36 Up-To-Date Ecommerce Statistics

36 Up-To-Date Ecommerce Statistics

36 Up-To-Date Ecommerce Statistics

Backlinko Team

Written by Backlinko Team

eCommerce Stats – Blog post image

Ecommerce has transformed the retail landscape. In fact, ecommerce is forecasted to capture 41% of retail sales worldwide by 2027, up from only 18% back in 2017.

From the convenience of fast and free shipping to wide product choice, more consumers opt to shop online.

To help you learn about the dynamic landscape of online shopping, we’ve curated a list of recent ecommerce statistics to know in 2024.

Let’s dive right in.

Here’s a quick overview of what you’ll find on this stats page:

General Ecommerce Statistics

What’s the share of ecommerce in retail sales worldwide and in the US? What are the top ecommerce categories? In this section, we’ll cover recent stats on retail ecommerce sales worldwide and in the US.

  • Retail ecommerce sales worldwide are estimated to reach $6.33 trillion in 2024, that is an 8.76% year-over-year increase (eMarketer)
    Retail Ecommerce Sales Worldwide

    Here’s a detailed breakdown of retail ecommerce sales growth since 2021:

    YearRetail Ecommerce Sales Worldwide
    2021$4.98 trillion
    2022$5.29 trillion
    2023$5.82 trillion
    2024$6.33 trillion
    2025$6.86 trillion
    2026$7.41 trillion
    2027$7.96 trillion
  • Ecommerce accounts for 20.1% of total retail sales worldwide in 2024. Ecommerce share in global retail sales is forecasted to reach 22.6% by 2027 (eMarketer)

    Here’s a table with ecommerce share of total retail sales worldwide since 2021:

    YearRetail Ecommerce Worldwide (% Share of Total Retail Sales)
    202118.8%
    202218.7%
    202319.4%
    202420.1%
    202521.0%
    202621.8%
    202722.6%
  • Retail ecommerce sales in the US amounted to $1.1 trillion in 2023, up from $1.03 trillion in 2022 (U.S. Census Bureau)
    US Retail Ecommerce Sales

    In Q1 2024, US retail ecommerce sales reached $289.2 billion.

    Here’s a detailed breakdown of US retail ecommerce sales since 2018:

    YearUS Retail Ecommerce Sales
    2018$512.57 billion
    2019$599.51 billion
    2020$787.93 billion
    2021$870.71 billion
    2022$1.03 trillion
    2023$1.1 trillion
    Q1 2024$289.2 billion
  • As of Q1 2024, ecommerce represents a 15.89% share of all retail sales in the US (U.S. Census Bureau)

    Here’s a table with ecommerce share of US retail sales worldwide since 2018:

    YearUS Retail Ecommerce (% Share of Total Retail Sales)
    20189.63%
    201910.97%
    202014.02%
    202113.22%
    202214.54%
    202315.28%
    Q1 202415.89%
  • Amazon accounts for 40.4% of total retail ecommerce sales in the US, representing $491.65 billion in gross sales in 2024. To put it in perspective, Walmart’s retail ecommerce sales amounted to $83.18 billion in 2024 (eMarketer 1, eMarketer 2)
    YearUS Amazon Retail SalesShare of Total US Retail Sales
    2020$309.48 billion37.9%
    2021$364.55 billion38.0%
    2022$398.13 billion38.3%
    2023$444.76 billion39.6%
    2024$491.65 billion40.4%
    2025$540.29 billion40.9%
  • Amazon, eBay, and Walmart are the top 3 most popular ecommerce sites ranked by US monthly visits as of November 2023 (eMarketer)
    Top 10 eCommerce Websites in the US

    Here’s a full ranking of top 10 ecommerce websites in the US ranked by number of monthly visits:

    WebsiteMonthly Visits
    amazon.com2.08 billion
    ebay.com543.8 million
    walmart.com492.7 million
    etsy.com276.2 million
    target.com217.4 million
    t-mobile.com202.3 million
    homedepot.com191.0 million
    att.com173.8 million
    bestbuy.com155.9 million
    apple.com150.3 million
  • By 2027, grocery is forecasted to be the largest ecommerce category in the US, accounting for 19.0% of ecommerce sales, closely followed by apparel and accessories (18.7%), computer and consumer electronics (15.5%), furniture and home furnishings (14.6%) (eMarketer)
  • Clothing, shoes, and beauty products are the top 3 digital purchases in the US (eMarketer)

    Here’s a complete list of the most popular digital purchases in the US:

