41 New Online Shopping Statistics 2026 (Global Insights) 41 New Online Shopping Statistics 2026 (Global Insights)

41 New Online Shopping Statistics 2026 (Global Insights)


Online shopping is becoming more popular, with global e-commerce sales estimated to reach $6.88 trillion by 2026. This growth is being driven by factors such as the increasing use of smartphones and internet users, faster and more reliable shipping options, and the convenience of shopping from home.

In this blog post, we will discuss the latest online shopping statistics for 2026. We will examine how it is affecting the retail industry and what businesses can do to stay ahead of the competition.

Online Shopping Statistics For 2026 (Top Picks)

  • 2.77 billion people worldwide shop online.
  • The number of online shoppers in the United States is estimated to have reached 288.45 million.
  • Retail e-commerce sales are projected to reach $6.88 trillion worldwide by 2026. 
  • Mobile e-commerce sales are $4.541 trillion.
  • 48% of online shoppers abandon their cart due to extra costs such as fees, shipping, and taxes. 
  • 31% of online shoppers buy at least once per month. 
  • 51% of shoppers use voice search to find products in the United States
  • Brands spend around $4.62 billion on influencer marketing in the United States.

How Many People Shop Online?

1. 2.77 million people worldwide are estimated to shop online. 

Comparatively, 2.71 million people worldwide shopped online in 2024.

Number of Online Shoppers Over The YearNumber of Online Shoppers Over The Year

Here is a table displaying the number of online shoppers worldwide by year: 

Year The Number of Online Shoppers Year-Over-Year Change
2025 2.77 billion 2.2%
2024 2.71 billion 2.6%
2023 2.64 billion 3.1%
2022 2.56 billion 3.4%
2021 2.48 billion 4.8%
2020 2.37 billion 12.3%

2. In the Middle East & Africa, 5.2% of online shoppers increased from 2022 to 2023, the most in all regions. 

Worldwide, only 3.1% of online shoppers increased from 2022 to 2023. However some regions are experiencing an increase in online shoppers of more than 4%. 

Online shoppers increased by 4.6% in Latin America. 

This table shows the top regions by online shopper growth. 

Region Growth of Online Shoppers
Middle East & Africa 5.2%
Latine America 4.6%
Asia-Pacific 3.8%
Central & Eastern Europe 3.2%
North America 2.1%
Western Europe 1.1%
Worldwide 3.4%

Source: Oberlo, eMarketer. 

How Many People Shop Online In The United States?

3. 288.45 million people in the United States shop online. 

That’s an increase of 5.6% compared to 259.06 million online shoppers recorded in the previous year.

Further, the number of online shoppers in the United States is estimated to reach 333.50 million by 2029. 

Here is a table displaying the number of online shoppers in the United States. 

Year No. Of Online Shoppers Annual Change
2029* 333.50 million +3.0%
2028* 323.77 million +3.4%
2027* 313.01 million +3.7%
2026* 301.87 million +4.7%
2025 288.45 million +5.5%
2024 273.49 million +5.6%
2023 259.06 million +6.1%
2022 244.23 million +7.0%
2021 228.19 million +7.8%
2020 211.67 million

*Projected numbers

Source: Oberlo

Online Shopping Sales Statistics 

Today, E-commerce is a multi-trillion-dollar industry worldwide. This section will explore all essential statistics related to online shopping sales. 

4. Retail e-commerce sales are $6.42 trillion worldwide. 

5. Over $419 billion in retail e-commerce sales have increased since the past year. 

6. Industry experts also predict retail e-commerce sales will reach $7.89 trillion by 2028.

This table shows the retail e-commerce sales and total share worldwide from 2022 to 2028. 

Year Retail e-commerce Sales % Share of Retail Sales
2028* $7.89 trillion 22.5%
2027* $7.38 trillion 21.8%
2026* $6.88 trillion 21.1%
2025 $6.42 trillion 20.5%
2024 $6.01 trillion 19.9%
2023 $5.58 trillion 19.3%
2022 $5.09 trillion 18.5%

 Source: eMarketer

7. The Asia-Pacific region generates the most retail e-commerce sales worldwide. 

Over 54% of retail e-commerce sales come from this region.

