E-commerce in 2025 is growing at an unprecedented rate, driven by emerging technologies, shifting customer behaviors, and the increasing popularity of mobile shopping. Globally, online sales are reaching record highs, with the U.S. playing a major role in trends like AR shopping, sustainable products, and subscription services. In this article, we will examine e-commerce statistics for 2025, encompassing both global trends and U.S. market data.
How Many People Shop Online?
As of 2025, 2.77 billion people shop online worldwide, representing approximately 33% of the global population. This represents a 2.2% increase compared to the previous year, highlighting the steady rise of E-commerce.
The number of online shoppers is projected to reach 2.86 billion in 2026, driven by growing internet penetration and the convenience of digital shopping. China leads the global online shopping market with 904.6 million shoppers, followed by the United States, which has 288.45 million online buyers.
Global E-Commerce Sales Forecast
Global eCommerce sales are projected to reach $6.86 trillion in 2025, marking an 8.37% increase from 2024. The sector is expected to maintain strong growth, with a CAGR of 7.8% from 2025 to 2027, reaching nearly $8 trillion by 2027. This growth rate is more than twice that of traditional physical retail, highlighting E-Commerce as an increasingly profitable and strategic channel for businesses worldwide. Over the past few years, eCommerce sales have steadily risen from $4.98 trillion in 2021 to $6.86 trillion in 2025, demonstrating consistent global adoption and expansion.
| Year | E-Commerce Sales |
| 2021 | $4.98 trillion |
| 2022 | $5.29 trillion |
| 2023 | $5.82 trillion |
| 2024 | $6.33 trillion |
| 2025 | $6.86 trillion |
| 2026 | $7.41 trillion |
| 2027 | $7.96 trillion |
E-commerce retail sales CAGR 2025-2030, by Country
Between 2025 and 2030, India is set to lead global e-commerce growth, with a projected CAGR of 11.77%, making it the fastest-growing market among the top 20 worldwide. Valued at $125 billion, India is followed by Japan (9.67%) and Indonesia (7.75%) in terms of rapid growth. Other notable markets include Turkey (7.47%) and China (7.41%), with a worldwide average CAGR of 6.29%. In contrast, mature markets like the United Kingdom and the Netherlands are expected to grow more modestly at around 3.93%.
| Country | E-commerce Retail Sales CAGR |
| India | 11.77% |
| Japan | 9.67% |
| Indonesia | 7.75% |
| Turkey | 7.47% |
| China | 7.41% |
| Worldwide Average | 6.29% |
| Mexico | 6.14% |
| Spain | 5.9% |
| United States | 5.59% |
| Italy | 5.33% |
| Thailand | 5.11% |
| Germany | 4.98% |
| Canada | 4.9% |
| Brazil | 4.85% |
| Poland | 4.64% |
| South Korea | 4.54% |
| Netherlands | 3.93% |
| United Kingdom | 3.93% |
Rising Share of Online Retail Purchases
In 2025, 21% of all retail purchases are expected to take place online, marking the highest share to date. This figure is projected to grow to 22.6% by 2027, reflecting a steady annual increase of about 0.32% since 2021. The rise in online retail transactions underscores the increasing importance of a robust digital presence for businesses seeking to remain competitive in the evolving retail landscape. Over the past few years, the share of online purchases has steadily climbed from 18.8% in 2021 to 20.1% in 2024, underscoring the ongoing shift towards e-commerce.
| Year | Share of Online Retail Transactions |
| 2021 | 18.8% |
| 2022 | 18.70% |
| 2023 | 19.40% |
| 2024 | 20.10% |
| 2025 | 21% |
| 2026 | 21.80% |
| 2027 | 22.60% |
Growing Preference for Brand Websites
Approximately 15% of global online shoppers now prefer purchasing directly from trusted brand websites. In several countries, direct-to-consumer (D2C) shopping has surpassed marketplaces as the primary choice, including Australia (23%), France (22%), and Colombia (20%).
Online Channels Dominate the Shopping Journey
According to recent data, 44% of shoppers begin their shopping journey on search engines, while 41% start directly on online stores, such as Amazon or a brand’s website.
Additionally, 83% of consumers conduct online research before visiting physical stores, highlighting the importance of digital touchpoints. Social media platforms serve as the starting point for 14% of shoppers, reflecting their growing role in influencing purchase decisions.
Mobile E-Commerce Sales 2025
Mobile eCommerce, or mCommerce, is set to reach $2.51 trillion in sales in 2025, marking a significant 21.3% growth over 2024’s $2.07 trillion. This surge outpaces the average annual growth rate of 15.3% projected from 2018 to 2027, highlighting the rapid adoption of mobile shopping.
| Year | Global Mobile E-commerce Revenue |
| 2017 | $500 billion |
| 2018 | $660 billion |
| 2019 | $810 billion |
| 2020 | $1.10 trillion |
| 2021 | $1.40 trillion |
| 2022 | $1.48 trillion |
| 2023 | $1.71 trillion |
| 2024 | $2.07 trillion |
| 2025 | $2.51 trillion |
The market has seen remarkable growth over the past years, from $500 billion in 2017 to $2.07 trillion in 2024, and is expected to continue its upward trajectory, reaching $3.44 trillion by 2027. This consistent expansion underscores the increasing preference of consumers for mobile devices as a primary platform for online purchases, driven by convenience, improved payment solutions, and mobile-optimized shopping experiences.
