More Americans are increasingly willing to purchase products online, including high-ticket items.
A new survey from digital marketing agency Adtaxi reveals that Americans are now more open to buying expensive items such as homes (56% versus 49% in 2023), vehicles (58% versus 53%), and major appliances (78% versus 73%) online.
Additionally, only 19% of consumers expressed an unwillingness to buy groceries online, a significant decrease from 42% in 2017.
The survey indicates that nine-in-10 American adults (93%) engage in online shopping, with 26% reporting that they shop online daily, up from 24% in 2023. Over four-in-10 (43%) shop weekly, an increase from 40% in 2023.
Consumers’ willingness to buy products online is reflected in sales numbers. Adobe recently reported that e-commerce spending from January 1 to April 30 rose 7% year-over-year to $331.6 billion.
The first half of 2024 is expected to generate over $500 billion in online spending, representing a 6.8% year-over-year growth.
Other findings from the survey include:
Free delivery remains the top factor in purchasing decisions. Following free delivery (27%), the main reasons customers cited were product reviews (21%) and the ability to search for a variety of products (15%).
Apparel and fashion items continue to be the most popular products purchased online at 56%.
Following that are beauty or personal care products (50%), grocery or food items (48%), home goods (48%), mattresses (11%), and CBD (7%).
While most U.S. adults (76%) use a mobile phone when shopping online, on average, shoppers utilize at least two different device types. After smartphones, laptops were cited by nearly half (47%) of respondents. Tablets and desktop computers are used by roughly one-third of respondents.
“This year’s survey proves that online shopping is the first choice for the majority of Americans and the only choice for a growing number, confirming now more than ever that e-commerce should be a focus for digital marketers,” said Chris Loretto, executive VP of Adtaxi.
“Every business has an opportunity to expand its reach in the growing world of e-commerce.”
