Over one-third of the world’s population is online buyers, making the e-commerce industry lucrative. Therefore, it is crucial to understand your target audience before starting an e-commerce business.
If your target audience is in the United States or worldwide, or you are looking for detailed statistics on the number of online shoppers worldwide and in the United States, look no further.
I have compiled all the essential insights on the number of online shoppers in this article.
Without wasting time, let’s dive right in.
How Many People Shop Online In 2025?
With the growth of e-commerce businesses, it’s no surprise that the number of digital buyers or online shoppers has increased worldwide.
As of 2024, there are 2.71 billion online shoppers globally, and this figure is projected to continue its upward trend in the future, which means 33% of the world’s population shops online.
From 2023 to 2024, an additional 0.07 billion online shoppers were added, with 3.1% year-over-year growth, indicating that 0.07 billion individuals have made their first online purchases.
Online shopping has become easier than ever, thanks to Internet connectivity’s widespread availability.
How Many People Shop Online From 2020 To 2025?
There are several reasons why the number of online shoppers has increased. However, exclusive shopping events, that offer huge discounts, such as Singles’ Day in China and Amazon’s Black Friday, Cyber Monday, and Amazon Prime Day, have significantly impacted the number of online buyers.
According to Oberlo, from 2020 to 2023, 270 million new online shoppers started shopping online.
According to industry experts in the e-commerce industry, the number of online shoppers is expected to reach 2.71 billion and 2.77 billion by the end of 2024 and 2025, respectively.
The following table shows the complete insights of online shoppers from 2020 to 2025.
| Year | The Number of Online Shoppers |
| 2020 | 2.37 billion |
| 2021 | 2.48 billion |
| 2022 | 2.56 billion |
| 2023 | 2.64 billion |
| 2024 | 2.71 billion |
| 2025* | 2.77 billion |
*= Projected
How Many People Shop Online In The United States In 2025?
The United States is one of the leading retail e-commerce markets in the world. Online shopping in the US has become increasingly popular over the past few years, as evidenced by the growing number of people purchasing goods and services over the Internet.
As per Oberlo’s report, the number of online shoppers in the United States has reached 273 million in 2024, which means 80.4% of Americans buy products online as of 2024.
It is observed that there has been an increase of 4.1 million new online shoppers in the United States from 2023 to 2024.
As digital consumption evolves, users aren’t just shopping for physical goods — they’re also investing in exclusive content experiences. The rise of creator-led platforms like Patreon, Cameo, and OnlyFans shows how audiences are willing to pay directly for access and engagement.
For many fans, finding their favorite creators has become part of the digital journey. Here’s a helpful guide on how to find someone on OnlyFans — especially relevant in an era where direct creator-to-fan relationships are reshaping the way we spend online. As online shopping expands to include digital intimacy and personal connection, the definition of “consumer behavior” continues to evolve.
How Many People Shop Online In The United States From 2020 to 2026?
Online buyers in the United States are increasing year by year continuously, but the COVID-19 Pandemic has boosted online shopping more.
Between 2020 and 2023, the number of online shoppers in the United States increased by 10.7 million. In 2022, there were 214.7 billion online buyers.
According to industry experts, it is predicted that by the end of 2024, 223 million people will be online buyers, followed by 284.6 million in 2025 and 310 million in 2026.
Here is a complete insight into the number of online buyers in the United States from 2020 to 2026.
| Year | The Number of Online Shoppers in The United States |
| 2020 | 208.1 million |
| 2021 | 211.4 million |
| 2022 | 214.7 million |
| 2023 | 218.8 million |
| 2024 | 273 million |
| 2025* | 284 million |
| 2026* | 310 million |
*= Projected
Understanding the number of individuals who shop online in the US can offer valuable insight into your business’s potential.
Additionally, it is beneficial to be aware of the rate at which this figure is increasing. These insights can help you to build your marketing strategy in 2024 and further.
Growth Rate Of Online Shopping In The United States
Online shoppers increased by 1.91% in the United States from 2022 to 2023, marking one of the fastest growth rates in the past seven years. In 2022, this growth rate was 1.56%.
It is projected that the number of online buyers will continue to grow at a rate of 1.92% throughout 2023. Additionally, the growth rate of online shoppers is expected to be 1.7% and 1.68% by the end of 2025 and 2026, respectively.
It is worth noting that the rate at which the number of online shoppers increases annually in the US is significantly lower than the growth rate of ecommerce sales.
According to projections, the average annual growth rate of total retail ecommerce sales from 2021 to 2026 is expected to be 12.75%. In contrast, the number of online shoppers is expected to grow at a rate of 1.73% per year during the same period.
Retail E-Commerce Market
As more people shop online, the market for retail e-commerce is also growing. According to Statista, the global retail e-commerce market is projected to experience a compound annual growth rate of 11.34% from 2023 to 2027.
In the US, the Compound Annual Growth Rate (CAGR) of the retail e-commerce industry is 0.48% lower than the global CAGR. It is projected that the retail e-commerce market in the US will grow at a CAGR of 16.4% during this period.
Brazil has the highest predicted compound annual growth rate (CAGR) at 14.63%, followed by Argentina, Turkey, and India with 14.61%, 14.33%, and 13.91%, respectively.
A table shows a complete insight into the CAGR retail e-commerce market by country.
| Country | The Predicted CAGR |
| United States | 16.4% |
| Brazil | 14.63% |
| Argentina | 14.61% |
| Turkey | 14.33% |
| India | 13.91% |
| Mexico | 13.67% |
| Russia | 13.43% |
| South Africa | 12.52% |
| China | 12.36% |
| Italy | 12.25% |
| Global | 11.34% |
| Canada | 10.92% |
| Spain | 10.69% |
| Indonesia | 10.43% |
| Australia | 10.41% |
| Japan | 10.28% |
| Germany | 8.75% |
| France | 8.46% |
| The United Kingdom | 8.42% |
| South Korea | 3.47% |
Online Course Spending
With over 2.64 billion people shopping online in 2025, digital education has also seen a surge in spending, especially as learners prefer self-paced and flexible platforms.
The global e-learning market is projected to surpass $475 billion by 2027, with platforms like Coursera leading the way in accessible higher education and skills training. Many users take advantage of seasonal Coursera Deals to invest in certifications, career development, and upskilling opportunities without the burden of traditional tuition costs. With Coursera Plus, students can access over 7000+ courses across various niche and improve their skills.
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FAQs
California is the leading state for online shopping in the United States, with 56.5% of its population making purchases online. Close behind are Washington and Massachusetts, with 55.3% and 54.7% of their populations engaging in online shopping, respectively.
Men shop online more than women on mobile devices. But when it comes to household spending, women control 80% of online shopping.
People buy everyday food, beverage, tobacco, household items, etc.
China dominates the global ecommerce market, with 46.3% of retail ecommerce sales in the world. In 2022, total online sales in China exceeded the $2.8 trillion mark.
New York City buys most online in the United States. New York is followed by Los Angeles, Houston, Chicago, Phoenix, Dallas, Washington DC, Miami, San Francisco, And Philadelphia.
