eCommerce Statistics (2026): Sales & User Growth Trends (original) (raw)
Highlights. Worldwide, e-commerce retail sales will reach an estimated $6.88 trillion in 2026, representing 21.1% of all retail commerce.
- Over 2.77 billion people worldwide shop online.
- Projections indicate that value will increase to $8.91 trillion in 2030.
- Business-to-business (B2B) e-commerce spending will total $62.2 trillion by 2030.
- eCommerce sales in 2025 will be up 7.18% from total e-commerce retail sales in 2025 ($6.42 trillion).
- U.S. retail e-commerce sales for 2026 are expected to total $1.62 trillion, up 10.4% from 2025 ($1.47 trillion projected).
Amazon makes more from e-commerce than any other retailer worldwide; Microsoft makes the most from B2B e-commerce.
- U.S. eCommerce sales totaled $299.640 billion in the third fiscal quarter (Q3) of 2025, up 5.21% year-over-year YoY.
- Adjusted for seasonal variation, retail e-commerce sales totaled $310.274 billion in 2025 Q3, or 16.4% of total retail sales for the quarter.
- From 2024 Q3 to 2025 Q3, e-commerce sales increased 23.8% faster than total retail sales; total sales increased 4.21% in this period.
- As of 2025 Q3, e-commerce accounts for 15.8% of all retail sales in the U.S.
- eCommerce as a percentage of retail sales is up 0.96% YoY.
- In 2025 Q2, U.S. e-commerce sales totaled $293.140 billion, up 5.35% YoY.
- In the first eleven (11) months of 2025, e-commerce sales totaled $1.274 trillion, up 6.99% from the same period in 2024.
- Also in the first eleven months of 2025, e-commerce accounted for 18.7% of all retail sales, up 3.40% YoY.
Global eCommerce Sales History
| Year | Global eCommerce (in trillions) | YoY Change Global eCommerce |
|---|---|---|
| 2025 | $6.42 | 6.86% |
| 2024 | $6.01 | 7.65% |
| 2023 | $5.58 | 9.63% |
| 2022 | $5.09 | 2.23% |
| 2021 | $4.98 | 17.2% |
| 2020 | $4.25 | 26.8% |
| 2019 | $3.35 | 12.4% |
| 2018 | $2.98 | 25.2% |
| 2017 | $2.38 | 29.1% |
| 2016 | $1.85 | 19.2% |
| 2015 | $1.55 | 15.9% |
Global eCommerce Revenue Statistics
Most e-commerce revenue comes from business-to-business (B2B) sales as opposed to consumer retail or business-to-consumer (B2C).
- B2B and B2C global e-commerce revenue combined totaled an estimated $38.5 trillion in 2025.
- Projections indicate that total worldwide B2B and B2C e-commerce will be worth over $71 trillion in 2030.
- Global retail e-commerce sales in 2025 totaled $6.42 trillion up 6.86% YoY.
- Retail e-commerce sales worldwide are expected to total over $10 trillion by 2033.
- 20.5% of global retail sales revenue is e-commerce; according to projections, 23.7% of all retail sales worldwide will be online by 2030.
- From 2024 to 2025, global revenue from social media e-commerce increased 19.9% to $819.8 billion.
Number of Online Shoppers
An estimated 2.77 billion consumers contributed to global e-commerce in 2025.
- By 2030, a projected 2.96 million people will shop online, increasing 1.34% annually from 2025.
- From 2020 to 2025, the number of online shoppers worldwide increased at an average annual rate of 3.17% from 2.37 billion.
- The number of digital shoppers worldwide represents 33.3% of the global population (all ages).
- China has 975.5 million online shoppers, representing 86.9% of consumers.
U.S. Number of Online Shoppers
288.5 million Americans made an e-commerce purchase in 2025.
- American digital shoppers represent 80.4% of the U.S. population (all ages).
- 49% of American consumers shop online at least once per week.
- The U.S. annual growth rate from 2025 to 2030 is an estimated 3.51%.
