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Online Shopping Statistics You Need to Know in 2024

There was a time when online shopping was a privileged niche. But today, it’s a preferred way to shop for millions globally. Now, picture 2024 as the year online shopping gets even better, with same-day deliveries and subscription services sprinkling a bit of magic into our daily lives.

However, like all good things, online shopping has its fair share of tradeoffs. Sure, you can browse endless products, but you’re also sacrificing the classic in-store experience. Testing out products, trying on clothes, and people interactions are a significant miss. Still, online shopping continues to thrive. 

Home / Blogs / Online Shopping Statistics You Need to Know in 2024
Raghav Tayal

Head Of Operations - Digital Web Solutions

January 10, 2024

Get ready for an inside look into the heart of online shopping in 2024. We are not just throwing numbers at you; we’re unraveling the stories behind the stats. Ever wondered why you find yourself glued to that “Checkout” button? We’re diving into the human side of things, exploring the quirks and motivations that make us keep coming back for more. As tech and our shopping habits shake hands into the future, one thing is for sure- the way we shop is changing, and it’s becoming more personal than ever, right at our fingertips.

Is there an increase in online shopping?

Get ready for some serious shifts in 2024- online shopping is set to undergo significant changes, and it’s not just about buying and selling anymore. The retail landscape is evolving with advancements in technology, a surge in gig economy jobs, and a dedicated industry focus on growth.

In the job market, the projection is significant- the e-commerce industry is anticipated to create around 7 lakh gig jobs by 2024. This isn’t just about transactions; it signifies a substantial impact on employment opportunities.

When we look at the numbers, online shopping claims a substantial 7.9% share of total retail sales, showcasing its increasing importance on the global stage. Traditional retail and e-commerce are experiencing a resurgence, shaped by a shift in consumer behavior following the impact of COVID-19.

Key trends are playing a crucial role in this transformation. Guaranteeing delivery dates and facilitating cross-border delivery are pivotal factors in promoting sustainable trade markets. Additionally, trends like social commerce, personalization, the integration of AR/VR, and the popularity of subscription models contribute to the evolving landscape of e-commerce in 2024.

As these trends take center stage, the arrival is due for a retail evolution where technology, consumer preferences, and market dynamics converge. The future of e-commerce in 2024 isn’t just a continuation of existing patterns; it signifies the industry’s commitment to adapt, innovate, and foster sustained growth.

Online Shopping Statistics (Top Picks)

By all means, 2024 is going to be the year of global e-commerce sales. And the obvious reasons behind it are the increasing demand for variety and convenience. Such factors have also contributed to competitive pricing, leaving similar brands with thin profit margins.

Traditional brick-and-mortar businesses are on the wane as digitally native brands make their mark. The need for instant gratification and ease of use are driving an upward trend in online commerce that shows no sign of slowing down.

  • E-commerce Sales Growth: E-commerce sales witnessed a substantial 25% increase during the COVID-19 pandemic, emphasizing its robust growth.
  • Global Retail Sales Share: By 2024, online shopping is projected to contribute to 21.2% of total global retail sales
  • Q-Commerce Emergence: Quick commerce (Q-commerce) is shaping the online shopping landscape, responding to the demand for swift transactions

How Many Online Shoppers Are There?

With the rise of e-commerce, it’s only natural that the number of online shoppers worldwide rises along with it. As it stands, in 2023, the number of digital buyers is at 2.64 billion. This makes up 33.3% of the population worldwide.

The continuous rise in the number of online shoppers reflects a profound shift in consumer behavior and an increasing affinity for digital transactions. As of 2024, the global online shopping community is witnessing a steady surge, driven by several factors.Consumers’ adoption of digital technologies has reached new heights, contributing to a growing comfort with online transactions. The ease of making purchases from the comfort of one’s home, coupled with enhanced security measures in online transactions, has contributed significantly to this shift.

Furthermore, the evolving landscape of e-commerce, marked by diverse product offerings, personalized shopping experiences, and the convenience of doorstep delivery, has attracted a broader audience to online platforms. As businesses adapt and innovate to meet consumer demands, the online shopping community is expected to continue its growth trajectory.

