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Most popular online shopping categories worldwide 2018

As of 2018, 57 percent of global internet users had purchased fashion-related products through the internet, making apparel the most popular online shopping category worldwide. Footwear was ranked second with a 47 percent online purchase reach.

Online shopping

There were a total of 258.9 million digital buyers in the United States in 2018. This figure is projected to increase to over 307 million buyers in 2023, reaching 79.2 and 90.8 percent of U.S. internet users respectively. The fastest-growing e-commerce categories are food and beverages with a 12.7 percent CAGR between 2017 and 2023, compared to an average industry growth of 8.7 percent.

Online retail in the United States

Overall, customers in the United States were satisfied with e-retail as a whole and online retail scored 82 out of 100 points in the 2018 ACSI (American Customer Satisfaction Index). After years of being the highest-scored online retailer, customer satisfaction with Amazon decreased to 82/100 points, keeping in line with the industry average. In February 2019, Amazon accounted for nearly half of the retail e-commerce market in the United States and second-ranked eBay did not even reach double digits.

Share of internet users who have purchased selected products online in the past 12 months as of 2018

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Release date

October 2018



Survey time period


Special properties

purchased in the past 12 months

Method of interview

Online survey

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Statistics on "E-commerce in Belgium"

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