United States: number of digital shoppers 2016-2021

This timeline shows the number of online shoppers in the United States since 2016. In 2016, 209.6 million U.S. people were online shoppers and had browsed products, compared prices or bought merchandise online at least once. These figures are projected to reach 230.5 million in 2021, positioning the United States as of one the leading e-commerce markets based on online shopper penetration.

Online shopping is not only a convenient way to shop but also saves money for many customers by leaving out physical retailing costs. As a result, many large companies simply offer their products on their own websites or on online retailing platforms such as Amazon or eBay. Because of such promotions, Amazon's sales have grown significantly every year and in the fourth quarter of 2016 generated revenues of 43.7 billion U.S. dollars, largely boosted by seasonal sales during the holiday season.

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 recently reported quarter averaged to 86.3 U.S. dollars per order. With a reach of 58 percent, apparel and accessories are the most commonly bought goods online, followed by travel products with 55 percent.

Number of digital shoppers in the United States from 2016 to 2021

Number of online shoppers in millions
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Source

Release date

September 2017

Region

United States

Survey time period

2016 to 2017

Age group

14 years and older

Supplementary notes

* Forecast
Digital shoppers are defined as online users who have browsed, researched or compared products online via any device within the past year but not have necessarily bought digitally.

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