eCommerce Statistics

[updated February 2024]

For Commercial and Private Use
Please Credit: Allied Payments

Global eCommerce Statistics

Total Retail e-Commerce Sales Worldwide

Global Retail e-Commerce Sales 2014-2016
(in Billions of US Dollars)

In 2021, retail e-commerce sales totaled approximately $5.2 trillion [USD] worldwide. This figure is expected to grow by 56% over the next years, reaching about $8.1 trillion [USD] by 2026.
World Leaders
Alibaba, the largest e-commerce retailer worldwide from China, delivered online sales valued at over $700 billion [USD] in 2022. However, 2027 estimates show Seattle-based e-commerce company Amazon surpassing Alibaba.  Amazon is expected to generate over $1.2 trillion [USD] in online sales.
Leading Online Retail Countries
In 2022, the Chinese e-commerce market was forecast to be the largest market in the world, with online sales accounting for nearly half of China’s retail sales. The United Kingdom ranks second with 36% of sales occurring online, the highest percentage of retail sales, followed by South Korea (32%), and Denmark (20%). In 2022, e-commerce markets centered around Asia as the up-and-coming market for e-commerce. Within Asia, the fastest-growing e-commerce countries are the Philippines and India, where e-commerce sales are expected to increase by more than 25%.


Notes

:
*Worldwide; 2014 to 2022
*Retail e-commerce sales amounted to approximately $5.2 trillion [USD] worldwide in 2021. Estimates show a growth of 56 percent by 2026, reaching over $8.0 trillion [USD]. As of 2022, Alibaba is the largest e-commerce retailer with over $700 billion [USD] in sales. Estimates show Amazon assuming the largest e-commerce retailer title in 2027 with sales surpassing $1.2 trillion [USD].
*Chinese e-commerce sales account for nearly half of all retail sales in 2022. The United Kingdom ranked 2nd with 36% of retail sales occurring online, followed by South Korea (32%) and Denmark (20%).

Percentage of e-Commerce Sales to Total Sales

Worldwide (2015-2026)

Internet sales have had an increasingly significant role in retailing. In 2022, e-commerce accounted for nearly 19% of retail sales worldwide. Forecasts indicate that by 2027, e-commerce will make up close to a quarter of total global retail sales.
Retail e-commerce
Online Shopping has grown in popularity over the recent years. Global e-commerce sales in 2021 were about $5 trillion [USD] and that number is expected to exceed $7 trillion [USD] by 2025. This growth has been dramatic in economies once significantly behind. Latin America experienced a huge boost after COVID with the demand for online access, making some of their largest economies, Argentina and Brazil, rank as some of the world’s fastest-growing online marketplaces. Growth has a direct correlation to the improvements and expansion of internet access, especially in mobile communities where broadband access was not possible due to financial or infrastructure problems.
Mobile commerce on the rise
Currently, the average value of a mobile e-commerce purchase is less than e-commerce sales from desktop computers. In many parts of the world, specifically in Asia, mobile e-commerce sales have grown. The top market for mobile e-commerce users is Malaysia, where they experience nearly 45% of sales through mobile devices. This is a similar trend as seen in South Korea, Taiwan, and the Philippines where traditional broadband connections are not widely available.


Notes:
*Worldwide; 2015 to 2022
*In 2021, e-commerce accounted for nearly 19% of retail sales worldwide. Forecasters are indicating that by 2026 e-commerce will account for nearly 25% of total global retail sales.
* Global online retail sales amounted to almost $5 trillion [USD] in 2021 and are expected to exceed $7 trillion [USD] by 2025. Digital development throughout Latin America took off during COVID-19 with unprecedented growth, led by Brazil and Argentina’s move into becoming the world’s fastest-growing online retail markets. The growth of affordable mobile broadband has propelled these communities in Latin American countries with improving online access.
*Online shopping through mobile devices, particularly smartphones is the preferred online shopping The average receipt for online shopping with mobile devices continues to trail e-commerce sales through desktop devices. By the end of 2021, the top digital market for smartphone shoppers was Malaysia with nearly 45% of their population making a weekly purchase via a mobile device. Other top countries include the Philippines, South Korea and Taiwan.

Annual Retail eCommerce Sales Growth

Worldwide (2017-2026)

In 2022, e-commerce sales grew 6.5% globally over 2021. During that period, e-commerce accounted for approximately 19% of worldwide retail sales.
Asian countries at the Forefront
Projections rank China and Korea in the top three of countries with the greatest percentage of retail sales to occur online in 2022. Keeping with the theme, projections name the four fastest-growing retail e-commerce economies in the world as in Asia.
Amazon Leading the Way
With about 5.7 billion visits per month, Amazon is not only the most visited marketplace but also the leader with a market cap above $1 trillion [USD].


Notes:
*Global e-commerce in 2022 sales grew by 6.5 percent compared to 2021 with e-commerce accounting for about 19% of worldwide retail sales.
*The 4 fastest-growing retail e-commerce countries in the world are located in Asia. China and South Korea ranked first and third on the list of countries with the greatest share of retail sales in 2022 projected to take place online.
*Amazon is the leading e-commerce company with a market cap of over one trillion U.S. dollars as of June 2022. With roughly 5.7 billion monthly visits, Amazon is also the most visited online marketplace in the world.

