52 Noteworthy Online Shopping Statistics in 2019

Andrew Zangre
Andrew Zangre  |  March 8, 2019

It’s quite a feeling, shopping in your pajamas.

This has probably long been an option for you, depending on your personality and your shopping preferences (it has for me). But with e-commerce platforms and the ongoing online retail revolution, PJs have become unofficial shopping attire.

You can buy everything online and in many cases, see it arrive at your door in minutes. Modern consumerism is easy, perhaps too much so. Not only has it loosened our spending habits, it has shuttered brick-and-mortar stores that can’t compete with the convenience of online shopping — from family-owned greeting card stores to big-name retailers like Sports Authority.

In-person purchases still dominate the retail market, but the “Pajamas Effect” is an undeniable force and a behavior we’re unlikely to relinquish anytime soon. Online’s share of sales has climbed exponentially since 2009 and shows no sign of stalling.

For small businesses in the retail space, creating an online experience is a unique challenge, one that continues to evolve at a rapid pace. (Here are some noteworthy small business statistics.) But there’s no denying the benefits, especially how it can get your product to people who can’t readily access your physical location. Countless businesses are skipping the physical store altogether, delivering products from a warehouse or even their home. Now running a store in your pajamas — that’s something to aspire to.

To explore this topic and what it means for you, here is a compilation of online shopping statistics based on recent studies. No matter where you stand on this, it’s important to understand the far-reaching impact of e-commerce and online retail and the habits of your hoped-for customers.

General online shopping statistics

  • E-commerce sales made up around 10 percent of total U.S. retail sales in the third quarter of 2018. (U.S. Census Bureau, 2018)
  • 69 percent of Americans say they’ve purchased an item online. (NPR/Marist, 2018)
  • 25 percent of adults in the U.S. purchase an item online at least once a month. (NPR/Marist, 2018)
  • 58 percent of American adults have purchased clothing or shoes online. (NPR/Marist, 2018)
  • 22 percent of total apparel sales took place online in 2018. (The Atlantic, 2019)
  • 30 percent of total computer and electronics sales took place online in 2018. (The Atlantic, 2019)
  • 80 percent of shoppers want same-day shipping (ivesp, 2018)
  • 3 percent of global grocery sales took place online in 2018. (The Atlantic, 2019)
  • It is estimated 20 percent of global grocery sales will take place online by 2020, reaching $100 billion in sales along the way. (Forbes, 2018)
  • In South Korea, 20 percent of consumers already buy groceries online. (The Atlantic, 2019)
  • The Chinese have the largest e-commerce market in the world, spending nearly twice online as second-place Americans. (Shopify, 2018)
  • 56 percent of online shoppers say they still appreciate the in-person experience over digital retailers. (NPR/Marist, 2018)
Online shopping statistics

 

  • In 75 percent of e-commerce website visits, the customer leaves without buying anything. (Forbes, 2018).

Holiday shopping statistics

  • U.S. shoppers spent $126 billion on online shopping over the 2018 holiday season. (Reuters, 2019)
  • Online holiday spend in the U.S. increased 16.5 percent between 2017 and 2018. (Reuters, 2019)
  • Mobile platforms made up 51 percent of retail traffic in the 2018 holiday season. (Reuters, 2019)
  • Cyber Monday 2018 (the Monday after Thanksgiving) was the single biggest online shopping day in U.S. history, with nearly $8 billion spent. (Reuters, 2019)
  • 69 percent of consumers are more likely to finance online purchases during the holiday season. (Entrepreneur.com, 2018)

Amazon statistics

  • 44 percent of online shoppers say Amazon is their first stop when making an online purchase. (NPR/Marist, 2018)
  • 63 percent of Americans say they’ve purchased an item through Amazon. (NPR/Marist, 2018)
  • In 2017, Amazon claimed 43.5 percent of the total online retail market. (Forbes, 2018)
  • In 2018, Amazon claimed 54.1 percent of the total online retail market. (Business Insider, 2019)
Amazon statistics

 

  • 92 percent of America’s online shoppers say they’ve bought something on Amazon. (NPR/Marist, 2018)
  • 100 million people worldwide, including 75 million Americans, pay for Amazon Prime. (NRP/Marist, 2018)
  • 2 percent of Amazon Prime members say they make a purchase through the site every day. (NPR/Marist, 2018)
  • 69 percent of Amazon customers say they usually purchase household basics through the site. (NPR/Marist, 2018)

