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7 Fascinating Online Shopping Statistics for 2024 (+ How to Capitalize)

eCommerce growth suggests that convenience, enhanced security, and improved user experience are critical factors driving consumer behavior in the online shopping landscape.

a woman with glasses sitting in front of a wall
By Arjel Vajvoda
Joel Taylor - Editor for Fast Simon
Edited by Joel Taylor
Oli Kashti - Writer and Fact-Checker for Fast Simon
Fact-check by Oli Kashti

Published June 23, 2024.

A woman sitting at a table using a cell phone and credit card for online shopping

As the natural state of the world shifts towards more digital infrastructure, people are turning their shopping online. This is driven by the rise of eCommerce that promises simplicity and time-saving in the following ways:

  • Ease of use: Customers can browse, compare, and purchase products from anywhere and at any time.
  • Mobile shopping: The mCommerce trend allows customers the convenience of purchasing products from smartphones or tablets which is reinforced by constant improvements in mobile technology.
  • Wider selections: Online platforms typically offer a wider selection of products than traditional retail stores due to lower overhead costs.
  • Competitive pricing: eCommerce platforms use algorithms to optimize pricing and personalized product recommendations, helping to attract price-sensitive consumers.

Example: Temu, a Chinese eCommerce platform launched in 2022, grew to over 70 million active users in the United States by May 2023 and achieved a monthly gross merchandise volume (GMV) of $1 billion by June 2023. This explosive growth has propelled it to become the world's second-largest online retail giant (just behind Amazon) by December 2023 with 467 million users.

Temu's growth is just one of the many fascinating online shopping statistics, and here are 7 more.

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How Online Shopping Differs Worldwide

The online shopping landscape in 2024 exhibits distinct regional trends influenced by technological adoption, demographic shifts, and consumer behaviors:


This region is experiencing the fastest growth in eCommerce, driven by a high adoption rate of new technologies and a young, tech-savvy population. The dynamic integration of mobile shopping and social media marketing platforms significantly contributes to this rapid expansion, making online shopping increasingly popular among younger generations​.

» Don't forget to leverage this trend and optimize your website for mobile

United States

While the U.S. market is more mature, it continues to see significant growth in online shopping partly due to the widespread use of mobile devices and the prevalence of social media and subscription services​.

Additionally, the rise of voice search and mobile-first user experience design are key trends. A significant portion of eCommerce sales now occur on mobile devices, reflecting the shifting preferences towards more integrated and convenient shopping experiences​​.


Inflation and economic pressures are shaping consumer spending behaviors in Europe, with a focus on value and cost-effectiveness. European consumers are becoming more intentional about their online purchases, looking for products that offer the best balance of quality and price. This shift is influencing eCommerce platforms to adapt their offerings and marketing strategies to emphasize value and quality​.

1. The Number of Global Online Shoppers Is Projected to Increase From 2.33 Billion in 2023 to 2.54 Billion by 2025

This statistic signifies not only the widespread adoption of online shopping but also its integration into daily life across diverse regions worldwide. It reflects an evolving consumer behavior where digital platforms are becoming a primary venue for shopping due to their convenience and accessibility.

Number of online shoppers worldwide
Source: Capital One Shopping

Contributing Factors

  • Technological advancements: Innovations in mobile technology and internet accessibility have made online shopping more accessible and convenient. Enhanced connectivity allows more consumers, especially in developing regions, to participate in eCommerce.
  • Pandemic influence: The COVID-19 pandemic accelerated the shift towards online shopping as consumers sought safer shopping alternatives.
  • Increased consumer trust and payment options: Improvements in online payment systems and more robust consumer protection have increased trust in eCommerce.

Opportunities for eCommerce Merchants

  • Market expansion: As more of the world's population starts shopping online, businesses have a substantial opportunity to enter new markets or expand into existing ones.
  • Customization and personalization: Businesses can leverage data analytics to offer personalized shopping experiences, which can increase customer satisfaction and loyalty​.
  • Innovation in service delivery: The increase in online shoppers calls for innovative solutions in delivery and customer service, such as the use of AI and automation to enhance efficiency.

