This timeline displays a forecast of the number of U.S. digital buyers up to 2021, based on factual numbers from 2013 to 2017. In 2016, 177.8 million people in the United States bought goods and services online. Mobile shopping activities via smartphones and tablets contributed to the continued rise in online shopping.
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United States: number of digital buyers 2013-2021
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Number of digital buyers in the United States from 2013 to 2021 (in millions)
Exclusive Premium Statistic
This timeline displays a forecast of the number of U.S. digital buyers up to 2021, based on factual numbers from 2013 to 2017. In 2016, 177.8 million people in the United States bought goods and services online. Mobile shopping activities via smartphones and tablets contributed to the continued rise in online shopping.
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Description
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This timeline displays a forecast of the number of U.S. digital buyers up to 2021, based on factual numbers from 2013 to 2017. In 2016, 177.8 million people in the United States bought goods and services online. Mobile shopping activities via smartphones and tablets contributed to the continued rise in online shopping.
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- Release date
- September 2017
- Region
- United States
- Survey time period
- 2013 to 2017
- Age group
- 14 years and older
- Supplementary notes
-
*Forecast
The source defines digital shoppers as internet users who have made at least one purchase via any digital channel within the past year, including mobile, online and tablet purchases.
2013 to 2015 data are from earlier publications.
More information
- Region
- United States
- Survey time period
- 2013 to 2017
- Age group
- 14 years and older
- Supplementary notes
-
*Forecast
The source defines digital shoppers as internet users who have made at least one purchase via any digital channel within the past year, including mobile, online and tablet purchases.
2013 to 2015 data are from earlier publications.
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+Preferred online marketplaces of U.S. sellers 2018
Share of e-commerce sales in total U.S. retail sales 2010-2018
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Statistics on "E-commerce in the United States"
- Market volume
The most important statistics
- Retail e-commerce sales in the United States from 2017 to 2023 (in million U.S. dollars)United States: retail e-commerce sales 2017-2023
- Retail e-commerce sales including digital services in the United States from 2014 to 2022 (in billion U.S. dollars)United States: retail e-commerce sales 2014-2022
- Retail e-commerce sales in the United States from 1st quarter 2009 to 3rd quarter 2018 (in million U.S. dollars)Quarterly U.S. e-commerce retail sales 2009-2018
- Quarterly share of e-commerce sales of total U.S. retail sales from 1st quarter 2010 to 3rd quarter 2018Share of e-commerce sales in total U.S. retail sales 2010-2018
- Desktop retail e-commerce sales in the United States from 2002 to 2017 (in billion U.S. dollars)U.S. retail e-commerce sales 2002-2017
- Desktop retail e-commerce spending in the United States from 1st quarter 2007 to 4th quarter 2017 (in billion U.S. dollars)Quarterly U.S. desktop retail e-commerce spending 2007-2017
- U.S. mobile retail commerce sales as percentage of retail e-commerce sales from 2017 to 2021U.S. mobile retail commerce sales share 2017-2021
- M-commerce share of total digital commerce spending in the United States from 2nd quarter 2010 to 4th quarter 2017Share of U.S. mobile e-commerce spending 2010-2017
- Category spending
The most important statistics
- Distribution of digital commerce spending in selected product categories in the United States as of 3rd quarter 2017, by platformShare of U.S. digital commerce spending 2017, by platform
- Revenue of leading e-retail categories in the United States in 2017 (in billion U.S. dollars)E-retail sales in United States 2017, by category
- Year-on-year revenue growth of leading e-retail categories in the United States in 2017E-retail sales growth in United States 2017, by category
- E-commerce as percentage of total FMCG sales in the United States as of April 2017, by categoryU.S. e-commerce dollar share of total FMCG sales 2017, by category
- Total and e-commerce sales of U.S. electronic shopping and mail-order houses in 2016, by merchandise line (in million U.S. dollars)E-commerce sales of U.S. electronic shopping and mail-order houses 2016
- U.S. electronic shopping and mail-order house sales from 2003 to 2016 (in million U.S. dollars)U.S. online shops and mail-order house sales 2003-2016
- Retailers and websites
The most important statistics
- U.S. customer satisfaction with online retail from 2000 to 2017 (index score)ACSI - U.S. customer satisfaction with online retail as of 2017