Benefits of online shopping statistics

  • 39 percent of online shoppers say speed is the largest factor when choosing to purchase online over brick-and-mortar. (NPR/Marist, 2018)
  • 23 percent of online shoppers say price difference is the largest factor when choosing to purchase online over brick-and-mortar. (NPR/Marist, 2018)
  • 23 percent of online shoppers say difficulty getting to a physical store is the largest factor when choosing whether to purchase online. (NPR/Marist, 2018)
  • 56 percent of online shoppers say the availability of recommendations on an online retailer’s site is influential in their decision whether to shop online. (NPR/Marist, 2018)
  • 78 percent of online shoppers value the availability of product reviews by other shoppers. (NPR/Marist, 2018)
  • 78 percent of online shoppers value the lack of lines and other shoppers in the online retail experience. (NPR/Marist, 2018)
Online shopping factors

 

  • The ability to shop day or night is a major factor for 64 percent of online shoppers when deciding whether to buy online. (NPR/Marist, 2018)
  • The ease of finding a certain item is a major factor for 62 percent of online shoppers when deciding whether to buy online. (NPR/Marist, 2018)
  • Saving time is a major factor for 58 percent of online shoppers when deciding whether to buy online. (NPR/Marist, 2018)
  • 90 percent of online shoppers prefer free shipping, even if their package takes longer to arrive. (NPR/Marist, 2018)
  • 39 percent of online shoppers say a retailer’s free return policy largely influences their decision whether to buy online. (NPR/Marist, 2018)

Want 1,000's of data points? Get E-Commerce software stats →

Social shopping statistics

  • Nearly 25 percent of business owners are selling through Facebook. (Forbes, 2018)
  • 40 percent of business owners are using social media in general to generate sales. (Forbes, 2018)
  • 41 percent of brands on Instagram have used the shoppable posts feature. (Shopify, 2018)
  • The top 500 retailers generated nearly $6.5 billion from social shopping in 2017. (Adweek, 2018)
  • 23 percent of consumers say that recommendations on social media influence their buying decisions. (Forbes, 2018)
  • 87 percent of e-commerce shoppers believe social media plays a vital role in their shopping decisions. (Adweek, 2018)
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  • 74 percent of consumers say there has been a direct link between watching a video on social media and purchasing something. (Adweek, 2018)
  • 30 percent of consumers say they would make purchases through Instagram, Snapchat, Twitter or Pinterest. (Forbes, 2018)
  • Over 550 million people use Facebook’s Marketplace. (ZDNet, 2018)
  • Social commerce campaigns generate up to 18X the engagement of regular social media updates (Jumper, 2019)

Voice assistant statistics

  • 47 percent of voice assistant owners use smart speakers to research products. (Adweek, 2018)
  • 43 percent of voice assistant owners use smart speakers to create shopping lists. (Adweek, 2018)
  • 32 percent of voice assistant owners use smart speakers to compare product prices. (Adweek, 2018)
  • 25 percent of voice assistant owners have used smart speakers for one-time delivery purchases. (Adweek, 2018)
  • 21 percent of voice assistant owners have used smart speakers to reorder something they buy regularly. (Adweek, 2018)
  • 10 percent of Amazon Alexa users who made a purchase through voice shopping did so on multiple occasions. (Forbes, 2018)

Should your business offer online shopping?

For the time being, physical retail is still the top dog. But to get your product out to people across the country and the world — or even across town, in a pinch — online shopping is an unparalleled tool.

If you’re not up and running, but wanna get there, you can experiment with one of the best e-commerce website builders or discuss your needs with some e-commerce development companies. (Bonus points if you wear your pajamas.)

Want some more? Check out our list of Amazon statistics

Andrew Zangre
Author

Andrew Zangre

Zangre is a Senior Research Specialist who helped with spearheading G2 Crowd’s expansion into B2B Services. He studied journalism at the University of North Florida — which is still undefeated in football — and joined G2 Crowd in 2016 when there was only one other “Andrew.” He has enjoyed contributing to newspapers and online publications while pursuing music and comedy projects in his free time.