Ecommerce Market Statistics 2026

The Census Bureau's quarterly survey is the official measure of US online retail sales. It counts goods sold online by retailers, not travel, tickets or food delivery, and it is not adjusted for price changes. Seasonally adjusted figures are best for comparing quarters; not adjusted figures show the real holiday spike in the fourth quarter. Growth accelerated in 2026 after a slower 2025.

• $340.2 billion

  US retail ecommerce sales were $340.2 billion in the second quarter of 2026, seasonally adjusted, up 3.8% from the first quarter.

  US Census Bureau · Quarterly Retail E-Commerce Sales, 2nd Quarter 2026 (Aug 2026)

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  The Census Bureau of the Department of Commerce announced today that the estimate of U.S. retail e-commerce sales for the second quarter of 2026, adjusted for seasonal variation, but not for price changes, was $340.2 billion, an increase of 3.8 percent (±0.4 percent) from the first quarter of 2026.

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• 12.2%

  US ecommerce sales grew 12.2% year over year in the second quarter of 2026, while total US retail sales grew 6.7%.

  US Census Bureau · Quarterly Retail E-Commerce Sales, 2nd Quarter 2026 (Aug 2026)

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  The second quarter 2026 e-commerce estimate increased 12.2 percent (±0.9 percent) from the second quarter of 2025 while total retail sales increased 6.7 percent (±0.5 percent) in the same period.

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• 17.1%

  Ecommerce accounted for 17.1% of US retail sales in the second quarter of 2026, seasonally adjusted.

  US Census Bureau · Quarterly Retail E-Commerce Sales, 2nd Quarter 2026 (Aug 2026)

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  E-commerce sales in the second quarter of 2026 accounted for 17.1 percent of total sales.

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• $1,233.7 billion

  US retail ecommerce sales totaled $1,233.7 billion in 2025, up 5.4% from 2024.

  US Census Bureau · Quarterly Retail E-Commerce Sales, 4th Quarter 2025 (Mar 2026)

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  Total e-commerce sales for 2025 were estimated at 1,233.7 billion, an increase of 5.4 percent (±1.2%) from 2024.

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• 16.4%

  Ecommerce made up 16.4% of all US retail sales in 2025.

  US Census Bureau · Quarterly Retail E-Commerce Sales, 4th Quarter 2025 (Mar 2026)

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  E-commerce sales in 2025 accounted for 16.4 percent of total sales.

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• 3.5%

  Total US retail sales grew 3.5% in 2025, slower than the 5.4% growth in ecommerce.

  US Census Bureau · Quarterly Retail E-Commerce Sales, 4th Quarter 2025 (Mar 2026)

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  Total retail sales in 2025 increased 3.5 percent (±0.4%) from 2024.

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• $365.2 billion

  Before seasonal adjustment, US ecommerce sales reached $365.2 billion in the fourth quarter of 2025, 21.8% above the third quarter, which shows the size of the holiday spike.

  US Census Bureau · Quarterly Retail E-Commerce Sales, 4th Quarter 2025 (Mar 2026)

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  On a not adjusted basis, the estimate of U.S. retail e-commerce sales for the fourth quarter of 2025 totaled $365.2 billion, an increase of 21.8 percent (±0.5%) from the third quarter of 2025.

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• 9.8%

  US ecommerce sales grew 9.8% year over year in the first quarter of 2026, compared with 3.9% for total retail.

  US Census Bureau · Quarterly Retail E-Commerce Sales, 1st Quarter 2026 (May 2026)

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  The first quarter 2026 e-commerce estimate increased 9.8 percent (±1.8 percent) from the first quarter of 2025 while total retail sales increased 3.9 percent (±0.5 percent) in the same period.

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• $1,986.5 billion

  Total US retail sales were $1,986.5 billion in the second quarter of 2026, seasonally adjusted, up 2.9% from the first quarter.

  US Census Bureau · Quarterly Retail E-Commerce Sales, 2nd Quarter 2026 (Aug 2026)

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  Total retail sales for the second quarter of 2026 were estimated at $1,986.5 billion, an increase of 2.9 percent (±0.2 percent) from the first quarter of 2026.

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Adobe Analytics measures transactions on US retail sites directly, so its event figures are the most detailed public view of peak online spending. Its forecasts are projections, not results, and its season covers only November and December. The National Retail Federation's forecast covers all retail channels, which puts the online total in context: Adobe's online forecast is a little over a quarter of NRF's all-channel holiday figure. A handful of days, led by Cyber Monday and Black Friday, carry a large share of the season.

