Online Shopping Statistics 2026
This page collects 53 figures on how people shop online: the share of retail sales made online in the United States, Great Britain, Canada, China, Japan and Australia, how many people buy online and how often, how much shopping happens on phones, parcel volumes and delivery problems, returns, and cart abandonment and online shopping scams. Most figures describe 2025 and 2026, with a few older survey results where no newer measure exists. Sources include the U.S. Census Bureau, the Office for National Statistics, Statistics Canada, Eurostat, UNCTAD, China's National Bureau of Statistics, Japan's Ministry of Economy, Trade and Industry, Pew Research Center, Adobe, the National Retail Federation, Pitney Bowes, Citizens Advice, Australia Post and Baymard Institute.
By the HearSmart research desk · Updated November 8, 2026 · 53 numbers drawn from 18 publishers and reports
Short answer
E-commerce made up 17.1% of U.S. retail sales in the second quarter of 2026 (U.S. Census Bureau) and 28.8% of retail sales in Great Britain in September 2026 (ONS), while 78% of EU internet users bought online in 2025 (Eurostat). Phones handled 56.4% of U.S. online holiday transactions in 2025 (Adobe), and U.S. retailers expect 19.3% of online sales to be returned, against 15.8% of all sales (National Retail Federation, 2025).
Headline numbers
- 17.1%E-commerce made up 17.1% of total U.S. retail sales in the second quarter of 2026, seasonally adjusted, according to the Census Bureau.U.S. Census Bureau
- 28.8%Online sales accounted for 28.8% of retail sales in Great Britain in September 2026, down from 28.9% in August, according to ONS.Office for National Statistics
- 78%78% of EU internet users aged 16 to 74 bought or ordered goods or services online in 2025, while 95% used the internet.Eurostat
- 56.4%Mobile devices were used for 56.4% of U.S. online holiday transactions in November and December 2025, according to Adobe Analytics.Adobe
- 37%37% of UK parcel recipients faced a problem with their most recent delivery in 2025, according to Citizens Advice.Citizens Advice
- 19.3%An estimated 19.3% of U.S. online sales will be returned in 2025, according to NRF and Happy Returns.National Retail Federation
- 70.22%The average documented online cart abandonment rate is 70.22%, based on 50 studies, according to Baymard Institute.Baymard Institute
- 36%36% of U.S. adults say they have ever bought an item online that never arrived or was counterfeit and was not refunded.Pew Research Center
Reading the numbers
Online sales keep taking share from stores, but the pace differs by country. The U.S. Census Bureau put e-commerce at 17.1% of retail sales in the second quarter of 2026, with online sales growing 12.2% in a year against 6.7% for all retail. The Office for National Statistics shows Great Britain much further along, with 28.8% of retail sales online in September 2026 and a peak of 29.4% in June. Statistics Canada's narrower measure puts Canada at 7.6%, and Japan's Ministry of Economy, Trade and Industry puts the B2C e-commerce ratio at 9.8% for 2024.
Almost everyone who is online now buys online at least sometimes. Pew Research Center found 92% of U.S. adults ever buy things online in 2025, Eurostat counted 78% of EU internet users buying online in 2025, up from 62% in 2015, and Australia Post found 82% of Australian households shopped online. Phones carry a growing share of that spending: Adobe measured 56.4% of U.S. online holiday transactions on mobile devices in 2025, up from 36% of revenue in 2019, and forecasts 57.4% for 2026.
Delivery and returns are where online shopping most often goes wrong. Pitney Bowes counted 23.1 billion U.S. parcels in 2025, and Citizens Advice found 37% of UK parcel recipients had a problem with their latest delivery. Slow delivery was the most common online shopping problem reported to Eurostat, at 20% of EU buyers. The National Retail Federation and Happy Returns estimate U.S. returns at $849.9 billion in 2025, with 19.3% of online sales sent back, and 82% of consumers say free returns are a major consideration.
Trust and cost still stop many purchases. Baymard Institute's average of 50 studies puts cart abandonment at 70.22%, with extra costs the top reason at 40% of abandoners. Pew found 85% of U.S. adults see scams as a problem on shopping sites and 36% have bought something online that never arrived or was counterfeit and was not refunded. Read together, the figures describe a channel that is mainstream and still growing, but where delivery, returns and fraud remain the main sources of friction.
