When starting an ecommerce business, one of the first things you need to do is have a good understanding of your target market. This covers basic information like the number of potential buyers there are and specifics such as their online habits and shopping preferences.

If your target audience is located in the US, one important question you need to be asking is: How many people shop online in the US?

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US online shopping: number of digital shoppers

US online shopping has been growing in popularity over the past few years, as evidenced by the increasing number of people choosing to purchase goods and services over the internet. 

A recent study shows that there are 218.8 million online shoppers in the US in 2023 spending an average of $5,381 per person. The number of digital shoppers is set to increase in the coming years. In 2024, experts expect there to be 223 million ecommerce shoppers. The year after, the number of ecommerce shoppers in the US is forecast to be 226.8 million. By 2026, experts predict there will be 230.6 million people shopping in the US, with the average spend per person expected to increase to $7,250.

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Knowing how many people shop online in the US is useful, as it provides you with a picture of your business’s potential. That aside, it’s also helpful to know how quickly this number is growing. 

US online shopping: growth rate

The number of people shopping online in the US in 2023 marks a 1.91% annual increase from 2022, which is one of the fastest growth expected in at least seven years. In comparison, 2022’s growth numbers were at 1.56%.

The rate of growth in the number of consumers buying things online in the US is expected to rise to 1.92% in 2024. In 2025, this is forecast to decelerate to 1.7%, before slowing further to 1.68% in 2026. 

Interestingly, the annual rate of increase in the number of people shopping online in the US pales in comparison with that of ecommerce sales growth. From 2021 to 2026, the average annual growth rate of total retail ecommerce sales is expected at 12.75%, compared to 1.73% for the number of online shoppers.

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