• $257.8 billion

  US consumers spent $257.8 billion online during the 2025 holiday season, November 1 to December 31, according to Adobe Analytics.

  Adobe · Decoding the data shaping your 2026 holiday strategy (2026)

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  $257.8B spent online during the 2025 holiday season

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• $275.1 billion

  Adobe forecasts $275.1 billion in US online holiday spending for November and December 2026, up 6.7% year over year.

  Adobe · Adobe: U.S. Holiday Shopping Season to Hit Record $275.1 Billion Online, Rising 6.7% YoY (Sep 2026)

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  Adobe expects U.S. online sales to hit $275.1 billion this holiday season (Nov. 1 to Dec. 31, 2026), growing 6.7% year-over-year (YoY).

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• $15.1 billion

  Adobe forecasts $15.1 billion of US online spending on Cyber Monday 2026, up 6.2%, and calls it a new milestone for a single day.

  Adobe · Adobe: U.S. Holiday Shopping Season to Hit Record $275.1 Billion Online, Rising 6.7% YoY (Sep 2026)

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  Cyber Monday (Nov. 30) is expected to set a new milestone for U.S. e-commerce, with consumers spending over $15 billion online in a single day ($15.1 billion, up 6.2% YoY).

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• $12.9 billion

  Black Friday 2026 is forecast at $12.9 billion of US online spending, up 9.2%, growing faster than Cyber Monday.

  Adobe · Adobe: U.S. Holiday Shopping Season to Hit Record $275.1 Billion Online, Rising 6.7% YoY (Sep 2026)

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  The second biggest day of the season will be Black Friday ($12.9 billion, up 9.2% YoY), which is growing faster than Cyber Monday—driven in part by having the biggest discounts for categories such as TVs, apparel and appliances.

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• $47.5 billion

  The five days from Thanksgiving to Cyber Monday are forecast to generate $47.5 billion online in 2026, 17.3% of the holiday season total.

  Adobe · Adobe: U.S. Holiday Shopping Season to Hit Record $275.1 Billion Online, Rising 6.7% YoY (Sep 2026)

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  Cyber Week (the five-day period between Thanksgiving and Cyber Monday) is set to drive $47.5 billion online (up 7.4% YoY), representing 17.3% of the full holiday season spend.

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• $26.4 billion

  US retailers took $26.4 billion in online spending during Amazon's four-day Prime Day event in June 2026, up 9.3%, according to Adobe.

  Adobe · AI shoppers convert 40% better as Prime Day hits $26.4B (Jun 2026)

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  U.S. retailers drove $26.4 billion in online spend from June 23 (Tuesday) to June 26 (Friday), representing 9.3% year-over-year (YoY) growth, trending above Adobe’s initial forecast of $26.3 billion (up 9% YoY).

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• 57.4%

  Mobile devices are expected to carry 57.4% of US online holiday spending in 2026, up from 56.4% in 2025.

  Adobe · Adobe: U.S. Holiday Shopping Season to Hit Record $275.1 Billion Online, Rising 6.7% YoY (Sep 2026)

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  Thanksgiving is set to drive $6.9 billion (up 8.5% YoY), bolstered by impulse shopping: A record 63% of online spend is set to come through mobile devices (up from 61.6% in 2025), outpacing the full season where mobile will account for 57.4% of overall spend (up from 56.4% in 2025).

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• $1.013 trillion

  The National Retail Federation forecasts total US retail sales in November and December 2026, in stores and online, to grow 4.2% to $1.013 trillion.

  National Retail Federation · NRF Forecasts 2026 Holiday Sales Growth as Consumers Remain Resilient (Nov 2026)

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  The National Retail Federation today released its annual holiday forecast, predicting retail sales in November and December will grow 4.2% over 2025. That translates to total spending of $1.013 trillion.

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• $972 billion

  US holiday retail sales across all channels rose 3.1% in 2025 to $972 billion, according to the National Retail Federation.

  National Retail Federation · NRF Forecasts 2026 Holiday Sales Growth as Consumers Remain Resilient (Nov 2026)

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  By comparison, last year’s holiday sales rose 3.1% over 2024 totaling $972 billion.

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Company filings give the size of individual platforms, but the metrics differ. Amazon reports net sales, which include its cloud business, while Shopify, eBay, MercadoLibre and Shopee report gross merchandise value and Etsy reports gross merchandise sales, the value of goods sold through the platform before fees. These figures cannot be summed into a market total because they overlap with the national statistics above.