- U.S. customer satisfaction with selected mobile retailers as of December 2016 (index score)ACSI - U.S. customer satisfaction with mobile retail in 2016
- U.S. customer satisfaction with Amazon.com from 2000 to 2017 (index score)ACSI - U.S. customer satisfaction with Amazon.com as of 2017
- Most popular retail websites in the United States as of December 2017, ranked by visitors (in millions)Monthly unique visitors to U.S. retail websites 2017
- Most popular online marketplaces according to online sellers in the United States as of January 2018 (index rating)Preferred online marketplaces of U.S. sellers 2018
- Leading e-retailers in the United States in 2017, ranked by e-commerce sales (in billion U.S. dollars)U.S. e-retailers: e-commerce sales 2017
- Year-on-year growth of leading e-retailers in the United States in 2017Revenue growth of top e-retailers in the United States 2017
- Fastest-growing e-retailers in the United States in 2017, based on year-on-year e-commerce sales growthFastest-growing U.S. e-retailers 2017
- Online shoppers
The most important statistics
- Number of digital buyers in the United States from 2013 to 2021 (in millions)United States: number of digital buyers 2013-2021
- Digital shopper penetration in the United States from 2016 to 2021United States: digital shopper penetration 2016-2021
- Distribution of online shoppers in the United States as of December 2017, by age groupDistribution of U.S. online shoppers 2017, by age group
- Distribution of online shoppers in the United States as of December 2017, by genderDistribution of U.S. online shoppers 2017, by gender
- Distribution of online shoppers in the United States as of December 2017, by household income (in U.S. dollars)Distribution of U.S. online shoppers 2017, by household income
- Shopping behavior
The most important statistics
- Online shopping frequency of internet users in the United States as of March 2017U.S. online shopping frequency 2014-2017
- Online vs. in-store shopping preferences of consumers in the United States as of February 2017, by product categoryU.S. online vs. in-person shopping preferences 2017, by product category
- Which of the following channels do you use today when researching products from an online retailer?U.S. shopper online retail research channels 2017
- Which of the following channels do you use today when buying products from an online retailer?Leading channels to purchase products from online retailers in the U.S. 2017
- Conversion rate of online shoppers in the United States as of 3rd quarter 2018U.S. online shopper conversion rate 2017-2018
- Most frequently utilized delivery options for digital purchases according to online shoppers in the United States as of February 2016U.S. online shopping delivery time preference 2016
- Delivery methods used by internet users in the United States for digital purchases as of February 2018, by age groupDelivery method preference of U.S. online shoppers 2018, by age group
- Which of the following channels do you use today when requesting customer service from an online retailer?U.S. shopper online retail customer service channels 2017
- Device usage
The most important statistics
- Online shopping reach among online users in the United States as of December 2017, by deviceU.S. online shopping reach as of December 2017, by device
- Average value of online shopping orders in the United States as of 3rd quarter 2018, by device (in U.S. dollars)U.S. average online shopping order value 2018, by device
- Devices used to research and complete online purchase according to online shoppers in the United States as of February 2017Online research and shopping device preferences in the U.S. 2017
- How did you perform the following shopping-related activities on your smartphone in the past three months?Leading smartphone shopping activities in the U.S. 2015, by channel
- Retail website visit duration in the United States as of 3rd quarter 2018, by device (in minutes)U.S. online retail website visits duration 2015-2018, by device
- Conversion rate of online shoppers in the United States as of 3rd quarter 2018, by deviceU.S. online shopper conversion rate 2018, by device
- Percentage of consumers in the United States who use their mobile phone for shopping related activities as of June 2017Leading shopping-related activities via mobile phone in the U.S. 2017
- Mobile commerce
The most important statistics
- Mobile retail e-commerce sales in the United States from 2013 to 2021 (in billion U.S. dollars)U.S. mobile retail commerce revenue 2013-2021
- M-commerce share of total digital commerce spending in the United States from 2nd quarter 2010 to 4th quarter 2017Share of U.S. mobile e-commerce spending 2010-2017
- Mobile e-commerce spending in the United States from 2nd quarter 2010 to 4th quarter 2017 (in billion U.S. dollars)Quarterly U.S. mobile e-commerce spending 2010-2017
