US Ecommerce Market Share (2022–2028)
Ecommerce’s share of retail sales worldwide is forecast to reach 20.8% in 2025. Put simply, more than one-fifth of retail goods sold will be transacted online. This figure is set to continue rising over the years and is expected to hit 22.9% by 2028.
In the United States, the second-largest ecommerce market, not only has the number of people shopping online been rising, annual ecommerce sales are also setting new records every year. Forecasts show online sales are expected to exceed $1.3 trillion in 2025. This raises the question: What is the US’s ecommerce penetration rate?
US ecommerce market share: highlights
- The US ecommerce penetration rate is forecast to reach 17.1% in 2025, as sales from online transactions hit $1.3 trillion. This marks a 0.9 percentage point annual increase and consistent growth over the years.
- By 2028, the US ecommerce penetration rate is expected to reach 20%, meaning one out of every five retail dollars will be spent online.
- In 2024, clothing leads as the top online shopping category (43%), followed by shoes (33%) and food & beverages (26%).
What percentage of retail sales are online: by year
|
Year |
US ecommerce penetration rate |
|
2022 |
14.4% |
|
2023 |
15.3% |
|
2024 |
16.2% |
|
2025 |
17.1% |
|
2026 |
18.0% |
|
2027 |
19.0% |
|
2028 |
20.0% |
|
2022 |
14.4% |
|
2023 |
15.3% |
|
2024 |
16.2% |
US ecommerce market share: 2022–2025
A recent analysis of US ecommerce market share shows this figure has largely risen year after year over the past few years. In 2022, the US ecommerce penetration rate was 14.4%. In other words, less than $15 out of every $100 spent on retail goods was transacted online.
This rose by 0.9 percentage points in 2023, to 15.3%, before rising further by another 0.9 percentage points in 2024, to 16.2%. The data shows that in 2025, US ecommerce penetration rates are expected to continue on their growth path, reaching 17.1%. This will take total online sales to $1.3 trillion, marking an 8.6% increase from 2024’s $1.2 trillion.
US ecommerce market share: 2026–2028 forecast
By analysts’ estimates, the US ecommerce penetration rate will continue to rise every year until at least 2028. In 2026, this is forecast to reach 18%, a one percentage point rise.
By 2028, $1 out of every $5 spent by consumers on retail merchandise will be bought online. This is as the US ecommerce penetration rate hits 20%. From 2022 to 2028, the US ecommerce market share is predicted to rise from 14.4% to 20%. Online sales are also set to grow by an overall 65.4%, from $1 trillion to $1.7 trillion over the same period.
The US’s rising ecommerce penetration rate should come as no surprise, given the many advantages of online shopping.
US ecommerce penetration rates by category
|
Product category |
Percentage of shoppers who purchased the following products online |
|
Clothing |
43% |
|
Shoes |
33% |
|
Food & beverages (excl. restaurant delivery) |
26% |
|
Cosmetics & body care |
24% |
|
Pet products |
22% |
|
Books, movies, music & games |
21% |
|
Accessories |
19% |
|
Drugstore & health products |
18% |
|
Consumer electronics |
16% |
|
Toys & baby products |
13% |
|
Clothing |
43% |
|
Shoes |
33% |
What products have the highest ecommerce penetration rates?
Recent data shows that in 2024, the top ecommerce categories in the US are led by clothing, with 43% of consumers making apparel purchases online.
Shoes follow at 33%, while food and beverages (excluding restaurant deliveries) rank third at 26%, reflecting the popularity of online grocery shopping. Cosmetics and body care rank fourth (24%), and pet products complete the top five at 22%.