Ecommerce share of retail in the U.S., UK and Canada
- 1.
E-commerce made up 17.1% of total U.S. retail sales in the second quarter of 2026, seasonally adjusted, according to the Census Bureau.
U.S. Census Bureau, Quarterly Retail E-Commerce Sales, 2nd Quarter 2026 (Aug 2026)
Exact wording at the source
E-commerce sales in the second quarter of 2026 accounted for 17.1 percent of total sales.
- 2.
U.S. retail e-commerce sales were an estimated $340.2 billion in the second quarter of 2026, seasonally adjusted.
U.S. Census Bureau, Quarterly Retail E-Commerce Sales, 2nd Quarter 2026 (Aug 2026)
Exact wording at the source
The Census Bureau of the Department of Commerce announced today that the estimate of U.S. retail e-commerce sales for the second quarter of 2026, adjusted for seasonal variation, but not for price changes, was $340.2 billion
- 3.
U.S. e-commerce sales grew 12.2% from the second quarter of 2025 to the second quarter of 2026, while total retail sales grew 6.7%.
U.S. Census Bureau, Quarterly Retail E-Commerce Sales, 2nd Quarter 2026 (Aug 2026)
Exact wording at the source
The second quarter 2026 e-commerce estimate increased 12.2 percent (±0.9 percent) from the second quarter of 2025 while total retail sales increased 6.7 percent (±0.5 percent) in the same period.
- 4.
Online sales accounted for 28.8% of retail sales in Great Britain in September 2026, down from 28.9% in August, according to ONS.
Office for National Statistics, Retail sales, Great Britain: September 2026 (Oct 2026)
Exact wording at the source
As a result, the proportion of sales made online fell from 28.9% in August 2026 to 28.8% in September 2026.
- 5.
The online share of British retail sales reached 29.4% in June 2026, the highest proportion since April 2021.
Office for National Statistics, Retail sales, Great Britain: June 2026 (Jul 2026)
Exact wording at the source
As a result, the proportion of online sales rose from 28.9% in May 2026 to 29.4% in June 2026, the highest proportion since April 2021.
- 6.
Online spending values in Great Britain were 7.4% higher in the third quarter of 2026 than a year earlier, ONS reported.
Office for National Statistics, Retail sales, Great Britain: September 2026 (Oct 2026)
Exact wording at the source
Online spending values rose by 7.4% compared with Quarter 3 2025.
- 7.
Retail e-commerce sales in Canada were $5.6 billion in August 2026, or 7.6% of total retail trade, seasonally adjusted.
Statistics Canada, Retail trade, August 2026 (Oct 2026)
Exact wording at the source
On a seasonally adjusted basis, retail e-commerce sales increased 1.1% to $5.6 billion in August, accounting for 7.6% of total retail trade.
Online shopping around the world
- 8.
UNCTAD estimated that e-commerce sales by businesses across 43 economies rose to almost $27 trillion in 2022, including sales to other businesses.
UNCTAD, Business e-commerce sales and the role of online platforms (Mar 2024)
Exact wording at the source
This represents a 15 per cent increase over pre-pandemic (2019) levels and sales are estimated to have risen a further 10 per cent - to almost $27 trillion - in 2022.
- 9.
China, the UK and South Korea had online retail shares of around 25% to 30%, compared with about 15% in the U.S., in UNCTAD's comparison.
UNCTAD, Business e-commerce sales and the role of online platforms (Mar 2024)
Exact wording at the source
China, the United Kingdom, and the Republic of Korea stand out for having markedly higher online retail sales than other economies, at around 25 to 30 per cent of all retail sales.
- 10.
International e-commerce sales, or digitally ordered exports, from the 43 economies UNCTAD studied were worth around $2.5 trillion in 2021.
UNCTAD, Business e-commerce sales and the role of online platforms (Mar 2024)
Exact wording at the source
It is estimated that digitally ordered exports (i.e. international e-commerce sales) from these economies were worth around $2.5 trillion in 2021.