• $119 billion

  Merchants on Shopify processed $119 billion of gross merchandise value in the third quarter of 2026.

  Shopify · Shopify Sustains Rapid Growth with Revenue Up 32% and Free Cash Flow Margin of 22% (Nov 2026)

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  We powered $119 billion in GMV, while continuing to build commerce into every surface, every agent, and increasingly, everywhere,” said Harley Finkelstein, President of Shopify.

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• 32%

  Shopify's revenue grew 32% year over year in the third quarter of 2026.

  Shopify · Shopify Sustains Rapid Growth with Revenue Up 32% and Free Cash Flow Margin of 22% (Nov 2026)

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  Shopify achieved 32% revenue growth (32% in constant currency) and a 22% free cash flow margin.

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• $201.9 billion

  Amazon's net sales were $201.9 billion in the third quarter of 2026, up 12% from a year earlier, including its AWS cloud business.

  Amazon · Amazon.com Announces Third Quarter Results (Oct 2026)

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  Net sales increased 12% to $201.9 billion in the third quarter, compared with $180.2 billion in third quarter 2025.

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• $112.9 billion

  Amazon's North America segment, mostly retail, had sales of $112.9 billion in the third quarter of 2026, up 6%.

  Amazon · Amazon.com announces third quarter results (Oct 2026)

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  North America segment sales increased 6% year-over-year to $112.9 billion.

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• $23.2 billion

  eBay's gross merchandise volume was $23.2 billion in the third quarter of 2026, up 15% as reported.

  eBay · eBay Inc. Reports Third Quarter 2026 Results (Oct 2026)

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  GMV was $23.2 billion, up 15% on an as-reported basis and up 16% on an FX-Neutral basis.

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• $80 billion

  eBay handled nearly $80 billion of gross merchandise volume across 2025.

  eBay · eBay Inc. Reports Third Quarter 2026 Results (Oct 2026)

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  In 2025, eBay enabled nearly $80 billion of gross merchandise volume.

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• $2.6 billion

  Etsy marketplace gross merchandise sales reached $2.6 billion in the third quarter of 2026, up 8.8% year over year.

  Etsy · Etsy Q3 2026 Shareholder Letter (Oct 2026)

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  Etsy marketplace GMS reached $2.6 billion in the third quarter, up 8.8% year-over-year, or 9.1% on a currency-neutral basis.

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• 88 million

  Etsy had approximately 88 million active buyers on a trailing twelve-month basis in the third quarter of 2026, up 1.0%.

  Etsy · Etsy Q3 2026 Shareholder Letter (Oct 2026)

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  Active buyers returned to year-over-year growth for the first time in two years , increasing 1.0% to approximately 88 million on a trailing-twelve-month basis.

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• $21.9 billion

  MercadoLibre's gross merchandise volume was $21.9 billion in the second quarter of 2026, up 44% in US dollars.

  MercadoLibre · MercadoLibre Q2 2026 Letter to Shareholders (Aug 2026)

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  Gross Merchandise Volume of $21.9 billion, up 44% YoY and 36% FX-neutral

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• $38.3 billion

  Shopee, Sea's marketplace in Southeast Asia and Brazil, recorded $38.3 billion of GMV in the second quarter of 2026, up 28.4%.

  Sea Limited · Sea Limited Reports Second Quarter 2026 Results (Aug 2026)

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  GMV was US$38.3 billion for the quarter, increasing by 28.4% year-on-year.

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• 4.2 billion

  Shopee processed 4.2 billion gross orders in the second quarter of 2026, up 27.5%.

  Sea Limited · Sea Limited Reports Second Quarter 2026 Results (Aug 2026)

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  Gross orders totaled 4.2 billion for the quarter, increasing by 27.5% year-on-year.

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The money a seller keeps depends on marketplace fees, advertising and payment costs. Etsy's take rate is the clearest public measure of the total cut a marketplace takes, and advertising is the part rising fastest at Etsy, eBay and Amazon. Payment costs vary by card type; the Federal Reserve caps debit interchange only for large issuers. Discount depth matters too, because peak events trade margin for volume.

• 26.2%

  Etsy's take rate, its revenue as a share of marketplace sales, was 26.2% in the third quarter of 2026, up 50 basis points, driven mainly by Etsy Ads.

