Online shopping behavior varies widely by age, gender, and region, from US millennials to youth-heavy EU and India markets. Convenience is the leading motivation, while device choice, delivery speed, and price comparison influence what shoppers buy and whether they complete checkout. Security concerns—like cart abandonment from high shipping costs, data-breach worries, and phishing/identity-theft fears—also play a key role.
Key Takeaways
- In 2023, 65.2% of online shoppers in the United States were millennials aged 25-44
- Globally, women accounted for 52.1% of all online shoppers in 2022, slightly edging out men at 47.9%
- 41.3% of online shoppers in the EU were aged 18-34 in 2023, representing the largest youth demographic segment
- 73% of online shoppers in the US used smartphones for purchases in 2023
- Desktop computers were used by 48.2% of online shoppers for high-value purchases over $200 in 2022
- 62.1% of Indian online shoppers accessed e-commerce via mobile apps exclusively in 2023
- 76.5% of online shoppers prioritized convenience as the main motivation in 2023
- Price comparison was key for 68.3% of shoppers before purchasing electronics online in 2022
- 59.1% preferred brands with sustainable practices in their online choices in 2023
- In 2023, the average online shopper spent $1,423 annually in the US, up 8.2% from 2022
- 57.4% of online shoppers abandoned carts due to high shipping costs in 2023 globally
- Mobile commerce accounted for 43% of total e-commerce sales among shoppers in 2023
- 54.2% of 55.6% of online shoppers worried about data breaches in 2023 surveys
- 62.7% avoided sites without HTTPS encryption for purchases in the US 2022
- Phishing attacks targeted 14.3% of online shoppers via fake delivery emails in 2023
Online shopping is booming on mobile, led by younger shoppers and convenience, but price and shipping costs drive many cart abandons.
Related reading
01 · Category
Demographics20 stats
01
In 2023, 65.2% of online shoppers in the United States were millennials aged 25-44
02
Globally, women accounted for 52.1% of all online shoppers in 2022, slightly edging out men at 47.9%
03
41.3% of online shoppers in the EU were aged 18-34 in 2023, representing the largest youth demographic segment
04
In India, 58.7% of online shoppers were under 35 years old as of 2023, driven by a young population
05
Urban residents made up 72.4% of online shoppers in China in 2022, compared to 27.6% rural
06
34.1% of online shoppers in the UK held a university degree or higher in 2023
07
Hispanic consumers represented 19.8% of US online shoppers in 2022, growing faster than the general population
08
In Brazil, 61.2% of online shoppers were female in 2023
09
Baby boomers (55+) comprised 22.7% of online shoppers in Australia in 2022
10
High-income households (over $100k) accounted for 38.5% of US online luxury shoppers in 2023
11
48.9% of online shoppers worldwide lived in households with children under 18 in 2022
12
In Germany, 29.3% of online shoppers were aged 65+ in 2023, showing senior adoption growth
13
African American consumers made up 14.2% of US online shoppers in 2022
14
In Japan, 55.6% of online shoppers were women aged 30-49 in 2023
15
Students represented 12.4% of online shoppers in South Korea in 2022
16
Married individuals comprised 67.8% of online shoppers in Canada in 2023
17
In France, 45.7% of online shoppers were employed full-time professionals in 2022
18
Gen Z (born 1997-2012) formed 28.1% of online shoppers in Mexico in 2023
19
Retirees accounted for 18.9% of online shoppers in the Netherlands in 2022
20
Self-employed individuals were 11.3% of online shoppers in Italy in 2023
Interpretation
Demographics Interpretation
In the Demographics landscape of online shoppers, the data shows a clear youth skew and urban advantage, with 65.2% of US shoppers being millennials aged 25 to 44 in 2023 and 58.7% of India’s shoppers under 35 in 2023.
