Key insights
- Main reason online shoppers buy directly from brands
- Better price

Detailed statistics
Main factors that would motivate D2C purchases worldwide 2024
- Conversion rate of general apparel
- 2%

Detailed statistics
Global conversion rates in selected verticals 2026
- Top social media platform for online shopping

Detailed statistics
Social networks most likely to be used to make online purchases globally 2025
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Current statistics on this topic
Recommended statistics
Discovery and research
8
- Top channels where consumers start their shopping journey worldwide 2024
- Main sources for online shopping inspiration worldwide 2025
- Leading channels for product search worldwide 2025
- People researching online before major purchases in selected countries worldwide 2025
- Top products categories consumer research the most through UGC worldwide 2024
- Product purchase and research online APAC 2024, by country
- Share of shoppers researching brands online in selected markets in Latin America 2024
- Share of consumers mainly researching products online in the UK 2025, by category
Discovery and research
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Top channels where consumers start their shopping journey worldwide 2024

Top channels where consumers start their shopping journey worldwide 2024
Main channels where consumers start their shopping journey worldwide in 2024
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Main sources for online shopping inspiration worldwide 2025

Main sources for online shopping inspiration worldwide 2025
Leading sources of inspiration for online shoppers worldwide in 2025
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Leading channels for product search worldwide 2025

Leading channels for product search worldwide 2025
Leading channels for product search worldwide in 2025
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People researching online before major purchases in selected countries worldwide 2025

People researching online before major purchases in selected countries worldwide 2025
Share of people researching online before major purchases in 53 countries & territories worldwide, as of January 2025
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Top products categories consumer research the most through UGC worldwide 2024

Top products categories consumer research the most through UGC worldwide 2024
Main product categories consumer research the most through user-generated content (UGC) worldwide in 2024
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Product purchase and research online APAC 2024, by country

Product purchase and research online APAC 2024, by country
Customers who purchased and researched new products online in the Asia-Pacific region in 2024, by country
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Share of shoppers researching brands online in selected markets in Latin America 2024

Share of shoppers researching brands online in selected markets in Latin America 2024
Percentage of internet users researching brands, products, and services online before making a purchase in selected countries in Latin America as of 3rd quarter 2024
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Share of consumers mainly researching products online in the UK 2025, by category

Share of consumers mainly researching products online in the UK 2025, by category
Share of consumers mainly browsing, researching, and looking for inspiration online on what to buy in the United Kingdom in 2025, by product category
Purchase
7
- Distribution of purchases of online shoppers worldwide 2025, by channel
- Global online retail website visits and orders 2026, by device
- Social media shoppers 2024, by generation
- Leading cross-border online shopping product categories 2025
- Share of online consumers purchasing from sustainable stores worldwide in 2024
- Share of internet users who made weekly online purchases APAC 2025, by country
- Share of consumers who bought mainly online in Europe 2025, by product category
Purchase
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Distribution of purchases of online shoppers worldwide 2025, by channel

Distribution of purchases of online shoppers worldwide 2025, by channel
Distribution of purchases of online shoppers worldwide as of April 2025, by channel
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Global online retail website visits and orders 2026, by device

Global online retail website visits and orders 2026, by device
Distribution of retail website visits and orders worldwide in 1st quarter 2026, by device
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Social media shoppers 2024, by generation

Social media shoppers 2024, by generation
Share of consumers buying products on social media in 2024, by generation
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Leading cross-border online shopping product categories 2025

Leading cross-border online shopping product categories 2025
Most popular cross-border online shopping product categories worldwide in 2025
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Share of online consumers purchasing from sustainable stores worldwide in 2024

Share of online consumers purchasing from sustainable stores worldwide in 2024
Share of online consumers choosing to purchase from sustainable stores worldwide in 2024, by age
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Share of internet users who made weekly online purchases APAC 2025, by country

Share of internet users who made weekly online purchases APAC 2025, by country
Share of internet users who made weekly online purchases in the Asia-Pacific region in 2025, by country or territory
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Share of consumers who bought mainly online in Europe 2025, by product category

Share of consumers who bought mainly online in Europe 2025, by product category
Share of consumers in selected European countries who used online as their main shopping channel in 2025, by product category
Checkout
5
- Global conversion rates in selected verticals 2026
- Global online shopping add-to-cart rate 2024, by device
- Quarterly global online shopper conversion rate 2025-2026, by country and region
- Global cart abandonment rate 2025, by category and device
- Main reasons for cart abandonment among online shoppers worldwide 2026
Checkout
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Global conversion rates in selected verticals 2026

Global conversion rates in selected verticals 2026
Online shopping conversion rate in selected verticals worldwide in 1st quarter of 2026
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Global online shopping add-to-cart rate 2024, by device

Global online shopping add-to-cart rate 2024, by device
Add-to-cart rate of online shoppers worldwide as of December 2024, by device
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Quarterly global online shopper conversion rate 2025-2026, by country and region

Quarterly global online shopper conversion rate 2025-2026, by country and region
Conversion rate of online shoppers worldwide from 1st quarter 2025 to 1st quarter 2026, by country and region
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Global cart abandonment rate 2025, by category and device

Global cart abandonment rate 2025, by category and device
Cart abandonment rate in selected categories worldwide as of 3rd quarter 2025, by device
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Main reasons for cart abandonment among online shoppers worldwide 2026