- U.S. mobile retail commerce sales as percentage of retail e-commerce sales from 2017 to 2021U.S. mobile retail commerce sales share 2017-2021
- Retail m-commerce sales via smartphone in the United States from 2014 to 2021 (in billion U.S. dollars)U.S. smartphone retail m-commerce revenue 2014-2021
- Retail m-commerce sales via tablets in the United States from 2017 to 2021 (in billion U.S. dollars)U.S. tablet retail m-commerce revenue 2017-2021
- Number of mobile buyers in the United States from 2014 to 2020 (in millions)Number of mobile buyers in the United States 2014-2020
- Most popular mobile retail properties in the United States as of September 2018, by visitors (in millions)Leading U.S. mobile retail properties 2018
- Digital payments
The most important statistics
- Proximity mobile payment transaction value in the United States from 2015 to 2021 (in billion U.S. dollars)U.S. proximity mobile payment transaction value 2015-2021
- Average annual spending per proximity mobile payment transaction user in the United States from 2014 to 2019 (in U.S. dollars)Average spending per U.S. proximity mobile payment user 2014-2019
- Share of online consumers in the United States who use online payments as of May 2017U.S. consumer online payment reach 2017
- Share of online consumers in the United States who use digital wallets as of May 2017U.S. consumer digital wallet payment reach 2017
- Which of the following types of mobile payments have you made using your mobile phone within the last 12 months?U.S. consumer usage of mobile payments 2017
- Using your mobile phone, have you done any of the following in the past 12 months?Mobile payment activities carried out by U.S. users 2015
- Attitudes towards mobile payments according to online shoppers in the United States in 2017U.S. shopper mobile payment attitudes 2017
- Most important payment app features according to consumers in the United States as of July 2017Important payment app features in the U.S. 2017
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Further Content: Statistics, Studies, and Topic Pages
Statistics
- Growth rate of online shoppers in China up to 2015
- Penetration rate of online shoppers until 2015
- Penetration rate of online shoppers in China and the U.S. by age group
- Forecasted number of digital buyers in the United Kingdom (UK) 2014-2017
- Number of digital buyers in Eastern Europe from 2011 to 2016
- Middle East & Africa: number of digital buyers 2014-2019
- Forecast number of digital shoppers in the United Kingdom (UK) 2014-2017
- Japan: number of digital buyers 2014-2018
- Distribution of online shoppers in China 2014, by education and experience
- Digital buyer penetration in China 2017-2023
- Number of daily deals purchased by U.S. online buyers 2011
- Middle East and Africa: digital buyer penetration 2014-2019
- Percentage online shopping user Japan 2017, by type
- Norway: B2C e-commerce sales 2014-2017
- Finland: B2C e-commerce sales 2014-2017
- Internet users who acquired online insurance policies and shares in Spain 2015
- Impact of e-commerce on enterprise turnover in France 2013, by industry
- Future sales innovation technology of businesses in Hong Kong 2017
- Marks and Spencer: online shopping distribution in the United Kingdom (UK) 2015
- Italy: device used for online purchase 2015
Studies
- Cross-border online shopping in Belgium
- Online shopping behavior in the United States
- Cross-border online shopping in the Netherlands
- E-commerce in Poland
- E-commerce in Indonesia
- E-commerce in Chile
- E-commerce in Colombia
- Online shopping in Italy
- Online shopping events in Latin America
- B2C E-commerce in the Netherlands
- E-commerce worldwide
- E-commerce in Latin America
- E-commerce in the United States
- Fashion e-commerce in the United States
- E-commerce in Mexico
Statistics on the topic
Free statistics
- Retail e-commerce sales in the United States from 2017 to 2023 (in million U.S. dollars)
- Retail e-commerce sales in the United States from 1st quarter 2009 to 3rd quarter 2018 (in million U.S. dollars)
- Quarterly share of e-commerce sales of total U.S. retail sales from 1st quarter 2010 to 3rd quarter 2018
- Desktop retail e-commerce sales in the United States from 2002 to 2017 (in billion U.S. dollars)
- Desktop retail e-commerce spending in the United States from 1st quarter 2007 to 4th quarter 2017 (in billion U.S. dollars)
- U.S. mobile retail commerce sales as percentage of retail e-commerce sales from 2017 to 2021
- M-commerce share of total digital commerce spending in the United States from 2nd quarter 2010 to 4th quarter 2017
- Year-on-year growth of U.S. e-commerce sales as of 3rd quarter 2017, by platform
- Holiday season desktop retail e-commerce sales value in the United States from 2005 to 2017 (in billion U.S. dollars)
- U.S. holiday season e-commerce spending from 2009 to 2017, by online shopping day (in million U.S. dollars)
