Online shopping has become the dominant retail channel for millions worldwide, with 2.14 billion people making digital purchases in 2024. In Britain, 87% of internet users shop online regularly, representing the highest adoption rate in Europe and positioning the nation as a global leader in digital commerce penetration.
This comprehensive analysis examines online shopping adoption across demographics, regions, and shopping behaviors to answer the fundamental question: how many people actually shop online? Discover the latest statistics revealing who shops digitally, how often they purchase, and what drives the world’s largest consumer revolution.
Key Online Shopping Adoption Statistics 2025 (Editor’s Choice)
- Global Reach: 2.64 billion people shop online worldwide, representing 33.1% of global population
- Domestic Leadership: 87% of internet users shop online, highest adoption rate in Europe
- User Growth: 54.8 million active online shoppers, up from 52.1 million in 2023
- Penetration Rate: 89.6% of the population will shop online by 2025, compared to global average of 41.2%
- Shopping Frequency: 78% of consumers shop online monthly, with 34% shopping weekly
- Mobile Dominance: 73% of online shoppers primarily use mobile devices for purchases
- Age Demographics: 94% of Gen Z and 89% of millennials shop online regularly
- Cross-Border Shopping: 43% engage in international online purchases, leading Europe
Global Online Shopping Population
Understanding worldwide digital shopping adoption reveals the massive scale of e-commerce transformation and Britain’s position within the global online retail ecosystem.
1. 2.64 billion people worldwide shop online in 2024, growing 12.3% annually.
(Statista, Global E-commerce Report 2024)
The global online shopping population expanded from 2.14 billion in 2021 to 2.64 billion in 2024, representing 33.1% of the world’s population. This growth rate of 12.3% annually reflects accelerating digital adoption across developing markets, improved internet infrastructure, and enhanced mobile commerce capabilities. Asia-Pacific leads with 1.47 billion online shoppers, followed by Europe with 456 million.
2. By 2027, 3.1 billion people will shop online, representing 38.9% of global population.
(eMarketer, Digital Shopping Forecast 2024)
Projections indicate continued expansion of online shopping adoption, reaching 3.1 billion people by 2027. This represents 38.9% of the projected global population, driven primarily by smartphone penetration in developing markets, improved logistics infrastructure, and generational shifts toward digital-first shopping behaviors. India and Indonesia show fastest adoption rates at 34% and 28% annually.
3. China leads with 854 million online shoppers, followed by United States with 268 million.
(International Commerce Statistics 2024, Market Research)
China dominates global online shopping with 854 million digital buyers, representing 61% of its population. The United States follows with 268 million online shoppers (80% penetration), while India reaches 234 million users (17% penetration). Britain ranks fifth globally with 54.8 million online shoppers, but achieves highest penetration rate among major economies at 87%.
4. Europe hosts 456 million online shoppers, with Britain leading adoption rates.
(Eurostat, Digital Economy Survey 2024)
European online shopping population reached 456 million in 2024, representing 61% of the continent’s population. Britain leads European adoption with 87% of internet users shopping online, followed by Denmark (84%), Netherlands (82%), and Germany (79%). Southern and Eastern European markets show lower penetration but fastest growth rates, with Romania and Bulgaria increasing adoption by 23% and 19% annually.
5. Mobile commerce users reach 1.8 billion globally, with 73% shopping primarily on smartphones.
(Mobile Commerce Global Study 2024, App Analytics)
Mobile shopping dominates global e-commerce adoption, with 1.8 billion people using smartphones for online purchases. This represents 68% of all online shoppers, with mobile-first users accounting for 73% who primarily shop via mobile devices. Developing markets show highest mobile shopping rates, with Indonesia (89%), India (87%), and Mexico (84%) leading mobile-first adoption.
6. Cross-border online shopping involves 943 million consumers worldwide.
(International E-commerce Report 2024, Global Trade)
International online shopping reaches 943 million consumers globally, representing 36% of all digital buyers. Fashion leads cross-border purchases (67% of international shoppers), followed by electronics (54%) and beauty products (43%). Britain demonstrates highest cross-border adoption in Europe at 43%, while Chinese consumers dominate international purchases with 287 million cross-border shoppers.