Main reasons for cart abandonment among online shoppers worldwide 2026
Top reasons for cart abandonment among online shoppers worldwide in 2026
Payments
5
- Online payment users in selected countries worldwide 2025
- Use of payment methods for e-commerce in America and Europe 2024, by generation
- Leading factors in choosing online payment methods in 2024, by age and gender
- E-commerce payment method breakdown in Latin America 2025, by country
- BNPL use as a payment method for e-commerce in 7 countries in Europe and NA 2024
Payments
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Online payment users in selected countries worldwide 2025

Online payment users in selected countries worldwide 2025
Share of people using online payments in 53 countries & territories worldwide, as of January 2025
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Use of payment methods for e-commerce in America and Europe 2024, by generation

Use of payment methods for e-commerce in America and Europe 2024, by generation
Share of consumers using selected online payment methods during their e-commerce activities in America and Europe in 2024, by generation
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Leading factors in choosing online payment methods in 2024, by age and gender

Leading factors in choosing online payment methods in 2024, by age and gender
Most important factors for consumers worldwide to determine what online payment method to use in 2024, by demographic
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E-commerce payment method breakdown in Latin America 2025, by country

E-commerce payment method breakdown in Latin America 2025, by country
Distribution of the e-commerce transaction value in selected Latin American countries in 2025, by payment method
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BNPL use as a payment method for e-commerce in 7 countries in Europe and NA 2024

BNPL use as a payment method for e-commerce in 7 countries in Europe and NA 2024
Share of consumers in selected countries in Europe and North America who used buy now, pay later (BNPL) to pay for e-commerce in 2024
Deliveries and returns
8
- Customers delivery preferences worldwide 2026
- Main priorities for delivery in online shopping 2025
- Cross-border customers satisfied with selected delivery process elements 2024
- Shoppers expecting two-day deliveries of online purchases in Europe 2025, by category
- Online shoppers use of sustainable deliveries in Latin America 2024, by country
- Leading reasons for online purchase returns 2026
- Customers return preferences worldwide 2026
- Main preferences for online purchase returns in the U.S. 2024
Deliveries and returns
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Customers delivery preferences worldwide 2026

Customers delivery preferences worldwide 2026
Customer delivery preferences for online shopping worldwide in 2026
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Main priorities for delivery in online shopping 2025

Main priorities for delivery in online shopping 2025
Most important delivery features for online shopping in 2025
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Cross-border customers satisfied with selected delivery process elements 2024

Cross-border customers satisfied with selected delivery process elements 2024
Share of cross-border customers satisfied with selected delivery process elements worldwide in 2024
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Shoppers expecting two-day deliveries of online purchases in Europe 2025, by category

Shoppers expecting two-day deliveries of online purchases in Europe 2025, by category
Share of consumers expecting two-day deliveries of online purchases in selected European countries in 2025, by product category
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Online shoppers use of sustainable deliveries in Latin America 2024, by country

Online shoppers use of sustainable deliveries in Latin America 2024, by country
Use of sustainable deliveries by online shoppers in selected Latin American countries in 2024
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Leading reasons for online purchase returns 2026

Leading reasons for online purchase returns 2026
Reasons for returning online purchases according to shoppers worldwide in 2026
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Customers return preferences worldwide 2026

Customers return preferences worldwide 2026
Customer return preferences for online shopping worldwide in 2026
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Main preferences for online purchase returns in the U.S. 2024

Main preferences for online purchase returns in the U.S. 2024
Leading return preferences among online shoppers in the United States in 2024
Behavioral trends
6
- Generative AI usage in online shopping 2024, by purchase stage
- E-commerce user preferences for generative AI tools 2024
- Interest in AI during the shopping process worldwide 2024, by generation
- Loyalty scheme adoption in e-commerce worldwide 2024, by retailer type
- Use of chatbots on brand websites worldwide 2024, by age
- Online product reviews writing frequency in the U.S. and Canada 2024
Behavioral trends
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Generative AI usage in online shopping 2024, by purchase stage

Generative AI usage in online shopping 2024, by purchase stage
Usage of generative artificial intelligence (Gen AI) tools in online shopping in 2024, by purchase stage
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E-commerce user preferences for generative AI tools 2024

E-commerce user preferences for generative AI tools 2024
Consumer preference for generative artificial intelligence (Gen AI) tools in e-commerce in 2024
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Interest in AI during the shopping process worldwide 2024, by generation

Interest in AI during the shopping process worldwide 2024, by generation
Share of consumers interested in artificial intelligence (AI) during the shopping process worldwide in 2024, by generation
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Loyalty scheme adoption in e-commerce worldwide 2024, by retailer type

Loyalty scheme adoption in e-commerce worldwide 2024, by retailer type
Share of consumers who were members of a loyalty program at selected types of e-commerce retailers worldwide in 2024
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Use of chatbots on brand websites worldwide 2024, by age

Use of chatbots on brand websites worldwide 2024, by age
Likelihood to use chatbots on direct-to-consumer websites worldwide in 2024, by age
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Online product reviews writing frequency in the U.S. and Canada 2024

Online product reviews writing frequency in the U.S. and Canada 2024
Online shoppers frequency of online product reviews writing in the United States and Canada in 2024
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