- 11.
China's online retail sales of goods and services reached 15,147.1 billion yuan from January to September 2026, up 4.4% year on year.
National Bureau of Statistics of China, Total Retail Sales of Consumer Goods from January to September 2026 (Oct 2026)
Exact wording at the source
From January to September 2026, China’s online retail sales of goods and services reached 15,147.1 billion yuan, up by 4.4% year on year.
- 12.
Japan's domestic business-to-consumer e-commerce market grew to 26.1 trillion yen in 2024, up 5.1% from the year before, according to METI.
Ministry of Economy, Trade and Industry (Japan), Results of the E-Commerce Market Survey Compiled (Aug 2025)
Exact wording at the source
In 2024, the scale of the domestic B-to-C EC market increased to 26.1 trillion yen (up by 5.1% from 24.8 trillion yen in the previous year, and 22.7 trillion yen in the year before).
- 13.
The e-commerce ratio for Japanese business-to-consumer transactions was 9.8% in 2024, up 0.4 percentage points.
Ministry of Economy, Trade and Industry (Japan), Results of the E-Commerce Market Survey Compiled (Aug 2025)
Exact wording at the source
The EC ratio1 was 9.8% (up by 0.4 percentage points year-over-year) for B-to-C EC
- 14.
Australians spent $82.6 billion online in 2025, up 14% year on year, according to Australia Post.
Australia Post, Australia Post eCommerce Report 2026 (Mar 2026)
Exact wording at the source
Australians spent a total of $82.6b online in 2025, up 14% YoY.
- 15.
About 24% of all Australian retail spending is now made online, Australia Post reports.
Australia Post, Australia Post eCommerce Report 2026 (Mar 2026)
Exact wording at the source
24% of all retail spend is now made online
Who shops online and how often
- 16.
92% of U.S. adults say they ever buy things online, according to a Pew Research Center survey from April 2025.
Pew Research Center, About a third of Americans say they've had an online shopping scam happen to them (Nov 2025)
Exact wording at the source
The vast majority of Americans (92%) say they ever buy things online.
- 17.
78% of EU internet users aged 16 to 74 bought or ordered goods or services online in 2025, while 95% used the internet.
Eurostat, E-commerce statistics for individuals (Feb 2026)
Exact wording at the source
In the EU in 2025, 95% of the individuals surveyed aged 16-74 years had used the internet within the last 12 months, with 78% among them having bought or ordered goods or services.
- 18.
The share of EU internet users who bought online rose from 62% in 2015 to 78% in 2025, Eurostat reports.
Eurostat, E-commerce statistics for individuals (Feb 2026)
Exact wording at the source
In 2015, among individuals who used the internet in the previous 12 months, the share of those who bought or ordered goods or services online was 62%.
- 19.
15% of EU internet users never bought or ordered goods or services online in 2025.
Eurostat, E-commerce statistics for individuals (Feb 2026)
Exact wording at the source
In the EU, 15% of internet users never bought or ordered goods or services online in 2025.
- 20.
82% of Australian households, or 9.8 million, shopped online in 2025, a record according to Australia Post.
Australia Post, Australia Post eCommerce Report 2026 (Mar 2026)
Exact wording at the source
82% of Australian households shopped online in 2025 That’s 9.8 million households – a new record.
- 21.
41% of Australian online shopping households bought online at least fortnightly in 2025.
Australia Post, Australia Post eCommerce Report 2026 (Mar 2026)
Exact wording at the source
41% of these are now shopping online at least fortnightly.
- 22.
47% of Australian Millennials buy online once a week or more, against 35% of all shoppers, Australia Post found.
Australia Post, Australia Post eCommerce Report 2026 (Mar 2026)
Exact wording at the source
47% of Millennials are now buying online once a week or more, compared to an average of 35% across all shoppers
- 23.
Marketplace apps are used by 69% of Australian online shoppers, close to the 78% who use retailer websites.