Total Retail eCommerce Revenue

Worldwide (2022)

With online revenues of nearly $1.7 trllion [USD] in 2022, Asia ranks as the largest e-commerce region in the world. This was widely due to China registering revenues over $1.2 trillion [USD]. In 2022, the American continent posted revenues of just over $1 trillion [USD], more than $700 billion [USD] behind Asia. During that same period, the Oceania, African, and Australian regions each posted revenues below $50 billion [USD].
Asian Dominance in e-Commerce
The Asian markets are the most developed for e-commerce and continue to grow. India is the country with the highest Compound Annual Growth Rate (CAGR) with 2023-2027 estimates showing a 14% annual growth. The next up-and-coming market is Latin America which has taken strides with improved infrastructure and e-commerce options. Still, Asia’s influence over the global markets can be felt with dominant applications combining social media and e-commerce, which has spurned off Social Commerce.

Notes:
*Worldwide; Jan 1st to Dec 31st, 2022
*Asia ranks highest as the largest e-commerce market worldwide. Total revenue of online retail in Asian countries added up to almost $1.7 trillion [USD] in 2022, with China registering revenues in excess of $1.2 trillion [USD] during 2022. This was approximately $700 billion [USD] higher than the e-commerce revenue of the Americas. Australia, Oceania, and Africa recorded lower e-commerce revenues below $50 billion [USD] in 2022.

Leading Countries by Retail eCommerce Sales Growth

(2023)

In December of 2022, estimates predicted that growth would be significant in the Asian and American e-commerce markets. The Philippines and India are the leaders with the highest growth expectations; increasing 24.1% and 22.3%. In the Americas, Mexico and Argentina lead the region with estimated growth rates of roughly 14%.
Growing Global e-Retail Market
The rapid growth of e-commerce has been remarkable over the last decade, increasing fourfold between 2014-2022. This growth has been a combination of widespread mobile adoption in previously underserved markets and the rapid rollout of online shopping during COVID. The economies that experienced the most growth are expected to continue growing with countries such as Argentina expecting mobile commerce sales to grow 2.4x between 2022 and 2026.
Local Players Fueling Fast Growth
While the largest online retailers remain Amazon and Alibaba, they are not the fastest-growing e-commerce companies across the board. Looking at website traffic, many of the local e-commerce companies are witnessing faster growth and increasing monthly traffic. For instance, Shoppee in Singapore is the largest e-commerce site by traffic and Mercado Libre receives more than 50x the traffic to its site in Argentina than the Spanish amazon.es page.



Notes
:
*December 2022 forecasts predicted significant growth in the Asian and American e-commerce markets. The Philippines (24.1% growth) and India (22.3% growth) topped the list with the highest growth rates in online sales. E-retail sales in Mexico and Argentina are expected to experience growth rates of about 14 percent over the coming years.
*Global e-commerce retail market expanded by 400% from 2014 to 2022 as the internet has become widely available with more affordable mobility solutions and the demand for e-commerce started during the COVID-19 shutdowns. This growth trend is not expected to stop in Latin America as forecasts suggested in Argentina, mobile commerce sales are expected to grow by over 200% between 2022 and 2026.
*Amazon and the Alibaba Group are the global leaders in e-commerce, but they do not hold the top positions across the board in many of the fastest-growing e-commerce markets. Based on monthly website traffic, e-commerce company Shopee (Singapore) is the leading e-commerce site domestically in Singapore, holding a significant margin. This is also the case in Argentina, where Mercado Libre experiences nearly 50 times the traffic as Amazon.es, Amazon’s Spanish website.

Market Cap of the Largest Online Service Companies

(December 2022)

With a market of about $857 billion [USD] in December 2022, Amazon remains the largest consumer internet and online services company globally. Amazon ranks first among online companies operating in various sectors including retail, hospitality, travel, and real estate. With a market cap of $233 billion [USD], Alibaba ranks second globally.


Notes:

* Worldwide; December 31, 2022
* Amazon is the largest consumer internet and online service company worldwide with a market cap of approx. $857 billion [USD] as of December 2022. Amazon ranked first among selected online companies operating in the retail, hospitality, mobility, real estate, and travel sectors. Alibaba.com, the digital commerce platform, ranked second with a market cap of $233 billion [USD].

Revenue Compound Annual Growth Rate [CAGR] of Online Services

(2020-2022)

Between 2020 and 2022, estimates show the online travel sector experiencing a 73% compound annual growth rate (CAGR) in revenues. Over that same period, general e-commerce experienced the lowest revenue growth when compared to the other verticals. Large-cap e-commerce companies, like Amazon, Alibaba, and eBay were 8% higher than the rest of the general e-commerce industry.


Notes:
* Worldwide; December 31, 2022; estimates;
* Online travel sector is estimated to have registered a 73 percent compound annual growth rate (CAGR) in revenue between 2020-2022. Online travel and online marketplaces had the highest revenue CAGR, and ecommerce experienced the lowest revenue growth of any vertical between 2020-2022. The CAGR of large-cap e-commerce companies (ie; Amazon, eBay, Alibaba) was 8% points higher than general e-commerce during that same time.

US eCommerce Statistics

Retail e-Commerce Sales in the USA

(2014-2025)

In 2022, retail e-commerce (including digital services) sales are set to surpass $1 trillion [USD]. Sales are forecasted to continue to grow after 2022 and regularly surpassing the $1 trillion [USD] mark through 2027.



