eCommerce Statistics: Trends and Insights for Your Business    

Key highlights 

• Global eCommerce sales are projected to reach $8.5 trillion by 2026, showing a 56% increase from 2018. 
• Mobile commerce is projected to generate nearly 50% of U.S. eCommerce sales by 2026, according to current eCommerce statistics. 
• B2B eCommerce is set to grow at a 14.5% CAGR through 2026, reflecting strong growth in digital procurement and automation. 
• eCommerce statistics reveal cart abandonment rates average 70.19%, emphasizing the need for faster, simpler and more transparent checkout experiences. 
• Product return rates in eCommerce remain high, costing retailers billions annually due to bracketing, poor fit and unmet expectations. 
• Bluehost eCommerce Premium Solution equips you with AI tools, SEO, analytics and unlimited products—everything you need to launch and scale with confidence 

Introduction 

eCommerce has become the backbone of modern retail, evolving rapidly to meet changing consumer behaviors, global trends and tech innovations. Whether you’re a seasoned retailer or a startup launching your first online store, understanding the latest eCommerce statistics is crucial for staying competitive and scaling smart. 

This in-depth report unpacks the key trends driving eCommerce forward. It covers updated growth figures, mobile commerce insights and developments in B2B eCommerce.  

You’ll also explore how emerging markets are reshaping the global eCommerce landscape. The guide includes valuable insights on conversion rates, cart abandonment, product returns and shopping behaviors that directly impact your store’s performance. 

Let’s dive in! 

What is the projected size of the eCommerce market in 2026?    

As we move deeper into 2025, global eCommerce continues to be a driving force in the retail economy. Despite global inflation and ongoing supply chain adjustments, digital commerce is expanding steadily fueled by mobile adoption, growing cross-border trade and shifting consumer expectations. 

According to reports, global eCommerce sales are expected to reach $8.5 trillion by 2026, up from an estimated $6.86 trillion in 2025. This reflects a continued shift toward online-first purchasing behavior and a steady rise from $6.33 trillion in 2024. 

Share of online retail transactions (2021–2027) 

Year	Share of Online Retail Transactions
2021	18.8%
2022	18.7%
2023	19.4%
2024	20.1%
2025	21%
2026*	21.8%
2027*	22.6%

*2026 and 2027 are projected values. 

Looking ahead: 

• By 2027, online sales are projected to account for 23% of all global retail sales 

• The market is forecasted to exceed $7.6 trillion, signaling long-term digital retail dominance. 

Where is growth coming from? 

To understand where the eCommerce market is expanding fastest, it’s essential to look beyond absolute sales and consider compound annual growth rates (CAGR) across regions. 

The chart below, based on Statista’s CAGR forecast from 2025 to 2029, reveals which countries are leading in retail eCommerce momentum: 

According to Statista, these countries lead in eCommerce growth by CAGR: 

• India: 11.58% 
• Mexico: 11.39% 
• Russia: 11.04% 
• Thailand: 11.03%

• China: 10.09% 

B2B eCommerce is also booming 

The B2B eCommerce sector is another high-growth vertical. Global B2B eCommerce sales are projected to reach $36 trillion by 2026 according to International Trade Administration. 

Beyond transaction volume, the sector is evolving through e-procurement tools, automated workflows and AI-driven inventory systems. A growing number of B2B buyers now prefer self-service digital portals over sales rep interactions, mirroring B2C expectations. 

How many people will shop online in 2026? 

As of 2025, approximately 2.77 billion people worldwide shop online, representing about 33% of the global population. This number is expected to increase to 2.86 billion online shoppers in 2026, driven by improved internet access, smartphone penetration and greater convenience. 

China remains the top market, with over 904.6 million digital shoppers—nearly one-third of all global eCommerce users. 

Top American and Chinese online stores  

Despite China’s sales dominance, Amazon is the top consumer online service company in 2025, valued at $1338 billion. In 2025, its market cap reached $1.922 trillion. 

Alibaba has a market cap of $258.85 billion as of April 2025. 

Top countries by eCommerce market size and growth 

The two largest eCommerce economies remain: 

• China remains the largest eCommerce market with a current market size of $3.45 trillion (2025), expected to exceed $3.98 billion by 2027. 
• The United States follows with $1.38 trillion in 2025, projected to reach $1.88 trillion by 2029. 

