With the rise of technology, innovations that once felt like science fiction are now part of daily life: streaming platforms, video conferencing, and online shopping. According to a study published by the National Academy of Science: Transportation Research Board, the growth of online shopping rose from 5% in 2011 to 15% in 2020, with COVID accelerating this trend. The question then is: Has online shopping become the norm?
Prior to COVID, online shopping was steadily increasing, but it still made up a relatively small share of retail spending. It was a convenient luxury, but it was not yet a habit. Most people still wandered through stores to browse and compare items in person.
When COVID hit in early 2020, that changed almost overnight. The United States Census Bureau statistics show an explosion of online shopping between 2017 and 2022, indicating that online shopping was becoming a normal part of life. Probably the most obvious reason for this is convenience. Online shopping allows people to compare prices, find variety, and enjoy personalized recommendations courtesy of AI features. Accessibility to retailers 24/7 means a person can shop while lying in a bed, in a waiting room, or even in a restroom. Even more conveniently, the purchased items can be delivered right to the shopper’s door.
“It’s become very, very convenient, easy, and I’m sure the Amazon delivery driver hates me,” laughs Julie Shiver regarding online shopping.
Despite the pros, online shopping has its share of cons. Products may not match expectations, clothing could fit improperly, or shipping could experience unexpected delays. Particularly with groceries, some consumers prefer to make their own selections. For example, produce can be somewhat subjective.
As Shiver explained her reason for not ordering groceries online, “I don’t trust the person picking it.”
Still, it seems online shopping is here to stay. In fact, a Forbes article by Kristy Snyder shows that by 2027, 23% of retail purchases are expected to be online purchases.
A research report by CapitolOne Shopping Research projects that online spending will exceed $8.9 trillion by 2030.
Online shopping may have started as a convenience, but for many Americans, it has become the norm, and the numbers show it’s not slowing down.
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