U.S. online shopping reach 2017, by retailer type

This statistic presents the most common types of stores that U.S. online shoppers have ever shopped at as of, sorted by retail type. According to the 2017 survey results, 44 percent of survey had ever shopped at web-stores. Large retailers were ranked first with a 74 percent usage reach,.

Share of online shoppers in the United States who have ever shopped at selected online retail types in 2017

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Release date

July 2017


United States

Survey time period


Number of respondents

1,005 respondents

Age group

18 years and older

Special properties

online shoppers who have made an online purchase in the past six months

Method of interview

Online survey

Supplementary notes

Millennials: 18-34 years of age. Gen Xers: 35-49 years of age. Baby Boomers: 50-68 years of age. Seniors: 69+ years of age.
Marketplace: Online marketplaces selling a variety of items.
Large brand name retailer: Legacy retailers with an omni-channel presence, meaning they have both brick-and-mortar locations and online storefronts.
Web-store: These are small, online-only independent retailers.
Category-specific online stores: These are large online retailers focused on a niche product offering.

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