70+ Online Shopping Statistics Revealed: Key Trends and Insights [2025]

In the early 2000s, Amazon was still an online bookstore, most people were skeptical about typing their credit card info into a website, and words like dropshipping were largely foreign to most people.

Fast forward to today, and the e-commerce market has exploded from 950,000 sites in 2004 to 30.7 million in 2024.

While more stores mean more opportunities, it also means fiercer competition for e-commerce store owners.

To help you win in this competitive space, we've gathered the latest online shopping statistics that will matter most for the e-commerce market in 2025.

Key online shopping statistics

• The global e-commerce market hit $5.93 trillion in 2023 and is growing 18.9% annually
• 43% of e-commerce shoppers shop online at least once a week
• 71% of shoppers choose products with the lowest price
• 40% of Gen Z skip Google and head straight to YouTube or TikTok for product searches
• Mobile phones drove 77% of retail site traffic and 68% of online orders in 2024
• Voice commerce jumped from $4.6 billion in 2021 to $19.4 billion in 2023
• By 2025, 80% of B2B sales are expected to happen through digital channels

Global e-commerce growth statistics

While brick-and-mortar stores still lead retail sales, the digital marketplace is growing rapidly.

How rapidly?

E-commerce statistics show that 2.71 billion people now shop online worldwide, or about 33% of the world's population.

How big is the market?

In 2023, the global e-commerce market was valued at $5.93 trillion. Estimates predict the value will increase at a compound annual growth rate (CAGR) of 18.9% from 2024 to 2030.

How much money did retail e-commerce sites make?

The e-commerce market generated $4.12 trillion in revenue last year, a $2.19 trillion increase from 2019. 

And it won’t be slowing down. 

Estimates predict that in 2029, the market will reach $6.49 trillion.

In-store vs online shopping statistics

As mentioned earlier, in-store shopping still accounts for the biggest percentage of total retail sales. 

However, internet sales are increasing and makeup 20.1% of global retail sales. By 2027%, e-commerce will account for almost a quarter of worldwide sales. 

Regional online shopping statistics

If you’re wondering which countries lead in online shopping, we have the answer for you.

According to our online shopping statistics, China has the biggest e-commerce market. In 2023, the country generated $1,255.14 billion from online shopping.

China, home to Alibaba, Aliexpress, Shein, and Temu, also has the world's highest number of online shoppers. As of December 2024, Statista puts this number at 904 million people.

Comparatively, the US has 273.49 million online shoppers and is the 2nd  largest online market revenue-wise. 

The key players in online shopping 

As of 2024, online marketplaces make up the largest portion of global online purchases.

Amazon is the market leader and was the most visited e-commerce platform in 2023.  Its .com website received 6.1 billion direct visits.

Global e-commerce market leaders by market cap:

1. Amazon (US): $2,215 billion
2. Alibaba (China): $206.09 billion
3. Shopify (Canada): $146.29 billion
4. Pinduoduo (China): $137.46 billion
5. Meituan (China): $128.53 billion
6. MercadoLibre (Argentina): $98.98 billion
7. Sea (Singapore): $65.03 billion
8. Jingdong Mall (China): $60.98 billion
9. Copart (US): $59.75 billion
10. Coupang (South Korea): $44.7 billion

From the data above, you can tell that North America and Asia (particularly China) monopolize global e-commerce. 

However, Europe is not that far behind either. 

Amazon is still the most popular online platform in Europe, with 1.2B monthly visitors, followed by eBay (474M). 

But there are also many other popular local options, such as Poland's Allegro (289M), Germany's Zalando (121M), and Netherlands' Bol (86.2M).

Online shopping behavior trends

What are people buying online? Which days do people shop the most? And what do online shoppers desire the most?

Read on to find out.

Online shopping frequency

Jungle Scout surveyed 1,000 US consumers and found that 10% of the respondents shop at least once a day, 43% shop at least once a week, and 30% shop at least once a month. 

Only 6% of people had never shopped online. 

What do people buy most online, according to online shopping stats

The most popular e-commerce category in the US is clothing, followed by shoes. Food and beverages rank 3rd, and cosmetic products rank 4th. 

What is the most popular day for online shopping?

Studies show that when it comes to online shopping behavior, not all days are created equal. 

Here are the most popular shopping days according to an analysis of e-commerce traffic:

• Friday (highest popularity)
• Thursday
• Saturday

Least popular online shopping days:

• Tuesday (lowest popularity)
• Monday
• Wednesday
• Sunday

Can we estimate the time?

The report referenced above also found 1 p.m. and 2 p.m. to be the most popular shopping time.

