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 266.7 million online shoppers in the US in 2022, around 3.7 million more than in 2021. This number is set to dip slightly in 2023, to 265.7 million. But a big rebound is expected immediately. In 2024, the number of ecommerce shoppers in the US is expected to be 278.3 million. This is projected to increase further, to 291.2 million, by 2025, which will be the highest number ever recorded.

Should this growth continue, we can expect the number of online shoppers in the US to surpass 300 million very soon.

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 2022 marks a 1.41% annual increase from 2021, which is the slowest growth in at least five years. In comparison, 2021’s numbers were 2.73% higher than the previous year.

With the exception of 2023, the number of consumers buying things online is projected to increase every year between 2017 and 2025. In 2023, a small decrease of 0.37% is expected.

The largest increase between 2017 and 2025 is expected in 2024. That year, the number of online shoppers is forecast to grow by 4.74%. The average annual growth rate of the number of consumers shopping digitally in this period is projected at 2.97%.

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