Australia Post, Australia Post eCommerce Report 2026 (Mar 2026)
Exact wording at the source
Marketplace apps (69%) are now almost as common as retailer websites (78%)
Chart
EU internet users who bought online
Share of internet users aged 16 to 74 in the EU who bought or ordered goods or services online in the previous 12 months.
- 201562%
- 202578%
Source: Eurostat, E-commerce statistics for individuals
Mobile shopping
- 24.
Mobile devices were used for 56.4% of U.S. online holiday transactions in November and December 2025, according to Adobe Analytics.
Adobe, 2026 U.S. Holiday Forecast, Adobe Digital Insights (Sep 2026)
Exact wording at the source
This is up from 2025 when mobile devices were used in 56.4% of online transactions.
- 25.
Adobe forecasts that 57.4% of U.S. online holiday transactions will take place on a mobile device in November and December 2026.
Adobe, 2026 U.S. Holiday Forecast, Adobe Digital Insights (Sep 2026)
Exact wording at the source
Mobile shopping is forecast to again hit a new milestone with the majority of online transactions (57.4%) taking place on a mobile device this season (November– December).
- 26.
Mobile devices accounted for 36% of U.S. online holiday revenue in 2019, Adobe reports.
Adobe, 2026 U.S. Holiday Forecast, Adobe Digital Insights (Sep 2026)
Exact wording at the source
This represents a 58% increase from 2019 when mobile devices accounted for just 36% of revenue during the holiday season.
- 27.
Adobe forecasts U.S. holiday mobile spending of $158.1 billion in 2026, up 8.9% from $145.2 billion in 2025.
Adobe, 2026 U.S. Holiday Forecast, Adobe Digital Insights (Sep 2026)
Exact wording at the source
Key insight: Mobile spend is forecast to hit $158.1 billion this holiday season, up 8.9% YoY from last year’s $145.2 billion.
- 28.
Adobe expects $4.4 billion to be spent online via mobile devices on Thanksgiving Day 2026, up 11% from 2025.
Adobe, 2026 Holiday Shopping Trends, Statistics and Forecast (Sep 2026)
Exact wording at the source
This translates to $4.4 billion spent via mobile device on Thanksgiving Day, up 11% from 2025.
- 29.
76% of U.S. adults said they ever buy things online using a smartphone in 2022, compared with 69% using a desktop or laptop.
Pew Research Center, For shopping, phones are common and influencers have become a factor, especially for young adults (Nov 2022)
Exact wording at the source
Roughly three-quarters of U.S. adults (76%) say they ever buy things online using a smartphone, while a somewhat smaller share (69%) say they ever make purchases via desktop or laptop computers.
- 30.
91% of U.S. adults aged 18 to 49 had bought something online with a smartphone in 2022, compared with 48% of those 65 and older.
Pew Research Center, For shopping, phones are common and influencers have become a factor, especially for young adults (Nov 2022)
Exact wording at the source
Around nine-in-ten Americans ages 18 to 49 (91%) say they ever buy things online using a smartphone, compared with 69% of adults 50 to 64 and 48% of those 65 and older.
Chart
U.S. online holiday spending, November and December
Billions of U.S. dollars spent online from November 1 to December 31, Adobe Analytics. The 2026 value is a forecast.
- 2019$143
- 2020$188
- 2021$205
- 2022$212
- 2023$222
- 2024$241
- 2025$258
- 2026 forecast$275
Source: Adobe, 2026 U.S. Holiday Forecast, Adobe Digital Insights
Delivery volumes and delivery problems
- 31.
U.S. parcel volume reached 23.1 billion shipments in 2025, up 3.3% year over year, according to the Pitney Bowes Parcel Shipping Index.
Pitney Bowes, Parcel Shipping Index (2026)
Exact wording at the source
In 2025, the market continued its steady expansion, with total parcel volume reaching 23.1 billion shipments, up 3.3% year-over-year, and revenue growth outpacing volume as carriers prioritized profitability.
- 32.
Pitney Bowes projects U.S. parcel volume will reach 31 billion by 2031.
Pitney Bowes, Parcel Shipping Index (2026)
Exact wording at the source
This growth trend is expected to continue with projections showing volumes reaching 31 billion by 2031.
- 33.
