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.

Grouped Bar Graph: Annual U.S. Retail Sales In-Store vs. Online in trillions from 2018 ($4.59/$0.58) to 2024 ($5.93/$1.34) according to the U.S. Census Bureau

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.

Grouped Bar Graph: Quarterly U.S. Retail Sales In-Store vs. Online from 2023 Q1 ($1.42/$0.25) to 2024 Q4 ($1.62/$0.35) according to the U.S. Census Bureau

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.

Grouped Bar Graph: Annual U.S. Retail Sales Growth In-Store vs. Online from 2018 (12%/3.4%) to 2024 (9.2%/1.3%) according to the U.S. Census Bureau

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.

Pie Chart: Average American Shopping Habits, according to the National Retail Federation

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.
Total Annual U.S. Retail Sales Dollars, in Trillions
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.

Grouped Bar Graph: Primary Shopping Method by Generation, according to the National Retail Federation

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.

Sources

  1. United States Census Bureau, Monthly Retail Trade Reports
  2. Morning Consult, Retail & E-commerce
  3. Science Direct, Journal of Retailing: The faster, the better? 
  4. Statista, Markets
  5. National Retail Federation