North America is the second top region by retail e-commerce sales, with $1,144.99 billion in sales.  

This table shows the top regions by retail e-commerce sales. 

Region Total Retail E-commerce Sales
Asia-Pacific $3,323.19 billion
North America $1,144.99 billion
Western Europe $694.59 billion
Latin America  $167.81 billion
Central & Eastern Europe  $141.90 billion
Southeast Asia $89.67 billion
Middle East & Africa $69.39 billion

8. In the United States, $1,065.74 billion in sales comes from retail e-commerce. 

The United States ranks 2nd in the total share of retail e-commerce sales worldwide. 

At the top is China, with more than doubled retail e-commerce sales. In China, retail e-commerce sales are $2,784.74 billion as per the latest figures. 

Top Countries By Retail E-commerce SalesTop Countries By Retail E-commerce Sales

This table shows the top 10 countries by retail e-commerce sales. 

Top Country Retail E-commerce Sales Year-over-year Change
China $2,784.74 billion 11.9%
The United States $1,065.19 billion 15.9%
The United Kingdom $245.83 billion 4.8%
Japan $168.70 billion 2.7%
South Korea $142.92 billion 13%
Germany $117.85 billion 7.5%
France $94.43 billion 8.5%
India $83.75 billion 25.5%
Canada $79.80 billion 10.4%
Indonesia $58 billion 23%

9. 20.5% of all retail sales come from e-commerce worldwide.

The share of retail e-commerce sales in the total retail sales is steadily increasing worldwide. It increased by 0.6% from 2024 to 2025. 

In 2024, the retail e-commerce sales share was 19.9%. From 2022 to 2024, it increased by 1.4%. 

By 2028, the share of retail e-commerce sales will be 22.5% worldwide. 

10. Retail e-commerce sales growth is the highest in Southeast Asia, with 20.6%. 

Globally, retail e-commerce sales growth is 12%, but the Southeast Asia region has the most retail e-commerce sales growth worldwide, which is 8.4% more than worldwide growth. 

The second region with the most retail e-commerce sales growth is Latin America, which has a growth rate of 20.4%. 

This table shows the top regions by retail e-commerce sales growth. 

Region Retail E-commerce Sales Growth
Southeast Asia 20.6%
Latin America 20.4%
Middle East & Africa 17%
Central & Eastern Europe 16.1%
North America 15.5%
Asia-pacific 11.8%
Western Europe 6.1%
Worldwide 12.2%

11. The Philippines has the highest retail e-commerce sales growth. 

China contributes the most to retail e-commerce sales, but the growth rate of its retail e-commerce sales is less. Even China is not in the top 10 countries with the most retail e-commerce sales growth.

In second place is India, with 25.5% of retail e-commerce sales growth; in third place comes Indonesia, with 23%

The United States is in 10th place, with a 15.9% growth rate, but it comes second after China by retail e-commerce sales. 

This table shows the top 10 countries by retail e-commerce sales growth. 

Top Country Retail E-commerce Sales Growth
Philippines 25.9%
India 25.5%
Indonesia 23%
Brazil 22.2%
Vietnam  19%
Argentina 18.6%
Malaysia 18.3%
Thailand  18%
Mexico 18%
The United States 15.9%

12. $1.137 trillion in retail e-commerce sales comes from the United States.

From $0.520 trillion in 2018 to $1.137 trillion in 2023, retail e-commerce sales increased by almost 120% in the United States.

By 2027, this sale will reach $1.72 trillion in the United States. 

This table shows the retail e-commerce sales over the years:

Year Retail E-commerce Sales In The United States
2027* $1.72 trillion
2026* $1.545 trillion
2025* $1.392 trillion
2024* $1.256 trillion
2023 $1.137 trillion
2022 $1.040 trillion
2021 $0.959 trillion
2020 $0.817 trillion
2019 $0.598 trillion
2018 $0.520 trillion

*Projected

As the data shows, online shopping is booming. If you’re a seller planning to capitalize on this trend, using Helium 10 Coupon Codes can make your startup journey more budget-friendly.

