Fewer U.S. consumers are shopping online every day, signaling a potential shift in ecommerce behavior after years of rapid digital growth.
According to reporting by Retail Dive, the share of U.S. consumers who shop online daily has declined 12% from last year, reflecting a normalization of buying habits as economic pressures mount.
Despite the slowdown in daily frequency, overall U.S. ecommerce sales continue to grow year over year. The shift highlights a change in behavior rather than a collapse in demand. Consumers are placing fewer orders but thinking more carefully about each one they do place.
In the U.K., ecommerce remains a major force, accounting for roughly 28% of total retail sales in recent years, according to a report by K2 Partners.
However, the same report notes that rising operating costs and store closures are intensifying pressure on traditional high streets, with thousands of closures projected as retailers adjust to new economic realities.
Australia’s ecommerce market continued to grow in 2025. An IAB Australia industry report indicates that the number of Australians shopping online has expanded, with a majority of households engaging in ecommerce.
However, the same report suggests that “72% of consumers actively cutting back on non-essential items.”
For brick-and-mortar retailers, the story isn’t extinction; it’s transformation as physical stores evolve into fulfillment hubs and experiential spaces.
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