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Number of digital shoppers in the United States from 2010 to 2018 (in millions)

 Number of online shoppers in millions
2010 172.3
2011 178.3
2012 183.8
2013 191.1
2014* 196.6
2015* 201.7
2016* 206.2
2017* 210.8
2018* 215.1
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This timeline shows the number of online shoppers in the United States since 2010. In 2013, 191.1 million U.S. citizens were online shoppers and had browsed products, compared prices or bought merchandise online at least once. These figures are projected to surpass 200 million in 2015.


Development of more stable and reliable online platforms has improved online shopping significantly. Additionally, online shopping saves money for many customers by leaving out physical retailing costs and as a result, many large companies simply offer their products on their own websites or on online retailers such as Amazon or eBay. Because of such promotions, Amazon's sales have grown significantly every year and in Q1 2014 generated revenues of 19.74 billion U.S. dollars. Amazon earned the most revenue towards the fourth quarter of every year followed by a significant drop towards the first quarter of the next year.

There are often incentives that online stores offer when ordering either in bulk or when ordering goods of a high value. Therefore, users purchase goods that often exceed this value. The average value of online shopping orders in the United States in the most recent quarter averaged to 78 U.S. dollars per order. With a reach of 26 percent, consumer electronics are the most commonly bought goods online, followed by apparel with 24 percent.

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