Self-isolation imposed by the coronavirus outbreak pushed the vast majority of the global population into the role of internet shoppers. Consequently, online shopping statistics are showing a rapid rise in figures with no end in sight. Let’s face it, as buyers, we are all curious to find out exactly how this turn of events will affect our wallets. Hence, we use customer habits and behavior to find out the most popular purchasing methods and the way people go about their online shopping.
So, if you’re looking to find out more about online shopping, read on.
Top 10 Takeaway Online Shopping Statistics for 2021
- 230.5 million of US citizens will become digital shoppers in 2021.
- 49% of online purchases get canceled due to high shipping costs.
- Digital buyers from Turkey and China spend 20% of their average salary on online shopping.
- Millennials were the largest group of online shoppers in 2020. They accounted for 20.2% of online buyers in the US.
- 82% of Australian households were digital shoppers in 2020.
- Online shopping stats show Americans spent $861.12 billion on online purchases in 2020.
- In 2020, 21.3% of the total retail sales in the US were made by online shopping.
- 89% of online shoppers consult with online reviews before buying a product.
- 37% of Americans prefer to buy books, movies, games, and music online rather than offline.
- Online sales of toilet paper spiked by 231% during the Covid-19 pandemic.
What Are the Statistics of Online Shopping Telling Us?
How many people in the world are digital shoppers?
1. 230.5 million US citizens will become digital shoppers in 2021.
(Statista) (Eurostat) (Statista)
There were 2.05 billion global digital shoppers in 2020. What’s more, stats on worldwide trends concerning online purchases estimate that 2.14 billion individuals will adopt this practice in 2021.
In Europe, 72% of those using the internet went internet shopping in 2020.
2. 85% of the global consumers were digital shoppers in 2020.
(Statista)
As per global online shopping statistics, Asia and South America had the highest percentage of digital shoppers — 86%. Europe was the second region with 83%. Australia and North America had the lowest rate, 79%, and 78% respectively.
That said, the preferable online stores among Americans were Amazon (58%), the retail giant Walmart (13%), Target (8%), eBay (7%), Etsy (4%), and Kohl’s (3%).
3. In 2020, 21.3% of the total retail sales in the US were made by online shopping, online retail sales statistics suggest.
(Digital Commerce 360)
Amazon was the leading online retailer in North America. Its sales represented 31.4% of the total US e-commerce sales growth, but that’s 12.4% less than it had in 2019 (43.8%). This means that in 2020, people preferred to shop using other online retailers.
4. Americans spent $861.12 billion on online purchases.
(Digital Commerce 360)
To point out, this was a 44.0% increase, when compared to online shopping statistics from 2019. It also represents the highest annual U.S. e-commerce growth in two decades.
Moreover, in 2020, there was a growth of total retail sales by 6.9%, amounting to $4.04 trillion from $3.78 trillion in 2019.
E-commerce penetration witnessed an increase of 21.3% (compared to 15.8% in 2019). This was the first time that digital penetration reached a two-percentage point.
5. Online shopping statistics from 2020 suggest that 5% of US consumers over 65 conducted their very first online purchase.
(Statista) (Statista)
The coronavirus outbreak had a massive impact on online shopping figures in the US. Statista reveals that 9% of female US consumers marked their first online purchase in March 2020.
6. Online retailers observed a staggering 699% increase in internet sales of pasta due to social isolation, online shopping statistics on Covid reveal.
(Statista) (Statista)
The coronavirus outbreak forced US consumers to change their spending habits. Besides the high online demand for pasta, evaporated milk and tomato sauce experienced a similar fate. The online demand for the mentioned products increased by 287% and 269%, respectively.
At the same time, 44% of online shoppers of the 30–44 age group were planning to spend more money on online marketplaces. Likewise, the same was true for 31% of Americans older than 65.
Online Shopping Statistics — The How and Where
Who is the largest online retailer in the world, which country has the fastest growing e-commerce markets, and what is the most preferred device for internet shopping?
7. In 2018, half of the largest online retailers in the world were US-based.
(Forbes)
Amazon sits at the top, followed by JD, Suning Commerce Group, the omnipresent Apple, Walmart, Dell Technologies, and others.
Interestingly, when we look at their place of origin, some of the largest online retailers of 2018 were almost exclusively divided by the US and China. Specifically, of the top 10, five originated in the US, four were from China, and merely one originated from Germany.
8. Online shopping statistics for Australia (2020) show 82% of households were digital shoppers.
(Australia Post) (CMO)
Due to lockdown, in 2020, 1.36 million Aussies tried online shopping for the very first time. Moreover, 5.6 million clicked on the shopping cart icon in July 2021.
Australia and New Zealand had the highest e-commerce growth globally — 107% in Q3 2020 and 108% in Q2 2020.
9. Online shopping statistics from Canada (2020) state e-commerce retail trade sales reached a record in December, amounting to CA$4.82 billion ($3.96 billion).
(StatCan) (Statista)
In December 2020, e-commerce made 7.8% of the total retail trade. As a matter of fact, since May, this was the largest share. In contrast, in February 2021, e-commerce sales went down, amounting to CA$3.13 billion ($2.57 billion).
