Consumer electronics e-commerce in the U.S. – statistics & facts

Digital channels play a key role in the consumer electronics market. When it comes to searching for product inspiration or engaging in pre-purchase browsing, consumer electronics is one of the segments that shoppers in the United States are most likely to look for online. Be it a smartphone, a laptop, a TV set or wearable smart device, nearly five in ten U.S. consumers mostly search for information online before purchasing, substantially more than in any other product category. Since the COVID-19 pandemic, U.S. shoppers are more familiar with buying their electronic devices online than ever before. In fact, consumer electronics ranks among the top items most purchased online as of June 2023.

Homegrown players take over the world

The United States does not only stand out for its tech-savvy consumer that purchases electronic devices via digital channels, but it also boasts a lucrative consumer electronics e-commerce segment that generated revenues exceeding 90 billion U.S. dollars in 2022. Home to the world-renowned Silicon Valley, it comes as no surprise that homegrown tech companies in the U.S. went on to take over the world. When looking at the leading consumer electronics online stores globally, all but one of the companies featured in the top five were U.S.-based enterprises. With a brand value inching close to 300 billion U.S. dollars, both Amazon and Apple were ranked as the top two most valuable brands worldwide in 2023.

Where do U.S. online shoppers buy electronics?

Amazon, Amazon, and Amazon. The online shopping platform's dominion over U.S. e-commerce will not take anyone by surprise. In fact, Amazon captures nearly half of all retail e-commerce sales in the computers and consumer electronics category in the United States. This is also reflected in the ranking of the top consumer electronics online stores in the U.S., where Amazon was the uncontested market leader. In 2022, the e-commerce giant generated over 44 billion U.S. dollars in e-commerce net sales, overtaking industry powerhouse Apple by a staggering fifteen-billion-dollar margin.

Online sales versus brand performance

As far as online sales go, any comparison with Amazon may seem unfair. But if we compare major online stores by advertising reach and brand performance, differences might look dimmer. In the second quarter of 2023, Apple Inc. led the U.S. ranking of the top electrical retail websites by share of voice, a measure of the online search visibility of a brand vis-à-vis the entire online market. With a 9.2 percent share of voice, Apple’s brand outperformed Amazon’s, which had a score of 7.6 percent. Another important player in the U.S. electronics market is homegrown Best Buy, which trailed closely behind Amazon in third place, with nearly seven percent share of voice. Headquartered in Minnesota and operating mainly in North America, Best Buy has asserted a stronghold on the American electronics market, despite increasing competition from e-commerce giants like Amazon. The company even increased its e-commerce reach significantly over the years, with its online revenue share more than doubling between 2018 and 2023.

This text provides general information. Statista assumes no liability for the information given being complete or correct. Due to varying update cycles, statistics can display more up-to-date data than referenced in the text.
Published by Lynn Beyrouthy, Dec 18, 2023

Key insights

Retail revenue from consumer electronics/technology sales
512bn USD
Consumer electronics e-retail revenue
74.9bn USD
Leading consumer electronics e-commerce market worldwide
China
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Editor’s Picks Current statistics on this topic

Revenue of the consumer electronics e-commerce market in the United States from 2018 to 2029 (in billion U.S. dollars)

Key Figures of E-Commerce

Consumer electronics e-commerce market revenue in the U.S. 2018-2029

Leading consumer electronics online stores in the United States in 2022, by e-commerce net sales (in million U.S. dollars)

B2C E-Commerce

United States: top 10 consumer electronics online stores 2022

Most popular categories for online purchases in the U.S. as of December 2023

Online Retail

Most popular categories for online purchases in the U.S. 2023

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Spotlight: Best Buy

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Apple
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Best Buy
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Amazon Prime Day
Consumer electronics in the U.S.
Consumer electronics in the U.S.
Consumer electronics retailers
Consumer electronics retailers

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