Amazon Logistics delivered 6.9 billion U.S. parcels in 2025, making it the largest parcel carrier by volume.
Pitney Bowes, Parcel Shipping Index (2026)
Exact wording at the source
Amazon Logistics has surpassed the traditional Big 3 carriers to become the largest parcel delivery provider by volume with a total of 6.9bn parcels.
- 34.
37% of UK parcel recipients faced a problem with their most recent delivery in 2025, according to Citizens Advice.
Citizens Advice, Parcel problems reach record as 15 million people are let down on the doorstep (Nov 2025)
Exact wording at the source
More than a third of people (37%) faced issues with their most recent parcel delivery.
- 35.
Among UK delivery problems, 29% involved the driver leaving before the recipient reached the door, and 24% each involved insecure drop locations and late arrival.
Citizens Advice, Parcel problems reach record as 15 million people are let down on the doorstep (Nov 2025)
Exact wording at the source
Frequent failures hitting people - the most common problems people faced with their last delivery include the driver leaving before they had time to get to the door (29%); their parcel being left in an insecure location (24%) and parcels arriving late (24%).
- 36.
47% of UK consumers who had a delivery problem faced a further issue trying to resolve it.
Citizens Advice, Parcel problems reach record as 15 million people are let down on the doorstep (Nov 2025)
Exact wording at the source
of the people who had experienced a problem with their delivery, almost half (47%) had a further issue trying to resolve the problem
- 37.
Slower than expected delivery was the most reported online shopping problem in the EU in 2025, cited by 20% of online buyers.
Eurostat, E-commerce statistics for individuals (Feb 2026)
Exact wording at the source
The most often reported issues was ’speed delivery slower than expected’, declared by 20% of the individuals.
- 38.
10% of EU online buyers reported receiving a wrong or damaged item in 2025.
Eurostat, E-commerce statistics for individuals (Feb 2026)
Exact wording at the source
For some 10%, it was ’a wrong or a damaged good that has been delivered’.
Chart
Most common problems with the last parcel delivery, UK
Share of UK parcel recipients reporting each problem with their most recent delivery, 2025.
- Driver left before door answered29%
- Left in an insecure location24%
- Arrived late24%
Source: Citizens Advice, Parcel problems reach record as 15 million people are let down on the doorstep
Returns
- 39.
U.S. retailers estimated that 15.8% of annual sales would be returned in 2025, totaling $849.9 billion.
National Retail Federation, Consumers Expected to Return Nearly $850 Billion in Merchandise in 2025 (Oct 2025)
Exact wording at the source
WASHINGTON – Retailers estimate that 15.8% of their annual sales will be returned this year, totaling $849.9 billion, according to the 2025 Retail Returns Landscape report released today by the National Retail Federation and Happy Returns, a UPS company.
- 40.
U.S. retail returns were 16.9% of sales in 2024, totaling $890 billion.
National Retail Federation, Consumers Expected to Return Nearly $850 Billion in Merchandise in 2025 (Oct 2025)
Exact wording at the source
The returns rate is in line with 16.9% last year, when returns totaled $890 billion.
- 41.
An estimated 19.3% of U.S. online sales will be returned in 2025, according to NRF and Happy Returns.
National Retail Federation, Consumers Expected to Return Nearly $850 Billion in Merchandise in 2025 (Oct 2025)
Exact wording at the source
According to the report, an estimated 19.3% of online sales will be returned in 2025.
- 42.
U.S. shoppers aged 18 to 30 made 7.7 returns of online purchases on average in the past 12 months, more than any other generation.
National Retail Federation, Consumers Expected to Return Nearly $850 Billion in Merchandise in 2025 (Oct 2025)
Exact wording at the source
Those between the ages of 18 and 30 made 7.7 returns of online purchases in the last 12 months, on average, more than any other generation.
- 43.
82% of U.S. consumers say free returns are a major consideration when making a purchase, up from 76% the year before.
National Retail Federation, Consumers Expected to Return Nearly $850 Billion in Merchandise in 2025 (Oct 2025)
Exact wording at the source
Free returns are a major draw for shoppers, with 82% citing them as a major consideration when making a purchase, up from 76% last year.