10. India has one of the fastest-growing e-commerce markets in the world.
(Statista) (Statista)
Online shopping statistics from 2019 show India had a strong internet economy, despite the new e-commerce laws. Similarly, Indian internet companies managed to raise $8.4 billion in 2018.
The latest data show us online shopping sales in India reached $55 billion in 2020. It is estimated that by 2024, they will reach $124 billion. In addition, the number of online shoppers in India is expected to reach 220 million in 2025.
11. Based on the online shopping facts, Sainsbury’s is the number one European online retailer.
(Digital Commerce 360)
$16.67 billion is just how much it took in online retail sales for 2020 for the famous supermarket chain to come first on the list.
When it comes to the fastest-growing online retailers in Europe, DNVB VanMoof from the Netherlands steals the spotlight.
12. Americans are spending more on shopping for desktop computers online in 2021.
(Statista)
According to the latest online shopping trends statistics in the US, the average order for a desktop computer was 184.44 in Q2 of 2021. That’s some $30 more compared to the year before.
13. 68% of online shoppers are picking up products in-store, online shopping trends from 2019 reveal.
(Forbes)
As much as 68% of online shoppers do “click and collect” or BOPIS shopping. These figures go up for discounts and special sales like Black Friday when 73% of online shoppers practiced BOPIS back in 2019.
The so-called BOPIS orders were judged more convenient by 28% of shoppers. For many of them, the speed of purchase played a significant role in using this method.
According to the same study, out of the 2,000 customers surveyed, 85% were doing additional shopping once they were in the store to pick up their purchases.
14. Online shopping trends show 49% of online purchases get canceled due to high shipping costs.
(Baymard Institute)
Consumer spending statistics reveal that 19% of online shoppers abandon their purchases because they consider the delivery too slow. Another 18% of online consumers stated that they leave their carts due to the long and complicated checkout process.
17% of customers don’t trust the site with their credit card information, and 24% don’t want to make an online purchase because the site asks them to create an account.
15. Online shopping statistics from 2019 show USA consumers prefer online shopping due to the lack of waiting lines.
(NPR)
Based on one poll, 88% of Americans prefer online shopping over the traditional one because they can shop whenever they want (day or night), and find an item effortlessly. Also, 78% favor online shopping due to the lack of waiting lines.
16. 44% of online shoppers use their credit cards for purchases.
(Statista)
Credit cards are by far the most popular payment method for online shoppers.
In 2018, 32% of digital shoppers used their debit cards, and 25% used their PayPal accounts to finish a purchase, making it the second-most popular online payment method.
Online Shopping Statistics— The Who, the Why, and the What
Who spends the most on online shopping, and what do shoppers prefer to buy?
17. China has the biggest share of online spenders. They spend an average of $2,386 per person.
(Merchant Machine)
The USA ranks second with $3,680 spent on online shopping.
18. Digital buyers from Turkey and China spend 20% of their average salary on online shopping.
(Merchant Machine)
Who are the biggest online shoppers when it comes to spending your salary on online purchases? Turks and Chinese. They spend 20% of their annual salary on digital shopping.
Shoppers from Nigeria and Morocco come in second, by spending 19% and 18% respectively. Russia and the UK share third place with 15%.
The US, however, is not to be found in top ten.
19. Millennials were the largest group of online shoppers in 2020. They accounted for 20.2% of online buyers in the US.
(Statista)
Millennials online shopping statistics denote that, as of February 2020, the largest group of online shoppers were people aged 25–34. Furthermore, 17.2% of shoppers were aged 45–44, 15.5% were aged 45–54, 14.6% were between 55 and 64, and 14.4% were older than 65.
Lastly, 13% of online buyers were 18-24, and only 5.2% were aged 14–17.
20. Clothing is the main product of digital sales in India.
(Shiprocket 360)
Online shopping statistics from 2020 suggest India has a thing for fashion, given that 35% of total revenue comes from online sales of apparel and dress materials.
Mobile phones are also in high demand, followed by books and stationery, consumer electronic goods (laptops, digital cameras, tablets), and footwear.
Other popular product categories among online shoppers from India are jewels and fashion accessories (watches, belts, purses, wallets), beauty products, and video games (FIFA, GTA, Call of Duty).
21. Online shopping statistics (2020) show UK women were buying more clothing than men.
(Statista)
In 2020, 62% of British women and 49% of British men were buying clothing, shoes, and accessories online. The highest percentage of shoppers were 35–44 years old (71%), whereas 27% of shoppers were people over 65.
Next, 69% of shoppers were aged between 16–24, 68% were between 25 and 34, 66% were 45–54, and 44% were 55–64 years old.
22. Based on the online clothing shopping statistics, 46% of women and 40% of men buy clothes and sports goods via the internet.
(OptinMonster)
In addition, women are more likely than men to buy food or groceries (18% vs. 14%), books (25% vs. 23%), and medicine (10% vs. 8%).
On the other hand, men go more often for travel or holiday accommodation (37% vs. 35%), household goods (32% vs. 30%), film or music (22% vs. 16%), and computer or tech (39% vs. 18%).