02 · Category
Device And Platform Usage18 stats
01
73% of online shoppers in the US used smartphones for purchases in 2023
02
Desktop computers were used by 48.2% of online shoppers for high-value purchases over $200 in 2022
03
62.1% of Indian online shoppers accessed e-commerce via mobile apps exclusively in 2023
04
Tablets accounted for 12.4% of online shopping sessions in the UK in 2023
05
Voice assistants were used by 8.7% of US shoppers for product searches leading to purchases in 2023
06
55.3% of Chinese online shoppers used WeChat mini-programs for transactions in 2022
07
Mobile web browsers overtook apps for 41.6% of Brazilian online shopping in 2023
08
Smart TVs influenced 9.2% of online purchases via streaming apps in Australia 2022
09
67.8% of Gen Z shoppers used iOS devices for online shopping in the US 2023
10
Android dominated at 74.3% among online shoppers in Indonesia in 2023
11
Wearables prompted 4.1% of impulse buys via notifications in Europe 2023
12
28.9% of French shoppers used laptops for fashion browsing in 2022
13
Progressive web apps (PWAs) drove 15.7% of sessions for South Korean shoppers 2023
14
51.4% of Canadian online shoppers switched devices mid-session (mobile to desktop) in 2023
15
Gaming consoles accounted for 3.8% of online purchases via integrated stores in Japan 2022
16
Email links led to purchases on 22.6% of desktop sessions globally in 2023
17
39.2% of Mexican shoppers used feature phones for basic e-commerce in 2023
18
AR try-on features on mobile boosted conversion by 31% for 14.5% of users in 2022
Interpretation
Device And Platform Usage Interpretation
Across device and platform usage, shoppers are clearly shifting to mobile ecosystems with 73% of US buyers using smartphones in 2023 and 62.1% of Indian shoppers relying on mobile apps exclusively in 2023.
03 · Category
Motivations And Preferences18 stats
01
76.5% of online shoppers prioritized convenience as the main motivation in 2023
02
Price comparison was key for 68.3% of shoppers before purchasing electronics online in 2022
03
59.1% preferred brands with sustainable practices in their online choices in 2023
04
Fast delivery (same-day) influenced 47.2% of grocery online orders in urban areas 2023
05
User reviews swayed 82.4% of purchase decisions on Amazon in 2022
06
Personalization recommendations drove 35% of sales for 64.7% of loyal shoppers in 2023
07
Exclusive online deals motivated 53.8% of UK shoppers to buy digitally in 2022
08
61.9% chose platforms with loyalty programs for repeat purchases in Brazil 2023
09
Eco-friendly packaging was a preference for 42.3% of Australian online shoppers in 2023
10
Social proof from influencers affected 29.6% of Gen Z beauty purchases online 2022
11
Free shipping thresholds met by 77.1% of carts in EU e-commerce in 2023
12
50.4% preferred local brands supporting community initiatives in India 2023
13
Gamification elements like points boosted engagement for 38.2% of gamers shopping online 2022
14
Privacy-focused brands were chosen by 45.7% of German shoppers in 2023
15
Bundle deals appealed to 55.9% for value perception in Canada 2022
16
67.3% valued customer service chat responsiveness in real-time during shopping 2023
17
Nostalgia-driven limited editions motivated 21.4% of fashion online buys in Japan 2023
18
Health and wellness certifications influenced 49.8% of supplement purchases online 2022
Interpretation
Motivations And Preferences Interpretation
In the motivations and preferences category, convenience leads with 76.5% of online shoppers in 2023, showing that shoppers prioritize speed and ease above all else even as factors like fast delivery, sustainability, and personalization increasingly shape what they buy.