  Etsy · Etsy Q3 2026 Shareholder Letter (Oct 2026)

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  Take rate was 26.2% , up 50 bps year-over-year, primarily driven by further enhancements to Etsy Ads and, to a lesser extent, contribution from Offsite Ads.

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• $575 million

  eBay's first-party advertising products earned $575 million in the third quarter of 2026, up 16%.

  eBay · eBay Inc. Reports Third Quarter 2026 Results (Oct 2026)

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  First-party advertising products on the eBay platform delivered $575 million of revenue in the third quarter of 2026, up 16% on an as-reported basis and up 16% on an FX-Neutral basis.

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• 12%

  Amazon's advertising revenue grew 12% year over year in the third quarter of 2026, excluding currency effects, slowed by the shift of Prime Day to June.

  Amazon · Amazon.com Announces Third Quarter Results (Oct 2026)

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  Advertising revenue grew 12% year-over-year excluding changes in foreign exchange rates in the third quarter 2026 impacted by timing anomalies primarily related to Prime Day (and a couple other timing factors).

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• $0.21

  Under Regulation II, large US debit card issuers may charge at most $0.21 plus 0.05% of the transaction, plus $0.01 for fraud prevention, in interchange per transaction.

  Federal Reserve Board · Regulation II (Debit Card Interchange Fees and Routing): Average Debit Card Interchange Fee by Payment Card Network (Dec 2025)

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  Regulation II provides that an issuer subject to the interchange fee standard (a covered issuer) may not receive, for any electronic debit transaction, an interchange fee that exceeds $0.21 plus 0.05 percent multiplied by the value of the transaction, plus a $0.01 fraud-prevention adjustment, if eligible.

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• 30%

  Adobe expects US online discounts to peak at 30% off listed prices during Cyber Week 2026.

  Adobe · Adobe: U.S. Holiday Shopping Season to Hit Record $275.1 Billion Online, Rising 6.7% YoY (Sep 2026)

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  Consumers expected to take advantage of strong discounts to stock up on essentials Adobe expects competitive discounts this holiday season, up to 30% off listed price (during Cyber Week).

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• 17%

  Adobe expects affiliates and partners, including social influencers, and social media to post the biggest gains in share of US online holiday revenue in 2026, up 12% and 17% respectively.

  Adobe · Adobe: U.S. Holiday Shopping Season to Hit Record $275.1 Billion Online, Rising 6.7% YoY (Sep 2026)

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  Affiliates/partners (which includes social influencers) and social media overall are set to see the biggest gains in share of revenue, up 12% and 17%, respectively.

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Official statistics outside the US use different definitions, so shares are not directly comparable. The UK figure covers retail sales made online in Great Britain, Canada's excludes travel, tickets and financial transactions, China's includes online services such as travel and food delivery, and Eurostat measures the share of enterprise turnover from electronic sales, including EDI orders between businesses. Platform results from MercadoLibre and Shopee show the fastest growth in Latin America and Southeast Asia.

• 15,147.1 billion yuan

  China's online retail sales of goods and services reached 15,147.1 billion yuan from January to September 2026, up 4.4% year over year.

  National Bureau of Statistics of China · Total Retail Sales of Consumer Goods from January to September 2026 (Oct 2026)

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  From January to September 2026, China’s online retail sales of goods and services reached 15,147.1 billion yuan, up by 4.4% year on year.

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• 9,506.0 billion yuan

  Online sales of goods in China were 9,506.0 billion yuan in the first nine months of 2026, up 3.8%.

  National Bureau of Statistics of China · Total Retail Sales of Consumer Goods from January to September 2026 (Oct 2026)

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  Specifically, the online retail sales of goods were 9,506.0 billion yuan, up by 3.8%; among the online retail sales of goods, those of food, clothing, and daily necessities increased by 15.8%, 3.4%, and 0.8%, respectively.

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• 5,641.1 billion yuan

  Online sales of services in China were 5,641.1 billion yuan from January to September 2026, up 5.3%, growing faster than goods.

  National Bureau of Statistics of China · Total Retail Sales of Consumer Goods from January to September 2026 (Oct 2026)

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  The online retail sales of services were 5,641.1 billion yuan, up by 5.3%.

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• 28.8%

  Online sales made up 28.8% of retail sales in Great Britain in September 2026, down from 28.9% in August.

  Office for National Statistics · Retail sales, Great Britain: September 2026 (Oct 2026)

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  As a result, the proportion of sales made online fell from 28.9% in August 2026 to 28.8% in September 2026.

