Where Do Most Americans Shop Online?

January 3, 2025

The most popular online shopping platforms in the United States reflect a mix of convenience, price competitiveness, and product selection. Here’s a breakdown of where most Americans are shopping online:

1. Amazon:

Why it’s popular: Amazon is by far the largest and most popular online shopping destination in the U.S. Its vast selection of products, fast shipping (especially for Prime members), and reliable customer service make it a go-to for millions of consumers.
Products available: Electronics, books, clothing, groceries, home goods, beauty products, and more.
Unique offerings: Amazon Prime, Alexa-enabled shopping, and streaming services like Prime Video and Prime Music.

2. Walmart:

Why it’s popular: Walmart is a well-established retail brand, and its online platform provides shoppers with a broad range of products at competitive prices. Walmart is a close competitor to Amazon in terms of product selection and affordability.
Products available: Groceries, home goods, clothing, electronics, toys, and more.
Unique offerings: Free 2-day shipping on eligible orders and Walmart+, a membership program that offers free delivery, discounts on gas, and more.

3. Target:

Why it’s popular: Known for its stylish and affordable products, Target provides a mix of both online and in-store shopping. Many people enjoy its clean website and easy-to-navigate categories.
Products available: Clothing, home goods, groceries, electronics, beauty products, and furniture.
Unique offerings: Target Circle rewards, same-day delivery, and Drive Up (curbside pickup).

4. Best Buy:

Why it’s popular: For consumers looking for electronics, appliances, or tech gadgets, Best Buy is a top choice. It offers competitive prices on tech products, often with in-store pickup or same-day delivery.
Products available: Electronics, computers, home appliances, video games, and smart home devices.
Unique offerings: Geek Squad services (tech support), price match guarantee, and free shipping on most orders.

5. eBay:

Why it’s popular: eBay allows users to buy and sell products through auctions or direct purchases. It’s particularly known for used, vintage, and hard-to-find items.
Products available: Electronics, collectibles, clothing, cars, and more.
Unique offerings: Auction-style bidding, refurbished items, and international shipping from global sellers.

6. Home Depot:

Why it’s popular: For home improvement, DIY projects, and appliances, Home Depot is one of the most visited e-commerce platforms.
Products available: Tools, lumber, appliances, garden supplies, furniture, and paint.
Unique offerings: Free in-store pickup, same-day delivery, and extended return policies.

7. Macy's:

Why it’s popular: Macy's has a well-known brand for fashion, offering a range of clothing, shoes, accessories, and beauty products. Its online store mirrors the department store’s in-person shopping experience.
Products available: Apparel, jewelry, home goods, cosmetics, and shoes.
Unique offerings: Macy’s Rewards, weekly sales, and seasonal promotions.

8. Costco:

Why it’s popular: Costco offers bulk goods at discounted prices. It’s particularly popular for grocery and home products but also carries a wide range of electronics and furniture.
Products available: Groceries, electronics, home goods, health and beauty, and furniture.
Unique offerings: Membership-based pricing, bulk discounts, and exclusive deals for members.

9. Walmart, Target, and Amazon all have widespread popularity and accessibility. Prime Day and Black Friday events drive huge online traffic, with many Americans opting for these sales to score discounts.

What Is the Cheapest Online Store?

The cheapest online store depends on several factors, such as product categories, current sales, and discounts. Here are some of the cheapest online stores known for offering great deals:

1. Amazon:

Why it’s cheap: Amazon often offers competitive prices and discounts on a wide variety of products. Many items are available with free shipping (with Amazon Prime or on orders over a certain amount).
Price-savvy shopping: Amazon frequently has lightning deals and discounts on electronics, home goods, books, and more.
Amazon Warehouse offers refurbished or used items at a fraction of the cost.

2. Walmart:

Why it’s cheap: Walmart offers everyday low prices and frequently matches or beats Amazon's pricing on products like groceries, home goods, clothing, and tech.
Discounts: Walmart has rollback prices and special offers available both online and in-store. It also offers free shipping on orders over $35.
Walmart Marketplace also allows third-party sellers to offer competitive prices.

3. eBay:

Why it’s cheap: eBay is one of the best platforms for finding discounted, used, or auctioned products. You can often find second-hand items at a significant discount.
Discounts: eBay offers daily deals, auction-style pricing, and refurbished items that can save you a lot of money.

4. AliExpress:

Why it’s cheap: Based in China, AliExpress offers a wide variety of products, many at low prices. Most items are from international sellers, and you can find cheap electronics, clothing, and accessories.
Discounts: AliExpress often has flash sales and seasonal discounts.

5. Overstock:

Why it’s cheap: Overstock is known for selling overstocked or discontinued items at discounted prices, especially in home goods, furniture, and bedding.
Discounts: Overstock regularly offers sitewide sales and has clearance items at even deeper discounts.

6. Wish:

Why it’s cheap: Wish is an online marketplace that focuses on extremely low prices on a wide variety of products, including electronics, gadgets, fashion, and home decor.
Discounts: Wish often has flash sales and special offers, but be cautious about the quality and shipping times, as some products are directly from overseas suppliers.

7. Target:

Why it’s cheap: Target is well-known for its affordable prices, especially on clothing, home goods, and beauty products.
Discounts: Target has regular weekly sales, clearance items, and promotions like Target Circle, offering discounts on selected items.

8. Rakuten:

Why it’s cheap: Rakuten offers cashback deals on a wide range of products across various online retailers. By shopping through Rakuten, you can save on purchases from other stores like Macy's, Walmart, and Best Buy.
Discounts: Rakuten provides cashback and coupon codes that allow you to save money on items purchased from participating retailers.

Conclusion:

Most Americans shop online primarily at Amazon, Walmart, and Target, with each platform offering a broad range of products and competitive prices. Amazon remains the largest and most popular due to its vast selection, shipping options, and convenience.
In terms of cheapest online stores, Amazon, Walmart, and eBay stand out as the most reliable platforms for getting low prices. Platforms like AliExpress, Wish, and Rakuten also offer great deals, but sometimes require more caution regarding quality and shipping times.