Mobile E-Commerce Statistics 

Let us take a look at some crucial statistics associated with mobile commerce in this section.

13. Mobile e-commerce sales are $4.541 trillion worldwide. 

Mobile e-commerce sales are increasing rapidly year over year. From 2022 to 2023, mobile e-commerce sales increased by $0.446 trillion. 

In 2022 Mobile e-commerce sales were $3.643 trillion, which was $0.44 trillion more than in 2021. 

Industry experts predict mobile e-commerce sales will hit $4.999 trillion by 2025. 

This table shows mobile e-commerce sales worldwide from 2020 to 2025. 

Year Mobile E-commerce Sales Year-over-year Change
2025* $4.999 trillion 10.1%
2024 $4.541 trillion 11.1%
2023 $4.089 trillion 12.3%
2022 $3.643 trillion 13.7%
2021 $3.203 trillion 17.7%
2020 $2.721 trillion 29.2%

*Projected

14. The share of mobile e-commerce sales is 66.5% of total e-commerce sales. 

In total e-commerce sales, the share of mobile e-commerce is growing and continues year by year. 

From 2022 to 2023, mobile e-commerce shares increased by 0.8%, which was 65.7% in 2022.

In 2020, the share of mobile e-commerce was 64.1%. 

By 2025, the share of mobile e-commerce sales worldwide will be 67.6%. 

This table shows the share of mobile e-commerce sales worldwide from 2020 to 2025. 

Year Share Of Mobile E-commerce Sales
2025* 67.6%
2024* 67.1%
2023 66.5%
2022 65.7%
2021 64.9%
2020 64.1%

*Projected

15. The Asia-Pacific region has the most mobile e-commerce share worldwide, with 79.9%. 

In the Asia-Pacific region, almost 8 out of 10 sales come from mobile, which keeps this region at the top of retail M-commerce sales shares worldwide. 

The second-top region is Middle East & Africa, with 66.4% of the share, while Southeast Asia is in third place, with 64.6%. 

This table shows the world’s top regions by retail M-commerce sales share. 

Top Region Share Of Retail M-commerce Sales
Asia-Pacific 79.9%
Middle East & Africa 66.4%
Southeast Asia 64.6%
Latin America 59.4%
Western Europe 46.8%
Central & Eastern Europe 40.3%
North America  40.1%
Worldwide 65.7%

Source: eMarketer.

Social Media E-Commerce Statistics

There are 4.8 billion social media users, so focusing on social media marketing is essential. Let’s see all the vital statistics related to social media e-commerce. 

16. Social commerce sales are $1.298 trillion worldwide. 

Online shoppers spent $0.992 trillion on social media shopping in 2022, which continuously increases yearly. 

Also, industry experts predict that by 2026, social commerce sales will hit $2.9 trillion. 

This table shows the worldwide social commerce sales from 2022 to 2026. 

Year Social Commerce Sales 
2026* $2.900 trillion
2025* $2.221 trillion
2024* $1.698 trillion
2023 $1.298 trillion
2022 $0.992 trillion

*Projected

17. 54.8% of Facebook users purchased from the platform at least once. 

15.8% of Facebook users buy from this platform all of the time while 5.9% never buy anything.

20.6% of TikTok users always buy from the platform, and 48.7% of users buy sometimes. 

This table shows the buying frequency of social media users by platform. 

Platform All Of The Time  Sometimes  Rarely Never
TikTok 20.6% 48.7% 20.7% 9.9%
YouTube 16.6% 47.7% 24.1% 11.6%
Instagram 16.4% 55.8% 20.7% 7.1%
Facebook 15.8% 54.8% 23.6% 5.9%
Twitter 15.4% 37% 33.4% 14.3%
Pinterest 11% 45.1% 29.3% 14.6%

18. 50.7% of online shoppers say Facebook is the most popular social media platform for online shopping. 

Facebook is the primary choice of online buyers, while Instagram is the second choice, with 47.4%. 

