U.S. annual online shopping spending 2017, by retail type

This statistic presents average spending per U.S. online shopper per year in 2017, by retail type. According to the findings, the retail type that had the highest average spending annually by U.S. online shoppers was marketplaces with an average recorded value of 488 U.S. dollars in annual spending per shopper.

Annual online shopping spending by online shoppers in the United States in 2017, by retail type

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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

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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