F. Watty
Research Expert E-commerce
Online shopping behavior in the United States - statistics & facts
Over the years, it has become impossible to imagine a world in which one cannot make purchases online. Following the COVID-19 pandemic, global consumers around have become increasingly less skeptical of shopping for everyday items online. In the United States, for example, it has become so common that over three-quarters of the country's consumers have shopped for items on the web. And these numbers are set to increase even further in the future: retail e-commerce sales in the U.S. are forecast to grow by nearly nine percent between 2024 and 2029.
Among the most popular categories for U.S. online shoppers were clothing, shoes, food and beverages, and cosmetics. While all these things can be bought in brick-and-mortar stores, major reasons why U.S. shoppers enjoy ordering from online stores include the ease of access to the internet, the convenience of having items delivered to their doorstep, the frequently cheaper prices, and the greater product range found on the web. Many U.S. shoppers are entirely open to shopping cross-border, as well, with China being the largest foreign market that they buy from.
Ultimately, whether it is the holidays or not, one thing is clear: online shopping in the U.S. is not going anywhere. Instead, many online businesses are now working to improve their services for shoppers by implementing new technologies like Artificial Intelligence (AI) and Augmented Reality (AR) into the online shopping experience.
What and where do American consumers buy online?
Consumers in the United States can and do buy all kinds of products from a variety of retail platforms and established online marketplaces such as Amazon.com, eBay.com, and Walmart.com. Aside from these e-commerce giants, other retailers have gained popularity alongside high levels of consumer awareness. Shoppers expressed positive opinions on a wide variety of brands such as Fetch, Etsy, Poshmark, and Temu.Among the most popular categories for U.S. online shoppers were clothing, shoes, food and beverages, and cosmetics. While all these things can be bought in brick-and-mortar stores, major reasons why U.S. shoppers enjoy ordering from online stores include the ease of access to the internet, the convenience of having items delivered to their doorstep, the frequently cheaper prices, and the greater product range found on the web. Many U.S. shoppers are entirely open to shopping cross-border, as well, with China being the largest foreign market that they buy from.
Online shopping for the holidays
When it comes to the busyness of the holiday season, many shoppers opt to buy their gifts online. In 2023, a survey revealed that many Americans were comfortable with spending most of their holiday shopping budget online as opposed to in-stores. In the same year, Christmas was set to be the most e-commerce-involved holiday, with three quarters of shoppers intending to shop online for their gifts. Alongside more traditional holidays like Christmas, however, shopping events like Black Friday and Cyber Monday have also greatly increased the online shopping craze during the holiday season.Ultimately, whether it is the holidays or not, one thing is clear: online shopping in the U.S. is not going anywhere. Instead, many online businesses are now working to improve their services for shoppers by implementing new technologies like Artificial Intelligence (AI) and Augmented Reality (AR) into the online shopping experience.
