(01) U.S. market · Updated October 2026
The U.S. marketin numbers.
The figures international manufacturers ask about most, with the source and date of every number. U.S. e-commerce reached $340.2 billion in a single quarter of 2026, grew 12.2% year over year and now represents 17.1% of total retail sales, according to the U.S. Census Bureau.
- Updated:
- October 2026
- Next Census:
- Nov 19, 2026
- Main sources:
- Census · IAB · Pew · Adobe
- Rule:
- Every figure cited
(02) E-commerce
Size and growth.
$340.2B
U.S. retail e-commerce sales in Q2 2026, seasonally adjusted
Source: U.S. Census Bureau · Q2 2026
17.1%
Share of total U.S. retail sales made online
Source: U.S. Census Bureau · Q2 2026
+12.2%
E-commerce growth year over year, versus +6.7% for total retail
Source: U.S. Census Bureau · Q2 2026
$1.234T
Total U.S. e-commerce sales in 2025, up 5.4% from $1.170T in 2024
Source: Digital Commerce 360 · 2025
2.5×
Quarterly e-commerce sales versus Q2 2019 ($135.5B)
Source: Practical Ecommerce · Q2 2019
10.1% → 17.1%
Online share of U.S. retail, Q2 2019 versus Q2 2026
Source: U.S. Census Bureau via Appdetex
The U.S. Census Bureau will revise its Q2 2026 estimates in the Q3 release scheduled for November 19, 2026.
(03) Consumers
A large market, still growing.
342.9M
U.S. population on October 8, 2026
+5.3%
Growth of U.S. consumer spending in 2025, current dollars
+7.0%
Florida consumer-spending growth in 2025, the highest of any state
$257.8B
U.S. online holiday spending in 2025, up 6.8%
Source: Adobe · 2025 holiday season
56.4%
Share of that holiday spending made on smartphones
Source: Adobe · 2025 holiday season
(04) Marketplaces
Where online sales happen.
36–41%
Amazon's estimated share of U.S. e-commerce, depending on methodology
60%+
Share of Amazon store sales made by independent sellers
Source: Amazon · 2025
75,000+
Independent Amazon sellers that surpassed $1M in sales in 2025
Source: Amazon · 2025
120M
Monthly Walmart.com visitors cited by Walmart
Source: Walmart Marketplace guide
Amazon and Walmart figures are first-party platform data; they show the scale of each ecosystem, not the probability that a new brand will succeed.
(05) Advertising
Where U.S. brands spend to be found.
$294.6B
U.S. digital advertising revenue in 2025, up 13.9%
Source: IAB / PwC · 2025
$117.7B
Social media advertising in 2025, up 32.6%
Source: IAB · 2025
$63.4B
Commerce-media revenue in 2025, up 18%
Source: IAB · 2025
$37B
Creator-ad spending in 2025, up 26%; $44B forecast for 2026
Source: IAB · 2025
84%
U.S. adults who use YouTube; 37% use TikTok
Source: Pew Research Center · 2025
(06) Friction
What stops online sales.
70.22%
Average online cart abandonment rate
Source: Baymard Institute · 2026
40%
Of non-browsing abandonments caused by excessive extra costs; 20% by slow delivery
Source: Baymard Institute · 2026
19.3%
Of online sales expected to be returned in 2025, versus 15.8% for all retail
Source: National Retail Federation · 2025
82%
Of consumers who say free returns matter when shopping online
Source: National Retail Federation · 2025
(07) Reading the numbers
What the data does—and does not—say.
| Common claim | What the data supports |
|---|---|
| "Nearly half of U.S. e-commerce is Amazon" | What the data supportsRoughly 36%–41%, depending on methodology. |
| "E-commerce has replaced retail" | What the data supportsNo. About 17% of retail is online; the other 83% still matters for later expansion. |
| "Selling online is low risk" | What the data supportsIt lowers upfront commitment by validating demand first; it does not remove compliance, landed cost or acquisition. |
| "You can validate demand in weeks" | What the data supportsReal demand data arrives in the first launch cycle—if product, compliance, inventory and accounts are ready. |
| "$800 shipments enter duty-free" | What the data supportsNot since August 29, 2025, when de minimis treatment was generally suspended (CBP). |
(08) Use the data
Turn the numbers into a plan.
- (01)Sell in the USAHow a foreign manufacturer can sell in the U.S. online first, validate demand and unit economics, and then scale into wholesale and retail.
- (02)U.S. strategy & business planDemand, competitors, U.S. pricing, landed costs and margins turned into a 90-day, 6- and 12-month roadmap before you commit inventory.
- (03)ChannelsWhich U.S. sales channel should an international brand launch first? Amazon, Walmart, Shopify and TikTok Shop compared by role, data and fit.
(08) Next step
Is your brand ready for the U.S.?
Book a strategic assessment to review your product, market opportunity, regulatory requirements, landed margins, sales channels and recommended launch path.