Note: To know more interesting facts and data about Facebook, refer to our article on Facebook Statistics

At the same time, 33.9% of buyers choose YouTube as their first choice for online shopping.

This table shows the popular social media platforms for shopping. 

Popular Social Media Platforms Share Of Respondents
Facebook 50.7%
Instagram  47.4%
YouTube 33.9%
TikTok 23.9%
Snapchat 18.8%
Twitter 18.5%

Source: eMarketers, Forbes.

E-commerce Marketplace Statistics

This section will provide all the essential insights into the e-commerce marketplace.

19. In the United States, retail marketplace e-commerce sales are $384.57 billion. 

From 2022 to 2023, retail marketplace e-commerce sales in the United States grew by 10.2%. 

Also, retail marketplace e-commerce sales are forecast to reach $603.20 billion by 2027. 

This table shows the retail marketplace e-commerce sales in the United States from 2023 to 2027. 

*Projected

Year Retail Marketplace E-commerce Sales Year-Over-Year Change
2027* $603.20 billion 12.5%
2026* $536.06 billion 12.2%
2025* $477.68 billion 11.5%
2024* $428.30 billion 11.4%
2023 $384.57 billion 10.2%

20. Retail marketplace e-commerce sales shares are 33.5% of total retail e-commerce sales in the United States. 

The share of retail marketplace e-commerce sales is increasing steadily every year. 

From 2023 to 2024, market shares of retail marketplace e-commerce sales will increase by 0.3%. 

Also, the share of retail marketplace e-commerce sales in the United States is predicted to be 34.8% by 2027. 

This table shows the share of retail marketplace e-commerce sales in total retail e-commerce sales from 2023 to 2027. 

Year Share Of Retail Marketplace E-commerce Sales
2027* 34.8%
2026* 34.4%
2025* 34%
2024 33.8%
2023 33.5%

*Projected

21. Amazon is the most popular e-commerce site in the United States, with a 37.8% market share. 

Amazon’s market share is significantly more than its competitors. The second most popular e-commerce site is Walmart in the United States, with 6.3% of market shares. 

Walmart is followed by Apple and eBay, with 3.9% and 3.5% of market shares, respectively. 

Top E-commerce Sites By Their Market SharesTop E-commerce Sites By Their Market Shares

This table shows the top e-commerce sites in the United States by their market shares.

Top E-commerce Site Market Share
Amazon 37.8%
Walmart 6.3%
Apple  3.9%
eBay 3.5%
Target 2.1%
The Home Depot  2.1%
Best Buy  1.6%
Costco  1.6%
Carvana  1.5%
Kroger 1.4%
Wayfair  1.1%

22. Amazon is the leading online service provider worldwide by market cap, with a $857 billion market cap

The second top online service provider is Alibaba.com, with a $233 billion market cap. 

At the same time, with a $103 billion market cap, PinDuaDuo comes in third number. 

This table shows the leading online service providers by market cap. 

Online Service Provider Market Cap
Amazon.com  $857 billion
Alibaba.com $233 billion
PinDuaDuo $103 billion
Prosus $91 billion
JD.com $88 billion
Booking.com $78 billion
Airbnb $54 billion
Recruit $51 billion
Uber $49 billion
Shopify $44 billion
Mercado Libre $43 billion
JD health $29 billion
Coupang $26 billion
eBay $23 billion
Doordash $19 billion
Pinterest  $16 billion
Chewy $16 billion
Etsy $15 billion
Delivery Hero $12 billion
Wayfair $4 billion

Source: eMarketers, Oberlo, Shopify. 

Consumer Behavior In Online Shopping Statistics

Let’s see all the critical statistics about consumer behavior in online shopping. 

23. 31% of online shoppers buy at least once per month. 

Most online shoppers fall under this group who buy products or services once per week, accounting for 818 million online shoppers. 

24% of shoppers buy online once every two weeks, accounting for more than 633 million online shoppers. 

This table shows the frequency of online shoppers buying online products or services. 

Frequency Of Buying Share of Online Shoppers
Once Per Week 20%
Once Every 2 Weeks 24%
Once Per Month 31%
Once every three months 10%
3-4 Times Every three months 15%

24. 37% of Gen Z shop online in the United States, while 39% shop in-store. 