    Product CategoryShare of US Digital Buyers (who made a purchase in the past month)
    Clothing67.1%
    Shoes44.0%
    Beauty products43.1%
    Food and beverages (non-alcoholic)41.8%
    Household supplies40.9%
    Toys and games37.1%
    Books, music, and videos36.7%
    Pet products35.7%
    Pharmacy and health35.3%
    Accessories31.8%
  • 56.1% of internet users worldwide aged 16 to 64 make an online purchase each week (DataReportal)
    56.1% of internet users worldwide aged 16 to 64 make an online purchase each week
  • On average, annual spending per online shopper worldwide reached $1,109 in 2023. In the US, the average online spend per buyer is $2,700 (DataReportal)
  • Electronics is currently the largest consumer product category with the most ecommerce spending in the US, accounting for 781.3$ billion in sales in 2023 (DataReportal)

    Here’s a detailed breakdown with largest product categories by annual consumer spending in the US:

    Product CategoryAnnual Ecommerce Spending (B2C, US)
    Electronics$781.3 billion
    Fashion$673.6 billion
    Food$370.7 billion
    Beverages$209.3 billion
    DIY & Hardware$201.8 billion
    Furniture$188.0 billio
    Physical Media$182.7 billion
    Beauty & Personal Care$151.2 billion
    Tobacco Products$104.4 billion
    Toys & Hobby$80.53 billion
    Household Essentials$72.98 billion
    Over-the-Counter Pharmaceuticals$59.65 billion
    Luxury Goods$54.42 billion
    Eye-Wear$23.48 billion

Online Shopping Behavior Statistics

What are the online purchase drivers? Why do consumers abandon their shopping carts? In this section, we’ve curated a list of online shopping behavior statistics to answer these questions.

  • Free delivery (50.6%), coupons and discounts (39.3%), and easy returns policy (33.2%) rank as the top 3 online purchase drivers among internet users worldwide (16-64 years old) (DataReportal)
    Online Purchase Drivers

    Here’s a complete ranking of online purchase drivers:

    FactorShare of Internet Users
    Free delivery50.6%
    Coupons and discounts39.3%
    Easy returns policy33.2%
    Simple online checkout30.6%
    Customer reviews30.5%
    Next-day delivery30.4%
    Loyalty points27.2%
    Cash on delivery19.8%
    Social likes and comments19.4%
    Eco-friendly credentials18.9%
    Click and collect17.7%
    Interest-free payments14.7%
    Guest checkout11.2%
    Social buy buttons10.8%
    Exclusive content or services10.2%
  • 48% of US consumers state that their main reason for abandoning shopping carts during the checkout process are high extra costs (shipping, tax, fees).

    Other common reasons for abandoning a shopping cart include a requirement to create an account (26%) and security concerns with sharing credit card information (25%) (Statista)

    Here’s a complete list of popular reasons why US consumers abandon their shopping carts:

    ReasonShare of Respondents
    Extra costs too high (shipping, tax, fees)48%
    Requirement to create an account26%
    I didn’t trust the site with my credit card information25%
    Delivery was too slow23%
    Too long / complicated checkout process22%
    I couldn’t see / calculate total order cost-up front21%
    Returns policy wasn’t satisfactory18%
    Website had errors / crashed17%
    There weren’t enough payment methods13%
    The credit card was declined9%
  • For 40.4% of US consumers marketplaces were a starting point in their online shopping journeys in 2023. Another 29.7% of online shoppers stated use of search engines, followed by preferred brand’s website (18.2%) and social media (9.9%) (Attest)
  • Lower prices (29%), convenience (21%), free shipping (14%), product availability (7%), and good customer service (7%) are the top 5 reasons consumers choose to shop online (Feedvisor)
  • More than 7 in 10 US adults believe home delivery, free shipping, and in-stock products are necessary online shopping attributes for conveniences (eMarketer)
    Online Shopping Attributes
    Online Shopping AttributeShare of Respondents
    Ordering for home delivery81%
    Free shipping76%
    In-stock products71%
    Package tracking68%
    Fast shipping66%
    Free returns63%
    Website filtering and search tools62%
    Mobile shopping61%
    Saving products in cart to come back later60%
    Ease of finding discounts56%
    Comparing prices across sites54%
    Mail-in returns51%
    Comparing products across sites49%
    Saving checkout details in a user profile47%
    Generous return windows43%
  • 66% of consumers cite free shipping as a key online shopping feature (PYMNTS)
  • 5 in 10 consumers take into account the ease of checkout process on a retailer’s website or app when making a decision where to shop online (PYMNTS)
  • As of April 2024, the average shopping cart abandonment rate worldwide is 73.27% (Dynamic Yield)

Mobile Ecommerce Statistics

With the increased usage of smartphones, more consumers are looking for mobile-first online shopping experiences. These stats will help you understand the mobile commerce landscape.

