Digital Shopping Behavior

The digital shopping behavior of consumers is evolving at a rapid pace: online payment methods are becoming more common, more people have started shopping on their mobile phones, and overall, consumers are more willing to use e-commerce than they used to be. Worldwide, there were nearly four billion consumers purchasing goods online in 2021. Online buying has become second nature to many people in recent years and shows no signs of slowing down.

E-commerce is on the rise in most industries, and following the coronavirus pandemic, its use among consumers has advanced even faster than expected. Since the dawn of the virus in March 2020, there has been a significant number of first-time online shoppers around the world, many of which intend to continue their newly acquired habits. While the shift towards internet shopping takes away from physical and local retail stores, we can see a bright future for the e-commerce market and online shoppers globally.

European e-commerce users
523m
Most used online payment method in the U.S.
Debit card
Favorite online store in Latin America
Mercado Libre

Market size

The ever-growing e-commerce market

Retail e-commerce sales worldwide from 2014 to 2026 (in billion U.S. dollars)

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Further details: Visit original statistic Retail e-commerce sales worldwide from 2014 to 2026 (in billion U.S. dollars)

With each year, online retail is becoming larger than it was before. Visiting online marketplaces, buying online, and making digital transactions was once a novelty, but has become a normal addition to retail and our digitalized lives today. Not only has the number of buyers worldwide increased, but growth can also be seen in consumer spending, the number of e-retailers, and payment options, among other things. Digital shopping is also forecast to accelerate even further in future years.

E-commerce worldwide
The state of e-commerce
Where is e-commerce growing fastest?

Market segments

Do consumers prefer shopping online or offline?

Factors that influence online purchase decisions in the United States and the United Kingdom in 2022

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Further details: Visit original statistic Factors that influence online purchase decisions in the United States and the United Kingdom in 2022

While online shopping has become a major part of a consumer’s shopping experience, “offline” shopping, i.e., buying in physical stores, is still the most common way in which products are acquired within many industries. Online shopping is most popular and done most frequently among younger generations in modern countries around the world. That being said, digital shoppers are becoming increasingly ubiquitous, regardless of age and origin.

U.S. online grocery shopping consumer behavior
U.S. millennial consumer goods and shopping behavior
Online vs. offline purchases by category in the U.S.

Industry trends

What impact has COVID-19 and inflation had on digital shopping behavior?

Share of online shoppers affected by rising grocery prices as of June 2022, by country

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Further details: Visit original statistic Share of online shoppers affected by rising grocery prices as of June 2022, by country

The coronavirus pandemic and recent inflation have had a profound impact on retail. For online retail, the closure of brick-and-mortar stores led to many e-commerce platforms and online retailers experiencing increased digital sales. COVID-19 led e-commerce to grow faster and earlier than initially anticipated. The ongoing Russia-Ukraine war has left in its wake new concerns for (online) shoppers: increased supply chain disruptions are now reflecting in consumer goods prices around the world.

Coronavirus impact on holiday shopping in the U.S.
Coronavirus impact on e-commerce in the U.S.
Obstacles for online and offline shoppers worldwide

Industry leaders

Amazon and other favorite e-commerce giants

Annual net sales of Amazon in selected leading markets from 2014 to 2021 (in billion U.S. dollars)

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Further details: Visit original statistic Annual net sales of Amazon in selected leading markets from 2014 to 2021 (in billion U.S. dollars)

Even though the online shopper has a vast array of e-commerce platforms to choose and shop from for various items, the global online retail leader is unequivocally Amazon. Founded by Jeff Bezos in July of 1994, the e-commerce company generated 314 billion U.S. dollars of net sales in 2021 in the United States alone. Some of Amazon’s main online store competitors include Walmart, eBay, and The Home Depot, among several others.

Amazon
eBay
Most popular e-commerce websites worldwide, by monthly traffic

State of the industry

  • E-commerce worldwide
  • E-commerce in the European Union
  • E-commerce in the Asia-Pacific region
  • E-commerce in Latin America
  • E-commerce in the United States
  • eCommerce in the United Kingdom 2021 Country Report
  • Online shopping in Russia
  • E-commerce in China
  • Cross-border e-commerce
  • Fashion e-commerce worldwide
  • Second-hand e-commerce

Industry definition

The digital shopping behavior category offers a worldwide insight into online consumer habits, online payment method preferences, and overall attitudes towards buying digitally on the web. Within this industry, Statista provides data on the online shopping behavior of shoppers and how the industry, i.e., brands and companies, adapt to these attitudes and considerations. Additionally, information on consumer spending on a global, regional, and local scale is available, alongside which companies are thriving and struggling in this online market environment.

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