Overall, 42% of shoppers in the United States shop online, and 51% shop in-store. Of these online shoppers, 44% of millennials shop online. 

This table shows the online and in-store shoppers by generation. 

Generation Online  In-store
Overall all 42% 51%
Gen Z 37% 39%
Millennials  44% 49%
Gen X 46% 55%
Baby Boomers 39% 64%

From the above table, we can say many buyers still prefer in-store shopping in the United States. 

The in-store buying percentage is higher among Gen X and Baby Boomers than Gen Zs and Millennials.

25. 32% of online buyers buy products from the home & kitchen category. 

Home and Kitchen is the leading category for small and medium-sized sellers on Amazon. Most buyers buy from this category. 

The second top category is Beauty and Personal Care, with 23% of shoppers shopping from this. 

This table shows the top categories of Amazon where online shoppers buy the most. 

Top Category Share Of Shoppers
Home & Kitchen 32%
Beauty & Personal care 23%
Toys & Games  20%
Clothing, Shoes & Jewelry 18%
Health, Household & Baby Care 17%
Sports & Outdoors 16%
Arts, Crafts & Sewing 15%
Books 15%
Kitchen & Dining 14%
Baby  14%
Electronics  14%
Tools & Home Improvements 13%
Pet Supplies  13%
Office Products  12%
Garden & Outdoors 12%
Grocery & Gourmet Food  10%

26. Globally, the Fashion category generated $1070 billion in sales. 

Fashion is not the top category by the number of units sold, but it generated the most sales. 

The second most sales-generated category is electronics, which generated $990 billion in sales, while the Toys, hobbies, and DIY category generated $720 billion. 

This is followed by Furniture and Beauty, Health, Personal & Household Care, with $530 billion and $450 billion, respectively. 

27. Gen Zs have $44 billion in buying capacity. 

Gen Z is the more advanced technological generation. Almost 95% of Gen Z have smartphones and spend over 10 hours on them. 

And 93% of parents of Gen Z say their child influences their online shopping. It is worth noting that Gen Zs will make up 40% of all shopping in a couple of years. 

Source: Zippia, Tidio, Forbes. 

Did you know? 41% of the shoppers look forward to purchasing most of their Christmas gifts online. 

Online Shopping Trends

Let’s take a look at the viral online shopping trends in 2025.

Use Of Voice Assistance In Online Shopping 

28. $40 billion in transactions have been made using voice-activated devices such as Google Home and Amazon Echo in 2022. 

In 2017, around $2 billion in transactions were made through voice-activated devices. And these transactions increased by $38 billion in 2022, accounting for $40 billion.

29. There were 33.2 million Smart Speaker m-commerce shoppers in the United States in 2022. 

Smart Speaker M-commerce shoppers make up 14.1% of all online shoppers in the United States. 

From 2021 to 2022, 1.1 million Smart Speaker m-commerce shoppers increased.

This table shows the number of Smart Speaker m-commerce shoppers and their year-over-year growth in the United States from 2018 to 2022. 

Year The Number of Smart Speaker M-commerce Year-over-year
2022 33.2 million 60.4%
2019 32.1 million 31.1%
2018 30.7 million 19.1%
2017 25.8 million 4.5%
2016 19.7 million 3.5%

30. 51% of shoppers use voice searches to research products in the United States. 

Shoppers use voice searches for many online shopping-related activities. 

36% of shoppers use voice searches to add products to a shopping list, and another 22% use them to purchase in the United States. 

This table shows the use of voice searches for shopping-related activities. 

Shopping-Related Activities Share Of Respondents
Research Product 51%
Add to shopping list 36%
To track package 30%
To make purchases 22%
To write reviews and give ratings 20%
To contact support 18%
To reorder items 17%

Source: eMarketers.

Impact Of Influencers On Online Shopping

31. Brands spent approximately $4.62 billion on influencer marketing in the United States. 

In 2021, this spending was $3.69 billion, 33.6% more than in the previous year. And it increased by $0.93 billion. 