Notes:
* United States; 2014 to 2020; forecasted data from October 2021.
* In 2022, US retail e-commerce sales are reported to have increased 16% to $1 trillion [USD] from $919 billion [USD]. After 2022, sales are projected to continue double-digit growth, though a possible decline in the growth rate within the next few years.

e-Commerce Industry Revenue in the USA

(2017-2027)

eCommerce revenues in the United States are expected to increase consistently between 2023 and 2028 by $619.7 billion [USD] or +67.75%. Revenues are estimated to hit a new high mark and surpass $1.5 trillion [USD] in 2028.



Notes:
* United States; 2017 to 2027
* eCommerce market revenues in the United States are forecasted to increase by $509.4 billion [USD] (54.19% ) from 2023 to 2027. Revenue is expected to reach $1.4 trillion [USD] by 2027.

Retail e-Commerce Sales Quarterly in the USA

(Q1 2009 – Q1 2023)

From July to September 2023, US retail e-commerce sales totaled nearly $284.1 billion [USD], the highest mark for retail e-commerce to date.
Post-COVID e-Commerce
During the second quarter of 2020, e-commerce eclipsed $200 billion [USD] for the first time. By 2021, retail e-commerce sales accounted for 10% of total US retail sales with clothing and accessories being one of the largest categories.
Quick Commerce
Shoppers today expect fast delivery of their orders, especially with perishables such as groceries. Companies such as Instacart and Uber Eats operate throughout the US, fueling the growth of this industry expected to hit $40 billion in revenues by 2o27.



Notes:
* United States; Q1 2009 to Q1 2023; revised for seasonally adjusted estimates.
* From January to March 2023, U.S. retail eCommerce sales amounted to nearly $273 billion [USD], outpacing retail e-commerce sales from prior quarters.
* In Q2 of 2020, the U.S.’s quarterly eCommerce revenue reached $200 billion [USD]. In 2021, online retail sales account for 10% of total retail sales in the US.
* The fast delivery eCommerce segment, known as Quick Commerce,  is expected to continually increase in revenue, with forecasts estimating revenues of this market to reach $40 billion [USD] by 2027.

e-Commerce Share of Total Retail Sales in the USA

(Q1 2010 – Q1 2023)

In the third quarter of 2023, e-commerce’s share of total US retail sales increased to 15.6%, up from the previous quarter. Between July and September 2023, retail e-commerce sales in the US reached $284 billion [USD], a record for quarterly revenue.
e-Commerce to total US Retail
In 2022, US e-commerce sales amounted to over $1 trillion [USD], about 14.6% of the overall US Retail sales valued at $7 trillion [USD].
Increasing E-commerce Segments for All Ages
In 2022, roughly 55% of millennials purchased items via the internet. Mobile commerce has also increased; in the fourth quarter of 2022, mobile commerce accounted for 38% of the total online spending in the US.



Notes:
* United States; Q1 2010 to Q1 2023 (Adjusted Estimates)
* Estimates are based on data from the Monthly Retail Trade Survey and administrative records. This statistic was compiled using previous editions of the report.
* In 2022, retail e-commerce sales in the US were reported to have been valued at over $1 trillion [USD] — but this was overshadowed by the total annual retail trade in the US of $7 trillion [USD].
* In Q2 of 2023, the share of e-commerce in total U.S. retail sales stood at 15.4%, up from 15.1% in Q1 2023. From April to June 2023, retail e-commerce sales in the United States hit almost $277.6 billion [USD], a record quarterly revenue.

In-Store vs eCommerce Share of Retail Sales in the USA

(2022-2026)

In 2022, e-commerce sales were forecasted to account for 15% of total retail sales. By 2026, e-commerce is expected to grow to account for 21% of retail sales.



Notes:
* June 2022; United States
* In 2022, In-Store retail sales are estimated to account for 85 percent of total retail sales in the US. By 2026, In-Store retail sales are estimated to dip to 78.8% of sales, while eCommerce is expected to account for 21.2% of all US retail sales.

Retail eCommerce Sales by Product

(Year over Year – 2022)

Automobile and auto parts were the e-commerce category with the highest expected year-over-year growth between 2021 and 2022. As of February 2022, car and auto parts retail e-commerce sales were forecast to increase by over 30 percent compared to the previous year. Food and beverage was the second fastest-growing segment, at around 21 percent. The average retail e-commerce growth across all categories would reach 14 percent.



Notes:
* February 2022; United States
* Auto/Auto Parts was the eCommerce category with the highest expected year-over-year growth between 2021 and 2022 with estimates of over 30% growth versus the previous year. Food and beverage at an estimated 21% increase was the second fastest-growing segment. Overall, retail eCommerce growth across all categories is expected to average 14% year over year.

Total Retail and eCommerce Sales in the USA

(2021)

In 2021, Food and Beverage stores generated online retail sales of $26.7 billion [USD] in the United States while posting total retail sales of $890 billion [USD]. eCommerce sales for Clothing and Clothing Accessories were $20.5 billion [USD] with an overall total of $290.65 billion [USD].



Notes:
* 2021; United States

Market Share of Retail eCommerce Companies in the USA

(June 2022)

2023 estimates place Amazon as the top online retailer in the US with 37.6% of the market. Walmart was second with 6.4% and Apple with 3.6%.
Amazon’s Success

In 2022, Amazon surpassed the $500 billion [USD] mark for net sales, with over $356 billion [USD] from sales inside the US. Germany was the second largest market with $33 billion [USD] and third was the UK with $30 billion [USD].
Growth in Online Shopping
In 2023, US e-commerce was worth almost $1 trillion [USD] and 2027 estimates expect it to grow more than 50%.



