E-commerce, once dominated by specific age groups and gender segments, has expanded into a universal practice, attracting a diverse range of shoppers.
The modern demographics look different from five or ten years ago, with a number of factors pushing ecommerce into new areas.
Men Adopt Ecomm
One of the most notable changes in online shopping demographics is the shift in gender-based purchasing habits. Traditionally, women were more engaged in e-commerce, especially in categories such as fashion, beauty, and home essentials. However, recent data suggests that men are now outpacing women in both shopping frequency and spending.
A 2025 survey found that men are increasingly turning to online shopping, challenging the long-standing perception of women as the primary digital consumers.
This shift is largely attributed to men’s growing interest in high-value purchases such as electronics, gaming products, and automotive accessories, which have seen increased marketing and product offerings tailored specifically for them.
Over the past five years, this trend has gained momentum, with a 2024 study revealing that 53% of men preferred browsing and purchasing retail items online compared to 44% of women. E-commerce platforms have responded by expanding product categories that appeal to male shoppers, such as premium gadgets, fitness equipment, and subscription-based tech services.
Looking back over the past decade, the gender gap in online shopping has steadily closed, thanks to targeted marketing strategies, the rise of mobile commerce, and the general convenience of digital transactions.
As retailers continue to personalize their approaches, gender distinctions in shopping behavior may become less relevant, with buying preferences influenced more by product categories than by traditional gender roles.
Generational Shifts in E-Commerce Habits
Generational differences have played a significant role in shaping e-commerce trends.
Over the past year, Generation Z (born between 1997 and 2012) has emerged as a dominant force in online shopping. Raised in a digital-first environment, Gen Z shoppers prefer brands that offer seamless digital experiences, interactive engagement, and influencer-driven marketing.
In 2025, Gen Z’s total spending in the U.S. was estimated at $360 billion, with projections suggesting they could account for up to 30% of luxury purchases by 2030.
Their purchasing decisions are heavily influenced by social media platforms like TikTok and Instagram, where they engage with brands through live shopping events and viral product promotions.
Over the past five years, millennials (born between 1981 and 1996) have remained the most active online shoppers, with 32% primarily shopping through digital platforms.
Millennials value convenience, personalized recommendations, and loyalty rewards, making them a key demographic for subscription-based services and direct-to-consumer brands.
Looking further back, Baby Boomers (born between 1946 and 1964) have increasingly embraced online shopping over the past decade. While they were initially hesitant about digital transactions, improved user interfaces, enhanced security, and simplified return policies have contributed to higher adoption rates.
By 2023, 90% of Boomers had made at least one online purchase annually, proving that e-commerce is no longer just for younger consumers.
Income and the Accessibility of Online Shopping
Income levels have historically influenced online shopping habits, with higher-income households leading in digital spending.
Over the past year, U.S. consumers earning over $100,000 were 18.2% more likely to shop online compared to those in the $50,000-$99,999 range. This trend is largely due to greater discretionary spending on premium and luxury products, which have become increasingly accessible through online retailers.
Over the past five years, flexible payment options such as Buy Now, Pay Later (BNPL) services have made e-commerce more accessible to middle- and lower-income groups. By 2024, 57% of men and 45% of women had used BNPL services, enabling them to make larger purchases without upfront financial strain.
As a result, online retailers have seen increased participation across various income levels, making digital shopping more inclusive than ever before. Over the past decade, the gap between income groups has narrowed significantly.
The widespread availability of affordable smartphones, improved internet access, and budget-friendly e-commerce platforms have ensured that online retail is no longer a luxury but a mainstream shopping method.
The Rise of Mobile Commerce
Technology has been one of the most influential factors in the evolution of online shopping.
Over the past year, mobile commerce has surged, with smartphones accounting for 77% of global retail website visits and 67% of orders in the second quarter of 2024. This shift toward mobile-first shopping has been driven by advancements in payment security, one-click checkout options, and seamless app integrations.
Over the past five years, the adoption of augmented reality and virtual try-on features has revolutionized the online shopping experience. Brands have increasingly used AR technology to allow customers to visualize products before purchasing, leading to higher engagement and lower return rates.
Gen Z, in particular, has embraced these innovations, favoring brands that provide interactive and immersive digital experiences. Looking back over the past decade, the transition from desktop to mobile shopping has been one of the most significant changes in e-commerce.
In the early 2010s, most online transactions were conducted via computers, but the rise of smartphones and improved mobile payment systems have made digital shopping more convenient and accessible, fueling a boom in mobile commerce.
The Impact of Social Media and Influencers
Social media has played an increasingly vital role in shaping online shopping habits.
Over the past year, platforms like TikTok, Instagram, and Facebook have become integral to e-commerce, with 52% of Gen Z consumers reporting that they made purchases directly through social media in 2024.
This shift highlights the growing importance of social commerce, where brands use interactive features like live shopping events, shoppable posts, and influencer collaborations to drive sales.
Over the past five years, influencer marketing has proven to be one of the most effective strategies for online retailers.
By 2023, nearly 49% of consumers reported relying on influencer recommendations when making purchase decisions. The trust and authenticity associated with influencer endorsements have led to the rise of micro-influencers, who cater to niche audiences with personalized product recommendations.
Looking at the broader picture, social media’s role in e-commerce has evolved dramatically over the past decade. Platforms that once served primarily as networking tools have transformed into full-fledged shopping destinations, complete with integrated checkout systems and AI-driven product recommendations.
Today, brands that effectively leverage social media are not just selling products—they are creating highly engaging, community-driven shopping experiences.
Conclusion: The Future of Online Shopping
The evolution of online shopper demographics over the past decade reflects a complex interplay of technological advancements, changing consumer expectations, and economic influences. Mobile commerce, social media integration, and the increasing participation of diverse demographic groups have contributed to a more dynamic and inclusive e-commerce landscape.
As businesses continue to adapt to these changes, understanding consumer behavior across different age groups, genders, and income levels will be critical to staying ahead in an increasingly competitive digital marketplace.
Looking forward, the next decade is likely to bring even greater personalization, AI-driven shopping experiences, and seamless digital transactions, solidifying online shopping as the preferred method of commerce for generations to come.
