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Insights into the growth of USA eCommerce with payment methods, target audiences, marketing, social media, economy and logistics all profiled


The United States are home to 323.13 million people with a total GDP of 18.57 trillion USD and is ranked as the 2nd richest country, according to the World Bank GDP per capita rankings. America’s GDP per capita is currently 58,952 USD and expected to reach 67,238 USD by 2021.

Digital User Insights

There are currently 203.96 million eCommerce users in the US, with an additional 26.09 million users expected to be shopping online by 2021. Four years from now, these 230.05 million eCommerce users will spend an average of 2,109.40 USD online.

USA Online

Dividing internet usage into age groups gives a better picture of the US eCommerce market – 89% of 16-24 year-olds, 95% of 25-34 year-olds and 92% of 35-44 year-olds log on daily. The older generations also log on regularly with 45-54 year-olds and over 55s showing an 84% and 76% daily penetration rate, respectively.

USA Usage

Product Categories

Total USA eCommerce revenue across all product categories is 353.69 billion USD, and is expected to grow to 485.27 billion USD by 2021. Electronics & Media is currently the leading product category in America, accounting for 95.62 billion USD market share, followed by Toys, Hobby & DIY, which generates 76.48 billion USD in sales.

By 2021, Electronics & Media will still be the most purchased online category, with an estimated value of 130.10 billion USD, and second favourite, Toys, Hobby & DIY, will have an expected worth of 106.52 billion USD.

USA Revenue


In 2016, the USA was ranked 10th in the World Bank Logistics ranking.

Preferred Online Payments

55% of American shoppers prefer to use credit cards online, compared to 25% who like PayPal.

USA Payments

Where does America buy from?

China supplies the US with 457 billion USD in imports – ranging from cars to computers. America’s other key import partners are Mexico (291 billion USD), Canada (288 billion USD), Japan (128 billion USD) and Germany (122 billion USD).

USA Imports

Internet and Device Usage

Internet penetration in the US is currently 83%, and should reach 85.8% by 2021. Smartphone penetration is a little less (68.4%), but is projected to grow to 78.8% in the next four years.

81% of online shoppers in America buy via desktop, a stark contrast to the amount of smartphone (10%) and tablet (6%) shoppers.

USA Devices


Total marketing spend in America has risen in recent years, as advertisers invest more in digital advertising. In 2016, 80.3 billion USD was spent on TV advertisements in the US.

USA Ad Spend

Social Media

64.18% of Americans are active monthly social network users, thanks to YouTube, Facebook, Twitter and Messenger, which are the leading social networks.

USA Social

For more market insights, check out the eShopWorld series of blogs covering a range of emerging eCommerce markets.