Channels where online shoppers begin product search in the U.S. 2022, by category

Across all product categories, Amazon was the place where online shoppers in the United States most often began searching for specific products in 2022. For household products, 45 percent of shoppers reported beginning their searching on the e-commerce giant's platform. Additionally, 23 percent started their household item searches on Walmart's online platform.

Fashion e-commerce in the U.S.

The internet, social media, and the proliferation of inexpensive clothing have opened doors to U.S. fashion e-commerce like never before. The U.S. apparel, footwear, and accessories retail e-commerce market is worth a remarkable 124 billion U.S. dollars, according to 2021 estimates, and it is set to surpass the 150 billion dollar mark by 2025.

Millennials shaping the future of U.S. e-commerce

In general, Millennials are hyper-connected and better educated than previous generations. Over the past decade, they have become the largest generation group in the U.S. Also known as Generation Y, Millennials are more tech-savvy consumers than their antecessors. In 2019, people born between 1983 and 1998 were found to be more influenced by bloggers when buying apparel than previous generations. Millennials also outrank Gen X-ers and baby boomers in digital buyer penetration in the United States, with over 86 percent as of May 2020.