- The number of Americans shopping online increased 6.39% annually from 211.7 million in 2020.
- The U.S. e-commerce consumer growth rate declined at an average annual rate of 8.40% from 2021 to 2025.
- 10.4% of global online shoppers are U.S. Americans.
U.S. eCommerce Revenue Statistics
Projections indicate that U.S. retail e-commerce sales will exceed $2.5 trillion by 2030.
- eCommerce in the United States represented 22.3% of global online sales in 2024.
- U.S. retail e-commerce sales totaled $1.34 trillion online in 2024, up 9.24% YoY.
- eCommerce represented an 18.4% share of all U.S. retail sales revenue from 2024, up 6.36% YoY.
- Some projections indicate U.S. e-commerce revenue will increase by a total of 55.4% or an average annual rate of 11.1% between 2024 and 2029.
- The monthly record for U.S. online purchases was 21.2% of retail sales dollars in December 2024.
- The U.S. accounts for 23.6% of the total fashion e-commerce market.
- Apparel e-commerce sales in the U.S. totaled $217.1 billion in 2025, accounting for 14.8% of online sales.
Annual U.S. eCommerce Retail Sales
| Year | Sales (in billions) | Total Retail Share* |
|---|---|---|
| 2024 | $1,337 | 18.4% |
| 2023 | $1,224 | 17.3% |
| 2022 | $1,101 | 15.9% |
| 2021 | $1,005 | 15.7% |
| 2020 | $871 | 15.9% |
| 2019 | $649 | 12.2% |
| 2018 | $575 | 11.1% |
| 2017 | $516 | 10.4% |
| 2016 | $459 | 9.60% |
| 2015 | $411 | 8.90% |
| 2014 | $370 | 8.10% |
| 2013 | $340 | 7.80% |
| 2012 | $323 | 7.70% |
| 2011 | $290 | 7.20% |
| 2010 | $260 | 7.00% |
| 2009 | $232 | 6.60% |
| 2008 | $226 | 5.90% |
| 2007 | $221 | 5.60% |
| 2006 | $200 | 5.30% |
| 2005 | $173 | 4.80% |
| 2004 | $152 | 4.50% |
| 2003 | $132 | 4.20% |
| 2002 | $121 | 4.00% |
| 2001 | $113 | 3.80% |
| 2000 | $112 | 3.90% |
*In-store and online U.S. retail
eCommerce Global Market Statistics
China controls 39.2% of the global e-commerce market as of 2025.
- The U.S. is a close second in the e-commerce market with 38.2% of the world’s e-commerce sales.
- Japan is the third-largest e-commerce retail market with 5.43% of sales.
- The U.K., Germany, and South Korea rank 4th, 5th, and 6th, respectively.
- The cross-border e-commerce market is worth $1.21 trillion in 2025.
- From 2024 to 2025, cross-border e-commerce sales increased 6.52%.
Top eCommerce Sites
Retailers lead the e-commerce market worldwide.
- Amazon.com is the #1 e-commerce retailer in the U.S. with $790.1 billion in online gross merchandise value (GMV) in 2024.
- Chinese Pinduoduo.com is the largest global retailer, with $715.2 billion in GMV.
- In 2024, Amazon.com made 10.5% more from e-commerce than Pinduoduo.com did.
- Based on available data, Apple.com gets more traffic from search engines than any other e-commerce website (434.1 million global average monthly search visits).
Amazon.com Statistics
Amazon.com’s largest market is the United States; its top e-commerce sales category is Electronics (38%).
- Amazon’s e-commerce sales in 2024 totaled $790.1 billion, with an expected increase of 5 to 10% in 2025.
- There were 2.72 billion visits to Amazon.com in January 2026.
- Americans discovered Amazon.com via search engine 368.5 million times per month in February 2026.
- U.S. search traffic represents 86.4% of Amazon.com’s global search traffic.
- 98.2% of global search traffic is organic (i.e., not the result of paid advertisements).