» Here are 5 elements you should personalize on your Shopify store

2. Mobile eCommerce Sales Are Expected to Hit $4.999 Trillion by 2025

This statistic underscores the increasing reliance on mobile platforms for shopping, reflecting broader trends in consumer behavior where convenience and accessibility are paramount. It indicates a substantial growth in the volume and value of transactions conducted via mobile devices.

Mobile eCommerce sales
Source: Demandsage

Contributing Factors

  • Widespread adoption of smartphones: The ubiquitous presence of smartphones globally has made mobile commerce more accessible, enabling more consumers to shop anytime and anywhere.
  • Improved mobile shopping experiences: Enhancements in mobile technology, such as faster internet speeds and better user interfaces, have made shopping on mobile devices more appealing.
  • Increase in mobile payment solutions: The proliferation of mobile payment options that offer secure and convenient transactions has encouraged more consumers to shop on mobile devices.

Opportunities for eCommerce Merchants

  • Market expansion: Retailers have the opportunity to reach a broader audience, especially in regions with high mobile penetration but lower access to traditional banking.
  • Personalization: Mobile platforms offer unique data insights that can be used to personalize the shopping experience, potentially increasing customer satisfaction and loyalty.
  • Innovation in delivery and logistics: The rise in mobile commerce creates opportunities for innovations in delivery and logistics solutions, aimed at enhancing the speed and convenience of mobile shopping.

» Have an app? Here's how to add search to your mobile app

3. About 77% of Consumers Purchase From Brands They Follow on Social Media

This statistic from WebFX showcases the significant influence of social platforms like Instagram, TikTok, and Twitter on consumer behavior. It represents the merging of social engagement with purchasing activities, where consumers are increasingly relying on social media not just for connecting with others but also for making purchasing decisions.

Contributing Factors

  • Trust and familiarity: Consumers tend to develop a sense of trust with the brands they follow on social media, which can translate into purchasing decisions​.
  • Targeted advertising and content: Social media advertising's personalized nature, which allows brands to target specific demographics and interests, helps them effectively reach potential buyers​.
  • Influence of social proof and influencers: The impact of social proof, where consumers see positive testimonials and endorsements from other users and influencers, heavily influences buying decisions​​.

Opportunities for eCommerce Merchants

  • Expanded reach: Social media provides brands with the opportunity to reach a global audience more easily and at a lower cost than traditional media.
  • Enhanced customer insights: The analytics provided by social media platforms can offer deep insights into customer preferences and behavior, enabling more targeted marketing strategies.
  • Increased sales through direct features: Features like Instagram Shopping and Facebook Marketplace allow businesses to sell directly through these platforms, potentially increasing conversion rates​.

4. Approximately 41% of Americans Shop Online Weekly

This statistic highlights a significant habituation among U.S. consumers surrounding the convenience of online shopping. This regular engagement indicates that a substantial portion of the population incorporates online shopping into their routine.

Americans shop online once a week

Contributing Factors

  • Convenience: The primary factor driving this statistic is the convenience offered by online shopping, allowing consumers to purchase products anytime and anywhere without the need for physical store visits.
  • Wide product selection: Online platforms provide access to a broader range of products than is typically available in physical stores, catering to diverse consumer needs and preferences.
  • Technological advancements: The widespread use of smartphones and improved internet connectivity makes it easier for more people to shop online frequently​.

Opportunities for eCommerce Merchants

  • Targeted marketing: Businesses can leverage data analytics to understand consumer behavior better and tailor marketing strategies to individual preferences, potentially increasing conversion rates.
  • Subscription services: There is an opportunity to introduce subscription models where customers receive regular deliveries of their frequently purchased products, enhancing convenience and improving customer loyalty.
  • Enhanced customer experience: Implementing advanced technologies like AI and machine learning can help personalize the shopping experience through effective merchandising, making it more engaging and efficient for frequent shoppers.

» Don't forget about SMS marketing and email remarketing

5. Nearly 40% of U.S. Internet Users Engage With Voice Assistants Like Alexa or Google Assistant for Shopping

This statistic by the Future of Commerce indicates a growing comfort and reliance on voice technology for making purchasing decisions, reflecting how voice interaction is becoming integrated into the everyday consumer shopping experience.

