The clearest official picture of e-commerce in 2025 depends on what is being measured. In the revised U.S. Census series, online retail sales grew faster than total retail sales in the available 2025 quarterly comparisons. In the EU, online buying was widespread among internet users, while businesses also generated a meaningful share of turnover through e-sales. Those indicators describe different things, so they should not be combined into a single ranking or global market total.
What the 2025 e-commerce statistics measure
“E-commerce” can refer to sales value, the share of retail sales made online, the share of people who buy online, or the share of businesses that sell electronically. Those measures have different denominators. A consumer adoption rate is not a sales-value share, and a business adoption rate does not say how much of total retail spending is online.
The figures below are official statistics from the U.S. Census Bureau, Eurostat, and UNCTAD. Their geographies, populations, definitions, and periods differ. The 2025 Census values shown here come from a later revised series, not necessarily the first estimates published during 2025.
U.S. e-commerce sales continued to outpace total retail growth
The U.S. Census Bureau’s revised quarterly series shows adjusted retail e-commerce sales growth accelerating from 5.0% year over year in Q2 2025 to 5.9% in Q4. Over the same quarters, e-commerce’s adjusted share of total retail sales rose from 16.3% to 16.7%. Growth compares each quarter with the same quarter a year earlier; the share is e-commerce sales divided by total retail sales.
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| Quarter in 2025 | Adjusted e-commerce sales growth year over year | Adjusted e-commerce share of total retail sales |
|---|---|---|
| Q2 | 5.0% | 16.3% |
| Q3 | 5.3% | 16.4% |
| Q4 | 5.9% | 16.7% |
Source: [U.S. Census Bureau’s August 2026 revised quarterly table]. The table uses adjusted comparisons; do not substitute not-adjusted holiday-quarter figures for these values. Census sales figures are not adjusted for price changes, so growth in sales value is not the same as growth in inflation-adjusted volume.
What “e-commerce” means in the Census series
Census counts a sale when an order is placed, or its price and terms are negotiated, through the internet, a mobile device, an extranet, EDI, email, or a comparable electronic system. Payment does not have to happen online: the Bureau’s report says, “Payment may or may not be made online.” The retail estimate excludes online travel services, financial brokers and dealers, and ticket agencies. See the Census survey and methodology information.
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The survey estimates retail sales from sampled firms, with weighting, benchmarking, and imputation for nonresponses. The latest quarter in the August 2026 release is preliminary and subject to revision. Census also revised the time series in April 2025 to remove nonemployer firms, aligning it with the Annual Integrated Economic Survey. That scope change means older articles may report figures that do not match the current series.
Latest context is not a 2025 result
The August 18, 2026 Census release reported adjusted U.S. e-commerce sales of $340.2 billion in Q2 2026, equal to 17.1% of total retail sales and up 12.2% from Q2 2025. These are Q2 2026 figures, not 2025 annual totals. Census does not provide a direct state-level e-commerce series in this report, and sales by U.S. firms may include orders from customers abroad.
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EU online buying was common, but the measure is buyer participation
Eurostat reports that 78% of EU internet users bought or ordered goods or services online in 2025, up from 62% in 2015. This is a survey measure of people who bought online—not the percentage of EU retail sales by value. Across EU countries, the 2025 share ranged from 57% in Bulgaria to 95% in Ireland; the Netherlands was at 94%. These figures are reported in Eurostat’s Digitalisation in Europe – 2026 edition.
EU businesses used e-sales, with different rates for adoption and turnover
Eurostat’s business indicators answer two separate questions: how many enterprises sell electronically, and how much of their turnover comes from those sales.
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| EU business measure | 2015 | 2025 |
|---|---|---|
| Businesses conducting e-sales | 19% | 24% |
| Turnover generated by e-sales | 16% | 19% |
Source: Eurostat, Digitalisation in Europe – 2026 edition. The first row is the share of businesses that conduct e-sales; the second is the share of business turnover generated by e-sales. One is business adoption, the other is sales mix.
Business size also matters. In 2025, 48% of large businesses conducted e-sales, compared with 23% of small and medium-sized enterprises (SMEs). E-sales accounted for 24% of turnover at large businesses and 12% at SMEs. Eurostat also distinguishes web sales from EDI sales, and businesses’ own sites or apps from marketplace channels; these categories should not be treated as interchangeable.
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Why there is no single official global 2025 e-commerce total here
UNCTAD’s business e-commerce analysis compares statistics from 36 developed and developing economies, together representing about two thirds of global GDP. Within that covered sample, it identifies the United States, Europe, and China as the largest e-commerce markets. UNCTAD also warns that e-commerce value statistics are limited, particularly for developing economies. The comparison is therefore evidence about the economies with available data, not a complete measurement of global online retail.
That source does not establish a fully comparable global retail e-commerce dollar total for 2025. A single worldwide number that combines differing national definitions, years, or coverage would imply more completeness and comparability than the available official evidence supports. See UNCTAD’s business e-commerce data.
How to compare e-commerce statistics responsibly
- Check the denominator. Sales as a share of retail, the proportion of internet users who bought online, and the proportion of businesses that sell electronically describe different populations and behaviors.
- Check the period and release vintage. A survey year can differ from its publication year, and later releases can revise earlier quarters. The U.S. 2025 quarterly values above are from the 2026 revised table.
- Check adjustment and units. Census’s adjusted quarterly comparisons account for seasonal patterns, but its sales values are not adjusted for price changes. Do not compare them as if they were inflation-adjusted quantities.
- Check transaction definitions and scope. Ordering electronically can count even when payment is offline. Covered channels, included businesses, and excluded sectors affect what a statistic represents.
- Do not treat the regions as directly ranked. The Census measure is a share of U.S. retail sales, Eurostat’s consumer measure is a share of EU internet users, and its business measures describe enterprises and turnover.
Definitions continue to evolve as transactions move through marketplaces, subscriptions, and new ordering channels. The OECD’s 2025 guidance clarifies how to interpret digital intermediaries, subscriptions, AI-assisted transactions, and evolving channels while retaining core principles. As the OECD puts it, “Reliable statistics are therefore essential to capture its scope and inform evidence-based policymaking.” Read The 2025 OECD definition of e-commerce and guidelines for interpretation when comparing studies that may classify these transactions differently.
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