As of 2018, 57 percent of global internet users had purchased fashion-related products through the internet, making apparel the most popular online shopping category worldwide. Footwear was ranked second with a 47 percent online purchase reach.
There were a total of 258.9 million digital buyers in the United States in 2018
. This figure is projected to increase to over 307 million buyers in 2023, reaching 79.2 and 90.8 percent of U.S. internet users respectively
. The fastest-growing e-commerce categories
are food and beverages with a 12.7 percent CAGR between 2017 and 2023, compared to an average industry growth of 8.7 percent.
Online retail in the United States
Overall, customers in the United States were satisfied with e-retail as a whole
and online retail scored 82 out of 100 points in the 2018 ACSI (American Customer Satisfaction Index). After years of being the highest-scored online retailer, customer satisfaction with Amazon decreased
to 82/100 points, keeping in line with the industry average. In February 2019, Amazon accounted for nearly half of the retail e-commerce market in the United States and second-ranked eBay did not even reach double digits.
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