- Distribution of digital commerce spending in selected product categories in the United States as of 3rd quarter 2017, by platform
- E-commerce as percentage of total FMCG sales in the United States as of April 2017, by category
- Total and e-commerce sales of U.S. electronic shopping and mail-order houses in 2016, by merchandise line (in million U.S. dollars)
- U.S. customer satisfaction with selected mobile retailers as of December 2016 (index score)
- U.S. customer satisfaction with Amazon.com from 2000 to 2017 (index score)
- Most popular retail websites in the United States as of December 2017, ranked by visitors (in millions)
- Market share of leading mass merchant e-retailers in the United States in 2017
- Most popular online stores in the United States in 2017, by e-commerce net sales (in million U.S. dollars)
- Most popular online stores in the electronics and media segment in the United States in 2017, by e-commerce net sales (in million U.S. dollars)
- Most popular online stores in the food and personal care segment in the United States in 2017, by e-commerce net sales (in million U.S. dollars)
- Most popular online stores in the toys, hobby and DIY segment in the United States in 2017, by e-commerce net sales (in million U.S. dollars)
- Most popular mobile shopping apps in the United States as of October 2018, by reach
- Online shopping frequency of internet users in the United States as of March 2017
- Online vs. in-store shopping preferences of consumers in the United States as of February 2017, by product category
- Conversion rate of online shoppers in the United States as of 3rd quarter 2018
- Most frequently utilized delivery options for digital purchases according to online shoppers in the United States as of February 2016
- Average value of online shopping orders in the United States as of 3rd quarter 2018, by device (in U.S. dollars)
- Devices used to research and complete online purchase according to online shoppers in the United States as of February 2017
- Retail website visit duration in the United States as of 3rd quarter 2018, by device (in minutes)
- Conversion rate of online shoppers in the United States as of 3rd quarter 2018, by device
- Percentage of consumers in the United States who use their mobile phone for shopping related activities as of June 2017
- Mobile e-commerce spending in the United States from 2nd quarter 2010 to 4th quarter 2017 (in billion U.S. dollars)
- Number of mobile buyers in the United States from 2014 to 2020 (in millions)
- Most popular mobile retail properties in the United States as of September 2018, by visitors (in millions)
- Mobile activities of online shoppers in the United States as of February 2017
- Frequency of mobile retail app usage according to smartphone shoppers in the United States as of March 2018
- Within the past 3 months, have you used your mobile phone to purchase something online through the internet?
- Positive and negative aspects of smartphone shopping according to mobile shoppers in the United States as of September 2017
- Proximity mobile payment transaction value in the United States from 2015 to 2021 (in billion U.S. dollars)
- Average annual spending per proximity mobile payment transaction user in the United States from 2014 to 2019 (in U.S. dollars)
- Which of the following types of mobile payments have you made using your mobile phone within the last 12 months?
- Using your mobile phone, have you done any of the following in the past 12 months?
- Attitudes towards mobile payments according to online shoppers in the United States in 2017
- Most important payment app features according to consumers in the United States as of July 2017
- Most convenient to use money transfer and payment apps according to users in the United States as of July 2017
- Most secure money transfer or payment app according to users in the United States as of July 2017
- Over the next 3 months, which of the following best describes how frequently you plan to use the mobile wallet on your phone to pay for goods or services at stores where you shop?
- Share of U.S. consumers who would use their mobile phone more frequently to pay for goods or services at retail locations if it was easier to tell at which merchants they could use it as of September 2017, by age group
- Share of small business owners in the United States who accept digital and mobile payment methods as of October 2017
- Projected number of digital buyers in the United Kingdom from 2014 to 2017 (in millions)*
- Number of digital buyers in Eastern Europe from 2011 to 2016 (in millions)
- Number of digital buyers in the Middle East and Africa from 2014 to 2019 (in millions)
- Projected number of digital shoppers in the United Kingdom (UK) from 2014 to 2017 (in millions)*
- Number of digital buyers in Japan from 2014 to 2018 (in millions)
- In the past 12 months, how many times have you purchased a daily deal?