Contributing Factors

  • Technological integration and convenience: The increasing integration of voice assistants into a wide range of devices, including smartphones and smart speakers, makes them readily accessible and convenient for users. This ease of use encourages more consumers to try voice commands for shopping.
  • Improvements in AI and machine learning: Enhancements in artificial intelligence and machine learning have improved the accuracy and responsiveness of voice assistants, making them more efficient at understanding and processing user requests​​​​.
  • Pandemic-driven changes in consumer behavior: The shift in consumer behavior due to the COVID-19 pandemic has also played a role. With more people staying home, the use of voice-assisted devices for shopping has increased as a hands-free, convenient option.

Opportunities for eCommerce Merchants

  • Market expansion: There's significant potential for growth in voice commerce as technology advances and becomes more integrated into consumer lives. Companies can expand their market by innovating in voice shopping experiences.
  • Personalization of shopping experience: Voice technology offers unique opportunities for personalizing the shopping experience. By analyzing voice data, companies can provide tailored recommendations, improve their site search functionality, and improve customer service.
  • Engagement with a broader consumer base: Voice assistants can make online shopping more accessible to people with disabilities or those who are less tech-savvy, broadening the customer base for eCommerce businesses

6. The Use of Digital Wallets Like PayPal, Apple Pay, and Google Wallet Has Increased by 40% Over the Past Two Years

This statistic from Optinmonster illustrates a significant shift towards these platforms as preferred payment methods. This trend indicates that more consumers are prioritizing convenience and security in their transactions, which these digital wallets are designed to provide.

Contributing Factors

  • Enhanced security features: Digital wallets offer advanced security measures such as encryption and tokenization, which safeguard user information during transactions.
  • Widespread smartphone usage: The proliferation of smartphones has facilitated the adoption of digital wallets, as more consumers use mobile devices for a variety of transactions, including shopping and payments.
  • Consumer demand for convenience: The convenience of storing multiple payment methods in one secure place and making quick payments with just a few taps or clicks is appealing to consumers, driving the adoption of digital wallets.

Opportunities for eCommerce Merchants

  • Market expansion: There is significant potential for growth in new markets, especially in regions with increasing access to the Internet and mobile devices.
  • Innovation in payment technologies: Companies can innovate by integrating features such as loyalty programs and personalized offers, enhancing user engagement.
  • Enhancing user experience: Improving the user interface and simplifying the payment process can attract more users and increase transaction volumes.

7. 44% of Consumers Would Rather Communicate With Chatbots

This statistic by humley suggests a significant openness among shoppers to engage with AI-driven customer service tools during their buying process. This reflects a shift towards more interactive and automated solutions in the online shopping experience, where chatbots offer a blend of convenience and efficiency in customer service.

Contributing Factors

  • Technological familiarity: As consumers become more accustomed to digital interfaces and technology, their comfort level with using AI-driven tools like chatbots for transactions increases​​.
  • Efficiency and convenience: Chatbots provide immediate responses to customer inquiries, which is highly valued by shoppers looking for quick and hassle-free shopping experiences​​.
  • Enhanced customer service capabilities: Continuous improvements in AI and machine learning in site search have enabled chatbots to deliver not only basic information but also handle complex customer service interactions effectively​.

» Struggling with search functionality? See these site search best practices

Opportunities for eCommerce Merchants

  • Scalability: Chatbots can be great on-site search tools that allow businesses to handle large volumes of customer interactions simultaneously, reducing wait times and increasing efficiency​.
  • Cost reduction: Businesses can significantly reduce the costs associated with customer service by automating common inquiries and tasks, allowing human agents to focus on more complex issues​.
  • Data collection and insights: Chatbots also offer an excellent opportunity for businesses to collect data on customer preferences and behaviors, which can be used to tailor marketing strategies and improve product offerings​​.

Pro tip: Don't forget to maintain accuracy, relevance, and the human touch. AI is a great tool, but it needs to be checked by a person to make it seem as natural as possible to customers.

» Make sure you understand the difference between product search and product discovery

Leverage the Online Shopping Boom

These statistics reflect several key trends in the state of online shopping in 2024. The significant shift towards mobile commerce, the integration of AI and automation through chatbots and voice assistants, and the overall increase in eCommerce adoption suggests that convenience, enhanced security, and improved user experience are critical factors driving consumer behavior in the online shopping landscape.

» Need more stats? Here are 7 personalization statistics