- 44.
71% of U.S. consumers say they are less likely to shop with a retailer again after a poor returns experience, up from 67% in 2024.
National Retail Federation, Consumers Expected to Return Nearly $850 Billion in Merchandise in 2025 (Oct 2025)
Exact wording at the source
About 71% of consumers say they are less likely to shop with a retailer again after a poor experience, up from 67% in 2024.
- 45.
9% of all U.S. retail returns are fraudulent, according to the 2025 returns report by NRF and Happy Returns.
National Retail Federation, 2025 Retail Returns Landscape (Oct 2025)
Exact wording at the source
Return fraud is an ongoing concern - the report found 9% of all returns are fraudulent.
Checkout, trust and online shopping scams
- 46.
The average documented online cart abandonment rate is 70.22%, based on 50 studies, according to Baymard Institute.
Baymard Institute, Cart Abandonment Rate: 50 Statistics and Why People Abandon (Oct 2026)
Exact wording at the source
Based on the data we collected, we’ve calculated the average cart abandonment rate of 70.22%.
- 47.
Excluding shoppers who were just browsing, 40% of U.S. shoppers who abandoned a cart did so because extra costs such as shipping, tax and fees were too high.
Baymard Institute, Cart Abandonment Rate: 50 Statistics and Why People Abandon (Oct 2026)
Exact wording at the source
Excluding those, the top reasons are extra costs being too high (40%), slow delivery (20%), and not trusting the site with card details (19%).
- 48.
85% of U.S. adults say online scams and attacks are a problem on shopping sites and apps, including 50% who call them a major problem.
Pew Research Center, About a third of Americans say they've had an online shopping scam happen to them (Nov 2025)
Exact wording at the source
The vast majority of U.S. adults (85%) say online scams and attacks are a problem on shopping sites and apps, according to a spring Pew Research Center survey .
- 49.
36% of U.S. adults say they have ever bought an item online that never arrived or was counterfeit and was not refunded.
Pew Research Center, About a third of Americans say they've had an online shopping scam happen to them (Nov 2025)
Exact wording at the source
Overall, 36% of U.S. adults say they’ve ever bought an item online that either never arrived (31%) or was counterfeit (17%) and was not refunded.
- 50.
12% of Americans say they experienced a non-delivered or counterfeit online purchase without a refund in the past year.
Pew Research Center, About a third of Americans say they've had an online shopping scam happen to them (Nov 2025)
Exact wording at the source
And 12% of Americans say they experienced at least one of these issues within the past year .
- 51.
Over 387,000 reports of online shopping fraud were filed with the Federal Trade Commission in 2024, as reported by Pew.
Pew Research Center, About a third of Americans say they've had an online shopping scam happen to them (Nov 2025)
Exact wording at the source
Over 387,000 reports of fraud involving online shopping were filed in the United States in 2024, according to data from the Federal Trade Commission (FTC).
- 52.
Americans under 30 are more likely than those 65 and older to have bought a counterfeit or undelivered item online without reimbursement, at 42% against 26%.
Pew Research Center, About a third of Americans say they've had an online shopping scam happen to them (Nov 2025)
Exact wording at the source
Americans under 30 (42%) are much more likely than those ages 65 and older (26%) to say they’ve ever bought something online that was counterfeit or never delivered and they weren’t reimbursed.
- 53.
63% of EU online buyers reported no problem when purchasing online in 2025, according to Eurostat.
Eurostat, E-commerce statistics for individuals (Feb 2026)
Exact wording at the source
63% of the individuals who bought or ordered goods or services in 2025 reported no issue while purchasing online.
Chart
Top reasons U.S. shoppers abandon a cart
Share of U.S. online shoppers who abandoned a cart, excluding those who were just browsing.
- Extra costs too high40%
- Delivery too slow20%
- Did not trust the site with card details19%
Source: Baymard Institute, Cart Abandonment Rate: 50 Statistics and Why People Abandon
Questions readers ask
- What percentage of retail sales are online?
- In the United States, e-commerce was 17.1% of retail sales in the second quarter of 2026, according to the Census Bureau. In Great Britain, ONS put the online share at 28.8% in September 2026, and Statistics Canada put Canada at 7.6% in August 2026.