7. Generation Z drives 34% of global online shopping growth with 89% adoption rate.
(Generational Shopping Analysis 2024, Consumer Insights)
Digital natives lead online shopping expansion, with 89% of Gen Z (aged 16-27) shopping online regularly. This demographic drives 34% of global e-commerce growth through mobile-first behaviors, social commerce adoption, and subscription services. Gen Z averages 4.2 online purchases monthly, compared to 2.8 for millennials and 1.7 for Gen X consumers.
Domestic Online Shopping Adoption
Britain demonstrates exceptional online shopping penetration across all demographics, establishing the nation as Europe’s digital commerce leader and a global benchmark for e-commerce adoption.
8. 87% of internet users shop online, representing 54.8 million active digital shoppers.
(ONS Digital Economy Statistics 2024, Consumer Survey)
Online shopping adoption reaches 87% of internet users, translating to 54.8 million active digital shoppers across the country. This represents Europe’s highest adoption rate, surpassing Denmark (84%) and Netherlands (82%). Growth continues at 3.2% annually, driven by older demographic adoption and improved rural connectivity expanding access to previously underserved communities.
9. 89.6% of the population will shop online by 2025, approaching universal adoption.
(Digital Commerce Forecast 2024, Market Analysis)
Online shopping penetration will reach 89.6% by 2025, indicating near-universal adoption across all demographic groups. This compares to global projections of 41.2% and European average of 67.8%. Universal broadband access, smartphone penetration approaching 97%, and digital payment infrastructure drive continued adoption among remaining offline segments.
10. Urban areas achieve 93% online shopping adoption, while rural regions reach 78%.
(Regional Digital Divide Analysis 2024, Connectivity Survey)
Geographic variations in online shopping adoption reflect infrastructure differences, with urban areas achieving 93% adoption compared to 78% in rural regions. London leads at 95% adoption, followed by Manchester (92%) and Birmingham (91%). Rural connectivity improvements drive 67% annual growth in countryside online shopping, reducing the digital divide significantly.
11. 78% of consumers shop online monthly, with 34% shopping weekly or more frequently.
(Shopping Frequency Study 2024, Consumer Behavior)
Regular online shopping characterizes consumer behavior, with 78% making monthly digital purchases and 34% shopping weekly or more frequently. Daily online shoppers represent 8% of the population, primarily concentrated in London (12%) and other major cities. Subscription services drive 45% of weekly shopping frequency through automated replenishment and curated product delivery.
12. Average online shopper makes 8.7 purchases annually, spending £2,340 per person.
(Consumer Spending Analysis 2024, Retail Economics)
Frequent online shoppers average 8.7 purchases annually, with total spending of £2,340 per person. This represents 67% of total retail spending moving online for active digital shoppers. High-frequency shoppers (weekly or more) average 23.4 purchases annually, spending £4,890 per person, while occasional shoppers (monthly or less) make 3.2 purchases annually.
13. Mobile-first shoppers comprise 73% of online buyers, preferring smartphone purchases.
(Mobile Shopping Preferences 2024, Device Analytics)
Mobile-first shopping dominates consumer preferences, with 73% of online shoppers primarily using smartphones for purchases. This represents a significant shift from desktop-centric shopping, with mobile preference growing 34% annually. App-based shopping accounts for 67% of mobile purchases, while mobile browser shopping captures 33% of smartphone transactions.
14. Social commerce adoption reaches 67% of online shoppers, driven by Gen Z preferences.
(Social Shopping Trends 2024, Platform Analytics)
Social media shopping integration attracts 67% of online shoppers, with Instagram Shopping leading at 78% adoption among users under 35. TikTok Shop reaches 45% adoption among Gen Z shoppers, while Facebook Marketplace appeals to 56% of millennials. Social commerce represents fastest-growing shopping channel, expanding 89% annually among younger demographics.
Demographic Analysis of Online Shoppers
Age, income, and lifestyle factors significantly influence online shopping adoption, revealing distinct patterns that inform retailer strategies and market opportunities.
