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Share of internet users who have ever purchased products online as of November 2016, by category

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Most popular online shopping categories worldwide 2016 This statistic ranks the most popular online shopping categories worldwide, sorted by share of internet users who have ever purchased products online. As of November 2016, 58 percent of global internet users had ever purchased fashion-related products through the internet. Travel-related products and services ranked second with a 55 percent global online purchase rate. Not all online markets have the same online shopping capacity - as of the fourth quarter of 2016, the United Kingdom was ranked first with an online shopping reach of 76 percent. Desktop still accounts for the majority of retail e-commerce orders but mobile devices have been catching up - despite a global e-retail order share of only 30 percent as of the fourth quarter of 2016, smartphone already accounted for 52 percent of online retail traffic, highlight the need for retailers to create mobile shopping apps and optimize their websites for mobile access.
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Description Source More information
This statistic ranks the most popular online shopping categories worldwide, sorted by share of internet users who have ever purchased products online. As of November 2016, 58 percent of global internet users had ever purchased fashion-related products through the internet. Travel-related products and services ranked second with a 55 percent global online purchase rate. Not all online markets have the same online shopping capacity - as of the fourth quarter of 2016, the United Kingdom was ranked first with an online shopping reach of 76 percent. Desktop still accounts for the majority of retail e-commerce orders but mobile devices have been catching up - despite a global e-retail order share of only 30 percent as of the fourth quarter of 2016, smartphone already accounted for 52 percent of online retail traffic, highlight the need for retailers to create mobile shopping apps and optimize their websites for mobile access.
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Release date
January 2017
Region
Worldwide
Survey time period
October 31 to November 18, 2016
Number of respondents
total survey n = 30,000
Method of interview
Online survey

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