Why the Majority of Americans Are Shopping Online

Do you like to shop online? If so, you are not alone. New research shows 86 million U.S. households, or two-thirds of the country’s families, are now shopping online each week. That is up from 40%, a level it has maintained since 2019. Here’s what else the analytical marketing firm Numerator found:

One reason consumers said they like to shop online is that it’s easy to compare prices. Sixty-one percent said they often buy from direct-to-consumer websites or apps. Fifty-three percent rated those experiences as better than retailer sites. Price is big, as 77% said they are willing to switch retailers for a better price.

While AI tools are available to assist shoppers in finding deals, there is still some hesitancy among consumers, with 48% citing risk of personal data breach and 41% don’t like sharing credit card information.

Another trend picking up steam is impulse shopping online at night. A recent survey report from coupon tracking firm – CouponFollow – found 56% of U.S. consumers it surveyed said they make Amazon purchases during the late night. This makes Amazon the unquestioned leader in late-night e-commerce, with brand websites like Walmart being mentioned by 9% of the respondents. Online-only discounters like Temu or Shein were cited by 5% of the respondents. Social media sites like Facebook and Instagram were cited by 3% and 2%, respectively.

The impulse factor is also higher when shopping late at night, as 39% said they have bought items on a whim, and 13% admitted to awakening to a confirmation email that they don’t remember ordering. One-in-10 male respondents say alcohol has prompted a late-night online purchase, double the rate of female respondents (5%).

For more information about shopping habits, particularly among Gen Z, read the full article here.

The share of online grocery orders has increased fourfold. Other categories gaining share include apparel, health and beauty, household products, home and garden, and pet supplies. Shopping online can be convenient, and often helps you save money. Just be sure you are purchasing from a secure site.