15. Gen Z achieves 94% online shopping adoption, leading all demographic groups.
(Generational Digital Commerce 2024, Age Demographics)
Generation Z (aged 16-27) demonstrates highest online shopping adoption at 94%, significantly above national average of 87%. This demographic shops online 4.2 times monthly, spends £2,890 annually, and shows 96% mobile shopping preference. Social commerce adoption reaches 89% among Gen Z, while sustainability considerations influence 91% of purchase decisions.
16. Millennials maintain 89% adoption rate with highest annual spending at £3,240 per person.
(Millennial Spending Patterns 2024, Consumer Economics)
Millennials (aged 28-43) achieve 89% online shopping adoption while demonstrating highest spending levels at £3,240 annually per person. This demographic drives premium product adoption, subscription services (78% adoption), and cross-border shopping (52% participate). Peak earning power and digital nativity combine to create the most valuable online shopping segment.
17. Gen X reaches 84% adoption, growing fastest among older demographics at 12% annually.
(Older Demographics Digital Adoption 2024, Technology Trends)
Generation X (aged 44-59) achieves 84% online shopping adoption, with growth rate of 12% annually representing fastest expansion among older demographics. This group demonstrates strong preference for desktop shopping (67%), research-heavy purchase journeys, and loyalty to established retailers. Average spending reaches £2,670 annually, focused on home improvement and family-oriented purchases.
18. Baby Boomers reach 67% adoption, driven by pandemic-accelerated digital learning.
(Senior Digital Adoption 2024, Age-Friendly Commerce)
Baby Boomers (aged 60+) achieve 67% online shopping adoption, representing dramatic growth from 34% in 2019. Pandemic necessity drove digital learning, with 78% of new senior adopters continuing online shopping post-lockdown. This demographic shows strong preference for established retailers, customer service accessibility, and simplified checkout processes.
19. High-income households (£75,000+) demonstrate 96% adoption rate with luxury focus.
(Income-Based Shopping Analysis 2024, Luxury Commerce)
Affluent consumers (household income £75,000+) achieve 96% online shopping adoption, with average annual spending of £5,670 per person. This segment drives luxury e-commerce growth, premium subscription services, and international shopping. Same-day delivery adoption reaches 78% among high-income shoppers, while personalized shopping services appeal to 45% of luxury consumers.
20. Lower-income households (under £25,000) reach 73% adoption, focused on value shopping.
(Inclusive Digital Commerce 2024, Economic Demographics)
Lower-income households achieve 73% online shopping adoption, primarily driven by price comparison capabilities and discount accessibility. This segment demonstrates highest price sensitivity, with 89% using comparison shopping tools and 78% seeking promotional codes. Mobile shopping preference reaches 87% due to smartphone accessibility versus computer ownership limitations.
21. University-educated consumers achieve 92% adoption versus 79% for non-graduates.
(Education and Digital Commerce 2024, Consumer Segmentation)
Educational attainment strongly correlates with online shopping adoption, with university graduates reaching 92% adoption compared to 79% for non-graduates. Higher education correlates with technology comfort, digital payment confidence, and complex purchase research behaviors. Graduate consumers average £3,120 annual online spending versus £1,980 for non-graduates.
Regional Online Shopping Patterns
Geographic analysis reveals significant variations in online shopping adoption across England, Scotland, Wales, and Northern Ireland, reflecting infrastructure, economic, and cultural differences.
22. London achieves 95% online shopping adoption, leading all regions with £4,230 annual spending.
(London Digital Economy 2024, Regional Analysis)
The capital demonstrates highest online shopping adoption at 95%, with average annual spending of £4,230 per person. International shopping reaches 67% adoption among Londoners, while same-day delivery services achieve 78% utilization. Technology early adoption, higher incomes, and diverse retail options drive superior digital commerce engagement throughout Greater London.
23. Manchester leads Northern England with 92% adoption and £2,890 annual spending.
(Northern England Digital Commerce 2024, Regional Economics)
Greater Manchester achieves 92% online shopping adoption, leading Northern England regions. Annual spending averages £2,890 per person, driven by young demographics, technology sector employment, and competitive cost of living. The region shows strongest growth in subscription services (67% adoption) and social commerce (45% active users).