- How many people shop online?
- Pew Research Center found 92% of U.S. adults say they ever buy things online (2025). Eurostat reports 78% of EU internet users aged 16 to 74 bought online in 2025, and Australia Post found 82% of Australian households shopped online in 2025.
- How much online shopping is done on phones?
- Adobe found mobile devices were used for 56.4% of U.S. online holiday transactions in November and December 2025, and forecasts 57.4% for 2026. In Pew's 2022 survey, 76% of U.S. adults said they had bought something online with a smartphone.
- What share of online purchases are returned?
- The National Retail Federation and Happy Returns estimate 19.3% of U.S. online sales will be returned in 2025, compared with 15.8% of all retail sales. Total U.S. returns were projected at $849.9 billion, and 9% of returns are estimated to be fraudulent.
- How common are delivery problems?
- Citizens Advice found 37% of UK parcel recipients had a problem with their most recent delivery in 2025, most often a driver leaving before they reached the door (29%). In the EU, 20% of online buyers reported slower than expected delivery in 2025, according to Eurostat.
- What is the average cart abandonment rate?
- Baymard Institute puts the average documented cart abandonment rate at 70.22%, based on 50 studies. Excluding shoppers who were just browsing, the top reason is extra costs such as shipping, tax and fees, cited by 40%.
Where these numbers come from
We chose figures that measure online shopping directly: official retail e-commerce shares, counts of online buyers, device use, parcel volumes, delivery problems, returns, cart abandonment and scams. Official shares are not directly comparable: the Census Bureau, ONS, Statistics Canada, China's NBS and METI each define retail and online sales differently, and Statistics Canada excludes travel, tickets and financial services. UNCTAD's $27 trillion estimate includes business-to-business sales. Adobe's figures come from transactions on U.S. retail sites it measures, and its 2026 figures are forecasts. NRF return estimates come from a retailer survey, and Pew, Citizens Advice, Australia Post and Baymard figures come from consumer surveys with their own samples and question wording. Pew's device figures are from 2022, the latest year it asked those questions. Every figure links to the page it was taken from, and each quote was checked against that page on the date shown. We store the sentence each number appears in, and a script loads the publisher's page again to make sure that sentence is still there. Our methodology has the details.
Sources
- Adobe. 2026 U.S. Holiday Forecast, Adobe Digital Insights (Sep 2026).
- Adobe. 2026 Holiday Shopping Trends, Statistics and Forecast (Sep 2026).
- Australia Post. Australia Post eCommerce Report 2026 (Mar 2026).
- Baymard Institute. Cart Abandonment Rate: 50 Statistics and Why People Abandon (Oct 2026).
- Citizens Advice. Parcel problems reach record as 15 million people are let down on the doorstep (Nov 2025).
- Eurostat. E-commerce statistics for individuals (Feb 2026).
- Ministry of Economy, Trade and Industry (Japan). Results of the E-Commerce Market Survey Compiled (Aug 2025).
- National Bureau of Statistics of China. Total Retail Sales of Consumer Goods from January to September 2026 (Oct 2026).
- National Retail Federation. Consumers Expected to Return Nearly $850 Billion in Merchandise in 2025 (Oct 2025).
- National Retail Federation. 2025 Retail Returns Landscape (Oct 2025).
- Office for National Statistics. Retail sales, Great Britain: September 2026 (Oct 2026).
- Office for National Statistics. Retail sales, Great Britain: June 2026 (Jul 2026).
- Pew Research Center. About a third of Americans say they've had an online shopping scam happen to them (Nov 2025).
- Pew Research Center. For shopping, phones are common and influencers have become a factor, especially for young adults (Nov 2022).
- Pitney Bowes. Parcel Shipping Index (2026).
- Statistics Canada. Retail trade, August 2026 (Oct 2026).
- U.S. Census Bureau. Quarterly Retail E-Commerce Sales, 2nd Quarter 2026 (Aug 2026).
- UNCTAD. Business e-commerce sales and the role of online platforms (Mar 2024).
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