- Organic search traffic on Amazon.com in December 2025 totaled 437.8 million visits, down 14.1% YoY.
- From December 2023 to 2024, organic search traffic increased 3.77%.
- 73% of Americans shopped on Amazon in 2024.
Temu (Pinduoduo) Statistics
Pinduoduo’s largest market is Greater China; its top e-commerce sales category is Grocery (24%).
- eCommerce sales on Pinduoduo.com in 2024 totaled $715.2 billion, with an expected increase of 25 to 30% in 2025.
- Pinduoduo.com had a 23.0% share of the Chinese online retail market in 2024.
- Americans discovered Temu.com, the international version of Pinduoduo, via search engine 1.51 million times per month in February 2026.
- U.S. search traffic represents 6.00% of Temu.com’s global search traffic.
- 83.7% of Temu.com’s global search traffic is organic.
- 100% of Pinduoduo sales originate in Greater China, while 30% of Temu sales originate in the United States.
- Organic search traffic on Temu.com in December 2025 totaled 19.8 million visits.
- 17% of Americans shopped on Temu.com in 2024.
Walmart.com Statistics
Walmart.com is the e-commerce segment of the world’s largest retailer, though 100% of its e-commerce sales come from within the United States.
- Walmart’s e-commerce sales in 2024 totaled $175.2 billion, with an expected increase of 15 to 20% in 2025.
- Walmart.com’s top sales category is Fashion (19%).
- There were 500.4 million website visits to Walmart.com in January 2026.
- U.S. consumers discovered Walmart.com via search engine 62.7 million times per month in February 2026.
- American search traffic represents 96.7% of Walmart.com’s global search traffic.
- 95.1% of Walmart.com’s global search traffic is organic.
- Organic search traffic on Walmart.com in December 2025 totaled 73.3 million visits down 13.5% YoY.
- 37% of Americans shopped on Walmart.com in 2024.
Apple.com Statistics
Apple.com’s largest e-commerce market is the United States; its only e-commerce sales category is Electronics.
- Apple e-commerce sales in 2024 totaled $54.2 billion, with an expected increase of 5 to 10% in 2025.
- Americans discovered Apple.com via search engine 99.8 million times per month in February 2026, representing 23.0% of Apple.com’s global search traffic.
- 98.9% of Apple.com’s global search traffic is organic.
- Organic search traffic on Apple.com in December 2025 totaled 431.0 million visits, down 13.8% YoY.
- 10% of Americans shopped on Apple.com in 2024.
Shein.com Statistics
Shein.com’s largest e-commerce market is the United States; its top e-commerce sales category is Fashion (77%).
- eCommerce sales on Shein.com in 2024 totaled $58.7 billion, with an expected increase of 10 to 15% in 2025.
- Americans discovered Shein.com via search engine 8.09 million times per month in February 2026, representing 14.1% of Shein.com’s global search traffic.
- 43.5% of Shein.com’s global search traffic is organic.
- Organic search traffic on Shein.com in December 2025 totaled 23.1 million visits, down 22.8% YoY.
- 10% of Americans shopped on Shein in 2024.
Target.com Statistics
Target.com is the e-commerce segment of one of the world’s biggest retailers though 100% of its e-commerce sales revenue comes from within the United States.
- Target e-commerce sales in 2024 totaled $22.9 billion, with an expected increase of 5 to 10% in 2025.
- Target.com’s top sales category is Hobby & Leisure (24%).
- Americans found Target.com via search engines 39.3 million times per month in February 2026, representing 96.9% of Target.com’s global search traffic.
- 99.9% of Target.com’s global search traffic is organic.
- Organic search traffic on Target.com in December 2025 totaled 50.1 million visits, down 20.7% YoY.
- 15% of Americans shopped on Target.com in 2024.