Meanwhile, countries like India, Mexico, Russia and Thailand are projected to experience the highest compound annual growth rates (CAGR) through 2029, signaling strong opportunities for international expansion. 

eCommerce sales differ by product type 

Insider Intelligence reported automotive, food and apparel as the fastest-growing categories. Automotive sales rose by 30.1% in 2022 and are projected to grow by 18.8% in 2026. Food and beverage grew by 20.7% and is estimated to rise by 16.3% in 2026. 

Apparel’s growth declined from 15.4% in 2022 to 14.6% in 2023. By 2025 end, both apparel and health, personal care and beauty are predicted to grow by 14.1%. In 2026, apparel’s growth is expected to decrease to just 13.4%, while the health, personal care and beauty category is anticipated to fall to 13.9%. 

McKinsey forecasts the global beauty market to expand from $430 billion in 2022 to $580 billion by 2027. 

Alibaba and Amazon are set to dominate health and beauty sales, reaching $112.2 billion and $79.4 billion by 2027. 

Commerce buyers prefer to pay digitally 

Mobile eCommerce statistics 

Mobile commerce (mCommerce) has become the backbone of global eCommerce, accounting for the majority of online transactions across both developed and emerging markets. With rising smartphone penetration, fast-loading mobile sites and mobile wallet adoption, businesses that don’t prioritize mobile-first experiences risk falling behind 

U.S. mobile eCommerce rose from $362 billion in 2021 to $431 billion in 2022 and $710 billion by 2025 end. 

The growth of mCommerce in the U.S. has been steady since 2020 and is projected to account for over 40% of all retail eCommerce sales in the country from 2023 to 2026. 

Insider Intelligence predicts that sales from mobile devices will reach $768.28 billion by 2026. 

eCommerce conversion rate statistics 

Understanding conversion rates is pivotal for eCommerce businesses aiming to optimize their sales funnels and enhance user experience. In 2025, the landscape of eCommerce conversion rates presents insightful trends across various industries and devices. 

The global average eCommerce conversion rate sits between 2% and 4%, depending on the industry, device and region. High-performing eCommerce websites that focus on personalization, user experience and trust signals are seeing conversion rates reach up to 11%. 

Conversion rates by industry 

Conversion performance varies greatly by product category. Here’s a snapshot of 2025 conversion benchmarks by industry: 

1. Beauty & personal care: 6.8% 

2. Food & beverage: 4.9% 

3. Electronics & appliances: 3.6% 

4. Fashion, jewelry, shoes: 1.9% 

Product complexity, pricing, shipping options and return policies all influence conversion performance across these sectors. 

Conversion rates by device 

Device type remains a strong factor in conversion behavior: 

• Desktop: 4.8% (highest conversion due to ease of navigation and more detailed browsing) 
• Tablet: 3.7% 
• Mobile: 2.9% (still growing but hindered by smaller screens and checkout friction) 

With mobile traffic dominating, businesses that prioritize mobile-first design and seamless mobile experiences tend to outperform their competitors. 

eCommerce shopping cart abandonment statistics 

You’ve brought traffic to your site. Your product pages are polished and your visitors are engaging—yet they leave without buying. Sound familiar? That reflects the challenge of shopping cart abandonment—a persistent challenge in the world of online retail. 

As of 2025, understanding eCommerce shopping statistics related to cart abandonment is essential for boosting conversions and improving customer experience. 

The global average shopping cart abandonment rate sits at a staggering 70.19%. This means nearly 7 in 10 shoppers walk away before completing their purchases—a sharp increase over the past decade, driven largely by mobile behavior and rising expectations. 

Abandonment by device: 

• Mobile: 75.5% 
• Desktop: 69.04% 
• Tablet: 68.55% 

What are the top reasons for cart abandonment? 

The top reasons why shoppers abandon their carts are: 

Reason	% of Shoppers Impacted
Unexpected extra costs (tax, shipping)	48%
Mandatory account creation	26%
Lack of trust in site security	25%
Slow delivery times	23%
Complicated checkout process	22%
Can’t calculate full cost upfront	21%
Poor return policies	18%
Website errors or crashes	17%
Limited payment options	13%
Card declined	9%

Many of these issues can be addressed by improving transparency, reducing friction and reinforcing trust. 

eCommerce product return statistics 

eCommerce shoppers typically buy under three items per order.  

When online shoppers buy many items in different variations, sizes and colors, chances are they’re “bracketing” — purchasing them to return all but one. 

The problem is that buyers who return items are typically unaware of the cost implications for sellers. So, adjusting your return policies can help reduce bracketing, improving your bottom line. 