Is Friday the most popular day for online shopping across all regions? 

Not really. 

In the UK, the most popular online shopping days are Wednesday and Sunday, while in France, it's Thursday and Wednesday. In Germany, it's Wednesday and Sunday.

Key factors influencing shopper behavior

Do you want to know what really drives online shoppers? 

It all comes down to price. 

In fact, 7 in 10 shoppers are bargain hunters at heart. They will, in most cases, choose the lowest-priced product above all other factors. 

Another thing to note is that 64% of shoppers will most likely buy products with the best reviews and ratings. 

Speaking of reviews, 60% of online shoppers want to actually see photos and videos of what they're buying. 

Other notable factors influencing online shoppers:

• 57% prioritize the fastest shipping options
• 52% are open to product recommendations
• 52% look for standout product features
• 41% use subscription services

Where do different generations start their product searches?

Amazon is the most popular research starting point across all age groups. 

61% of Boomers and 56% of Gen X head straight to Amazon first.

What about Gen Z?

Well, the data shows that nearly 40% skip Google entirely and jump onto YouTube or TikTok to find products.

Where does this leave Google? 

The search engine giant is still the second most popular across all generations after Amazon. Furthermore, Gen X and Baby Boomers are more likely than other generations to start product searches on Google or other search engines.

Mobile commerce (m-commerce) statistics

Once upon a time, people had to use desktops or laptops to shop online because e-commerce sites weren't optimized for mobile. 

That has quickly changed in recent years. 

Now, people are shopping primarily on their smartphones. In fact, by 2024, mobile phones made up 77% of retail site traffic and were responsible for 68% of online orders.

Mobile app vs. mobile web shopping

Mobile apps outperform mobile websites in shopping.

• Users spend over 100 billion hours annually on e-commerce apps.
• Apps achieve conversion rates that are 157% higher than mobile websites.
• 90% of mobile internet usage is spent on apps.

Social commerce evolution: What do the online shopping statistics say?

Social platforms continue to influence and even facilitate many online sales. 

Here’s what the data says:

Approximately 1 in 3 online shoppers visit TikTok Shop weekly. Nearly 25% of them have made a purchase there. 

Let’s break this down by generation.

• Gen Z is the most likely to shop directly on social media. About 40% are willing to buy from social apps like TikTok, Instagram, etc.
• TikTok is the leading platform for Gen Z. One in three (70%) online shoppers will likely buy directly from it.
• For Millennials, Gen X, and Baby Boomers, Facebook is the top platform for shopping.
• Around 20% of Baby Boomers would purchase directly on Facebook or YouTube, but fewer than 10% would buy from other social media platforms.

Do influencers still influence online shoppers?

They do.

A recent Sprout Social report, which surveyed 2,000 consumers and 300 influencers, tells us exactly the role influencers play.

Here’s what the data shows:

• Almost half of consumers bought a product at least once a month based on an influencer's recommendation.
• 30% of consumers have grown to trust influencers more over the past six months.
• 27% can't tell the difference between AI and human influencers.
• Most consumers engage with influencer content on Instagram.
• 64% of shoppers are more likely to engage with honest, unbiased reviews from influencers.
• More than half (55%) are more likely to follow influencers if they offer discounts or promo codes.

Personalization and AI online shopping statistics

Personalization is still a big deal for online shoppers. 

According to a Deloitte study, 69% of surveyed shoppers are likely to buy from a business offering personalized experiences.

But personalization doesn’t just benefit consumers.

It’s beneficial for e-commerce businesses as well.

Studies have shown that personalized marketing offers businesses a 50% reduction in customer acquisition costs, a 5-15% increase in revenue, and a 10-30% boost in marketing ROI.

AI-powered product recommendations

AI continues to play a part in improving shopping experiences. 

On Amazon, for example, one in three shoppers who used the “View in Your Room” tool ended up making a purchase they would typically only make in person.

In another example, Engelhorn, which offers over 35,000 products from 700 brands, implemented AI-powered Einstein Product Recommendations. As a result, they saw a 2.5% increase in online conversion rate, a 1.5% rise in average order value, and a 4% growth in revenue per visitor.

Online shopping chatbot stats

One of the most prevalent trends in the e-commerce market over the last four years is the use of chatbots.

As of 2024, 16% of small and 19% of medium-sized companies already used chatbots. 

And for a good reason.

When asked what they expect from chatbots, 29% of online shoppers mentioned 24/7 support, 24% expected faster replies, and 8% expected personalized messages. 

82% said they would rather use a chatbot if it means avoiding wait times. 