24 Months of U.S. eCommerce Retail Sales
| Month | Sales (in billions) | Total Retail Share |
|---|---|---|
| Nov ’25 | $133.5 | 20.9% |
| Oct ’25 | $124.6 | 19.4% |
| Sep ’25 | $114.7 | 18.8% |
| Aug ’25 | $115.5 | 18.0% |
| Jul ’25 | $121.1 | 18.8% |
| Jun ’25 | $112.8 | 18.3% |
| May ’25 | $117.1 | 18.1% |
| Apr ’25 | $113.5 | 18.2% |
| Mar ’25 | $111.8 | 17.9% |
| Feb ’25 | $101.5 | 18.7% |
| Jan ’25 | $107.8 | 19.0% |
| Dec ’24 | $146.6 | 21.2% |
| Nov ’24 | $127.8 | 20.3% |
| Oct ’24 | $116.7 | 18.7% |
| Sep ’24 | $104.9 | 18.1% |
| Aug ’24 | $107.6 | 17.3% |
| Jul ’24 | $112.1 | 18.1% |
| Jun ’24 | $104.5 | 17.6% |
| May ’24 | $110.4 | 17.5% |
| Apr ’24 | $105.8 | 17.8% |
| Mar ’24 | $103.7 | 17.4% |
| Feb ’24 | $96.2 | 17.7% |
| Jan ’24 | $101.0 | 18.7% |
| Dec ’23 | $129.1 | 19.6% |
eCommerce Retail Marketplace Statistics
Amazon has the largest e-commerce retail marketplace in the U.S.; Walmart has the third largest.
- U.S. e-commerce retail marketplaces collectively generated an estimated $477.7 billion in 2025, up 11.5% YoY.
- eCommerce retail marketplace sales are expected to reach $536.1 billion in 2026.
- 2020 sales grew 44.5% YoY to $266.73 billion.
- Walmart’s U.S. e-commerce marketplace sales were an estimated $8.57 billion in 2023, representing 13.2% of sales on Walmart.com.
- eBay and Etsy are the 2nd and 4th largest online marketplaces, respectively.
eBay.com Statistics
eBay’s largest market is the United States, which accounts for 51% of its net revenue.
- eBay’s total revenue in 2024 amounted to $10.3 billion, up 1.69% YoY.
- There were 134 million active buyers* on eBay.com and 2.4 billion live listings in 2025.
- Americans discovered eBay.com via search engine 54.5 million times per month in February 2026.
- U.S. search traffic represents 84.7% of eBay.com’s global search traffic.
- 99.9% of global search traffic is organic (i.e., not the result of paid advertisements).
- Organic search traffic on eBay.com in December 2025 totaled 54.5 million visits, down 31.3% YoY.
- From December 2023 to 2024, organic search traffic increased 10.2%.
- 20% of Americans shopped on eBay.com in 2024.
* ”Active Buyers” refers to the number of unique buyers in a 12-month period.
Etsy.com Statistics
Etsy owns and operates a number of e-commerce marketplaces internationally, but Etsy.com is still its most popular website.
- Etsy’s consolidated revenue in 2024 totaled $2.81 billion, up 2.18% YoY.
- Americans discovered Etsy.com via search engine 22.4 million times per month in February 2026.
- U.S. search traffic represents 48.4% of Etsy.com’s global search traffic.
- 98.2% of Etsy’s global search traffic is organic.
- Organic search traffic on Etsy.com in December 2025 totaled 47.1 million visits, down 44.2% YoY.
- 11% of Americans shopped on Etsy.com in 2024.
Top eCommerce Sites by Retail Category
Amazon.com dominates e-commerce sales in most retail categories in the U.S. and worldwide.
- Media online sales are mostly on Amazon.com, which also leads the parent category, hobby & leisure.
- For consumer electronics e-commerce, Amazon.com is the industry leader.
- JD.com leads in electrical appliances.
- Tmall.com leads in fashion; TikTok Shop leads the subcategory apparel.
- In the U.S., Amazon leads for online consumer electronics and apparel sales.
- Online clothing and apparel sales totaled $883.1 billion worldwide in 2025.
- Grocery e-commerce sales are primarily on Pinduoduo.com globally, and Walmart.com in the U.S.