In essence, the increasing number of online shoppers is a testament to the transformative impact of digitalization on consumer habits and preferences, shaping a new era in retail and commerce.

How Many Online Shoppers Are There In The United States?

The United States remains a pivotal force in the global e-commerce landscape, experiencing a consistent increase in online shoppers. As of the latest data, approximately 218.8 million Americans are actively engaged in online shopping, showcasing a substantial and ongoing trend in digital retail participation. In 2023, the U.S. witnessed 16.4% of its retail purchases occurring online, underlining the significant impact of e-commerce on the nation’s retail sector.

Furthermore, the number of digital buyers in the United States is forecasted to rise steadily between 2023 and 2028, contributing to the global surge in online shoppers. This growth is driven by factors such as increased internet penetration, convenience, and a shift in consumer preferences towards digital transactions. The United States, with its substantial online shopping participation, plays a crucial role in shaping broader e-commerce trends globally, reflecting the evolving nature of consumer behavior and the digital transformation of retail.

Online Shopping Sales Statistics

The landscape of global retail is undergoing a profound transformation, with online shopping emerging as a dominant force. Forecasts indicate that by 2024, online shopping is poised to capture a substantial 21.8% share of global retail sales, solidifying its position as a key player in the market.

Did you know that in 2023 alone, online sales grew by a staggering 27% globally? That’s not just a spike; it’s a surge, a sign that we’re not just warming up to online shopping- we mean business.

As we dig deeper into this wave, we see that it’s not just about the numbers; it’s about the change in how we shop. Alongside the digital cart takeover, 33.3% of the population worldwide prefers to shop online.

But wait, there’s more. In the US, online sales in 2022 hit a jaw-dropping $640 billion, that is, 60% of people in the holiday season, and experts predict that figure is just a glimpse of what’s to come.

So, in the midst of this retail revolution, businesses aren’t just adapting; they’re redefining the game. 

Mobile E-Commerce Statistics

The significance of mobile commerce is underscored by its continual growth, exemplified by the fact that mobile e-commerce sales reached an impressive $2.2 trillion in 2023, constituting a substantial 60% of all e-commerce transactions globally. This shift is not just a numerical increase but a reflection of the evolving shopping habits of consumers who increasingly turn to the convenience and accessibility offered by their mobile devices.

A noteworthy trend is the surge in retail m-commerce sales, accounting for almost 42% of total e-commerce sales in the United States in 2022. Projections for the coming years indicate that m-commerce sales are poised to reach $534.18 billion, representing a significant 40.4% of total e-commerce sales in 2024.

The prevalence of smartphones contributes to the dominance of mobile commerce, with 77% of U.S. adults owning a smartphone and 53% owning a tablet, creating a vast potential customer base for m-commerce. With the majority of consumers owning these devices, businesses are adapting their strategies to optimize for mobile platforms and enhance the overall shopping experience.

Social Media E-Commerce Statistics

The marriage of e-commerce and social media is becoming increasingly influential, reshaping the online shopping landscape and creating novel opportunities for businesses. As per the latest statistics, the integration of e-commerce with social media platforms is not just a trend but a transformative force, providing users with a seamless and enriched shopping experience.

Social commerce, defined as the convergence of social media and e-commerce, is experiencing substantial growth. This trend is reflected in the fact that 12% of all digital buyers in the United States use Instagram, 9% use YouTube, and 8% use TikTok for shopping experiences, emphasizing the diversification of social commerce platforms.

Enhanced Shopping Experiences: The integration of e-commerce into social media platforms aims to create a more immersive and convenient shopping journey for users. This involves features such as in-app purchasing, product tagging, and streamlined checkout processes, all designed to reduce friction in the buying process.

Increasing Investment: Businesses are recognizing the significance of social commerce and are investing significantly in the integration of e-commerce functionalities into social media platforms. This strategic move is crucial to meet the evolving expectations of consumers and capitalize on the growing influence of social commerce.

Global Adoption: The impact of social media e-commerce is not confined to specific regions; it’s a global phenomenon. The seamless integration of shopping capabilities within social platforms transcends geographical boundaries, making it a pervasive and impactful trend worldwide.

