Highlights. In-store shopping still earns more sales dollars than online shopping. American consumers spent $7.071 trillion in retail stores and $1.257 trillion online in 2023.*
- In the first two (2) months of 2024, consumers spent a monthly average of $643 billion on retail, 16.0% of it from e-commerce.
- The monthly record for online purchases was 17.4% of retail sales dollars in November 2023.
- The e-commerce share of total retail sales dollars has increased at an average annual rate of 7.34% 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 $1.903 trillion on retail items in the fourth quarter of 2023, 17.1% of which came from e-commerce.
- eCommerce represented a 5.57% larger share of monthly retail sales in 2023 than it did in 2022.
- 83% of consumers shopped online and 83% shopped in-store in 2021.
- In the fourth fiscal quarter (Q4)** of 2023, in-store sales dollars increased 1.44% from the previous quarter; e-commerce sales increased 19.5%.
- In 2022 Q4, in-store sales dollars increased 0.96%; e-commerce sales increased 20.2%.
- In February 2024, the e-commerce share of monthly retail sales dollars declined 10.8% from its peak in November 2023; the in-store share increased 2.26%.
- In 2023, total seasonally-adjusted in-store retail sales dollars increased 2.46%; seasonally-adjusted e-commerce sales dollars increased 9.05%.
**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.
- 33% of U.S. consumers bought shoes online over 12 months.
- 2.4% of all fresh produce is sold online.
- Furniture and home furnishing sales dollars account for 9.27% of all e-commerce sales.
- Consumers are 87.2% more likely to select ship-to-home over in-store pickup, the second-most popular fulfillment method.
- 30% of consumers who order groceries online expect same-day fulfillment.
- Online consumers who experience shipping delays are 11.6% more likely to blame the fulfillment provider over the brand or retailer.
- 45% of online returns over a 30-day period were returned via third-party drop-off.
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.
- Experts project that 72% of retail sales will occur in brick-and-mortar stores in 2024.
- Stores with greenery and outdoor themes charge up to 25% more for products than non-green environments.
- From 2013 to 2023, total in-store retail sales dollars increased 52.1%.
- 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 |
|---|---|---|
| 2023 | $7.07 | $1.26 |
| 2022 | $6.92 | $1.15 |
| 2021 | $6.34 | $1.03 |
| 2020 | $5.33 | $0.89 |
| 2019 | $5.51 | $0.66 |
| 2018 | $5.40 | $0.58 |
| 2017 | $5.21 | $0.52 |
| 2016 | $5.04 | $0.47 |
| 2015 | $4.93 | $0.42 |
| 2014 | $4.84 | $0.38 |
| 2013 | $4.66 | $0.35 |
| 2012 | $4.50 | $0.33 |
| 2011 | $4.30 | $0.29 |
| 2010 | $4.02 | $0.26 |
| 2009 | $3.83 | $0.24 |
| 2008 | $4.16 | $0.23 |
| 2007 | $4.22 | $0.22 |
| 2006 | $4.09 | $0.20 |
| 2005 | $3.91 | $0.18 |
| 2004 | $3.69 | $0.15 |
| 2003 | $3.48 | $0.13 |
| 2002 | $3.34 | $0.12 |
| 2001 | $3.26 | $0.11 |
| 2000 | $3.17 | $0.11 |
| 1999 | $2.99 | $0.09 |
| 1998 | $2.77 | $0.08 |
| 1997 | $2.66 | $0.07 |
| 1996 | $2.54 | $0.06 |
| 1995 | $2.40 | $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.
- 30% of American consumers prefer to shop online.
- 45% of consumers prefer to shop in-store.
- 25% of consumers have no preference or decline to answer.
- 78% of consumers who prefer to shop online instead of in-store report doing so for the sake of convenience.
- 69% of consumers who prefer to shop online do so to save time.
- 59% of consumers who prefer to shop in-store report their preference gives them a more enjoyable experience.
- 46% of consumers who prefer in-store shopping cite the ease of product comparisons, and 46% prefer in-store shopping for the sake of convenience.
- 38% 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.
- 18% 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 the generation most likely to shop primarily in stores.
- 33.3% more Baby 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 shop hybrid, an equal mix of in-store and online.
- 33.3% more Gen Z consumers are hybrid shoppers compared to all consumers.
Generation Z Shopping Statistics
Shoppers born between 1995 and 2003 are second-most likely to shop online after Millennials.
- 74% of Generation Z U.S. residents shopped in-store in 2021 while 73% shopped online.
- 36% of Gen Z consumers regularly shop both online and in-store.
- Given the option, 41% of Gen Z adults would prefer to shop in-store instead of online.
- 34% of Gen Z adults prefer to shop online.
- The remaining 25% decline to answer or have no preference.
Millennial Shopping Statistics
Consumers born between 1980 and 1994 are most likely to shop online.
- 82% of Millennials shopped in-store in 2021 while 85% shopped online.
- 30% of Millennial consumers regularly shop both online and in-store.
- Given the option, 36% of Millennials would prefer to shop in-store instead of online.
- 38% of Millennials prefer to shop online.
- The remaining 26% decline to answer or have no preference.
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.
- 88% of Gen Xers shopped in-store in 2021 while 85% shopped online.
- 23% of Gen X consumers regularly shop both online and in-store.
- Given the option, 44% of Generation X consumers would prefer to shop in-store instead of online.
- 30% of Gen X consumers prefer to shop online.
- The remaining 26% decline to answer or have no preference.
Baby Boomer Shopping Statistics
Consumers born between 1946 and 1964 are most likely to prefer a traditional shopping experience.
- 89% of Baby Boomers shopped in-store in 2021 while 90% shopped online.
- 18% of Boomers regularly shop both online and in-store.
- Given the option, 47% of Baby Boomers would prefer to shop in-store instead of online.
- 30% of Boomer consumers prefer to shop online.
- The remaining 23% decline to answer or have no preference.
These data and insights were compiled by the Capital One Shopping team based on publicly available data.