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Worldwide share of consumers that shop online 2020

In 2020, a total of over 80 percent of consumers across the globe shopped online: reaching nearly 90 percent each, the leading regions that year were South America and Asia. North America had the lowest share with just over three in four consumers buying items on the internet. The online store that was used most frequently by shoppers worldwide was

Favorite online stores in the U.S.

As of November 2020, an estimated 60 percent of U.S. consumers stated that their online shop of choice was Amazon, making it by far the favorite e-commerce shop among online shoppers. With less than 15 percent, Walmart’s web shop ranked second. Both male and female consumers in the country had a clear preference for Amazon, however, certain online stores were more popular among specific genders. For instance, more men liked visiting eBay, while a higher percentage of women had a preference for Target.

Why do consumers like Amazon?

There were various reasons why U.S. shoppers used Amazon to buy products in 2020, the leading reason being the fast and free shipping services provided. Other key factors consumers mentioned, included Amazon’s broad selection, the easy return process, and the platform having some of the lowest prices.

Total global share of consumers who shopped online in 2020, by region

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In cooperation with
IMI International
Release date

December 2020



Survey time period

September 1 to late November, 2020

Number of respondents

Over 40,000 (across 39 countries)

Age group

13 years and older

Supplementary notes

The source does not provide the original wording of the question posed during the survey.

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Statistics on "Online shopping in Russia "

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