Notes:
* June 2022; United States
* According to estimates, Amazon will capture 37.6% of the United States market among online retailers in 2023. Walmart will be second with a 6.4% market share followed by Apple with 3.6% market share.
* In 2022, Amazon hit over half a trillion U.S. dollars in net sales. The United States is by far Amazon’s most profitable market with sales over $356 billion [USD] in 2022. Germany ranked second with $33 billion [USD] followed by the United Kingdom with $30 billion [USD].
* The U.S. e-commerce industry was worth almost $1 trillion [USD] in 2023. 2027 forecasts show that online shopping will grow more than 50%. U.S. online shoppers purchase fashion, food, and beverages the most via the internet.

Number of eCommerce Users in the USA

(2018-2027)

The number of e-commerce users in the US is forecasted to continue increasing by 59.8 million (+25.11%) between 2023 and 2028 to hit a record high of 297.1 million users.



Notes:
* 2018-2027; United States
* Between 2023-2027, the total number of users in the US E-commerce market is forecast to continuously increase by 15.2 million users (+5.53%) to a new peak of 289.7 million users in 2027.

eCommerce Penetration Rate in the USA

(2018-2027)

The eCommerce penetration rate in the USA is forecasted to continuously increase by 12.8% between 2023 and 2028. After nine consecutive years of growth, eCommerce is estimated to reach over 83.5% of people in the USA. 



Notes:
* 2018-2027; United States. Based on active paying customers.
* The eCommerce market penetration rate in the United States is forecast to annually increase between 2023 and 2027 by 2.7%. After the ninth consecutive year of increases, the indicator is estimated to reach a new peak of 83.52% in 2027.

eCommerce Sales Compound Annual Growth Rate [CAGR] in the USA

(2017-2027)

The Compound Annual Growth Rate (CAGR) of the most common e-commerce categories in the United States averaged 12.7% between 2017 and 2027. The Food industry has the highest CAGR, with an estimated 24% growth rate between 2017 and 2027. Media is expected to register the lowest CAGR at just under 7% during the 2017 to 2027 period.




Notes:
* November 2022, United States.
* The compound annual growth rate (CAGR) of e-commerce categories in the United States is projected to be +12.7% between 2017 and 2027. The highest CAGR for this period was estimated to be in the food segment, amounting to +24%. The segment of beauty, health, personal & household care is estimated to have over 14% compound annual growth rate from 2017-2027.

Retail Industry Statistics

Share of Sales to Local Consumers

(2021/2022)

Largest eCommerce Retailers by Sales

(2022; 2027)

As of 2022, the Alibaba Group was the largest e-commerce retailer worldwide with estimated annual online sales of $780 billion [USD]. During the same period, Amazon was the second-largest e-commerce retailer with online sales estimated at $690 billion [USD]. Forecasts do show Amazon taking the top spot in 2027 with online sales exceeding $1.2 trillion [USD].
Location Makes All The Difference
Alibaba primarily operates within China, home to the largest population and one of the highest penetrations of e-commerce in the world. Amazon does not have a large presence in China but operates in various large e-commerce markets around the world.
Global Growth of e-Commerce
Online sales have consistently been a significant portion of global retail sales. Between 2017 and 2022, the share of e-commerce sales to total retail sales nearly doubled. This has not been the case for every country, with markets like the Philippines, Brazil, and Argentina growing substantially more while other markets like the US and China have grown, but at a slower rate.


Notes:
* May 2022; Worldwide.
* Since 2022, Alibaba Group has been the largest e-commerce retailer worldwide with an estimated $780 billion [USD] in annual online sales. Amazon is second with approximately $690 billion [USD] in online sales. Projections forecast that Amazon will overtake Alibaba by 2027 with estimated annual online sales exceeding $1.2 trillion [USD].
* Alibaba Group operates predominantly in China, taking advantage of one of the highest rates of e-commerce adoption in the world. Amazon has operations throughout the world, allowing for global growth.
* Online sales have become an increasingly significant part of global retailing. The ecommerce share of total global retail sales nearly doubled between 2017 and 2022 with fast-growing markets in South America projected to grow faster than mature markets.

Most Visited Online Retail Websites

(2022)

Online retailers and websites made significant gains during COVID-19 due to widespread shelter-in-place orders which resulted in the spike in e-commerce traffic. The effects have been long-lasting. In 2022, Amazon.com had monthly traffic of nearly 3.2 billion visitors followed by eBay.com with nearly 590 million website visits each month.


Notes:
* January to May 2022, Worldwide.

Most Popular Online Shops in the USA

(March 2023)

In a 2023 survey conducted with 10,022 consumers in the United States and asked about the “Most Popular Online Shops”.  Amazon was the most popular answer followed by Walmart.com and Target.com.



Notes:
* April 2022 to March 2023.
* Results are based on a representative online survey conducted in 2023 among 10,012 consumers aged 18-64 years in the United States.

Most Visited Online Marketplaces

July 2022

As of April 2023 the two top retailers in the world based on mobile web traffic were Amazon and eBay.  Amazon was the most visited online marketplace with about 4.8 billion visits. eBay clocked in at 2nd with about 1.2 billion visits to their online marketplace.


