In 2020, there were a total of 256 million digital buyers in the United States. This figure is projected to increase to 291.2 million online buyers in 2025. The most popular online shopping categories in the United States include fashion, and electronics & media.
Statista Market Outlook presents key figures from industries and countries around the world, providing additional insights into for example, the Technology, Mobility, or Advertising Markets.
Number of digital buyers in the United States from 2017 to 2025
(in millions)
number of active paying customers (or accounts); forecast adjusted for expected impact of COVID-19
Supplementary notes
Data provided by Statista Market Outlook are estimates
The eCommerce market encompasses the sale of physical goods via a digital channel to a private end user (B2C). Incorporated in this definition are purchases via desktop computer (including notebooks and laptops) as well as purchases via mobile devices such as smartphones and tablets. The following are not included in the eCommerce market: digitally distributed services (see instead: eServices), digital media downloads or streams, digitally distributed goods in B2B markets nor digital purchase or resale of used, defective or repaired goods (reCommerce and C2C). All monetary figures refer to the annual gross revenue and do not factor in shipping costs.
All figures are estimate. A detailed methodology can be found in the Statista Market Outlook.
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Statista. (September 6, 2021). Number of digital buyers in the United States from 2017 to 2025 (in millions) [Graph]. In Statista. Retrieved May 16, 2022, from https://www.statista.com/statistics/273957/number-of-digital-buyers-in-the-united-states/
Statista. "Number of digital buyers in the United States from 2017 to 2025 (in millions)." Chart. September 6, 2021. Statista. Accessed May 16, 2022. https://www.statista.com/statistics/273957/number-of-digital-buyers-in-the-united-states/
Statista. (2021). Number of digital buyers in the United States from 2017 to 2025 (in millions). Statista. Statista Inc.. Accessed: May 16, 2022. https://www.statista.com/statistics/273957/number-of-digital-buyers-in-the-united-states/
Statista. "Number of Digital Buyers in The United States from 2017 to 2025 (in Millions)." Statista, Statista Inc., 6 Sep 2021, https://www.statista.com/statistics/273957/number-of-digital-buyers-in-the-united-states/
Statista, Number of digital buyers in the United States from 2017 to 2025 (in millions) Statista, https://www.statista.com/statistics/273957/number-of-digital-buyers-in-the-united-states/ (last visited May 16, 2022)
