How Many People Shop Online in the US? (2020–2029)
When starting an ecommerce business, one of the initial steps is to gain a good understanding of your target market. This covers basic information, such as the number of potential buyers, as well as specifics such as their online habits and shopping preferences.
If you’re targeting an audience in the United States, one crucial question you have to ask is: How many people shop online in the US?
US online shopping: key takeaways
- As of 2024, there are 273.49 million online shoppers in the US, marking a 5.6% increase from the previous year.
- The number of online shoppers is expected to rise annually, reaching 333.5 million by 2029.
- Clothing is the leading ecommerce category in the US, with 43% of consumers having made purchases in this category online in the past year.
US online shopping: number of ecommerce users
|
Year |
No. of online shoppers |
Annual change |
|
2020 |
211.67 million |
|
|
2021 |
228.19 million |
+7.8% |
|
2022 |
244.23 million |
+7.0% |
|
2023 |
259.06 million |
+6.1% |
|
2024 |
273.49 million |
+5.6% |
|
2025 |
288.45 million |
+5.5% |
|
2026 |
301.87 million |
+4.7% |
|
2027 |
313.01 million |
+3.7% |
|
2028 |
323.77 million |
+3.4% |
|
2029 |
333.50 million |
+3.0% |
How many people shop online in the US in 2024?
US online shopping has been growing in popularity over the past few years, demonstrated by the increasing number of individuals buying goods and services online.
A recent study reveals that in 2024, there are 273.49 million online shoppers in the US, up by 14.43 million from the previous year. The number of digital shoppers is set to increase in the coming years: 288.45 million ecommerce shoppers are expected in 2025, 301.87 million in 2026 (surpassing 300 million for the first time), 313.01 million in 2027, and by 2029, the number is anticipated to reach 333.50 million.
Knowing how many people shop online in the US is useful, as it offers insight into the potential scale of your business. Additionally, it’s helpful to know how quickly this number is growing year after year.
US online shopping: 2020–2029 annual growth rates
The number of people shopping online in the US in 2024 marks a 5.6% annual increase from 2023, which is the slowest growth expected in at least four years. For context, the growth rates for 2022 and 2023 were 7% and 6.1%, respectively.
The growth rate of the number of consumers making online purchases is expected to decelerate in the coming years. In 2025, this is forecast to slow to 5.5%, before slowing further to 4.7% in 2026 and 3.7% in 2027. Projected annual growth rates are 3.4% for 2028 and 3% for 2029.
From 2020 to 2029, the number of people shopping online in the US is set to increase by 57.6% overall and at an average annual growth rate of 5.2%.
US online shopping: top categories
As US online shopping continues to grow, it’s also crucial to understand what consumers are purchasing to help identify potential business opportunities.
|
Ecommerce category |
Percentage of US consumers who have purchased items in this category online in the past year |
|
1. Clothing |
43% |
|
2. Shoes |
33% |
|
3. Food & beverages (excl. restaurant delivery) |
26% |
|
4. Cosmetics & body care |
24% |
|
5. Pet products |
22% |
|
6. Books, movies, music & games |
21% |
|
7. Accessories |
20% |
|
8. Drugstore & health products |
18% |
|
9. Consumer electronics |
17% |
|
10. Toys & baby products |
14% |
A recent analysis of the top ecommerce categories in the US shows that clothing is the most popular, with as many as 43% of consumers buying items in this category online in 2024. This is followed by shoes (33%), food and beverages (26%), cosmetics and body care (24%), and pet products (22%).