Bracketing is popular among Gen Z and younger millennials 

Bracketing—buying multiple sizes or colors of a product with the intent to return some—is common among Gen Z and younger millennials. This behavior stems from their digital-first approach to shopping and desire for convenience. 74% of Gen Z prefer shopping on mobile devices and they are more likely to expect flexible return options as part of the experience. Their comfort with fast fashion, BNPL (Buy Now, Pay Later) options and instant gratification has normalized high return rates. 

As of 2025, Gen Z will outnumber Gen X in online shopping activity, making their preferences a critical factor in return logistics and inventory planning 

Customers are checking out your return policy 

It is also seen that 67% of shoppers check the returns page before completing a transaction. This shows just how much a clear, customer-friendly return policy can impact on your conversion rates and customer trust. 

Yet there’s still a significant disconnect between what buyers expect and what retailers provide. While 53% of customers want free returns, over 50% of online merchants don’t offer them. Additionally, 58% of shoppers prefer returning items in-store for free, but many eCommerce brands don’t support this hybrid option.  

Moreover, McKinsey State of the US Consumer report shows that US consumers in 2025 are becoming more value-conscious and cautious, further heightening the importance of a flexible return policy. Younger shoppers expect brands to be upfront, especially those shopping sustainably or from smaller brands they support. 

eCommerce product returns cost billions 

Returns have become a massive cost center for eCommerce businesses. In 2024, U.S. consumers returned goods worth approximately $890 billion, according to the CNBC and National Retail Federation. 

The fashion industry is particularly affected, with return rates for online apparel purchases reaching up to 56%, accounting for the highest return rate among all eCommerce verticals. With Gen Z and millennials fueling bracketing behavior, the financial burden on retailers continues to grow. 

eCommerce returns are inevitable 

Returns will continue to be a significant cost and logistical challenge in upcoming years. With nearly 30% of online purchases sent back—over three times the rate of physical retail. As eCommerce expands, especially among mobile-first and Gen Z shoppers, optimizing return processes is no longer optional—it’s essential. 

In 2025, returns remain a major operational and financial hurdle for eCommerce businesses. As per the research, nearly 30% of all online purchases are returned, compared to just 8.9% in physical retail.  

As eCommerce expands, especially among mobile-first and Gen Z shoppers, optimizing return processes is no longer optional; it’s essential. 

Additionally, 36% of shoppers lose trust in online marketplaces when return or refund processes are difficult, reinforcing the need for seamless return management. 

Personalization & AI in eCommerce  

In 2025, artificial intelligence (AI) and personalization will revolutionize the eCommerce landscape, offering tailored experiences that drive customer engagement and boost sales. Businesses leveraging these technologies are witnessing significant improvements in customer satisfaction and operational efficiency. 

The rise of AI-driven personalization 

• Market growth: The AI market in eCommerce was valued at $8.65 billion in 2025 and is expected to grow to $17.1 billion by 2030.  
• Business adoption: Over 33% of B2B eCommerce companies in the United States have fully implemented AI in their operations, while 47% are evaluating the technology.  
• Revenue impact: Companies implementing AI-driven personalization see significant improvements in customer experiences and operational efficiency. 

Related read: AI in eCommerce: How AI is Transforming Online Shopping 

Social commerce & influencer impact  

As of 2025, the social commerce market is valued at $1.2 trillion, with Gen Z and Millennials driving most of the growth. 

These digital-native shoppers are deeply influenced by creators, peer reviews and the ease of shopping directly through platforms like Instagram, TikTok and Pinterest. 

Influencers are the new sales reps 

The global influencer marketing industry reached $24 billion in 2024, more than doubling its value from 2019, according to Statista. These creators aren’t just promoting products—they’re driving purchase decisions. eMarketer reports that nearly 71% of US consumers have purchased a product launched or co-created by an influencer. This shift has prompted major retailers like Amazon and Walmart to invest directly in creator partnerships, realizing their persuasive power. 

Creator commerce is reshaping retail 

In 2025, we’re witnessing the rise of “creator commerce”—a trend where social media influencers act as entrepreneurs, launching their own product lines or partnering with brands for co-branded collections. According to information, creator-generated content now outperforms all other content types in driving conversions on social platforms. Brands are adjusting fast, embedding product tags, affiliate links and shoppable videos into influencer content to streamline checkout. 

Social shopping is exploding 

30% of global internet users now make purchases directly via social platforms. This number is even higher in the US and China. Features like Instagram Shops, TikTok Shop and Pinterest’s native shopping integrations are reshaping the eCommerce funnel—bringing discovery, influence and checkout into one smooth, interactive journey. 

