eCommerce Takes 17.1% of Retail Sales as Online Growth Accelerates

Retail sales in the U.S. saw a 17.1% online component in the second quarter of 2026, according to the U.S. Census Bureau. This figure marked a rise from 17.0% in the first quarter and 16.3% a year earlier. Seasonally adjusted eCommerce sales totaled $340.2 billion, up 3.8% from the previous quarter and 12.2% from a year ago. Total retail sales grew by 2.9% quarter over quarter and 6.7% year over year.

Online sales have been expanding faster than overall retail, leading to a growing share of eCommerce in retail spending. Despite stores still being the primary shopping destination, consumer behavior shows a shift towards digital channels. A PYMNTS Intelligence study found that the typical American shopper engages in 51 digital shopping activities a month, up from 46 in January 2024.

Remote purchasing increased from 12 days per month in 2024 to 13 in 2026, while buy online, pick up in-store went up from 8 to 9 days. The research also revealed that 60% of shoppers want price matching, with only 47% of merchants offering this service. Convenience is becoming just as important as price in digital shopping. Mobile phones are playing a significant role in this shift, with 42% of consumers using phones while shopping in-store in March 2026, up from 30% in January 2024.

Product research on mobile phones reached 39% of shoppers in March, a 14% increase from January 2024. Consumers are using phones to compare prices, check inventory, read reviews, and determine payment methods, making the shopping experience more convenient and informed. AI is further integrating into the buying process, helping guide consumers through the purchase journey.

The Census data provide a snapshot of retail sales mix, while PYMNTS Intelligence data delve into the behavior behind this mix.