Notes:
* July 2022; Worldwide.
* As of April 2023, Amazon was the most popular online marketplace worldwide, averaging about 4.8 billion visits. eBay was the second most visited marketplace with roughly 1.2 billion visits. Both marketplaces were also the world’s top online retailers in terms of mobile web traffic.

Top Online Stores in the USA by Net eCommerce Sales

(2021)

Amazon.com was the leading US e-commerce marketplace in 2022 with net sales of $130.270 billion [USD], followed by Walmart.com with $52.397 billion [USD] in online sales. Apple.com was third with $30.989 billion [USD] in revenues followed by Target.com with $20.001 billion [USD] in sales.



Notes:
* 2021
* Amazon.com was the leading US ecommerce marketplace with domestic net sales of $130.270 billion [USD] in 2022.  Walmart.com was second with $52.397 billion [USD]. Third and Fourth places were taken by Apple.com ($30.989 billion [USD]) and Target.com ($20.001 billion [USD] ) in net sales for 2022.

Top Online Food and Beverage Stores’ eCommerce Revenue in the USA

(2021)

In 2022, the leading online store in the Food & Beverage (F&B) market was Walmart.com with net sales of $5.24 billion [USD] followed by HelloFresh.com with $3.59 billion [USD]. Amazon.com was third with $3.12 billion [USD] and Kroger.com was fourth with $2.65 billion [USD] in net sales.


Notes:
* 2021
* Kroger.com was the leading US Food & Beverage marketplace with domestic net sales of $4.571 billion [USD] in 2021.  Walmart.com was second with $3.716 billion [USD]. Third and Fourth places were taken by HelloFresh.com ($3.108 billion [USD]) and Amazon.com ($2.957 billion [USD] ) in net sales for 2021.

Top Online Fashion Stores’ eCommerce Revenue in the USA

(2021)

Walmart.com was the leading fashion e-commerce store in 2022 with $9.95 billion [USD] in net sales, followed by Amazon.com with $8.59 billion [USD]. Third place was taken by Macys.com with $6.76 billion [USD] in net sales and Shein.com was 4th with net sales of $5.78 billion [USD] in 2022.



Notes:
* 2021
* Shein.com was the leading US Fashion ecommerce marketplace with domestic net sales of $5.790 billion [USD] in 2021.  Macys.com was second with $5.563 billion [USD]. Third and Fourth places were taken by Amazon.com ($5.034 billion [USD]) and Walmart.com ($4.645 billion [USD] ) in net sales for 2021.

Average Revenue per eCommerce User in the USA

(2018-2027)

The Average Revenue per User (ARPU) in the United States is forecasted to increase consistently between 2023 and 2028 by $1,309.8 [USD] or 34.11%. After 9 consecutive years of increases, the indicator is estimated to reach $5,150.32 [USD] and a new peak in 2028.



Notes:
* 2018-2027; United States
* The average revenue per paying ecommerce user in the US between 2023 and 2027 is projected to increase $1,512.20 [USD] or +44.98%. 2027 revenue is expected to reach a new high of $4,883.59 [USD].

Most Popular Categories for Online Purchases in the USA

(March 2023)

The number of different products and services offered online is constantly growing. Among 7,539 respondents in 2023, the 2 most popular categories for e-commerce purchases were Clothing with 43% of respondents, and Shoes with 33% of respondents.



Notes:
* April 2022-March 2023; United States; 5030 Respondents (ages 18-64)
* The two most popular categories for online purchases of surveyed consumers in the US were Clothing (44%) and Shoes (34%) in 2023.

Online Shopping Statistics

Distribution of Online Purchases

April 2022

Online marketplaces such as eBay, Alibaba.com, or MercadoLibre.com accounted for over 1/3 of global online shopping orders. During a 2023 survey, 15% of digital shoppers reported making e-grocer and supermarket orders online. Brand websites like Puma.com and Adidas.com and came in 3rd with roughly 14% of survey respondents followed by Retailer websites with 13%.


Notes:
* March 25-April 7, 2022; Worldwide; 31,040 Respondents.
* Over 1/3 of online shopping orders occur through Online Marketplaces like eBay, Alibaba and JD.com. In a 2022 survey, 17% of ecommerce shoppers reported making e-grocer and online supermarket purchases. Social on-app purchases were the third most used payment type in 2022 with 14% and Retailer websites rounded out the top four with 12%.

Distribution of Retail Website Visits and Orders

Q1 2023

Mobile phones are responsible for most digital commerce site visits around the world while also creating the largest percentage of orders. As of Q1 of 2023, mobile phones accounted for about 74% of retail site traffic and generated about 63% of online shopping orders.


Notes:
* Q1 2023; Worldwide.
* Mobile phones are the largest source of ecommerce website visits worldwide (74%) and account for 63% of ecommerce orders.

Average Online Spending per eCommerce Shopper

Q1 2023

In Q3 of 2023, online shoppers spent on average $2.30 [USD] per visit across all verticals. Luxury Apparel was the category with the highest spend per visit at $2.71 and Home Furnishing was second with $2.53 [USD] per visit.


Notes:
* Q1 2023; Worldwide
* Online shoppers spent on average $2.30 [USD] per visit across all categories in 2023. The luxury apparel category was the highest spend per visit with $2.71 [USD] and home furniture was second with $2.53 [USD] per visit.