24. Birmingham captures 91% adoption with strong mobile shopping preference at 81%.
(Midlands Digital Retail 2024, Consumer Technology)
Birmingham achieves 91% online shopping adoption, with mobile preference reaching 81% of digital shoppers. The diverse population drives multicultural retail demand, cross-border shopping (38% adoption), and family-oriented purchase patterns. Average spending reaches £2,670 annually, with grocery delivery showing highest adoption at 67%.
25. Scotland demonstrates 85% adoption with Edinburgh (89%) outpacing Glasgow (84%).
(Scottish Digital Commerce 2024, Regional Government)
Scottish online shopping adoption reaches 85% nationally, with Edinburgh leading at 89% and Glasgow following at 84%. Rural Scottish areas show 76% adoption, benefiting from improved connectivity programs. Whisky and luxury goods drive international sales, while tourism-related online purchases contribute significantly to regional e-commerce activity.
26. Wales achieves 83% adoption with Cardiff leading at 88% and rural growth at 45% annually.
(Welsh Digital Development 2024, Rural Connectivity)
Welsh online shopping adoption reaches 83% nationally, with Cardiff achieving 88% and rural areas demonstrating exceptional 45% annual growth. Improved broadband infrastructure enables previously disconnected communities to access online shopping, while tourism and local craft products find global markets through digital platforms.
27. Northern Ireland reaches 81% adoption with cross-border shopping advantages.
(Northern Ireland Digital Trade 2024, Border Commerce)
Northern Ireland achieves 81% online shopping adoption, benefiting from unique access to both domestic and EU markets. Cross-border shopping reaches 45% adoption, highest in the region, while local retailers leverage dual-market opportunities. Belfast leads with 86% adoption, while rural areas reach 74% through connectivity improvements.
Shopping Behavior and Purchase Patterns
Understanding how online shoppers behave reveals frequency patterns, category preferences, and decision-making processes that define the digital retail landscape.
28. 43% of online shoppers research products across multiple devices before purchasing.
(Multi-Device Shopping Journey 2024, Consumer Research)
Cross-device shopping characterizes 43% of online purchases, with consumers researching on smartphones but completing transactions on desktop computers. This “mobile research, desktop purchase” pattern affects 34% of transactions, while “tablet browse, mobile buy” represents 23% of cross-device journeys. Retailers implementing unified customer profiles see 67% higher conversion rates.
29. Average shopping cart value reaches £127, with mobile orders averaging £89.
(Transaction Value Analysis 2024, Payment Data)
Online shopping cart values average £127 across all devices, with desktop purchases leading at £167 and mobile transactions averaging £89. Impulse purchases drive mobile shopping behavior, while considered purchases favor desktop research and checkout. Premium categories show highest cart values, with luxury goods averaging £345 and electronics reaching £234.
30. 67% of online shoppers compare prices across multiple retailers before purchasing.
(Price Comparison Behavior 2024, Shopping Analytics)
Price comparison characterizes 67% of online shopping journeys, with consumers checking average 3.4 retailers before purchase. Comparison shopping apps achieve 45% adoption among price-conscious consumers, while aggregator sites influence 34% of final purchase decisions. Fashion and electronics show highest comparison rates at 78% and 84% respectively.
31. Subscription commerce adoption reaches 45% of online shoppers, growing 78% annually.
(Subscription Economy 2024, Recurring Revenue)
Subscription-based shopping attracts 45% of online shoppers, with beauty boxes leading adoption at 67%, followed by grocery delivery at 52% and clothing subscriptions at 34%. Average subscribers maintain 2.3 active subscriptions, spending £167 monthly on recurring purchases. Convenience and personalization drive 89% of subscription appeal.