E-commerce Marketplace Statistics

E-commerce marketplaces transcend geographical boundaries, providing consumers with access to a vast and diverse range of products from around the world. This global reach has redefined the concept of shopping, allowing consumers to explore and purchase items without constraints imposed by physical locations. Here are some key stats to consider: 

  • Diverse Product Offerings: Marketplaces cater to a broad spectrum of consumer needs by hosting an extensive assortment of products and services. From electronics and fashion to household goods and niche items, these platforms offer unparalleled variety, creating a one-stop destination for diverse shopping requirements.
  • Facilitating Business Growth: For sellers, e-commerce marketplaces serve as powerful platforms to reach a broader audience without the need for extensive marketing efforts. Small and medium-sized businesses, in particular, benefit from the exposure and opportunities these marketplaces provide, contributing to their growth and sustainability.
  • Competitive Pricing and Deals: The competitive nature of e-commerce marketplaces often results in competitive pricing, benefiting consumers. Additionally, the constant pursuit of attracting buyers leads to frequent promotional deals, discounts, and special offers, enhancing the overall value proposition for shoppers.
  • Marketplace Dominance: Some e-commerce marketplaces have achieved significant market dominance. Platforms like Amazon, Alibaba, and eBay have become household names, shaping consumer expectations and influencing industry trends. The influence of these giants extends beyond their respective regions, impacting the global e-commerce landscape

The Impact of COVID-19 on Online Shopping

Remember midnight queues outside grocery stores at the start of the pandemic? As the world began to face lockdowns, it didn’t take long for people to pivot to online shopping. It’s true the digital retail industry has been growing steadily for years, but the arrival of the COVID-19 pandemic propelled this growth to a whole new level.

E-commerce platforms became the preferred shopping destination – from essential goods like groceries and pharmaceuticals to home decor and electronics; everything was just a few clicks away. With lockdown restrictions and social distancing norms in place, consumers found a safe, more convenient shopping alternative online.

The COVID-19 pandemic acted as a catalyst for the surge in online shopping, shaping new consumer behaviors and preferences. Despite the exponential growth in online shopping, businesses are grappling with the persistent challenge of cart abandonment. Recent statistics indicate that the average cart abandonment rate hovers around 70%, a figure that has remained steady since 2014. This phenomenon represents a critical pain point for e-commerce enterprises, prompting a concerted effort to optimize the online shopping experience.

To address this issue, businesses are implementing strategies to enhance user experience, streamline the checkout process, and employ retargeting campaigns. By understanding the factors contributing to cart abandonment, such as unexpected shipping costs or a complicated checkout process, companies aim to minimize these obstacles and encourage customers to complete their purchases.

Consumer Behavior in Online Shopping Statistics

The surge in online shopping has completely shaken up the way we approach buying stuff. Thanks to the ease of digital platforms, we turn into a bunch of researchers before hitting the “buy” button. Statistics reveal that a considerable percentage of consumers prefer to browse online, compare prices, read reviews, and seek product recommendations from various sources before actually buying the product.

This change in how we shop means businesses need to step up their game. It’s not just about having a website that’s a breeze to use and makes us feel like we’re getting a personalized shopping experience.

Think about it- we’re not just picking stuff off shelves; we’re swiping and clicking on screens. It’s not just a competition between products; it’s a race to be the best on our screens. And if businesses want to keep up, they need to dance to the rhythm of our clicks. Whether it’s making websites super easy to navigate, chatting on social media, or using fancy tech to recommend things we didn’t even know we needed- that’s the future. So, in this world of digital shopping, it’s not just about selling stuff; it’s about becoming a part of this online experience.

