Top 90+ Online Sales Numbers in 2026

Let me take you back to a moment not so long ago: I’m standing in line at a brick-and-mortar store, clutching a pack of AA batteries and wondering why I didn’t just order them online. Fast forward to 2026, and that scenario feels almost quaint. Today, ecommerce isn’t just a convenience—it’s the backbone of global retail, and the numbers behind online shopping are nothing short of jaw-dropping.

As someone who’s spent years building SaaS and automation tools for ecommerce teams (and now co-founder at ), I’ve seen firsthand how online sales have gone from a side hustle to the main event. In this post, I’ll walk you through the most eye-popping online shopping statistics and ecommerce trends for 2026. Whether you’re running an ecommerce business, leading a sales team, or just love a good data deep dive, these numbers will help you understand where the market is heading—and how you can ride the wave.

The Big Picture: Ecommerce and Online Sales in 2026

Let’s start at the top: global ecommerce sales are projected to hit $6.9 trillion in 2026, making up over 21% of all retail sales worldwide (). That’s not just a big slice of the pie—it’s the whole bakery. And with nearly 2.86 billion people shopping online (), ecommerce has become a truly borderless, always-on marketplace.

Why does this matter? Because the scale and speed of online sales are reshaping everything from supply chains to marketing budgets. If you’re still treating ecommerce as a “nice-to-have,” you’re missing out on where the majority of retail growth—and customers—are now living.

Ecommerce Growth: How Fast Is Online Shopping Expanding?

If you blinked during the pandemic, you probably missed a decade’s worth of ecommerce growth in a single year. But even as things have normalized, the momentum hasn’t let up. Global ecommerce sales grew by 9.6% in 2023, then settled into a steady 7–8% annual growth rate through 2026 (). For context, traditional retail is growing at about 3% a year ().

But the real action is in emerging markets. Southeast Asia and Latin America are leading the charge with 14–23% growth rates (). The Philippines tops the charts at 23% growth, followed by Thailand (20%) and Malaysia (15.5%) (). Even as mature markets like Germany and Switzerland slow to single-digit growth, the global ecommerce engine is far from running out of steam.

Key drivers? Rising internet access, better logistics, mobile adoption, and the rise of “phygital” retail journeys—where online and offline blend into one seamless experience (). In short: ecommerce is still expanding, just with new players and new rules.

Online Shopping by the Numbers: Global Revenue and Market Share

Let’s break down the numbers:

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By 2027, we’re looking at nearly $8 trillion in global online sales (). That’s almost triple what it was in 2018.

Market share? Online sales jumped from 18% of all retail in 2019 to 21.8% in 2026 (), and it’s still climbing.

Where’s the money?

• China: $3.2 trillion in 2025 (about 50% of global ecommerce) ()
• US: $1.3 trillion in 2024 ()
• UK, Japan, Germany: Each between $0.4T and $0.7T ()

But don’t sleep on Southeast Asia, India, Latin America, and Africa—these regions are quickly gaining ground as millions of new shoppers come online every year.

Penetration rates vary wildly: China, South Korea, and the UK see 30–45% of retail happening online, while some developing economies are still under 10% (). That means there’s still plenty of room for growth.

Who’s Buying: Online Shopping Demographics and Consumer Behavior

Ever wonder who those 2.8 billion online shoppers are? Let’s break it down:

• China: 904 million digital buyers
• US: 288 million online shoppers ()

That’s nearly every internet user in the US, and urban China isn’t far behind. As internet access spreads, especially via smartphones, first-time shoppers in India, Southeast Asia, Africa, and Latin America are joining the party.

Age matters: Gen Z and Millennials are the most frequent online shoppers—over half say they shop online at least weekly (). They’re also driving trends on platforms like Instagram and TikTok (). But don’t count out Gen X and Boomers—especially for categories like groceries and health, older shoppers are increasingly comfortable buying online.

Other key behaviors:

• 34% of shoppers make an online purchase at least once a week ()
• 99% research and read reviews before buying ()
• 52% have bought from an international retailer ()

So, today’s online shopper is savvy, review-obsessed, and increasingly global.

Mobile Commerce: The Smartphone’s Role in Ecommerce Trends

If you’re not optimizing for mobile, you’re basically leaving money on the table (and probably making Gen Z roll their eyes). Mobile commerce now accounts for 59% of all online retail sales, totaling about $4 trillion in revenue (). In Asia-Pacific, it’s even more dramatic—85% of online transactions are done on mobile.

In the US, mobile commerce is expected to hit $900 billion in 2025, nearly half of all ecommerce (). Globally, mobile devices generate about 73% of ecommerce transactions ().

