US back-to-school season online shopping statistics released! Amazon penetration rate reaches 67%

It is learned that Digital Commerce 360 ​​conducted a statistical survey on the online shopping data of the U.S. back-to-school season in late August, surveying 1,375 back-to-school shopping groups.

The survey shows that 77% of parents buy back-to-school items online, of which 30% buy more than half of their back-to-school items online. The remaining percentages are as follows:

15% of people purchased 26%-50% of their back-to-school items online.

32% shop online 25% or less.

23% of people are not shopping for back-to-school items online;

Additionally, 37% said they purchased more online this back-to-school season compared to last year, 38% purchased about the same, and only 25% purchased less online.

In terms of purchase categories, school supplies were in the biggest demand, with 78% of online buyers purchasing this category. Back-to-school clothing accounted for three-quarters of total back-to-school spending. Meanwhile, 40% of consumers purchased personal care and 28% purchased food categories, while only 14% said they purchased computers/tablets, while 13% said they purchased electronics including wearable technology.

When asked about the top three stores to choose for back-to-school shopping, Amazon, Walmart, and Target dominated with the following penetration rates:

Amazon: 67%

Walmart: 55%

Target: 44%

Additionally, 9% were signed up for Amazon Prime at the time of purchase.

The report points out that as the holiday season approaches, the intensity of promotions and having the right inventory to meet the challenges of retailers will be the main factors affecting the success of this season.

Editor ✎ Xiao Zhu/

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