-store almost as often as Baby Boomers.
- 23% of Gen X consumers regularly shop both online and in-store.
- Given the option, 51% of Gen X consumers prefer to shop in-store while 27% prefer to shop online.
- In 2021, 88% of Generation X shopped in-store and 85% shopped online.
- Also in 2021, 55% of Gen X consumers shopped in-store on a weekly basis; 46% shopped online weekly.
Baby Boomer Shopping Statistics
Consumers born between 1946 and 1964 are most likely to prefer a traditional shopping experience.
- 18% of Boomers regularly shop both online and in-store.
- Given the option, 60% of Baby Boomers prefer to shop in-store while 22% prefer to shop online.
- In 2021, 89% of Baby Boomers shopped in-store and 90% shopped online.
- Also in 2021, 64% of Boomer consumers shopped in-store on a weekly basis; 39% shopped online weekly.
These data and insights were compiled by the Capital One Shopping team based on publicly available data.