Mobile best practices:

• Responsive design is a must
• Mobile-optimized checkout (Apple Pay, Google Pay, etc.)
• Consider building a native app for higher retention

Fun fact: Mobile web checkouts have 32% higher cart abandonment than in-app checkouts (). So, if you want to keep those carts from getting lonely, make your mobile experience as smooth as possible.

Social Commerce: How Social Media Drives Online Sales

Remember when social media was just for memes and baby photos? Now, it’s a trillion-dollar shopping mall. Global social commerce sales hit $998 billion in 2024 and are projected to cross $1.1 trillion in 2025 (). By 2030, we’re looking at $1.6 trillion.

In the US:

• 104.7 million people (36% of online consumers) will make a purchase on social media in 2025
• Social commerce is about 7–8% of US ecommerce ()

Top platforms:

• Facebook: 46% of global social buyers have purchased here
• TikTok: 26% (with Gen Z leading the charge)
• Instagram: 21%
• In China, Douyin and Xiaohongshu are massive

Influencers are a big deal: 30% of digital consumers have bought an item after seeing an influencer’s post (). Live shopping and in-app checkouts are making it easier than ever to go from “like” to “buy.”

For brands, this means meeting customers where they scroll. Social isn’t just a marketing channel—it’s a direct sales channel now.

The Ecommerce Giants: Leading Online Marketplaces and Retailers

Let’s talk about the big dogs. By 2026, marketplaces will account for 87% of all global online retail spending (). That means almost nine out of every ten ecommerce dollars flow through platforms like Amazon, Alibaba, JD.com, Walmart, Shopee, MercadoLibre, and others.

Amazon: Still the biggest in the West, with $801 billion in ecommerce revenue in 2024 (). In the US, Amazon captures about 38% of online retail.

Alibaba Group: The king of China, with 23% of global ecommerce GMV (). Alibaba and JD.com together drive about half of all global ecommerce.

Walmart: The #2 ecommerce retailer in the US, with a strong omnichannel approach.

Emerging players: Temu (owned by Pinduoduo) grew from zero to 24% of cross-border ecommerce parcels into the US by 2025 (). Shein, Shopee, MercadoLibre, and others are quickly gaining ground, especially in fast-growing markets.

For brands, being present on these marketplaces is almost non-negotiable. The reach is massive, but so is the competition.

Cart Abandonment, Conversion Rates, and Online Shopping Challenges

Here’s the not-so-fun part: 70% of online shopping carts are abandoned (). That means for every 10 shoppers who add something to their cart, only three actually check out.

By device:

• Mobile: Up to 84% abandonment
• Desktop: 72% abandonment ()

Top reasons for abandonment:

• Unexpected costs (shipping, taxes): 55%
• Forced account creation: 18%
• Long/complex checkout: 17%
• Site errors/crashes: 9%
• “Just browsing”: up to 48% ()

Conversion rates: The global average is 2–4% (). Desktop converts at 4.8%, mobile at 2.9%.

How to improve?

• Streamline checkout (fewer steps, guest checkout)
• Be upfront about costs
• Offer multiple payment options
• Use trust signals (security badges, clear return policy)
• Speed matters: every extra second of load time increases abandonment

Even a small bump in conversion rate can mean big revenue at scale.

Digital Payments: How Shoppers Pay Online

Gone are the days when credit cards were the only way to pay. Digital wallets now account for about 50% of global ecommerce transactions (). Think PayPal, Apple Pay, Google Pay, Alipay, WeChat Pay.

Cards still make up about 25% of payments, especially in North America and Europe, but in Asia, wallets and bank apps are king.

Bank transfers and real-time payments: 15% of online payments globally.

Buy Now, Pay Later (BNPL): 5% globally, but higher in some regions and among younger shoppers.

Cash and crypto: Small but not gone—cash is about 3% (mainly in developing markets), crypto is less than 1%.

Pro tip: Offering the right mix of payment options can lift conversion. 16% of US shoppers won’t complete a purchase if their preferred method isn’t available ().

Online Sales by Product Category: What’s Hot in Ecommerce

Some categories are perennial winners, others are rising fast:

• Fashion & Apparel: 27.5% of global ecommerce revenue ()
• Electronics & Media: 15–20% globally
• Hobby, Leisure, Entertainment: Toys, games, books, sporting goods—big in markets like France
• Groceries: 9–10% of global ecommerce revenue, and growing fast ()
• Furniture & Home Decor: 5–10% globally, higher in some markets
• Health & Beauty: Growing rapidly, especially in China

Fastest-growing categories: Groceries, pet supplies, health supplements, fitness equipment, digital products.