- Subcategory personal care e-commerce sales are primarily on TikTok Shop.
- Most e-commerce consumers purchase home furnishings on Pinduoduo.com.
eCommerce Consumer Statistics
51% of U.S consumers always do online research before making a major purchase.
- Compared to all shoppers, those born between 1980 and 1994 (sometimes called “Millennials”) are 14.3% more likely to shop online.
- Consumers born between 1995 and 2003 (Generation Z) are 33.3% more likely to shop using a hybrid method (in-store and online).
- 42% of Millennials and 41% of Generation Z consumers planned to spend more online in 2025 than during the previous year.
- 53% of male shoppers and 44% of female shoppers prefer to browse retail items online as opposed to in-store.
Mobile eCommerce Statistics
A larger share of online sales are made on mobile devices, including in-browser and in-app purchases.
- Worldwide mobile e-commerce sales dollars totaled an estimated $2.51 trillion in 2025.
- Projections indicate that mobile e-commerce sales will reach $3.35 trillion in 2028.
- 59% of worldwide e-commerce sales come from mobile devices; projections indicate the mobile e-commerce share will reach 63% in 2028.
- Mobile e-commerce sales in the U.S. totaled $577.6 billion in 2025, up 8.56% YoY.
eCommerce Payment Method Statistics
Increased methods of payment make e-commerce more accessible to a larger share of the global population.
- Consumers used digital wallets for 53% of global online purchases in 2024.
- Digital wallet use is projected to increase by 22.6% from 2024 to 2030, when 65% of payments will be made with digital wallets.
- Globally, Buy Now, Pay Later (BNPL) is used as a payment method for 5% of e-commerce transactions.
eCommerce Business Statistics
Shopify is the most popular e-commerce platform, followed by Wix Stores and WooCommerce.
- Among websites using e-commerce technologies, 27.3% use Shopify.
- 6.90 million websites use Shopify’s technology to facilitate sales.
- Among websites using e-commerce technologies, 4.53 million or 17.9% use Wix Stores.
- 3.53 million or 13.9% of websites using e-commerce technology use WooCommerce Checkout.
- Squarespace Add to Cart, and Ecwid are the 4th and 5th most popular e-commerce technologies, respectively.
- Among websites using e-commerce technologies, 11.1% use Squarespace Add to Cart, and 3.60% use Ecwid.
B2B eCommerce Statistics
B2B e-commerce is between businesses and does not involve consumers.
- The gross merchandise value (GMV) of the global B2B e-commerce market was an estimated $32.1 trillion in 2025.
- Microsoft is the world’s most valuable B2B brand, worth $292.5 billion.
- China Construction Bank is considered the world’s strongest B2B brand, with a top score of 93.7 on a 100-point scale and measured against 5,000 other brands.
- Amazon Business is the world’s most popular general B2B online marketplace.
- In 2025, Amazon Business had a GMV of $83.1 billion or 6.2% of total Amazon merchandise sales.
- U.S. B2B marketplace e-commerce sales totaled $349.9 billion in 2024, up 34.6% from 2023.
eCommerce Fulfillment Statistics
The e-commerce fulfillment market in the Asia-Pacific market makes up the largest (27.0%) and fastest-growing segment of the global industry.
- The e-commerce fulfillment service global market value is $140.1 billion in 2025, up 13.2% year-over-year (YoY).
- Projections indicate that global revenue for e-commerce fulfillment will exceed $272 billion by 2030.
- 60% of online retailers at least partially outsource fulfillment services; among them, 20% outsource the entire fulfillment process.
- In the United States, e-commerce fulfillment generated a market revenue of $22.4 million in 2024.
- From 2025 to 2030, the U.S. e-commerce fulfillment market is expected to grow 14.1% annually to $49 million.
- Amazon, the nation’s largest online retailer, spent $98.5 billion on order fulfillment in 2024.
These data and insights were compiled by the Capital One Shopping team based on publicly available data.
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