Average Number of Products Bought per Order

January 2022 – December 2022

On average, fewer than 3 products are purchased on every order by e-commerce users. A study from 2022 showed that this number is seasonal, with April and December sales surpassing that market with an average of 3.16 and 3.12 products per order.


Notes:
* 2022; Worldwide
* Online shoppers bought on average just below 3 times per order across all categories in 2023. Purchases correspond to seasonal trends with April (3.16) and December (3.12) being the months with the most items purchased per order.

Shopping Cart Abandonment Rate

2022

In 2022, a significant amount of online shopping orders were abandoned. This means that items were placed into customer shopping carts but the sale was never completed. The industries suffering the highest shopping cart abandonment were cruise and ferry services with a rate of 98%.
Why do Buyers abandon their Shopping Carts?
There are several different reasons why consumers browse and place items in their shopping carts, but do not complete the transaction. Online travel suffers the most from shopping cart abandonment as shoppers search for hotel or airline deals and check back consistently with hopes of finding better prices. This trend has resulted in many online travel agencies beginning to compare prices and inform shoppers based on historical data when they might find the best values and when they should be making reservations to save money. Many times in the US, shopping cart abandonment can be due to larger-than-expected shipping and handling fees, or the need to create an account to checkout the purchase.
The Device Used for Shopping Matters
Mobile users usually have a higher shopping cart abandonment rate than desktop shoppers. In the US, the gap in abandonment rate is over 10% between mobile and desktop uses. The UK has a similar discrepancy between mobile and desktop shoppers, but the shopping cart abandonment rate gap is not quite as wide.


Notes:
* 2022; Worldwide. From 500 global brands.
* In 2022, Travel services experienced Shopping Cart abandonment rates of nearly 98%, the highest non-conversion rate across all industries.
* High Shopping Cart abandonment rates vary by industry; many times it is on account of consumers shopping around for deals and the best prices. This trend has resulted in many online travel agencies providing price comparisons to encourage purchases. In the USA, abandoning shopping carts is also in result of high shipping and handling fees along with the requirement to register an account on the merchant website.
* Mobile users account for a higher percentage of Shopping Cart abandonment rates than desktop users. In the US, the gap between mobile and desktop abandonment rates was more than 10%. The UK has a small gap in their abandonment rates, but mobile was still the leader.

Sources of Online Shopper Purchases

2022

In 2023, online marketplaces were the primary source of inspiration for e-commerce shoppers. According to a survey, 35% of online shoppers reported they used online marketplace searches for inspiration. The 2nd most cited source by 25% of respondents for their e-commerce sales came from in-store shopping.


Notes:
* March 25-April 7, 2022. Worldwide. From 31,040 respondents aged 16 and older shopping at least once per month online.
* In 2023, over 35% of shoppers used marketplaces to inspire their online shopping decisions. In-store shopping was the second most common source of inspiration with nearly 25% of shoppers using that for shopping decisions.

Consumer Spending Per Capital

2023

Global Revenue Forecast in USD


Number of Social Commerce Buyers

2019-2025

In 2023, there were an estimated 106.8 million social buyers in the US. By 2027, that number is forecasted to grow by over 10% with 118 million US shoppers expected to make purchases through social networks.
Social Channels are the New Shopping Hubs
Social networks have redefining the online shopping experience. In the US,  social commerce is expected to continue to grow and consistently carve out a growing segment of e-commerce sales as more social networks add the ability to facilitate transactions between users.
China Remains the Leader in Social Commerce
Similar to China’s dominance in e-commerce, accounting for half of the world’s volume, social commerce has been a driving force. China’s social commerce gross merchandise value was set to reach 2.5 trillion yuan (about $400 billion [USD]) in 2021. In 2021, sales through social media made up about 14.3% of total online sales and that number is expected to continue growing steadily over the coming years in China.



Notes:
* 2019-2021; United States. Social Network users making at least one purchase on a platform, or from a channel, or through links.
* In 2021, the US had 96.9 million social commerce buyers. This figure is expected to grow 18% by 2025 to 114.3 million social commerce buyers in the US.
* With their broad reach and effects on consumers, Social Networks are expected to increase their share of online ecommerce sales. In 2022, 19% of US online social commerce buyers used Facebook, and 12% used Instagram.
* China attributed approximately $398 billion [USD] of their 2021 ecommerce sales to social commerce. Social commerce sales in China were 14.3% of their total online sales in 2021.

Distribution of eCommerce Shoppers by Age in the USA

(March 2023)

In March of 2023, e-commerce shoppers were primarily made up of adults aged 18-24 (46.9%) based on mobile user data. Adult between the ages of 25 and 34 accounted for nearly 32% of e-commerce shoppers in the US.



Notes:
* March 2023; United States. Data from 137,224,896 mobile users.
* Adults 18-24 made up the largest segment of ecommerce shoppers. Adults 25-34 accounted for nearly 32% of the mobile ecommerce shopper audience.

Distribution of eCommerce Shoppers by Gender in the USA

(March 2023)

Mobile data from March 2023 showed that men represented a majority of e-commerce shoppers at 53.1% in the US. In comparison, women in the US represented nearly 47% of e-commerce shoppers.