More related reading
04 · Category
Purchasing Habits18 stats
01
In 2023, the average online shopper spent $1,423annually in the US, up 8.2% from 2022
02
57.4% of online shoppers abandoned carts due to high shipping costs in 2023 globally
03
Mobile commerce accounted for 43% of total e-commerce sales among shoppers in 2023
04
Impulse purchases made up 62% of online shopping transactions under $50 in the US in 2022
05
71.2% of online shoppers used buy-now-pay-later services at least once in 2023
06
Fashion was the top category purchased online by 38.5% of global shoppers in 2023
07
Repeat purchases occurred in 68.9% of online shopper sessions in the UK in 2022
08
Grocery shopping online grew by 15.4% among US shoppers year-over-year in 2023
09
44.7% of online shoppers preferred free returns policies influencing their purchases in 2023
10
Electronics purchases averaged $245per transaction for online shoppers worldwide in 2022
11
52.3% of shoppers used coupons or discounts in every online purchase in Brazil 2023
12
Weekly online shopping frequency was reported by 29.1% of Australian shoppers in 2022
13
Cross-border shopping was done by 24.8% of EU online shoppers in 2023
14
Subscription services were used by 37.6% of US online shoppers monthly in 2023
15
Beauty products saw 31.2% of purchases via live-streaming by Chinese shoppers in 2022
16
66.4% of online shoppers compared prices across 3+ sites before buying in 2023
17
Average cart value for luxury goods online was $512in Europe 2023
18
19.5% of purchases were made via social media marketplaces by global shoppers in 2023
Interpretation
Purchasing Habits Interpretation
In the purchasing habits category, shoppers increasingly rely on convenience and financing while costs still derail buying, as 57.4% abandoned carts due to high shipping fees in 2023 and 71.2% used buy now pay later at least once that year.
05 · Category
Security And Concerns20 stats
01
54.2% of 55.6% of online shoppers worried about data breaches in 2023 surveys
02
62.7% avoided sites without HTTPS encryption for purchases in the US 2022
03
Phishing attacks targeted 14.3% of online shoppers via fake delivery emails in 2023
04
48.9% cited identity theft fears as a barrier to online shopping in EU 2023
05
Fake reviews misled 23.1% of shoppers leading to returns in 2022 globally
06
71.4% used two-factor authentication for shopping accounts in high-income countries 2023
07
Payment fraud losses reached $5.8 billion for online shoppers in 2022 US
08
39.6% of Indian shoppers encountered counterfeit goods online in 2023
09
Chargeback rates averaged 1.2% due to fraud in Australian e-commerce 2022
10
52.3% distrusted social media ads leading to scam sites in Brazil 2023
11
Deepfake scams tricked 7.4% of luxury shoppers via video calls in 2023
12
66.8% read privacy policies before shopping on new sites in UK 2022
13
Account takeovers affected 11.9% of frequent online shoppers globally 2023
14
43.2% faced unexpected subscription charges post-purchase in Canada 2022
15
Malware from shopping apps infected 9.7% of Android users in 2023
16
58.1% avoided sharing payment details on unfamiliar platforms in Germany 2023
17
Refund scams cost shoppers $1.2 billion in France online fraud 2022
18
34.5% reported card-not-present fraud attempts monthly in Mexico 2023
19
Biometric verification reduced fraud concerns for 67.9% of users in Japan 2023
20
49.3% experienced delivery address hijacking attempts in South Africa 2022
Interpretation
Security And Concerns Interpretation
Security concerns are clearly shaping online behavior, with 54.2% of shoppers reporting worry about data breaches and 48.9% in the EU avoiding online purchases due to identity theft fears in 2023.
Reference
Cite This Report
This report is designed to be cited. We maintain stable URLs and versioned verification dates. Copy the format appropriate for your publication below.
APA
Stefan Wendt. (2026, February 13). Online Shopper Statistics. Gitnux. https://gitnux.org/online-shopper-statistics
MLA
Stefan Wendt. "Online Shopper Statistics." Gitnux, 13 Feb 2026, https://gitnux.org/online-shopper-statistics.
Chicago
Stefan Wendt. 2026. "Online Shopper Statistics." Gitnux. https://gitnux.org/online-shopper-statistics.
Sources & references
60 datasets cited across this report · attribution is report-level
shopify.com
akamai.comcompetitionbureau.gc.ca