Global B2B E-Commerce Market Size
The global B2B e-commerce market has experienced remarkable growth over the past few years, reaching a valuation of $32.11 trillion in 2025. Since 2019, the market has nearly doubled in size, growing from $13.29 trillion to $32.11 trillion, representing an increase of approximately 116%. It is projected to expand further at a CAGR of 14.5%, reaching $36.16 trillion by 2026.
| Year | B2B Market Size |
| 2019 | $13.29 trillion |
| 2020 | $14.87 trillion |
| 2021 | $17.80 trillion |
| 2022 | $21.01 trillion |
| 2023 | $24.45 trillion |
| 2024 | $28.08 trillion |
| 2025 | $32.11 trillion |
| 2026 | $36.16 trillion |
Global E-commerce Spending by Category in 2025
In 2025, consumer electronics are expected to lead e-commerce spending with $922.5 billion, followed by fashion at $760 billion and food and beverages at $708.8 billion. Other notable categories include DIY and hardware items ($220.2 billion), furniture ($220.1 billion), media ($193.9 billion), and beauty and personal care ($169.6 billion), reflecting the diverse interests driving online shopping worldwide.
| E-commerce Category | Estimated Spending in 2025 |
| Consumer Electronics | $922.5 billion |
| Fashion | $760 billion |
| Food and Beverages | $708.8 billion |
| DIY and Hardware items | $220.2 billion |
| Furniture | $220.1 billion |
| Media | $193.9 billion |
| Beauty and personal care | $169.6 billion |
Top Retail E-commerce Market Share in the U.S. in 2025
In 2025, Amazon dominates the U.S. retail e-commerce market with a 37.6% share, making it the clear leader. Walmart follows in second place with 6.4%, while other key players include Apple (3.6%), eBay (3%), and Target (1.9%).
| Online Retailer | Market Share |
| Amazon | 37.6% |
| Walmart | 6.4% |
| Apple | 3.6% |
| eBay | 3% |
| Target | 1.9% |
Most Popular Online Shopping Categories
In 2025, consumer electronics are expected to be the most popular online shopping category, with an estimated spending of $922.5 billion, followed closely by fashion at $760 billion. Food and beverages also show strong online demand, reaching $708.8 billion in spending.
Other notable categories include DIY and hardware items ($220.2 billion), furniture ($220.1 billion), media ($193.9 billion), and beauty and personal care ($169.6 billion), reflecting a diverse range of products driving global eCommerce growth.
| E-commerce Category | Estimated Spending in 2025 |
| Consumer Electronics | $922.5 billion |
| Fashion | $760 billion |
| Food and Beverages | $708.8 billion |
| DIY and Hardware items | $220.2 billion |
| Furniture | $220.1 billion |
| Media | $193.9 billion |
| Beauty and personal care | $169.6 billion |
Ad Spending Trends of Top U.S. E-Commerce Companies in 2025
In the U.S., top eCommerce players collectively spent $3.5 billion on advertising last year, with spending varying dramatically across companies. Amazon led the pack, investing a massive $1.7 billion, more than four times Walmart’s ad spend of $414.6 million. Target followed with $603.9 million, while Home Depot spent $166.3 million.
At the lower end, Aliexpress spent just $322,000, about 5,000 times less than Amazon, reflecting its stronger presence outside the U.S. Despite minimal advertising, Aliexpress has seen notable growth in U.S. website traffic. Other players, such as eBay, which ranks third in traffic, spent $112.5 million, less than Home Depot and Target, indicating that high ad spending doesn’t always correlate with traffic. Brand recognition remains a key factor.
| E-Commerce Platform | Estimated Ad Spending |
| Amazon | $1700 million |
| Target | $603.9 million |
| Walmart | $414.6 million |
| Home Depot | $166.3 million |
| eBay | $112.5 million |
| Etsy | $88.5 million |
| CVS | $41.3 million |
| Bestbuy | $33.3 million |
| Lowes | $17.2 million |
| Aliexpress | $0.32 million |
Rising Global Preference for Direct-to-Consumer Shopping
Approximately 34% of shoppers make online purchases at least once a week, and this number increases to 82% for those who make monthly purchases. The COVID-19 pandemic accelerated this habit, and it has largely persisted, with Fridays being the most popular day for online shopping.
Search Engines and Online Stores Lead the Shopping Journey
Over half of online shoppers (52%) have made international purchases, thanks to convenient global shipping and easy online ordering. Mexico leads in international shopping, with 72% of shoppers purchasing from both local and international websites, while U.S. and U.K. shoppers tend to prefer local sites, with 63% shopping domestically.