Online Shopping Trends

The landscape of online shopping is continually evolving, driven by emerging trends that reshape the industry. Noteworthy trends include the rise of Q-commerce (Quick Commerce), where businesses prioritize swift and efficient delivery services to meet the demand for instant gratification. Additionally, the integration of social media into e-commerce platforms has become a prominent trend, enabling seamless shopping experiences directly within social media apps.
Businesses keen on staying competitive and relevant must embrace agility to navigate these trends successfully. This involves adopting cutting-edge technologies, optimizing for mobile shopping experiences, and leveraging data analytics to anticipate and respond to evolving consumer preferences.
The pandemic sure was a game-changer for consumer behavior. Once brick-and-mortar regulars, consumers latched onto the convenience of online shopping, and the trend doesn’t seem to be reversing, even as physical stores have reopened. It’s clear: the pandemic transformed the way we shop, and this change is here to stay.

Many shoppers discovered new brands and products online during the pandemic, while others recognized the advantages of features like curbside pickup or home delivery. The pandemic not only changed what consumers bought but also how they bought. These habits developed during the pandemic will very likely influence the post-pandemic shopping landscape.

The impact of COVID-19 on online shopping is certainly not a passing phase. The habits cultivated during this period have left an indelible impact on e-commerce. This could mean a modern retail world where online stores dominate, physical stores become experiential centers, and retail technology progresses at unprecedented speed.

Businesses have taken note of this shift, investing in improving their online presence, enhancing logistics, and offering seamless online shopping experiences. As brands refine their e-commerce strategies, we are bound to witness a new era of e-commerce, one that is built heavily on lessons learned during the pandemic.

The Rise of Voice Commerce

Imagine a commerce experience without the clicks and taps! Voice-activated shopping, or voice commerce, is making that a reality. Voice commerce is becoming more mainstream due to the ubiquity of voice-controlled devices like Alexa, Siri, and Google Home.

Users simply instruct their chosen device to order a product, and the device does the rest. This hands-free, screen-free shopping capitalises on the convenience factor, and firms that can infiltrate this vertical will unlock a new legion of customers.

The uptake in voice commerce is another testament to the evolution of online shopping. Businesses that harness this trend can offer seamless shopping experiences and stay ahead of the curve. 

The Importance of Sustainability in E-commerce

Sustainability, a term that’s becoming synonymous with customer expectations, is weaving its way into e-commerce practices. As consumers increasingly prioritise eco-friendly businesses, online retailers are stepping up to the plate.

Sustainable e-commerce can be embodied through various strategies, like reducing packaging waste, offsetting carbon emissions, or sourcing ethically-produced products. Put simply, it’s about balancing profitability with responsibility.

Besides being eco-friendly, sustainable practices can drive brand loyalty, bolster reputation, and act as a key differentiator. In essence, sustainability is no longer a luxury but a necessity for online retailers. The road to a greener e-commerce landscape has begun, and early adopters stand to gain the most.

With these trends shaping the online shopping landscape, gear up for an interesting ride into the future of e-commerce. These developments are not mere possibilities- they are the reality that awaits in the not-so-distant future. Being ahead of these waves matters – not just in staying relevant, but also in creating a memorable shopping experience that customers will return to. And that’s perhaps the biggest takeaway for businesses: in the quest to build better shopping experiences, there’s no finish line. It always pays to look ahead. Prepare, adapt, and succeed in the e-commerce world of tomorrow.

E-commerce, fundamentally reshaped by the pandemic, faces its own new normal. Certainly, this profound shift in shopping habits will influence what comes next in the online shopping world.

Final Thoughts: Online Shopping Statistics

As we navigate the evolving landscape of online shopping in 2024, it’s evident that the digital transformation triggered by the COVID-19 pandemic continues to redefine consumer preferences and reshape the global retail industry. Businesses must stay attuned to these trends, adapting strategies to meet the changing demands of the online-savvy consumer.

Artificial Intelligence (AI) and Virtual Reality (VR) are rewriting the online shopping playbook. These technologies are quickly embedding themselves into the e-commerce landscape, providing unique, interactive, and personalized shopping experiences.

AI primarily finds its footing in customer service bots and tailored product suggestions, making 24/7 assistance and personalization a standard for online shopping. In turn, it ameliorates the buying journey by offering more relevant product complications and optimizing searches to closely match customer preferences.

With VR, customers can virtually try on or explore products without stepping foot in physical stores. Whether it’s an immersive 360-degree view of a designer handbag or a virtual fitting room, VR validates online purchases, reducing return rates.

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