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Online shopping now accounts for 17.1% of all retail spending in the United States, and e-commerce sales reached $340.2 billion in a single quarter. Those are U.S. Census Bureau figures for the second quarter of 2026, released on 18 August 2026.
Every number below is from the Census Bureau’s own release. Where a figure is seasonally adjusted, it says so, because the adjusted and unadjusted numbers tell slightly different stories.
Key online shopping statistics
- E-commerce sales were $340.2 billion in Q2 2026, seasonally adjusted.
- Online sales made up 17.1% of total retail sales in the quarter, adjusted.
- E-commerce grew 12.2% against Q2 2025, with a margin of error of 0.9 percentage points.
- On an unadjusted basis, e-commerce was $329.5 billion, or 16.4% of retail.
- Unadjusted year on year growth was 12.4%.
- Online sales are growing several times faster than retail as a whole, which is why the share keeps climbing.
Source: U.S. Census Bureau, Quarterly Retail E-Commerce Sales, 2nd Quarter 2026, released 18 August 2026.
Adjusted against unadjusted, and why it matters
| Measure | Seasonally adjusted | Not adjusted |
|---|---|---|
| E-commerce sales, Q2 2026 | $340.2 billion | $329.5 billion |
| Share of total retail | 17.1% | 16.4% |
| Change from Q2 2025 | +12.2% | +12.4% |
Source: U.S. Census Bureau, Q2 2026 e-commerce release. Retail shopping is seasonal, so the adjusted series is the better one for comparing quarters.
What a 17% share actually tells you
It is easy to read 17.1% and assume most shopping is still done in stores. That is true in total, but the share is uneven. Categories like books, electronics and small household goods run far ahead of the average, while groceries, fuel and cars pull it down. The headline number blends all of them.
The growth rate is the more useful figure for a shopper. At 12.2% a year, online competition in a category tends to compress prices and widen choice, which is exactly when reading a few reviews before buying pays off.
Most of what we cover sits in the categories that are already well above the average share. Our computing guides and audio and video guides are the clearest examples.
One more number worth knowing
Not every buying decision is about price. In the 2024 Residential Energy Consumption Survey, the U.S. Energy Information Administration found that 90% of American households use LED bulbs for indoor lighting, and 37% use nothing else. A product category can shift almost completely in a few years once the running cost argument is settled.
Source: U.S. Energy Information Administration, 2024 Residential Energy Consumption Survey.
How often this data is updated
The Census Bureau publishes e-commerce figures quarterly, roughly six weeks after the quarter ends. We revise this page when a new quarter is released and change the quarter label with the numbers, so you can always see which release you are reading.
Frequently asked questions
What percentage of retail sales are online?
Online shopping statistics from the U.S. Census Bureau put e-commerce at 17.1% of total retail sales in the second quarter of 2026, seasonally adjusted. The unadjusted figure is 16.4%.
How much do Americans spend online?
$340.2 billion in the second quarter of 2026 alone, on a seasonally adjusted basis.
Is online shopping still growing?
Yes. E-commerce sales rose 12.2% between the second quarter of 2025 and the second quarter of 2026, which is well ahead of total retail growth.
Where do these figures come from?
The Quarterly Retail E-Commerce Sales report from the U.S. Census Bureau, which surveys retail businesses directly rather than estimating from web traffic.
Sources
- Quarterly Retail E-Commerce Sales, U.S. Census Bureau
- Residential Energy Consumption Survey, U.S. Energy Information Administration
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