In 2022, Brand spent almost $4.14 billion on influencer marketing. 

32. 78.6% of marketers in the United States use influencer marketing. 

Influencer marketing is one of the most essential strategies to increase your sales. Due to this, the percentage of marketers using influencer marketing is growing yearly. 

In 2020, only 64.5% of marketers used influencer marketing, which increased to 78.6%. 

Additionally, it is anticipated that 86% of marketers in the United States will use influencer marketing by 2025. 

This table shows marketers who use influencer marketing in the United States from 2020 to 2025. 

Year The Percentage Of Marketers Who Use Influencer Marketing
2025* 86%
2024* 82.7%
2023 78.6%
2022 74.5%
2021 69.7%
2020 64.5%

*Projected

Source: eMarketers. 

AI And Machine Learning in Online Shopping

33. AI-enabled ecommerce market valued at $8.65 billion in 2025, projected to reach $22.60 billion by 2032 at a 14.60% CAGR. (Precedence Research)

34. Companies using AI see an average revenue increase of 10-12%, with AI projected to enhance profitability by 59% by 2035. (Sellers Commerce)

35. 78% of online brands have already implemented AI in their stores. 

36. 91% of consumers are more likely to shop with brands that provide personalized offers and recommendations. (Grid Dynamics)

37. 33% of ecommerce enterprises will include agentic AI by 2028, compared to less than 1% today. (Sellers Commerce)

38. Product recommendations can increase revenue by up to 300%, conversions by 150%, and average order value by 50%. (Monetate)

According to the report of Oracle, many e-commerce brands have already implemented AI tools or plan to in their businesses. 

Additionally, 80% of marketing and sales leaders are using AI or plan to use it in the future. 

Did you know that more than 34% of people prefer chatbots in the eCommerce sector? To know more interesting facts and data about Artificial Intelligence, read our article here.

39. 43% of decision-makers say AI will help in marketing in the future. 

The use of AI and ML in e-commerce is increasing. Chatbots are the best example of this. 80% of consumers have used chatbots for online shopping. 

Also, 34% of decision-makers say AI can help in the customer services area in the future. 

This table shows the future areas of e-commerce where AI and ML can help businesses. 

Areas of E-commerce Businesses Share Of Respondents
Personalization 70%
Site Search 54%
Forecasting 52%
Marketing 43%
Pricing 38%
Customer Services 34%
Sales 28%
Fraud Prevention 25%
Product Assortments 19%
Delivery 15%
Order Management 15%
AI can not help 4%
Other 3%

Source: Statista, Shopify, Soocial.com. 

Did you know? The E-commerce fraud detection and prevention market is forecasted to reach $102.28 billion by the end of 2027.

Use Of AR And VR In Online Shopping

40. Globally, there are 97.1 million and 70.8 million users of AR and VR, respectively.

The number of AR and VR users is increasing continue yearly. In 2022, there were 89.4 billion AR users and 66.8 billion VR users. 

It is projected that there will be 110.3 billion AR users by 2025. 

This table shows the number of AR and VR users from 2020 to 2025. 

Year AR Users VR Users
2025* 110.3 million 75.4 million 
2024 104.3 million 73.7 million
2023 97.1 million 70.8 million
2022 89.4 million 66.8 million
2021 80.4 million 61.5 million
2020 70 million 50.7 million 

*Projected

41. 64% of online buyers say AR will increase their shopping experience. 

Also, 64% of consumers prefer online shopping on AR sites, which account for $120 billion in sales. 

Additionally, 66% of consumers are interested in using AR while purchasing. 

AR is also helpful for brands. 64% of brands said AR improved their brand loyalty. 

Source: Tech Jury, eMarketers. 

Conclusion: 2.77 Billion People Worldwide Shop Online

Online shopping has revolutionized the retail and wholesale industry, offering buyers convenience and a wide range of options. 

Currently, over 2.77 billion buyers worldwide make purchases online, and over half of these purchases are made from mobile devices. 

Looking at the latest trends in online shopping, it is evident that the number of online shoppers and the eCommerce market will flourish further in the upcoming years.