Click-and-collect (BOPIS) trends

Online shoppers are not limited to just shopping at the comfort of their couches. In fact, 73% of consumers prefer to shop across multiple channels.

One trend that’s gaining momentum is Click-and-Collect, where customers buy online and pick up in-store (BOPIS). 

BOPIS has become so popular that 9.64% of global e-commerce revenue now comes from BOPIS purchases.

Payment trends in online shopping

How do online shoppers pay for their purchases?

A Forbes report reveals that 53% of people use digital wallets more often than traditional payment methods.

Also, customers are increasingly demanding a variety of convenient payment options. If e-commerce stores fail to meet this need, 13% of shoppers will abandon their carts without a second thought. 

Here are other interesting online shopping payment statistics:

• 40% of buy now, pay later(BNPL) shoppers would abandon a purchase if BNPL was unavailable.
• 54% of shoppers choose PayPal for its checkout speed, 50% for its simple payment experience, and 61% for security.
• E-commerce stores with BNPL options had an average order value(AOV) of $333.80, compared to $286.81 for stores without it.
• BNPL made up 5% of global e-commerce transaction volume in 2024 and is anticipated to grow at a 16% CAGR from 2022 to 2026.
• Cryptocurrency in e-commerce reached $2.27 billion as of September 2024.

Online shopping fulfillment statistics

How important is fast shipping for online shoppers?

Very important!

So much so that 38% of shoppers will abandon their order if shipping takes more than 7 days. 

And if the purchase fails to arrive within two days of the delivery date, 69% of shoppers will most likely not return to that retailer again.

Customers value free shipping even more. Overall, 60% of e-commerce purchases now include free delivery.

Now, let’s look at how e-commerce stores get products to customers.

According to Statista data, most online sellers outsource their shipping to third-party logistics (3PL) providers. FedEx is usually the go-to choice in North America. However, Shopify store owners prefer to go with USPS.

Voice shopping statistics

Every month, people across the world make 1 billion voice searches. 

A healthy percentage of these searches can be tied to online shopping. For instance, 51% of mobile shoppers now use voice assistants to research products. 

How big is the market?

Voice commerce was valued at $4.6 billion in 2021 and $19.4 billion in 2023.

Other reports estimate that the number of people in the US using voice search will grow to 157.1 million by 2026. It’s clear that voice shopping is quickly becoming a natural, everyday part of shopping. 

Online shopping sustainability stats

The green revolution is hitting e-commerce hard, and customers are leading the charge. While e-commerce logistics are set to pump out 25 million metric tons of CO2 by 2030, shoppers aren't sitting idle.

About 22% of global shoppers are actively hunting for eco-friendly products and businesses that walk the sustainability talk. 

Better still, 46% of consumers say a brand's green track record influences whether they'll open their wallets.

For you as an e-commerce store owner, this isn't just about saving the planet. 

It's about staying relevant. 

Your customers are watching, and they've made their choices clear.

B2B e-commerce trends

B2B commerce is undergoing a massive digital shift. In 2023, the global B2B e-commerce market hit $18.8 trillion, and it's on track to reach $83.5 trillion by 2032.

Digital ordering has become the norm for B2B buyers, as 83% of them now prefer to order and pay through digital channels.

In fact, Gartner expects 80% of all B2B sales interactions to happen digitally by the end of this year. 

How’s this digital shift impacting the B2B bottom line? 

In 2021, 34% of B2B revenue came from digital channels. In 2023, the share increased to 45%. Statista anticipates this to grow some more to reach 56% by 2025.

This shift is global. 

China's online B2B market topped $1.2 billion in 2023, growing 8.2% yearly. 

Europe's B2B e-commerce is racing toward $1.8 trillion by 2025, while the UK’s B2B market is set to jump from $141.4 billion in 2022 to $167.42 billion in 2025.

If you're in B2B and haven't gone digital yet, you're leaving money on the table.

Conclusion

As these online shopping statistics show, the e-commerce scene is evolving rapidly. Social commerce is booming, AI is getting smarter at predicting what customers want, and even old-school B2B companies are going all-in on digital. 

What worked in online retail yesterday won't cut it tomorrow. You have to keep innovating and offer more personalization. 

Discover how Cropink can help you deliver personalized experiences on social media. Learn more

FAQs

What percentage of purchases are made online?

As of 2023, approximately 19.4% of global retail sales occur online, and experts predict this percentage will rise to 22.6% by 2027.

What do females buy the most online?

Women mostly buy items for children, along with pharmaceutical products and groceries. Around 22% to 25% of women shop for these items.

Which age group shops online the most?

The age group that shops online the most is adults aged 25-34.

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