Press Release: United States Ecommerce Country Report

 Omnichannel shopping was booming for the 2017 U.S. ecommercemarket, with 88% of consumers research products online before buying in-store.


That’s a wrap! Omnichannel shopping was buzzing in the 2017 holiday season, as 72% of consumers planned to shop for holiday gifts specifically on Amazon, and 60% planned to shop in-store. Remarkably, 4 in 10 American consumers planned on spending $500-1000+ on holiday gifts.  Among many others, these are some of the interesting findings of the 2017 United States B2C E-commerce Report.


Most consumers researched electronic products online before buying in-store, indicating widespread acceptance and usage of omnichannel shopping. Moreover, in-store pickup of online purchases is ranked as one of the most popular website features for consumers, and 68% of consumers are satisfied with their experience of ordering online and picking up in-store.

The majority of online shoppers are between 18 and 34 years old, with their average online spending increasing every year. An estimated 75% of internet users reach for any device to purchase products online, but online shoppers claim to have the most enjoyable shopping experience using desktop and laptop devices.  However, most consumers shop on their mobile devices for something specific as opposed to just browsing around. Although consumers as a whole prefer desktop/laptop devices for online shopping, 76% of mobile users shop on smartphones because it saves time. Companies still have improvements to make for mobile consumers, as 67% find the main impediments to shopping via mobile devices the small pages and links, making their shopping experience more difficult.

D.J. Murphy, Editor-in-Chief of Card Not Present mentions that U.S. merchants have ‘a lot of ground to make up for’. He foresees that e-commerce businesses who do not adapt a mobile strategy will quickly fall behind. Additionally, e-commerce companies are raising consumer expectations by changing/advancing future delivery services. In the coming years, drones will be utilized to spearhead same-day delivery, contributing to delivery expectations more similar to the European e-shopper mentality. On the other hand, US consumers tend to think foreign websites are less convenient when compared to domestic websites, which may actually slow the pace of innovation for cross-border e-commerce. Americans who do shop cross-border encounter difficulties related to return policies and long shipping period, particularly from European countries.

Regarding challenges for firms, 36% of online shoppers feel the most frustrating aspect of the checkout process to be filling in the same information repeatedly. Moreover, unexpected shipping charges are one of the main causes for online consumers to abandon their shopping cart. In contrast, 74% of online consumers most value the ‘easy checkout’ feature on a website, making it one of the most important features to consumers, second only to free online shopping.

Find the United States B2C Ecommerce Country Report 2017 here


Contact information:

Metje van der Meer: +31 6 484 562 82 -

Sara Lone: +31 6 13 96 90 54 -


About Ecommerce Foundation
The Ecommerce Foundation is an independent non-profit organization, initiated by worldwide national ecommerce associations, as well as online and omnichannel selling companies from industries such as retail, travel & finance. Our mission is to foster global digital trade, as peace is the natural effect of trade. By facilitating digital commerce we hope to make the world a slightly better place.