Online Shopping Habits and Consumer Behaviour Trends
A striking 99% of online shoppers check reviews before making a purchase, with 96% specifically seeking out negative reviews. Online reviews are highly influential, as 49% of shoppers trust them as much as personal recommendations from family and friends.
Generation Z Online Shopping Behaviour
According to a recent survey by Adyen, Generation Z shoppers (ages 18–26) show a strong preference for hybrid shopping. About 49% of Gen Z consumers opt to buy online and pick up their orders in-store, while 38% prefer visiting the store to return items. In comparison, only 28% of Baby Boomers use in-store pickup, and a mere 6% visit stores for returns, highlighting Gen Z’s greater comfort with integrating online and offline shopping experiences.
Top Motivators for Online Shopping
In 2025, free shipping remains the most influential factor driving online purchases, with 50.6% of shoppers citing it as a key motivator. Coupons and discounts follow at 39.3%, while the convenience of easy returns encourages 33.2% of consumers to shop online.
Other notable factors include a simple checkout process (30.6%), customer reviews (30.5%), and next-day delivery (30.4%). Less prominent, but still significant, motivators include loyalty points (27.2%), cash on delivery (19.8%), social likes and comments (19.4%), and eco-friendly credentials (18.9%), highlighting the diverse factors that shape consumer behavior in e-commerce.
| Top Motivators | Share of respondents |
| Free Delivery | 50.6% |
| Coupons and Discounts | 39.3% |
| Easy Return Policy | 33.2% |
| Simple Online Checkout | 30.6% |
| Customer Review | 30.5% |
| Next Day Delivery | 30.4% |
| Loyalty Points | 27.2% |
| Cash on Delivery | 19.8% |
| Social likes and Comments | 19.4% |
| Eco-friendly Credentials | 18.9% |
Key Online Shopping Statistics
- Shopping Cart Abandonment: Approximately 70% of online shopping carts are abandoned without being completed. In the U.S., nearly 50% of shoppers abandon their carts due to additional costs, such as shipping fees or taxes. Other common reasons include mandatory account creation (25%), slow estimated delivery (24%), and unsatisfactory return policies (16%). The average checkout process spans 5.08 steps, contributing to a 22% abandonment rate. Streamlined checkouts and guest purchase options significantly reduce cart abandonment.
- Pre-Purchase Research: Approximately 81% of online shoppers conduct research before making a purchase, with 60% starting their search on search engines. 66% use a PC or laptop at home, while 15% use mobile devices, emphasizing the need for marketers to optimize assets across all screens.
- Buy Now, Pay Later (BNPL): In the U.S., BNPL transactions reached $133 billion in 2024, up 14% from $116 billion in 2023, and are projected to grow to $206 billion by 2029. Despite the growth of BNPL, Americans hold an average of 3.26 credit cards per capita, compared to 0.99 debit cards.
- Live Commerce: Around 40% of U.S. shoppers have made purchases via live commerce, a figure that is higher in Asian and Latin American countries but lower in Europe.
- Mobile Commerce: Over 60% of online shoppers prefer mobile-friendly websites, and 84% are willing to install apps for better deals. Mobile commerce accounted for 60% of global e-commerce sales in 2023, with expectations for continued growth.
E-commerce Trends and Statistics for 2025
Growing Adoption of Augmented Reality (AR) in Shopping
- 32% of consumers use AR while shopping.
- 40% are willing to pay more for products that can be tested using AR.
- Nearly 90% of Gen Z shoppers express interest in AR-based shopping experiences.
- Over 90% of Americans currently use or would consider using AR for purchases.
Increasing Demand for Sustainable Brands
- Brands generating more than half of their sales from ESG-related (Environmental, Social, and Governance) products see a 32–34% repeat purchase rate.
- Brands with less than half of their sales from ESG products still achieve a repeat purchase rate just under 30%.
- A PRN survey shows 80% of consumers are more likely to trust companies that publicly validate their sustainability claims.
- 40% of consumers are hesitant to buy from brands not actively tracking sustainability goals.
Expansion of Subscription eCommerce
- The subscription-based eCommerce market is projected to exceed $450 billion by 2025, up from $15 billion in 2019.
- Subscriptions offer a dual benefit: providing consumers with flexible product selection while ensuring predictable revenue streams for businesses.
Enhanced Focus on Customer Loyalty Programs
- 33% of businesses currently without loyalty programs plan to implement one by 2027.
- Seventy-eight % of marketers rely on data-driven strategies to enhance customer engagement and retention.
Wrapping Up
The E-commerce landscape in 2025 reflects a market that is not only expanding in size but also transforming in how consumers shop and what they value. Global and U.S. trends indicate a significant shift toward mobile shopping, sustainability, subscriptions, and AR experiences. The data clearly indicates that convenience, personalization, and trust are becoming increasingly important to customers. Businesses that adapt to these changes and prioritize consumer needs will be better equipped to succeed in the digital marketplace.
