Digital Marketing Statistics & Metrics

74% of American Online Shoppers Prefer Shopping From Large Retailers, 2017 | BigCommerce & Square

E-Commerce & Retail | USA

64% of Americans’ shopping budget is spent on in-store shopping, compared to only 36% for online shopping. Of course, American online shoppers aren’t shopping at all online retailers in the same way. The majority of them (48%) begin a search for items on online marketplaces and others look large retailers (31%).

After that and when it comes to the actual purchasing, almost three-quarters of online shoppers purchase from large retailers and 54% purchase from online marketplaces.

Despite that, online marketplaces grabbed the most of the Americans’ shopping spends which estimated with $488.

Most of American Online Shoppers Prefer Shopping From Large Retailers & Marketplaces, 2017 | BigCommerce & Square

Graph Shows the Top Retailers That American Shoppers Prefer to Shop From in 2017.


Founded in 2009, BigCommerce is an Australian company develops the e-commerce software and platform for fast-growing businesses. It's considered the world’s leading cloud e-commerce platform for established and rapidly-growing businesses. BigCommerce enables businesses to grow online sales with 80% less cost, time and complexity than on-premise software.BigCommerce serves B2B and B2C e-commerce for over 60,000 SMBs, 2,000+ mid-market businesses, more than 25 Fortune 1000 companies, and also industry-leading brands including Assurant, Ben & Jerry’s, Gibson, Paul Mitchell, Martha Stewart, and Toyota.

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