Data includes products or services ordered using the internet via any device, regardless of the method of payment. It excludes travel and event tickets, payments, food services and drinking place sales, gambling, and other vice goods sales.
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Online share of total U.S. retail sales in 2023, by product category
Apparel and accessories was the e-commerce category with the highest share in total retail sales in the United States as of February 2023. **** percent of all retail sales in the fashion segment were generated online. The category with the second-highest percentage of retail sales in the U.S. was furniture, at **** percent. At the other end of the spectrum, office equipment and supplies had the lowest share of retail sales, below *** percent.
The continuous rise of e-commerce
Online shopping is on the rise in the United States. The share of all retail sales in the U.S. stemming from online shopping has increased from *** percent in the first quarter of 2010 to a record-breaking **** percent in the third quarter of 2023. Consequently, the sales of retail e-commerce have surged from ** million U.S. dollars in the first quarter of 2010 to more than *** billion U.S. dollars in the third quarter of 2023. This boom is forecast to continue over the next few years, with the estimated revenue from online sales, including digital services, reaching **** trillion U.S. dollars by 2027.
The king of e-commerce
In the United States, the number of online shoppers continues to grow. In 2023, there were more than a quarter of a million online shoppers, and the number is forecast to reach over *** million by 2028. The most popular online shopping destination in the U.S., Amazon, sees a surge of shoppers during certain shopping occasions, which feature appealing bargains that encourage extravagant spending. In 2023, the biggest increase in sales occurred on Black Friday, with an increase of nearly ** percent. Amazon's deal event for Prime members, Prime Day, saw ** percent more sales. As for Cyber Monday, sales went up by ** percent.
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eMarketer. (March 15, 2023). E-commerce share of total retail sales in the United States as of February 2023, by product category [Graph]. In ÌÇÐÄÆƽâ°æ. Retrieved July 30, 2026, from /statistics/203043/online-share-of-total-us-retail-revenue-projection/
eMarketer. "E-commerce share of total retail sales in the United States as of February 2023, by product category." Chart. March 15, 2023. ÌÇÐÄÆƽâ°æ. Accessed July 30, 2026. /statistics/203043/online-share-of-total-us-retail-revenue-projection/
eMarketer. (2023). E-commerce share of total retail sales in the United States as of February 2023, by product category. ÌÇÐÄÆƽâ°æ. ÌÇÐÄÆƽâ°æ Inc.. Accessed: July 30, 2026. /statistics/203043/online-share-of-total-us-retail-revenue-projection/
eMarketer. "E-commerce Share of Total Retail Sales in The United States as of February 2023, by Product Category." ÌÇÐÄÆƽâ°æ, ÌÇÐÄÆƽâ°æ Inc., 15 Mar 2023, /statistics/203043/online-share-of-total-us-retail-revenue-projection/
eMarketer, E-commerce share of total retail sales in the United States as of February 2023, by product category ÌÇÐÄÆƽâ°æ, /statistics/203043/online-share-of-total-us-retail-revenue-projection/ (last visited July 30, 2026)
E-commerce share of total retail sales in the United States as of February 2023, by product category [Graph], eMarketer, March 15, 2023. [Online]. Available: /statistics/203043/online-share-of-total-us-retail-revenue-projection/