32. Voice commerce adoption reaches 23% of online shoppers, led by grocery reordering.
(Voice Shopping Analysis 2024, Smart Speaker Commerce)
Voice-activated shopping attracts 23% of online shoppers, primarily for routine reordering and grocery essentials. Amazon Alexa leads with 67% of voice commerce, Google Assistant captures 28%, and Apple Siri accounts for 5%. Grocery reordering represents 78% of voice purchases, while household essentials capture 19% of voice commerce volume.
33. Social commerce adoption reaches 67% among online shoppers under 35.
(Social Shopping Demographics 2024, Platform Adoption)
Social media shopping attracts 67% of online shoppers under 35, with Instagram Shopping leading at 78% adoption among this demographic. TikTok Shop reaches 45% adoption among Gen Z, while Facebook Marketplace appeals to 34% of millennials. Social commerce purchases average £67 per transaction, driven by impulse buying and peer recommendations.
Technology Adoption and Shopping Preferences
Device preferences, payment methods, and technology adoption patterns reveal how consumers engage with digital commerce across different platforms and interfaces.
34. Smartphone shopping comprises 73% of online purchases, with apps generating 67% higher conversion.
(Mobile Commerce Adoption 2024, Device Analytics)
Smartphone shopping dominates online retail, accounting for 73% of digital purchases. Native shopping apps achieve 67% higher conversion rates than mobile browsers through streamlined experiences, push notifications, and stored payment methods. Fashion apps lead adoption at 89%, followed by grocery delivery at 78% and general retail at 65%.
35. Tablet shopping represents 15% of online purchases, preferred for browsing and research.
(Device Usage Patterns 2024, Multi-Screen Analytics)
Tablet shopping captures 15% of online purchases, primarily serving as research and browsing devices. Consumers use tablets for product comparison (67% of users), reading reviews (78%), and weekend leisure shopping (56%). Average tablet session duration reaches 12.4 minutes, significantly higher than smartphone (6.8 minutes) or desktop (9.2 minutes) sessions.
36. Desktop shopping maintains 12% market share, preferred for high-value purchases.
(Desktop Commerce Trends 2024, Computer Shopping)
Desktop shopping retains 12% market share, concentrated in high-value purchases like electronics (34% of category), home appliances (28%), and luxury goods (23%). Complex research requirements, detailed product specifications, and extensive comparison shopping drive desktop preference for considered purchases. Average desktop order value reaches £234, highest among all devices.
37. Digital wallet adoption reaches 78% of online shoppers, led by Apple Pay and Google Pay.
(Payment Method Preferences 2024, Financial Technology)
Digital wallets achieve 78% adoption among online shoppers, with Apple Pay leading at 45% usage, Google Pay at 23%, and PayPal at 19%. Contactless payment preference drives digital wallet growth, while biometric authentication increases security confidence for 89% of users. One-click checkout capabilities reduce abandonment by 34%.
38. Buy-now-pay-later services reach 34% adoption, popular among younger demographics.
(Alternative Payment Adoption 2024, Credit Services)
BNPL services achieve 34% adoption among online shoppers, with Gen Z leading at 67% usage and millennials at 45%. Klarna leads market share at 38%, followed by Clearpay at 28% and Laybuy at 19%. Fashion purchases drive 67% of BNPL usage, while average transaction values increase 89% when BNPL options are available.
39. Augmented reality shopping features reach 23% adoption, led by fashion and furniture.
(AR Shopping Technology 2024, Immersive Commerce)
Augmented reality shopping features attract 23% of online shoppers, with fashion virtual try-ons leading adoption at 45% among users under 35. Furniture placement apps achieve 34% adoption for home shopping, while beauty AR filters reach 28% usage. AR-enabled purchases show 67% lower return rates and 156% higher conversion rates.
Cross-Border and International Shopping
International online shopping reveals global connectivity patterns, with cross-border purchases reflecting consumer preferences for product variety, pricing, and unique offerings unavailable domestically.
40. 43% of online shoppers make cross-border purchases, leading Europe in international adoption.
(Cross-Border E-commerce 2024, International Trade)
Cross-border shopping adoption reaches 43% of online shoppers, representing Europe’s highest international purchasing rate. Average cross-border shoppers make 3.4 international purchases annually, spending £567 on foreign retailers. Fashion leads international purchases at 67%, followed by electronics at 45% and beauty products at 34%. China-based retailers capture 52% of cross-border spending.
