Online shopping behavior in the United States - Statistics & Facts

It is impossible to imagine an online experience without online shopping. Retail e-commerce sales worldwide are forecast to more than double between 2018 and 2023, surpassing 6.5 trillion U.S. dollars in 2023. Not only the volume of online sales shows optimistic figures and projections, but also web and mobile-influenced offline sales are forecast to increase in the coming years. Internet-savvy buyers are determined to spend time researching products online and reading online reviews in order to get the best deal possible. U.S. consumers can chose from a variety of brand sites, retail platforms and online marketplaces to purchase their products from and preference can vary by product category: During a March 2019 survey, only 13 percent of U.S. shoppers stated that they had purchased food and grocery on a third-party marketplace, whereas 42 percent of respondents who had bought books in the past year had chosen that particular purchase channel.

According to an April 2019 survey, smartphones have finally overtaken laptop and desktop PCs as the most common online shopping device in the United States. This claim is also supported by the fact that in the first quarter of 2019, smartphones accounted for 65 percent of U.S. retail site traffic and 46 percent of online shopping orders. Mobile devices are also in use during the offline shopping process: the most common actions taken by U.S. digital buyers in the United States when using a retailer's mobile app while in-store was to check for promotional offers or discounts.

As mobile commerce continues to grow, retailers are looking for ways to seize this opportunity. Considering some limitations of mobile web browsers, mobile shopping apps are rising as a way to create personalized experiences for mobile customers. As of March 2019, Amazon has the most popular mobile shopping app in the United States, with a 77.3 percent reach among mobile users. The retailer also leads in number of monthly shopping app users. Due to the variety of products offered by the retailer, product reviews, and free shipping, many U.S. online shoppers start their shopping journey on Amazon.

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Online shopping behavior in the United States

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