Ecommerce Share of Retail Sales (2022–2028)
With the rising dominance of online shopping, it’s no surprise that ecommerce’s market share has been on the increase in recent years. Here’s a breakdown of the ecommerce percentage of retail sales from 2022 to 2028.
Ecommerce market share: key takeaways
- Ecommerce’s market share is expected to exceed 20% globally for the first time in 2024, reaching 20.1%.
- By 2028, the percentage of retail sales online is anticipated to be 22.9% worldwide.
- The US ecommerce market share is forecast at 16.2% in 2024, with Amazon accounting for more than 40% of total online sales.
What percentage of total sales does online sales account for each year?
|
Year |
Ecommerce as a percentage of retail sales |
|
2022 |
18.6% |
|
2023 |
19.4% |
|
2024 |
20.1% |
|
2025 |
20.8% |
|
2026 |
21.5% |
|
2027 |
22.2% |
|
2028 |
22.9% |
What percentage of retail sales are online in 2024?
Analysts predict the global ecommerce share of retail sales will increase this year and hit 20.1%. This marks a 0.7 percentage point rise from 2023 and the first time online sales as a percentage of retail sales are expected to surpass the 20% milestone. In other words, more than $1 out of every $5 spent on retail this year by consumers worldwide will be transacted digitally.
Online retail sales statistics show that 2024 will also mark the first time global ecommerce sales are projected to exceed $6 trillion, after an 8.4% annual increase. In fact, the numbers surrounding the online shopping market share paint a clear picture of how quickly ecommerce has been growing. Just two years ago, the online retail market share was 18.6%. In 2023, this figure rose to 19.4%, as global ecommerce sales reached $5.6 trillion.
Percentage of retail sales online: 2025–2028 forecast
According to experts, ecommerce’s market share of total retail sales will continue to rise for at least four more years. More specifically, increases are projected at 0.7 percentage points annually until at least 2028.
In 2025, the percentage of retail sales online is forecast to increase to 20.8%. This figure is projected at 21.5% and 22.2% in 2026 and 2027, respectively. By 2028, analysts anticipate ecommerce’s market share will rise to 22.9%—representing an overall 4.3 percentage point rise in just six years.
The growing ecommerce market share should come as no surprise, given the increased accessibility and affordability of mobile devices, as well as increased internet use and access worldwide. Despite the increase, this most recent outlook is a downward revision from an earlier forecast by experts.
Ecommerce market share in the US
|
Year |
US ecommerce market share |
|
2022 |
14.4% |
|
2023 |
15.3% |
|
2024 |
16.2% |
|
2025 |
17.1% |
|
2026 |
18.0% |
|
2027 |
19.0% |
|
2028 |
20.0% |
What percentage of retail sales are online in the US?
Let’s zoom in on one of the world’s largest ecommerce markets and look at the online retail market share in the United States.
The numbers show that ecommerce’s market share in the US is lower than global figures. In 2024, the US ecommerce market share is expected to be 16.2%, totaling close to $1.2 trillion in online sales. This is 3.9 percentage points lower than the global ecommerce market share of 20.1%. According to a separate analysis, Amazon, the largest ecommerce company in the US, is set to account for as much as 40.4% of total online sales in the country this year.
This figure is projected to continue rising over the next few years. In 2025, the US ecommerce market share is forecast to be 17.1%, before rising further to 18% in 2026 and 19% in 2027. By 2028, this is anticipated to hit 20%, bringing the total retail ecommerce sales to nearly $1.7 trillion. This marks a 5.6 percentage point increase in six years.