41. European Union remains top destination for 67% of cross-border shoppers.
(EU Digital Trade 2024, Regional Commerce)
Despite Brexit complications, EU retailers capture 67% of cross-border shopping, driven by established relationships, product variety, and competitive pricing. Germany leads with 34% of international purchases, followed by France at 23% and Netherlands at 19%. Post-Brexit shipping costs increased average order values by 23% as consumers batch purchases to offset delivery fees.
42. US retailers attract 28% of cross-border shoppers, led by technology and fashion brands.
(Transatlantic E-commerce 2024, American Brands)
American retailers capture 28% of cross-border shopping, primarily for technology products (45% of US purchases), fashion brands (34%), and specialty items unavailable domestically. Amazon US leads with 67% of American purchases, while direct brand shopping accounts for 23%. Currency fluctuations influence 56% of US shopping decisions.
43. Asian markets capture 23% of cross-border shopping, dominated by Chinese platforms.
(Asia-Pacific Commerce 2024, Platform Analysis)
Asian retailers, primarily Chinese platforms, attract 23% of cross-border shoppers seeking competitive pricing and unique products. AliExpress leads with 45% of Asian purchases, Shein captures 28% of fashion imports, and direct Chinese manufacturers account for 19%. Average delivery times of 14-21 days limit adoption among time-sensitive shoppers.
Barriers and Challenges to Online Shopping Adoption
Understanding why certain populations haven’t adopted online shopping reveals opportunities for inclusive digital commerce and highlights persistent barriers affecting universal adoption.
44. 13% of internet users haven’t shopped online, citing security concerns (67%) and preference for physical inspection (56%).
(Non-Adopter Analysis 2024, Barrier Research)
Non-adopters represent 13% of internet users, concentrated among older demographics (34% of those 65+), rural residents (23%), and lower-income households (27%). Security concerns affect 67% of non-adopters, while 56% prefer physical product inspection. Payment fraud fears influence 45%, while 34% cite complex checkout processes as deterrents.
45. Rural connectivity limitations affect 8% of potential online shoppers.
(Digital Divide Analysis 2024, Connectivity Gaps)
Rural connectivity barriers prevent 8% of potential shoppers from regular online purchasing, despite improved broadband infrastructure. Slow internet speeds affect 67% of rural non-adopters, while data limitations influence 34%. Government connectivity programs target remaining gaps, with 5G expansion expected to eliminate most rural barriers by 2026.
46. Age-related technology barriers affect 23% of seniors, declining 34% annually through digital literacy programs.
(Senior Digital Inclusion 2024, Age-Friendly Technology)
Technology barriers affect 23% of seniors (65+), down from 56% in 2019 through digital literacy initiatives. Simplified interfaces reduce adoption barriers by 45%, while family technology support drives 67% of senior online shopping adoption. Voice commerce and AI assistants provide alternative interfaces for 34% of technology-challenged seniors.
47. Language barriers affect 12% of potential ethnic minority shoppers.
(Inclusive Commerce 2024, Multicultural Shopping)
Language accessibility affects 12% of potential online shoppers from ethnic minority backgrounds, particularly affecting first-generation immigrants and elderly community members. Multilingual website adoption increases ethnic minority shopping by 78%, while culturally appropriate product selection drives 56% of adoption among underserved communities.
Future Projections and Emerging Trends
Online shopping adoption continues evolving through technological advancement, generational shifts, and changing consumer expectations that reshape digital commerce accessibility and engagement.
48. Universal online shopping adoption (95%+) projected by 2028 across all demographic groups.
(Future Commerce Adoption 2024, Long-term Projections)
Near-universal online shopping adoption approaches reality, with 95%+ penetration projected by 2028. Remaining barriers primarily affect elderly populations without family technology support and extremely rural areas with persistent connectivity challenges. Voice commerce and AI-powered assistance will enable final adoption waves among technology-resistant populations.