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• 7.4%

  Online spending values in Great Britain were 7.4% higher in the third quarter of 2026 than a year earlier, according to the Office for National Statistics.

  Office for National Statistics · Retail sales, Great Britain: September 2026 (Oct 2026)

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  Online spending values rose by 7.4% compared with Quarter 3 2025.

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• 23.59%

  In the EU, 23.59% of enterprises made electronic sales in 2024, up from 18.93% in 2014.

  Eurostat · E-commerce statistics (Feb 2026)

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  E-sales record a slight increase over recent years In the EU , during the period 2014 to 2024, the share of enterprises that had e-sales increased from 18.93% in 2014 to 23.59% in 2024.

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• 19.49%

  Electronic sales generated 19.49% of EU enterprise turnover in 2024, slightly below the 2019 peak.

  Eurostat · E-commerce statistics (Feb 2026)

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  The enterprises' turnover generated from e-sales increased by 3.06 percentage points (pp) during the same period, namely from 16.43% to 19.49%, although the turnover recorded in 2024 was by 0.34 pp lower compared with the highest share recorded in 2019 (Figure 1).

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• 78%

  78% of EU internet users aged 16 to 74 bought or ordered goods or services online in 2025.

  Eurostat · E-commerce statistics for individuals (Feb 2026)

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  In 2025, while 95% of EU citizens aged between 16-74 years used the internet in the last 12 months prior to the survey, 78% bought or ordered goods or services online.

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• 60%

  MercadoLibre's cross-border trade GMV grew 60% year over year in the second quarter of 2026 on a currency-neutral basis.

  MercadoLibre · MercadoLibre Q2 2026 Letter to Shareholders (Aug 2026)

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  Cross-border trade continued to contribute materially to our growth in Q2'26, with FX-neutral GMV growing 60% YoY.

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• 7.6%

  Canadian retail ecommerce sales rose 1.1% to 5.6 billion Canadian dollars in August 2026, seasonally adjusted, 7.6% of total retail trade.

  Statistics Canada · The Daily: Retail trade, August 2026 (Oct 2026)

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  On a seasonally adjusted basis, retail e-commerce sales increased 1.1% to $5.6 billion in August, accounting for 7.6% of total retail trade.

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• 0.1%

  Online spending values in Great Britain fell 0.1% in the third quarter of 2026 compared with the second quarter.

  Office for National Statistics · Retail sales, Great Britain: September 2026 (Oct 2026)

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  The amount spent online, known as “online spending values”, fell by 0.1% in Quarter 3 (July to Sept) 2026 compared with Quarter 2 (Apr to June) 2026.

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Sources

1. 1Adobe: Decoding the data shaping your 2026 holiday strategy
2. 2Adobe: Adobe: U.S. Holiday Shopping Season to Hit Record $275.1 Billion Online, Rising 6.7% YoY
3. 3Adobe: AI shoppers convert 40% better as Prime Day hits $26.4B
4. 4Amazon: Amazon.com Announces Third Quarter Results
5. 5Amazon: Amazon.com announces third quarter results
6. 6eBay: eBay Inc. Reports Third Quarter 2026 Results
7. 7Etsy: Etsy Q3 2026 Shareholder Letter
8. 8Eurostat: E-commerce statistics
9. 9Eurostat: E-commerce statistics for individuals
10. 10Federal Reserve Board: Regulation II (Debit Card Interchange Fees and Routing): Average Debit Card Interchange Fee by Payment Card Network
11. 11MercadoLibre: MercadoLibre Q2 2026 Letter to Shareholders
12. 12National Bureau of Statistics of China: Total Retail Sales of Consumer Goods from January to September 2026
13. 13National Retail Federation: NRF Forecasts 2026 Holiday Sales Growth as Consumers Remain Resilient
14. 14Office for National Statistics: Retail sales, Great Britain: September 2026
15. 15Sea Limited: Sea Limited Reports Second Quarter 2026 Results
16. 16Shopify: Shopify Sustains Rapid Growth with Revenue Up 32% and Free Cash Flow Margin of 22%
17. 17Statistics Canada: The Daily: Retail trade, August 2026
18. 18US Census Bureau: Quarterly Retail E-Commerce Sales, 2nd Quarter 2026
19. 19US Census Bureau: Quarterly Retail E-Commerce Sales, 4th Quarter 2025
20. 20US Census Bureau: Quarterly Retail E-Commerce Sales, 1st Quarter 2026