  • 29.9% of internet users worldwide (16-64 years old) buy something online each week via a mobile phone (DataReportal)
    29.9% of internet users worldwide buy something online each week via a mobile phone
  • Revenue from mobile ecommerce sales worldwide reached $2.07 trillion in 2024, accounting for 57% of total ecommerce sales (Statista)

    Here’s a table with mobile commerce revenue worldwide, including a share of total retail ecommerce since 2017:

    YearMobile Commerce WorldwideShare of Total Retail Ecommerce
    2017$500 billion40%
    2018$660 billion43%
    2019$810 billion46%
    2020$1.1 trillion48%
    2021$1.4 trillion49%
    2022$1.48 trillion52%
    2023$1.71 trillion54%
    2024$2.07 trillion57%
    2025$2.51 trillion59%
    2026$2.74 trillion60%
    2027$3.02 trillion62%
    2028$3.35 trillion63%
  • Mobile ecommerce accounts for nearly half (44.1%) of US online sales in 2024, representing $564.1 billion in order value.

    By 2027, mobile commerce is forecasted to reach $856.4 billion in sales in the US, accounting for 49.79% of online sales (eMarketer)

    Here’s a detailed breakdown of mobile ecommerce growth in the US since 2023:

    YearOnline Sales (Mobile Devices)Online Sales (Dekstop/Laptop)Online Sales (Total, US)
    2023$491.1 billion$645.8 billion$1.137 trillion
    2024$564.1 billion$692.2 billion$1.256 trillion
    2025$648.0 billion$744.0 billion$1.392 trillion
    2026$744.7 billion$800.3 billion$1.545 trillion
    2027$856.4 billion$863.3 billion$1.720 trillion
  • There are an estimated 161.6 million mobile wallet users in the US alone, accounting for 64.9% of US smartphone users (eMarketer)
  • 61% of American adults consider mobile shopping as a necessary online shopping attribute (eMarketer)
    61% of US adults consider mobile shopping as a necessary online shopping attribute
  • The average conversion rate for online purchases made mobile devices was 2% vs. 3% for desktops (eMarketer)
  • In April 2024, traffic from mobile devices to ecommerce sites accounted for 73% share (Dynamic Yield)

Social Media Ecommerce Statistics

From brand and product discovery to direct purchases, social media has transformed the ecommerce industry. These statistics offer valuable insights about social commerce.

  • 50.3% of social media users in the US have made at least one purchase via social channel in 2024 (eMarketer)
    50.3% of social media users in the US have made at least one purchase via social channel in 2024

    Here’s a detailed breakdown of US social buyers since 2021:

    YearUS Social BuyersShare of Social Media Users
    202196.9 million46.6%
    2022102.6 million48.4%
    2023106.8 million49.5%
    2024110.4 million50.3%
    2025113.2 million50.6%
    2026115.8 million50.7%
    2027118.1 million50.9%
  • US social commerce sales reached $67.06 billion in 2023, up from $26.97 billion in 2020 (eMarketer)

    Social commerce sales in the US are forecasted to grow to $144.52 billion by 2027.

  • Average social commerce spending per buyer in the US amounted to $627.8 in 2023, up from $337.7 in 2020. Sales per buyers forecasted to reach $1,223.7 by 2027 (eMarketer)
  • 23.1% of social commerce users in the US are 25 to 34 years old (eMarketer)
    23.1% of social commerce users in the US are 25 to 34 years old

    Here’s a detailed breakdown of US social buyers by age group:

    Age GroupShare of US Social Buyers
    14-177.5%
    18-2416.8%
    25-3423.1%
    35-4419.1%
    45-5413.5%
    55-6410.4%
    65+9.6%
  • Facebook (49%), YouTube (46%) and Instagram (40%) are social media platforms where American adults are most likely to make direct purchases (eMarketer)
  • Among Gen Z (ages 18-26) in the US, Instagram (71%), YouTube (68%) and TikTok (68%) are leading destinations for social commerce (eMarketer)
  • 30% of American adults reported they have purchased a product from a brand founded by a social media influencer. Among Gen Z and millennials that’s as much as 53% and 47%, respectively (Morning Consult)
    30% of American adults reported they have purchased a product from a brand founded by a social media influencer
  • Among US consumers, YouTube is a go-to social media platform to start their search when shopping online. 13% of US adults start their search on YouTube (Jungle Scout)

    Other popular networks to start a search when shopping online include Facebook (10%), TikTok (7%), Instagram (7%), and Pinterest (5%)

  • 50% of consumers say they discover new products on social media (Salesforce)
  • 59% of shoppers report they have made a purchase on social media (Salesforce)
    59% of shoppers report they have made a purchase on social media


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