- Digital buyer penetration in Middle East and Africa from 2014 to 2019
- B2C e-commerce sales in Finland from 2014 to 2017 (in billion U.S. dollars)
Premium Statistics
- Retail e-commerce sales including digital services in the United States from 2014 to 2022 (in billion U.S. dollars)
- Revenue of leading e-retail categories in the United States in 2017 (in billion U.S. dollars)
- Year-on-year revenue growth of leading e-retail categories in the United States in 2017
- U.S. electronic shopping and mail-order house sales from 2003 to 2016 (in million U.S. dollars)
- U.S. customer satisfaction with online retail from 2000 to 2017 (index score)
- Most popular online marketplaces according to online sellers in the United States as of January 2018 (index rating)
- Leading e-retailers in the United States in 2017, ranked by e-commerce sales (in billion U.S. dollars)
- Year-on-year growth of leading e-retailers in the United States in 2017
- Fastest-growing e-retailers in the United States in 2017, based on year-on-year e-commerce sales growth
- Leading retail chains in the United States in 2017, ranked by e-commerce sales (in million U.S. dollars)
- Leading web-only merchants in the United States in 2017, ranked by e-commerce sales (in million U.S. dollars)
- Retail sales of the leading non-store retailers in the United States in 2017 (in million U.S. dollars)
- Most popular mobile shopping apps in the United States as of October 2018, by monthly users (in millions)
- Market reach of the most popular Android retail apps in the United States as of June 2018
- Market reach of the most popular Apple iOS retail apps in the United States as of June 2018
- Number of digital buyers in the United States from 2013 to 2021 (in millions)
- Digital shopper penetration in the United States from 2016 to 2021
- Distribution of online shoppers in the United States as of December 2017, by age group
- Distribution of online shoppers in the United States as of December 2017, by gender
- Distribution of online shoppers in the United States as of December 2017, by household income (in U.S. dollars)
- Which of the following channels do you use today when researching products from an online retailer?
- Which of the following channels do you use today when buying products from an online retailer?
- Delivery methods used by internet users in the United States for digital purchases as of February 2018, by age group
- Which of the following channels do you use today when requesting customer service from an online retailer?
- How important are each of the following to you when you shop for a product online?
- Which of the following artificial intelligence (AI) or other technology capabilities would appeal to you if offered by a retailer?
- Online shopping reach among online users in the United States as of December 2017, by device
- How did you perform the following shopping-related activities on your smartphone in the past three months?
- Mobile retail e-commerce sales in the United States from 2013 to 2021 (in billion U.S. dollars)
- Retail m-commerce sales via smartphone in the United States from 2014 to 2021 (in billion U.S. dollars)
- Retail m-commerce sales via tablets in the United States from 2017 to 2021 (in billion U.S. dollars)
- Most popular features of retail brand apps according to digital shoppers in the United States as of February 2017
- Share of online consumers in the United States who use online payments as of May 2017
- Share of online consumers in the United States who use digital wallets as of May 2017
- Growth rate of online shoppers in China from 2007 to 2015 (compared to the previous year)
- Penetration rate of online shoppers in China from 2009 to 2015
- Penetration rate of online shoppers in China and the United States in 2011, by age group
- Distribution of online shoppers in China as of December 2014, by education and experience
- Digital buyer penetration in China from 2017 to 2023 (in percent)
- Share of people using the internet to buy something online in Japan in 2017, by type of population
- Forecast of B2C e-commerce sales in Norway from 2014 to 2017 (in billion U.S. dollars)
- Percentage of Internet users who bought shares, insurance policies or other online financial services in Spain in 2015, by age group
- Extent of the impact of online selling on enterprise revenue in France in 2013, by industry*
- Most important digital sales technology of businesses in Hong Kong for the next two years as of 2017
- Distribution of weekly online shop visits at Marks and Spencers in the United Kingdom (UK) in 2015, by day of the week
- Which device did you use to make your most recent purchase?
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