Percentage of business conducted online in the US - Data and Analysis (2002-2032)

The share of business conducted online in the United States is climbing 2.1% to 28.7% in 2026, underpinned by stronger internet infrastructure and expanded data capacity that make digital platforms viable for a wider range of commercial activity. Retail migration remains the defining driver. Merchants continue shifting volume from physical storefronts to online channels, moving a growing portion of transaction activity into digital environments. Mobile device improvements amplify the effect, smoothing the checkout process enough to pull in buyers who previously defaulted to in-store visits. Social commerce contributes a distinct layer of growth. Familiarity with integrated shopping features on social platforms runs highest among younger consumers, who increasingly complete purchases without leaving those environments and return to them for repeat transactions. Deloitte survey data places digital capability expansion near the top of CFO priority lists for the year, indicating that budget allocation is following the demand shift rather than lagging it.Key events shaping this five-year period include the structural change initiated by the COVID-19 pandemic in 2020, which resulted in a sharp 7.9% increase in the online share of business activity. The pandemic's effects, hybrid work models, wide-scale adoption of online shopping, and higher digital literacy, anchored permanent behavioral adjustments among consumers and businesses. The reopening of the economy in 2021 saw a slowdown in the rate of growth for online business activity, but the foundation laid during the pandemic established elevated levels of digital engagement. The growing presence of digital advertising and the decline of traditional media reinforced reliance on e-commerce and digital services. Mobile applications became more integral to purchasing behavior, encouraging seamless user experiences and frequent online buying. Accessibility and affordability of broadband internet in new regions modestly expanded the addressable digital market, making digital transformation a critical cost-reduction strategy for firms and incentivizing further investments in online infrastructure.Over the period from 2021 to 2026, the share of online business activity grew at an annualized rate of 2.0%, reflecting the persistent trend towards greater digital engagement. The sustained increase in online commerce was primarily driven by technological advancements, shifting consumer preferences, and ongoing business process digitalization that accelerated after the structural changes in 2020.