What drives today’s online shoppers in the US?
As we navigate through the digital consumer trends in 2025, understanding the nuances of online consumer behavior is key to unlocking e-commerce success.
Are you truly in tune with your online customers’ evolving preferences and habits? Do you have a clear picture of the trends that will shape their purchasing decisions this year?
Let’s dive into the numbers that will define how to win online consumers in 2025!
This article delves into 50 key online consumer statistics in 2025, which shed light on the current state and future trajectory of online consumer behavior in the US.
Online Shopping Behavior In The US
- In 2024, online shoppers in the US spent an average of $3.723 billion per day.
- According to research by Capital One Shopping, approximately 80.4% of Americans shop online.
- As reported by SellersCommerce, 21% of retail purchases are expected to take place online in 2025. This highlights the continued growth of e-commerce as a significant portion of the overall retail landscape.
- Around 34% of US online shoppers make purchases at least once a week, showcasing the frequency of online transactions.
- According to a report by Prose, the number of online shoppers is estimated to grow from 273.49 million in 2024 to over 288.45 million in 2025.
Consumer Preferences and Decision-Making
- 17% of online shoppers across all groups find free shipping as a key purchase decision factor and standard offering.
- 62% of Gen Z consumers considered a brand’s sustainability efforts when making purchases in 2024. This marks the growing importance of ethical considerations for this demographic.
- eMarketer reports that 57% of US adults start their product research on Amazon.
- According to AMZScout, people prefer to shop on Fridays, especially during evening hours.
- Web FX states that nearly 95% of consumers read online reviews before making a purchase. This underscores how reviews influence buying decisions.
How Different Generations Shop
- 41% of Gen Z prefer to discover new products on social media via short-form video, highlighting the rise of social commerce as one of the key digital consumer trends in 2025.
- 93% of millennials always plan to purchase products from Black Friday or Cyber Monday sales, indicating their strategic approach to shopping events.
- According to research by ICSC, 46% of Gen Z want a quick and easy checkout when shopping, indicating their preference for seamless online experiences.
- Web FX found that 56% of Gen X shoppers prefer to shop online versus in a brick-and-mortar store, showing a significant adoption of online shopping in this demographic.
- 44% of millennials prefer shopping online primarily because of fast shipping and a wider range of product options.
READ MORE| Want to crack the code to get more Gen Z shoppers? Check out Decode How Gen Z Shops on Amazon: Supercharge Your Brand’s Sales Today.
Mobile Shopping In The US
- Seller Commerce reports that 76% of US adults shop using a smartphone.
- Over 60% of online shoppers prefer buying via a mobile app over a site. This highlights that going mobile-first is essential to win online consumers in 2025.
- According to eMarketer, mobile commerce sales in the US are estimated to reach $710 billion in 2025.
- The average transaction value for mobile shopping transactions is estimated to be $120.
- The average time US consumers spend on their mobile devices is projected to be 4.4 hours per day, with 88% of that time spent within apps.
Amazon and US Online Shoppers
- Retail Dive reports that 53% of shoppers prefer Amazon due to its extensive product range, competitive prices, and readily available user reviews.
- Over 50% of online shoppers compare prices on Amazon before buying elsewhere, highlighting Amazon’s influence on price perception.
- 30% of the total visitors on Amazon are aged between 25-34 years.
- Analyzify pointed out that 80% of US online shoppers prefer Amazon for its fast and free shipping.
- 46% of Amazon Prime members purchase on Amazon at least once a week.
Bonus: Among online marketplaces, Amazon scored 83 in the America Customer Satisfaction Index in 2025.
READ MORE| Amazon is a shopper favorite. Read Understanding Customer Buying Behavior on Amazon in the US to find out why!
AI Personalization and Voice Search
- Deloitte found that 80% of shoppers are more likely to purchase from a brand that offers personalization.
- 65% of consumers are more likely to remain loyal to retailers that offer personalized experiences, highlighting the direct link between tailored interactions and customer retention.
- Adobe research found that 92% of consumers who have used AI for shopping reported that it enhanced their experience.
- More than 58% of consumers aged from 25 to 34 use voice search technology daily for shopping.
- Sellers Commerce reports that 24% of US online shoppers regularly use chatbots while shopping.
Shipping, Delivery, and Fulfillment Expectations
- As per Fit Small Business, 83% of US online consumers say that free shipping is a critical factor when shopping online.
- McKinsey’s research found that more than 90% of consumers are likely to abandon an online purchase if it involves high shipping costs.
- 54% of online shoppers are willing to pay for quicker shipping.
- 89% of US online buyers prefer free delivery, and 65% prioritize easy returns.
- A FedEx report states that consumers prioritize convenience, with a focus on home delivery (81%) and real-time package tracking (68%).
Social Media and Impact on Consumer Behavior
- According to a Salsify report, 39% of shoppers bought a product online because an influencer recommended it.
- 34% of shoppers bought a product online because it was trending on social media.
- 70 million people in the US directly shop for products on TikTok, as per AMZScout’s report.
- According to TikTok’s 2025 Trend Report, two out of three users like brands that partner with a variety of creators.
- Salsify’s e-commerce consumer data 2025 research states that 35% of shoppers purchased a product from a TikTok or Instagram live-stream shopping event.
Gender-Based Consumer Shopping Trends
- When shopping online, men spend 28% more than women, challenging the stereotype that women shop more.
- Amazon and Temu are top sources for online shopping, enjoying a strong preference among men, at 56%, while women resonate more with Walmart and Target, at 40%.
- According to Attest, 63% of female shoppers spend cautiously, making them more likely to choose cheaper brands compared to their male counterparts.
- 59% of Gen Z female shoppers prefer brands that support women’s rights, highlighting how a brand’s core values are key to this demographic’s purchase decisions.
- Attest reports that only 30% of men and 24% of men trust social media companies.
Cybersecurity and Payment Methods
- Wiser Notify reports that 50% of consumers are willing to share personal information in exchange for personalized offers or discounts.
- 67% of US online shoppers stored payment credentials for their recent online buys.
- 40% of all online transactions are from digital wallets.
- According to Clearly Payments, over 60 million US shoppers use Buy Now Pay Later (BNPL), especially for electronics and fashion goods.
- By 2026, digital wallets (54%) will be the most popular payment method, followed by credit cards (16%) and debit cards (10%).
Closing Notes
These key online consumer statistics in 2025 have made it clear that shopping today is faster, more personalized, and increasingly shaped by convenience, trust, and technology.
Consumers expect seamless mobile experiences, free and fast shipping, and personalized recommendations. Gen Z is driving the rise of social commerce, while Amazon remains the go-to platform for price comparisons and quick purchases.
Retailers who embrace AI-driven personalization, optimize for mobile, and engage shoppers on platforms like TikTok will have the upper hand. Meanwhile, payment trends like Buy Now Pay Later and digital wallets continue to reshape how people pay online.
Are you ready to meet the expectations of today’s online shoppers? How will your brand adapt to these evolving trends? The brands that understand and act on these insights will be the ones that win in 2025.
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