23. Online sales statistics show that 89% of online shoppers consult online reviews before buying a product.
(Oberlo)
9 in 10 consumers look for online information about a product before purchasing it, though word-of-mouth is irreplaceable.
On that note, 79% of consumers trust the reviews they read, and 54.7% read a minimum of four revisions before deciding to buy a product.
When it comes to writing a review, 47% of people leave comments on the company, the product, or the service every month.
24. Americans prefer buying TV and video devices online and grocery or packaged beverages in-store.
(Statista) (Klaviyo)
Statistics on online shopping vs in-store shopping show that, before the “Great Lockdown” of 2020, Americans went online shopping primarily for specific categories of products such as TVs and video products.
In a 2019 survey posing the question “what are people buying online,” 46% of the surveyees stated that the most popular products were financial services — bought by 47% of the interviewed online shoppers.
In contrast, materials and products that require more frequent re-supplying, such as food and beverages or apparel and accessories, were preferably bought in-store.
25. Online shopping vs. traditional shopping statistics: 35% of Americans prefer to buy books, movies, games, and music online rather than offline.
(Statista)
For 60% of Americans (both women and men), Amazon was the number one place for online shopping.
At the same time, women were more likely than men to buy goods from e-commerce shops like Etsy and Target, while men were more likely to choose eBay as their favorite digital shop.
26. 40% of bridesmaids’ dresses are bought online.
(Retail Dive)
When it comes to shopping stats for the big day, online shopping vs. in-store shopping statistics shows that brides still prefer in-store shopping for the perfect wedding dress.
27. Online sales of toilet paper spiked by 231% during the Covid-19 pandemic.
(The Mercury News)
That’s more than the increase in over-the-counter flu and pain drugs, with 217%. The sales of hand sanitizers, masks, and other protective products soared by 807%.
28. Online sales of disposable gloves rose by 670%.
(Visual Capitalist)
Online shopping growth statistics in the times of Covid-19 are fascinating. The second product, whose sales experienced an enormous rise of 652%, has nothing to do with protection or hygiene. It’s the bread machines!
These are the statistics for March 2020, compared to March 2019. Conversely, the goods that experienced the most significant drop in sales were luggage items such as bags and suitcases (-77%).
29. Online shopping statistics by state show Nevada shoppers have the highest interest in online shopping.
(U.S. Packaging & Wrapping)
Besides Nevada, states with the highest online shopping interest rates are West Virginia, Oklahoma, Indiana, Pennsylvania, Arizona, South Carolina, Ohio, Mississippi, and Colorado.
On the flip side, states with the lowest online shopping interest rates are Virginia, Oregon, New Mexico, Connecticut, Nebraska, New Jersey, New York, Minnesota, Wisconsin, and Iowa.
Citizens of Nevada are most interested in buying cigarettes and marijuana in comparison to the rest of the country. Kansans are most keen on online shopping for viagra, while Rhode Island citizens adore books.
30. Regarding the online shopping statistics, in 2020, fashion was the top online shopping category on the planet.
(Oberlo) (Statista)
It’s expected that global consumers will spend $759.5 billion on fashion-related products in 2021. The second most popular categories are toys, hobbies & DIY, electronic & media, food & personal care, furniture & appliances.
Regarding the US digital shoppers, pharmacy, health, and beauty products were purchased the most in 2020, followed by household supplies and food and beverage products.
FAQs
Who online shops the most?
Regarding the US states, Nevada, West Virginia, Oklahoma, Indiana, Pennsylvania had the highest online shopping interest rates.
In relation to gender and age, men had higher rates than women by a mere 2% (73% vs. 71%), whereas millennials (25–34) were the most active digital shoppers, compared to other generations.
As for Europe, the biggest online shoppers in 2020 came from the Netherlands, Denmark, Germany, Sweden, and Ireland.
What percentage of consumers purchase online?
27.6% of the world population are digital shoppers. In 2020 alone, there were 2.05 billion global digital shoppers and 227.5 million US shoppers. In 2021, the number of global e-shoppers and US shoppers is expected to reach 2.14 billion and 230.5 million, respectively.
Asia and South America had the highest percentage of digital shoppers, followed by Europe, Australia, and North America.
Conclusion
While both convenience and fear are propelling online retailers into bigger profits, those who aspire to participate in this success need to keep in mind that quality, speed, affordability, and reputation are the key ingredients for topping online shopping statistics and making online shopping attractive for everyone.
Sources:
- Australia Post
- Baymard Institute
- CMO
- Digital Commerce 360
- Digital Commerce 360
- Eurostat
- Forbes
- Forbes
- Klaviyo
- Oberlo
- Oberlo
- Oberlo
- OptinMonster
- Merchant Machine
- NPR
- Retail DIve
- Shiprocket 360
- StatCan
- Statista
- Statista
- Statista
- Statista
- Statista
- Statista
- Statista
- Statista
- Statista
- Statista
- Statista
- Statista
- Statista
- Statista
- Statista
- Statista
- Statista
- Statista
- The Mercury News
- U.S. Packaging & Wrapping
- Visual Capitalist