Notes:
* March 2023; United States. Data from 137,224,896 mobile users.
* Based on mobile data, men accounted for 53.1% of e-commerce shoppers while women accounted for 46.9%

Distribution of eCommerce Shoppers by Income in the USA

(March 2023)

Mobile data from March 2023 stated that the largest share (34.9%) of e-commerce shoppers came from US households with less than $25,000 [USD]. The second largest share (17.7%) of e-commerce shoppers came from US households with incomes between $40,000 and $59,999 [USD].



Notes:
* March 2023; United States. Data from 137,224,896 mobile users.
* Based on mobile data; 34.9% of e-commerce shoppers had a household income of <$25,000 [USD]. 17.7% of e-commerce shoppers had a household income of $40,000-$59,999 [USD].

Mobile Sales as a Percentage of Retail Sales in the USA

(2018-2025)

By 2025, more than 10% of retail sales in the United States are expected to be generated through mobile commerce. In 2021, mobile commerce accounted for nearly 6% of sales, up from 3.5% in 2018.



Notes:
* 2018-2020; United States.
* In 2021, mobile commerce was forecasted to account for 6% of all retail sales. By 2025, over 10% of all retail sales in the US are expected to be through mobile commerce. This estimate would represent a 7% increase since 2018.

Most Downloaded Shopping Apps in the USA (2022)

(2022)

With nearly 35 million downloads in 2022, Amazon’s shopping app was the most downloaded e-commerce app in the USA for both iOS and Android. SHEIN was the 2nd most downloaded app with about 17 million downloads on iOS and 10 million on Android.



Notes:
* 2022; United States.
* In 2022, Amazon’s shopping app was the most downloaded e-commerce app with nearly 35 million downloads. SHEIN as the second most downloaded ecommerce app with nearly 17 million downloads.

Payment Statistics

Market Share of eCommerce Payment Methods

(2022; 2026)

In 2022, mobile wallets were the most popular online payment method, registering nearly half of global e-commerce payment transactions. By 2026, it is expected to increase to 54%. Credit cards rank second with a 20% market share in 2021 and are expected to continue their decline into the coming years.
Digital Mobile Wallets globally
Digital wallet usage varies around the world. In 2020, nearly 60% of e-commerce transactions in Asia were made through a digital wallet. While in Latin America, that number accounted for only about 20% of e-commerce transactions.
UK vs USA
Mobile wallet usage in the UK and USA is popular. The difference between the two countries lies in the way wallets are utilized. In 2020,  about 30% of payments in the UK were made using debit cards from their mobile wallets. During that same time in the USA, consumers preferred to use credit cards for mobile wallet purchases.


Notes:
* 2022; Worldwide.
* In 2022, 49% of ecommerce payments worldwide were made through digital wallets. That number is expected to increase to 54% by 2026. Credit cards hold a 20% market share as of 2021, with that number expected to decrease in the future.
* Of note; while mobile wallets are the leading method for buying online, different regions around the world have varying popularity.  Asia/Pacific Rim countries use digital wallets for nearly 60% of e-commerce transactions, while Latin American countries use them only about 20% of the time.
* When comparing the US vs UK, digital wallets were favorable to both groups. The main difference lies in the type of cards used, where in 2020 approximately 30% of ecommerce shoppers in the UK used debit cards whereas the majority of online shoppers in the US use credit cards.

Payment Methods as a Percentage of Total eCommerce

(2021)

As of 2022, the usage of digital wallets is significantly higher in Asia-Pacific countries than in other parts of the work. With mobile wallets like AliPay in China and PayTM in India, the popularity is enormous in both online and offline NFC environments. Nearly 70% of e-commerce payments in Asian-Pacific countries occur using digital wallets, compared to about 20% in Latin America, Africa, and the Middle East. Currently, mobile wallets account for less than half of e-commerce payments, but by 2026, that number is expected to reach 54% of total e-commerce transactions.
Wallet Growth in Latin America
The use of wallet apps like Apple Pay and Google Pay in North America doubled between 2020 and 2025, though the market size in Asia will remain significantly larger. According to a regional payments forecast of mobile wallets, Brazil is at the forefront of digital wallet usage in Latin America. This is imparted to the fact that Brazil is home to two of the largest digital wallet systems.
Apple Pay outside the USA
While Apple Pay is popular in the USA, Canada, and the UK, it’s not as dominant beyond those borders. Between 2022 and 2023, about 1 in 10 Brazilians responded to having used Apple Pay in a retail environment, less than the 69% of respondents in the UK who stated they used Apple Pay during that same time. While Apple Pay is used globally, it retains a 9% marketshare in India and 3% in Brazil.


Notes:
* 2021; Worldwide.
* Digital wallet usage is led by the Asia-Pacific region, accounting for nearly 70% of e-commerce payments. Latin America and MEA have the lowest penetration, accounting for approximately 20% of ecommerce payments.
* Globally, digital wallets account for less than half of transactions. By 2026, digital wallets are expected to account for 54% of digital payments.
* Digital wallets (ie; Apple Pay and Google Pay) are expected to double between 2020 and 2025 in North America. Asia will maintain the largest market size while Latin America will experience the highest growth as a percentage of transactions.
* Apple Pay is much more popular in the US, Canada, and UK. Whereas it is not as heavily adopted in Brazil and other countries where it is not as readily offered.

Total PayPal Users Worldwide

(Q1 2010 – Q1 2023)

The number of PayPal users in Q2 of 2023 declined based on the number of active registered accounts.  This coincided with a year over year slow down in usage as well. The Daily Active Users (DAU) varied per country with significant differences between countries.

