In 2023, e-commerce comprised over 15.6 percent of total retail sales in the United States. Forecasts suggest that this proportion will continue to rise steadily in the coming years, reaching approximately 20.6 percent by 2027.
Fashion fever
The digital revolution has significantly changed how retail is done, impacting a wide range of product categories. Out of all e-commerce product categories, apparel and accessories are the most purchased online in the United States. As of February 2023, roughly 18 percent of all fashion retail sales took place online. Furniture and home furnishing, as well as computer and consumer electronics, ranked second, with over 15 percent of each product category purchased via the internet. The product categories that are least purchased online are office equipment and supplies (1.4 percent) and books, music, and video (5.1 percent).
Shopping hotspots
Amazon dominates the e-commerce industry in the United States, though other competitors still have significant market share. In December 2023, amazon.com was the most-visited e-commerce and shopping site in the United States. That month, around 45 percent of all visits to e-commerce sites were made to Amazon. Other popular shopping sites include ebay.com, walmart.com, etsy.com, and target.com. The staggering proportion of online retail sales in the country attributed to Amazon is quite remarkable. In 2023, Amazon's website accounted for almost half of all online computer and consumer electronics sales. Similarly, nearly one-third of online fashion purchases in the country were made on Amazon.
E-commerce as percentage of total retail sales in the United States from 2019 to 2027
Includes products or services ordered using the internet, regardless of the method of payment or fulfillment; excludes travel and event tickets, payments such as bill pay, taxes or money transfers, food services and drinking place sales, gambling and other vice goods sales.
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eMarketer. (August 8, 2023). E-commerce as percentage of total retail sales in the United States from 2019 to 2027 [Graph]. In Statista. Retrieved October 15, 2024, from https://www.statista.com/statistics/379112/e-commerce-share-of-retail-sales-in-us/?utm_campaign=linktrack&utm_content=wysiwyg&utm_medium=body&utm_source=ep
eMarketer. "E-commerce as percentage of total retail sales in the United States from 2019 to 2027." Chart. August 8, 2023. Statista. Accessed October 15, 2024. https://www.statista.com/statistics/379112/e-commerce-share-of-retail-sales-in-us/?utm_campaign=linktrack&utm_content=wysiwyg&utm_medium=body&utm_source=ep
eMarketer. (2023). E-commerce as percentage of total retail sales in the United States from 2019 to 2027. Statista. Statista Inc.. Accessed: October 15, 2024. https://www.statista.com/statistics/379112/e-commerce-share-of-retail-sales-in-us/?utm_campaign=linktrack&utm_content=wysiwyg&utm_medium=body&utm_source=ep
eMarketer. "E-commerce as Percentage of Total Retail Sales in The United States from 2019 to 2027." Statista, Statista Inc., 8 Aug 2023, https://www.statista.com/statistics/379112/e-commerce-share-of-retail-sales-in-us/?utm_campaign=linktrack&utm_content=wysiwyg&utm_medium=body&utm_source=ep
eMarketer, E-commerce as percentage of total retail sales in the United States from 2019 to 2027 Statista, https://www.statista.com/statistics/379112/e-commerce-share-of-retail-sales-in-us/?utm_campaign=linktrack&utm_content=wysiwyg&utm_medium=body&utm_source=ep (last visited October 15, 2024)
E-commerce as percentage of total retail sales in the United States from 2019 to 2027 [Graph], eMarketer, August 8, 2023. [Online]. Available: https://www.statista.com/statistics/379112/e-commerce-share-of-retail-sales-in-us/?utm_campaign=linktrack&utm_content=wysiwyg&utm_medium=body&utm_source=ep