U.S. ecommerce gross sales and penetration of whole gross sales reached new peaks in 2024, based on Digital Commerce 360 evaluation of U.S. Department of Commerce data.
Ecommerce penetration — or the share of whole U.S. retail gross sales which might be accomplished on-line — has grown yearly however one for the reason that Commerce Division started monitoring this knowledge in 2000. In 2022, ecommerce penetration was 20.7%, a slight dip in comparison with 20.8% in 2021.
As such, ecommerce penetration reached a document 22.7% in 2024. Ecommerce has accounted for at the least a fifth of U.S. retail gross sales yearly since 2020.
It’s not simply the ecommerce penetration that has grown, although. For the reason that Commerce Division started monitoring ecommerce gross sales, they’ve elevated 12 months over 12 months, yearly — and with out exception.
In different phrases, the greenback quantity and the share of whole gross sales stemming from ecommerce have each elevated yearly.
And in 2024, U.S. ecommerce grew at greater than double the speed of whole retail gross sales (7.5% in comparison with 2.6%).
U.S. ecommerce gross sales proceed climbing the ladder in 2024
2024 U.S. ecommerce gross sales reached $1.192 trillion, which is greater than double what they have been 5 years prior: $571.088 billion in 2019.
That displays sustained development for the reason that COVID-19 pandemic surged ecommerce gross sales within the U.S. and overseas.
It additionally marks 7.5% development over 2023. Thus far, 2022 has had the slowest year-over-year U.S. ecommerce gross sales development fee within the 2020s. However the ecommerce trade has maintained and constructed off its pandemic beneficial properties nonetheless.
Greater than $500 billion of 2024’s U.S. ecommerce gross sales got here from the 2 largest on-line retailers in North America. That’s no shock, stated Farnia Ghavami, govt vp of digital technique at Digital Commerce 360.
Amazon ranks No. 1 in Digital Commerce 360’s High 2000 Database. The database is how Digital Commerce 360 tracks the biggest North American on-line retailers by their annual ecommerce gross sales. Amazon can be No. 3 in Digital Commerce 360’s World On-line Marketplaces Database. That database ranks the 100 largest international marketplaces by third-party gross merchandise worth (GMV).
In the meantime, Walmart is No. 2 within the High 2000 and ranks No. 9 among the many World On-line Marketplaces.
Impression of the High 2000 on U.S. ecommerce gross sales in 2024
Amazon and Walmart managed over 40% of all U.S. on-line retail transactions in 2024, Ghavami stated.
“Of the two,000 on-line retailers Digital Commerce ranks in North America, a staggering 82% of their whole international internet gross sales are to U.S. customers,” he added.
He famous that though the High 100 retailers inside the High 2000 management over 66.3% of U.S. ecommerce, the expansion is coming from exterior the High 100.
“426 retailers ranked 101 by 2,000 are rising sooner than U.S. ecommerce as an entire, whereas solely 33 retailers within the High 100 have achieved that feat,” Ghavami stated. “Due to this fact, practically half of the retailers ranked 101 by 2,000 are rising sooner than U.S. ecommerce as an entire (7.5%), in comparison with simply 33 within the high 100. This presents a major alternative for retailers exterior the highest tier.”
The 2025 version of Digital Commerce 360’s State of American Ecommerce Report dives deeper into the influence of the High 2000 retailers on U.S. ecommerce gross sales.
How is ecommerce penetration calculated?
U.S. ecommerce gross sales accounted for 16.1% of whole gross sales in 2024, and 15.4% of whole gross sales in 2023, based on the Commerce Division.
Digital Commerce 360 research non-seasonally adjusted commerce division knowledge and excludes spending in segments that don’t sometimes promote on-line. These segments embody:
- Eating places
- Bars
- Car sellers
- Gasoline stations
- Gasoline sellers
U.S. ecommerce penetration displays the share of {dollars} customers might doubtlessly spend on-line.
The commerce division defines ecommerce gross sales because the gross sales of products and providers the place an order is positioned by the client or value and phrases of gross sales are negotiated over:
- Web
- Extranet
- Digital Knowledge Interchange (EDI) community
- Electronic message
- Different on-line system
Cost might or is probably not made on-line. The Commerce Division publishes estimates it adjusts for seasonal variation and vacation and trading-day variations, however not for value modifications.
Proportion modifications might not align precisely with greenback figures because of rounding. Right here’s final 12 months’s replace.
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