What’s fueling this trend? Trust. Influencer recommendations feel more authentic than traditional ads, especially when creators showcase real-world usage, styling tips or product comparisons. This form of digital word-of-mouth taps directly into consumer psychology. 

Emerging markets & future eCommerce trends  

According to the U.S. International Trade Administration, global eCommerce sales reached $5.8 trillion in 2023 and are expected to surpass $6.8 trillion by 2025. While China and the U.S. remain leaders, the fastest growth is now occurring in emerging markets. 

From the reports: 

• India is the 9th largest eCommerce market globally to grow by $50 billion between 2023 and 2025. It’s fueled by high mobile usage and digital payments via UPI.
• Brazil, Latin America’s largest eCommerce economy, is projected to reach $84 billion in online retail revenue by 2025. 
• Indonesia and Vietnam are rapidly growing thanks to social commerce, mobile-first strategies and rising middle-class spending. 
• Africa is on the rise, with platforms like Jumia serving a continent where mobile wallets and leapfrogging technology are transforming shopping behaviors. 

These regions are not only growing in revenue but also innovating—offering localized digital wallets, live shopping via WhatsApp and TikTok and logistics networks tailored to rural and underserved communities. 

The future of eCommerce: Trends to watch 

Several powerful trends are defining the next phase of global eCommerce: 

• Mobile-first markets: Mobile commerce (mCommerce) continues to dominate the eCommerce landscape. In the United States, mCommerce will account for approximately 44.2% of total eCommerce sales by 2025 end. This growth is driven by increasing smartphone penetration and consumer preference for mobile shopping. 
• AI & personalization: U.S. retailers are rapidly adopting AI to offer hyper-personalized experiences, with predictive product recommendations, chatbots and dynamic pricing models improving customer engagement. 
• Sustainable shopping: Sustainability is increasingly influencing consumer purchasing decisions. A recent survey indicates that 78% of consumers consider sustainability at least somewhat important when choosing a product or retailer. Brands that offer carbon-neutral shipping, eco-friendly packaging and ethical sourcing are witnessing improved brand loyalty. 
• Voice & visual commerce: Emerging technologies like voice search and visual product discovery are simplifying the shopping experience for consumers. In 2025, over 60% of U.S. eCommerce shoppers are purchasing online weekly using their home voice smart assistants, highlighting the growing adoption of intuitive shopping tools.  

Learn more: eCommerce Trends: What’s Shaping the Future of Online Shopping 

What’s the best way to build and grow your eCommerce store?  

In today’s fast-paced eCommerce landscape, building a successful online store goes beyond listing products—it’s about creating a seamless scalable and secure shopping experience. That’s where Bluehost eCommerce Premium Solution comes in. It provides everything you need to launch and grow your eCommerce business with confidence. 

For those building on WordPress, our WooCommerce hosting offers a flexible way to set up and manage your store, whether you’re selling just a few items or scaling a full product catalog.  

• Mobile-optimized storefronts: Reach customers where they shop most: on their phones. 
• AI Website Builder for WordPress: Create a custom eCommerce site effortlessly with the help of AI Website Builder. You get a bunch of smart design suggestions, auto-generated layouts and tailored content blocks. 
• Built-in performance and security tools: Fast load times, PCI-compliant checkout and SSL protection. 
• Real-time analytics & SEO tools: Optimize your store’s visibility and track performance as you grow. Bluehost integrates seamlessly with powerful SEO plugins like Yoast SEO. This plugin helps you craft optimized meta titles, descriptions and content that rank higher on search engines. 
• 24/7 expert support: From first sale to scale, help is always one click away. 

As online sales continue to surge and mobile, AI and social commerce shape the future, Bluehost ensures your store is ready for what’s next. 

Final thoughts 

The world of eCommerce is full of opportunities, but also constant change. From rising return rates to emerging markets and the growing influence of mobile and social shopping, staying informed helps you make smarter decisions for your business. 

Whether you’re just starting out or looking to scale, what matters most is creating a store that reflects your brand, meets your customers’ needs and grows with you. Having the right tools and a solid foundation can make that journey a little easier. 

With Bluehost eCommerce Premium Solution plan you’re not just getting a platform—you’re unlocking a smarter, faster path to online success. From AI-assisted site creation and unlimited product listings to SEO and analytics tools, everything you need is built in and ready to go. 

Ready to build smarter? With Bluehost, you can launch your store using AI-powered tools, list unlimited products and grow with built-in SEO support. 

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