Each region has its quirks—DIY is big in the UK, furniture in Italy and France, and pet supplies are booming where pet adoption surged.

Regional Spotlight: Ecommerce Trends Around the World

Asia-Pacific: The epicenter. China alone is over 50% of global ecommerce (). India and Southeast Asia are growing at breakneck speed.

North America: Mature, but still growing. US ecommerce is $1.2 trillion+ in 2024 (). Amazon dominates, but omnichannel is advanced.

Europe: Diverse. Western Europe has 15–20% ecommerce penetration, UK leads at 28%. Eastern Europe is catching up.

Latin America: Fastest-growing region. Brazil and Mexico are the biggest, MercadoLibre is the local giant.

Middle East & Africa: Early stage but growing fast. Africa’s ecommerce user base is set to surpass 500 million by 2025 ().

Key takeaway: Every region has its own ecommerce fingerprint—localize, adapt, and don’t assume what works in one market will work in another.

The Rise of AI, Automation, and Technology in Ecommerce

I admit, I’m a bit of an AI geek (okay, maybe more than a bit). But you don’t have to be a techie to see how AI is transforming ecommerce.

• 80% of online retailers use AI in some form ()
• AI-driven personalization can boost ecommerce revenues by up to 40%
• 74% of consumers prefer chatbots for basic queries
• Retail chatbots can increase conversion rates by 67%
• 93% of ecommerce businesses believe AI gives them a competitive advantage ()

AI isn’t just for the Amazons of the world. Tools for personalization, chatbots, inventory optimization, and fraud detection are now available off-the-shelf. Even mid-sized businesses can get in on the action.

And yes, at , we’re building AI-powered tools to help teams automate data extraction and web workflows—because nobody wants to spend their day copying and pasting product info into spreadsheets.

Online Shopping Events: Black Friday, Cyber Monday, and Holiday Sales

If you’ve ever wondered why your favorite retailer’s website crashes on Black Friday, here’s why:

• Black Friday 2025: $11.8 billion in US online sales in one day ()
• Cyber Monday 2025: $14.25 billion, the single largest online shopping day in US history ()
• Singles’ Day (China): $236.6 billion in 2025 ()

These events aren’t just about discounts—they’re about massive spikes in traffic, logistics, and customer expectations. Some retailers do 20–30% of their annual online sales during the holiday period.

Pro tip: Plan for capacity, stock up, and make sure your site can handle the rush. And maybe keep a stress ball handy.

Online Shopping Fulfillment: Delivery, Returns, and Customer Expectations

Here’s the thing: the sale isn’t done until the package is in the customer’s hands (and they’re happy with it).

• 82% of shoppers say free shipping is more important than fast shipping ()
• 66% expect free shipping on every order
• 80% are fine waiting 4–7 days if shipping is free
• 41% only shop where free returns are offered

Retailers are investing in faster fulfillment, regional warehouses, automation, and alternative delivery methods (lockers, pickup points, even drones in some places). But the real differentiator is reliability and communication—customers want to know when their package will arrive, and they want it to arrive on time.

Returns are a pain point—especially in fashion, where return rates can hit 30%+. Offering easy returns builds trust, but it’s a balancing act with costs.

Key Takeaways: What the 2026 Online Sales Numbers Mean for Your Ecommerce Business

Let’s wrap it up with the most important lessons from these 90+ ecommerce statistics:

• Ecommerce is the main event: $7 trillion in sales, 3 billion+ shoppers, and growing fast. If you’re not online, you’re invisible.
• Mobile and social are where the action is: 73% of transactions on mobile, $1 trillion+ in social commerce. Optimize for mobile and meet customers on their favorite platforms.
• Marketplaces dominate: 87% of online retail spending flows through giants like Amazon and Alibaba. Use them for reach, but don’t neglect your own brand and site.
• Conversion is hard, but worth it: 2–4% conversion rates, 70% cart abandonment. Streamline checkout, offer multiple payment options, and be upfront about costs.
• Fulfillment is make-or-break: Free shipping, clear delivery times, and easy returns are now table stakes.
• AI and automation are essential: Personalization, chatbots, and smart logistics aren’t just nice—they’re necessary to compete.
• Think global, act local: Each region has its own trends, platforms, and payment preferences. Localize your approach.
• Plan for the peaks: Black Friday, Singles’ Day, and other events drive huge sales—but only if you’re ready for the rush.

If you’re looking to automate your ecommerce workflows, scrape product data, or just want to save your team from spreadsheet-induced headaches, check out and our . And for more deep dives into ecommerce trends, swing by the .

The future of ecommerce is fast, data-driven, and customer-obsessed. The numbers don’t lie—so let’s get to work and make 2026 your best year yet.

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