Online shopping behavior worldwide - statistics & facts

Across every stage of the online purchase process, digital shoppers around the world have developed habits and preferences. Mainly attracted by free deliveries and discounts, consumers keep finding the online arena as a preferred channel to purchase products. Those retailers and service providers who better understand shopper’s behaviors from product discovery and research to the delivery of purchases, could have a significant advantage in a market projected to generate sales of over six trillion U.S. dollars in 2025. 
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Published by Xin Ou, Dec 17, 2025

Key insights

Main reason online shoppers buy directly from brands
Better price
Conversion rate of general apparel
1.9%
Top social media platform for online shopping
Facebook

Editor’s Picks
Editor’s Picks
Current statistics on this topic

Penetration rate of the e-commerce market worldwide from 2017 to 2030

Key Figures of E-Commerce

E-commerce global penetration rate 2017-2030

Distribution of purchases of online shoppers worldwide as of April 2025, by channel

Online Retail

Distribution of purchases of online shoppers worldwide 2025, by channel

Share of consumers interested in artificial intelligence (AI) during the shopping process worldwide in 2024, by generation

Digital Shopping Behaviour

Interest in AI during the shopping process worldwide 2024, by generation

Recommended statistics

Discovery and research

8

Discovery and research

Purchase

7

Purchase

Checkout

5

Checkout

Payments

5

Payments

Deliveries and returns

8

Deliveries and returns

Behavioral trends

6

Behavioral trends

Further reports

Get the best reports to understand your industry

Online marketplaces
Online marketplaces
Online grocery shopping behavior
Online grocery shopping behavior
Social commerce
Social commerce
Online shopping behavior in Southeast Asia
Online shopping behavior in Southeast Asia
E-commerce returns in the United States
E-commerce returns in the United States
Artificial intelligence (AI) in e-commerce
Artificial intelligence (AI) in e-commerce
Online shopping behavior in Mexico
Online shopping behavior in Mexico
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