PayPal is a global online payment wallet that allows users to make and receive payments via credit cards, bank transfers, and cryptocurrency. In 2002, eBay acquired PayPal helping establish PayPal as a leader in online and mobile payments. Many retailers today accept PayPal payments due to its wide adoption within the e-commerce industry.  In 2015, eBay spun off PayPal as an independent company.

In addition to e-commerce and mobile payments, as of 2018, nearly 36% of brick-and-mortar retailers had already accepted PayPal payments and another 34% were expecting to start accepting payments within the next 24 months. These significant numbers are due to the availability of mobile payments via an NFC device at most credit card terminals. In 2018, mobile payment volume grew 46% year over year to $227 billion [USD].


Notes:
* Q1 2010-Q1 2023; Worldwide.
* Q2 2023 Active Registered Users declined, coinciding with a Year-over-Year slowdown.
* As of December 2018, 36% of North American retail storefronts accepted PayPal and another 34% anticipated adoption within 24 months. $227 million [USD] was being processed through NFC mobile or PayPal card payments in 2018.

Number of PayPal Transactions

(Q1 2014 – Q4 2022)

The number of transactions processed by PayPal worldwide increased by over 10% from Q3 2022 to Q3 2023. PayPal processed roughly 6.2 billion transactions in Q3 2023, up from 5.6 billion transactions in Q3 2022. Though the number of transactions increased, the gross value of payments has continued to decrease over several quarters until 2023.
PayPal profitability in 2023 and beyond
The decrease in payment value and overall profits caused concern among investors, though transaction volume increased. The margin of profit per transaction, known as the take rate, also declined in Q2 of 2023 along with the growth rate of new users, adding to the investor pressure on PayPal management. Increasing competition from fintech companies like Google Pay, Apple Pay, and FedNow along with competition from credit card issuers has given merchants and consumers more choices.
Can Venmo float PayPal?
The PayPal subsidiary Venmo is a popular payment method in the social commerce arena. Venmo is one of the largest social payment processors, but their statistics from Q3 2023 also showed a decline for the first time in 2023. Concerns about competition and integration of alternative payment platforms have put pressure on both the growth and overall usage of Venmo as a P2P payment service.


Notes:
* Q1 2014-Q4 2022; Worldwide.
* Worldwide payment transactions by PayPal increased nearly 10% in Q4 2022 versus Q2 2022. Approximately 6 billion transactions took place during Q2 2023 versus 5.5 billion in Q2 2022. GPV (Gross Payment Volume) did not increase as much.

Gross Payment Volume of Block (formerly known as Square)

Formerly Square (Q1 2015 – Q4 2022)

In Q3 of 2023, the gross payment volume of Block had grown by 10.5% when compared to Q3 of 2022. While Block’s volume reached a record in Q3 2023, the growth of volume has decreased since 2021. This decrease in growth can be attributed to market saturation or a slowdown in the usage of cryptocurrency, the backbone of Block’s business.
Square: Predominately an American business
Block, the company formerly known as Square (before December 2021), is one of several payment gateway services that make up the $38 billion [USD] market in the United States. Square is primarily focused on US and Canadian merchants. To add to its payment services, Block acquired the Australian Buy Now-Pay Later (BNPL) company Afterpay in January of 2022 for $29 billion [USD].
Block 2024 and beyond
To change the trajectory of Block’s several quarters of negative growth, the company made it a point to refocus its operations. Their goal is to increase their combined gross profit growth and adjusted operating income to achieve at minimum, a positive 40% increase. This would be accomplished by eliminating new hires and possibly reducing headcount moving forward.


Notes:
* Q1 2015-Q2 2022; Worldwide.
* In Q3 2023, GPV (Gross Payment Volume) grew by 10.5%, a deceleration of growth versus Q3 2022. 

eCommerce Growth Trends

Food eCommerce Sales Growth Rates

2017-2027

Global Revenue Forecast in Billions USD



Notes:
* CAGR (Compound Annual Growth Rate): average growth rate per year

Beauty eCommerce Sales Growth Rates

(2017-2027)

Global Revenue Forecast in Billions USD



Notes:
* CAGR (Compound Annual Growth Rate): average growth rate per year

Beverages eCommerce Sales Growth Rates

(2017-2027)

Global Revenue Forecast in Billions USD



Notes:
* CAGR (Compound Annual Growth Rate): average growth rate per year

Media eCommerce Sales Growth Rates

(2017-2027)

Global Revenue Forecast in Billions USD



Notes:
* CAGR (Compound Annual Growth Rate): average growth rate per year

Leisure eCommerce Sales Growth Rates

(2017-2027)

Global Revenue Forecast in Billions USD



Notes:
* CAGR (Compound Annual Growth Rate): average growth rate per year

Furniture eCommerce Sales Growth Rates

(2017-2027)

Global Revenue Forecast in Billions USD



Notes:
* CAGR (Compound Annual Growth Rate): average growth rate per year

Fashion eCommerce Sales Growth Rates

(2017-2027)

Global Revenue Forecast in Billions USD



Notes:
* CAGR (Compound Annual Growth Rate): average growth rate per year

Electronics eCommerce Sales Growth Rates

(2017-2027)

Global Revenue Forecast in Billions USD



Notes:
* CAGR (Compound Annual Growth Rate): average growth rate per year