Key figures
| Metric | Value | Note |
|---|---|---|
| E-commerce GMV | $1.4 trillion | Up 15% year-over-year |
| Cart Abandonment Rate | 70% | Across all online carts |
| Payment Mix | Cards 55%, Digital Wallets 30%, BNPL 10% | Primary payment methods |
| Cross-Border E-commerce | $150 billion | Value of imported goods |
| Average Order Value | $150 | Across all categories |
The United States e-commerce market continues its rapid expansion, with Gross Merchandise Volume (GMV) projected to reach substantial figures in 2026. Despite high cart abandonment rates, the overall growth indicates strong consumer adoption of online shopping.
Overview
Online retail in the United States is a dynamic sector, fueled by convenience, variety, and increasingly sophisticated digital platforms. While cart abandonment remains a challenge, the shift towards digital wallets and Buy Now, Pay Later (BNPL) options is transforming the payment landscape.
Breakdown
- Top E-commerce Categories: Electronics, apparel, and home goods lead in sales volume.
- Cart Abandonment Factors: High shipping costs, complex checkout processes, and unexpected fees.
- Payment Trends: Growing preference for digital wallets and flexible payment solutions like BNPL.
Outlook
United States e-commerce GMV is expected to maintain strong growth in 2026, driven by innovations in logistics, personalized shopping experiences, and the continued rise of social commerce. Efforts to reduce cart abandonment will likely focus on optimizing checkout and offering transparent pricing.
Sources: industry surveys, platform filings, and modeled estimates for 2026