In Consumer Insights

Earlier this month, we published our latest report, The E-Commerce Ecosystem: The State of Cross-Device Digital Shopping, which showcases Verto Analytics’ latest research on online shopping and consumer behaviors. The e-commerce landscape continues to heat up: just this week, Walmart and Sam’s Club announced plans to take on Amazon/Whole Foods’ same-day grocery delivery service by launching its own delivery program in partnership with Instacart. With some of the biggest digital and traditional retailers vying for consumer dollars and attention, what is the demographic makeup of U.S. shoppers (among adults, ages 18 and above)?

Who Shops Online? A Demographic Breakdown

For the purposes of this chart, we define “online shopping” as any engagement with a property or platform included in our e-commerce category, such as a website or app. These e-commerce properties include retail outlets such as Amazon, Target, and Macy’s; coupon and flash sale sites like Groupon and Ebates; and marketplaces such as Craigslist, eBay, and Etsy.


According to Verto Analytics data, the vast majority of consumers who shop online are, unsurprisingly, under the age of 75: 95% of online shoppers are between the ages of 18-74. Millennials (those between the ages of 18-34) are slightly underrepresented, accounting for only 30% of the online shopping population. Meanwhile, members of GenX (ages 35-54) account for 34% of the online shopping population, trailed by Boomers (ages 55-74), who are 31% of the online shopping population.

Interested in learning more about our insights on e-commerce and online shopping behavior? Download the full report here, or listen to our on-demand webinar, where our data analysts discuss the report findings.

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