Highlights. More shoppers (43%) buy clothes online than any other type of product; this figure does not include shoes (34%).
- Online shoppers also spend the most on clothing, which represents 26.3% of e-commerce revenue.
- Other high-revenue product categories include consumer electronics and cosmetics.
- By 2030, the online clothing industry will be worth $1.16 trillion.
- In the U.S., online consumers spend the most on DIY and hardware, followed by food and fashion.
What Americans Buy Most Online
In the United States, online shoppers are more likely to buy clothing and electronics than perishable groceries.
- 18.3% of retail revenue for clothing and accessories comes from online purchases.
- 15.7% of computer and consumer electronics retail sales are online.
- 15.7% of furniture and home decor sales revenue comes from online purchases.
- 11.3% of retail revenue for health and personal care comes from online purchases.
- In 2025, 43% of American consumers purchased clothing online; 34% purchased shoes.
- 27% of Americans purchase food and beverages online, excluding restaurant delivery.
- 25% of U.S. consumers purchase cosmetics or body care products online, while 22% purchase pet products.
What Americans Spend Online
Food and household essentials have the fastest year-over-year (YoY) online sales growth among all product categories, up 25.8% and 22.6%, respectively in 2025.
- eCommerce sales grew 7.03% from 2024 to 2025, resulting in a total of $1.431 trillion in sales.
- Online shopping accounts for 19.0% of total U.S. retail sales, up 3.41% YoY.
- In 2025, American online consumers spent $279.4 billion on DIY products, up 10.5% YoY.
- Online spending on DIY surpassed spending on clothing by $62.4 billion.
What Americans Prefer to Purchase Online
Consumer preferences for buying items online vary by product category.
- 36.4% of Americans prefer to purchase their personal electronics online.
- 33.1% of American consumers prefer to purchase apparel online.
- 30.2% of American shoppers prefer to purchase their personal care and beauty online.
- 23.8% of American shoppers prefer to purchase home goods online.
- 22.1% of American consumers prefer to purchase their groceries online.
| Product category | 2025 Sales Revenue (in billions) |
YoY Growth |
|---|---|---|
| DIY & Hardware | $279.4 | 10.5% |
| Food | $245.8 | 25.8% |
| Fashion | $217.1 | 9.97% |
| Furniture | $133.9 | 7.12% |
| Beverages | $131.5 | 16.5% |
| Electronics | $99.3 | 4.55% |
| Beauty & Personal Care | $67.7 | 10.7% |
| Toys & Hobby | $37.4 | 9.98% |
| Household Essentials | $32.7 | 22.6% |
| Media | $14.3 | 5.29% |
What Foods Americans Buy Most Online
Online grocery shopping has become increasingly popular among Americans.
- In 2023, 82% of American households purchased groceries online over a three-month period.
- Consumers were 15.5% more likely to buy groceries online in 2023 than they were in 2022.
- 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%).
- From 2017 to 2023, the share of shoppers purchasing soft drinks online grew by 103%.
- In 2023, 87.5% more shoppers purchased frozen foods online than in 2017.
| Product Category | Share of Online Grocery Shoppers Purchasing | YoY Change 2022-2023 |
|---|---|---|
| Non-perishable foods | 78% | 11.4% |
| Personal care items | 77% | 10.0% |
| Home care items | 73% | 10.6% |
| Soft drinks | 67% | 9.84% |
| Fresh food | 61% | 8.93% |
| Frozen foods | 60% | 11.1% |
| Alcoholic beverages | 23% | 15.0% |
| Baby care items | 22% | 10.0% |
Where Americans Buy Online
Americans often select different online resources when shopping for different products, purchasing groceries from a different website than they purchase shoes.
- American consumers spend 19.0% of retail sales dollars on e-commerce websites.
- Walmart earns the most online grocery sales revenue at $7.76 trillion in 2024.
- Americans spend 488% more on Amazon than they spend at Walmart, the second-highest performing online retailer.
- Among online retailers, Amazon has a 37.6% market share.
- As of 2025, 73% of American consumers shop on Amazon on a monthly basis.
- 51% of consumers shop online at Walmart, and 26% shop at Target online.
What Americans Buy on Amazon
Clothing, shoes, and jewelry are the most popular product categories on Amazon.
- 30% of Amazon Prime Day shoppers in the U.S. purchased apparel or shoes during the 2025 sales event.
- 29% of 2025 Prime Day shoppers bought household essentials while 26% bought home goods.
- 20% of Amazon retailers and 15% of small businesses selling on Amazon primarily sell clothing, shoes, or jewelry.
- 14% of Amazon retailers primarily sell groceries or gourmet food.
- 9% of Amazon retailers specialize in electronics, while 8% primarily sell appliances.
- Among Amazon sellers or SMBs, 11% sell home or kitchen products, while 8% specialize in beauty and personal care.
What Global Consumers Buy Online
Globally, consumers are more likely to purchase clothing and accessories than household essentials.
- Fashion eCommerce sales reached $920.2 billion in 2025, up 12.1% YoY.
- Online food purchases increased by 22.0% in 2025 to $838.1 billion.
- Consumers are also likely to purchase DIY and hardware products and electronics online, with $369.5 billion and $342.2 billion in 2025 sales, respectively.
- Hardware e-commerce sales in the U.S. account for 75.6% of global sales, the highest share by category.
These data and insights were compiled by the Capital One Shopping team based on publicly available data.
Sources
- U.S. Census Bureau, Monthly Retail
- Morning Consult, Retail & E-commerce
- Jungle Scout, The State of the Amazon Seller
- Power Reviews, Grocery and CPG
- Statista, E-commerce