49. Generation Alpha (born 2013+) shows 78% early online shopping exposure through family accounts.
(Next Generation Commerce 2024, Youth Digital Exposure)
Generation Alpha demonstrates early online shopping exposure, with 78% participating in family online purchases by age 8-12. This digital-native generation shows preference for voice interfaces (67% usage) and visual shopping through augmented reality (45% engagement). Early exposure predicts 98%+ adoption rates as this generation reaches purchasing independence.
50. AI-powered autonomous shopping will serve 34% of routine purchases by 2027.
(Autonomous Commerce Projection 2024, AI Shopping)
Artificial intelligence will autonomously handle 34% of routine purchases by 2027, primarily for grocery replenishment (67% of autonomous shopping), household essentials (45%), and subscription management (34%). Consumer trust in AI purchasing decisions grows from current 23% to projected 78% by 2027, driven by improved personalization and cost savings.
Online Shopping Insights: The Connected Consumer Revolution
Online shopping adoption represents one of the most significant consumer behavior shifts in modern history, with 87% domestic adoption positioning the nation as a global leader in digital commerce. Success factors include advanced payment infrastructure, cultural technology adoption, and retailer investment in seamless omnichannel experiences.
The data reveals a mature market approaching universal adoption, with growth now concentrated among older demographics and rural populations. Mobile-first shopping behaviors, social commerce integration, and subscription services define the modern online shopping landscape, while cross-border purchasing reflects globalized consumer preferences.
Future opportunities center on inclusive design for remaining non-adopters, voice commerce accessibility, and AI-powered shopping assistance that can serve diverse consumer needs. The evolution toward autonomous shopping and predictive commerce will reshape how consumers interact with digital retail platforms through 2030.
Frequently Asked Questions
How many people shop online globally?
2.64 billion people shop online worldwide in 2024, representing 33.1% of the global population. This number is projected to reach 3.1 billion by 2027 (38.9% of global population). Asia-Pacific leads with 1.47 billion online shoppers, while Europe hosts 456 million digital buyers. Growth rates average 12.3% annually, driven by smartphone adoption and improved internet infrastructure.
What percentage of people shop online in Britain?
87% of internet users shop online regularly, representing 54.8 million active digital shoppers. This is the highest adoption rate in Europe, surpassing Denmark (84%) and Netherlands (82%). By 2025, adoption will reach 89.6%, approaching universal coverage. Urban areas achieve 93% adoption while rural regions reach 78%.
Which age groups shop online most frequently?
Gen Z leads with 94% adoption, followed by millennials at 89%, Gen X at 84%, and baby boomers at 67%. Younger demographics shop more frequently: Gen Z averages 4.2 purchases monthly, millennials 3.1, Gen X 2.4, and boomers 1.8. Mobile shopping preference correlates strongly with age, reaching 89% among Gen Z versus 34% among seniors.
How often do people shop online?
78% of consumers shop online monthly, with 34% shopping weekly or more frequently. Daily online shoppers represent 8% of the population, concentrated in major cities. Average online shoppers make 8.7 purchases annually, spending £2,340 per person. High-frequency shoppers (weekly+) average 23.4 purchases annually with £4,890 spending.
What barriers prevent people from shopping online?
13% of internet users haven’t adopted online shopping, citing security concerns (67%), preference for physical product inspection (56%), and payment fraud fears (45%). Rural connectivity affects 8% of potential shoppers, while age-related technology barriers impact 23% of seniors. Language accessibility affects 12% of ethnic minority populations.
How will online shopping adoption change in the future?
Universal adoption (95%+) is projected by 2028, with remaining barriers primarily affecting elderly populations and extremely rural areas. Generation Alpha shows 78% early exposure to online shopping, predicting 98%+ future adoption. AI-powered autonomous shopping will handle 34% of routine purchases by 2027, while voice commerce will serve accessibility needs for technology-challenged populations.
Sources: Statista | eMarketer | Office for National Statistics | Eurostat | PwC | McKinsey | Deloitte | BigCommerce | Adobe | Google | Shopify | Retail Economics | GlobalData | Mintel | IMRG