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Digital Shoppers

Overall

Digital Buyer Growth

Digital Buyer Penetration: % of Internet Users

Digital Buyer Penetration: % of Population

Digital Buyer Penetration: % of Worldwide Digital Buyers

Digital Shoppers

Digital Shopper Growth

Digital Shopper Penetration

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Source & Notes

Data Table

Source: EMARKETER Forecast, February 2026 - January 2026

Note: ages 14+; internet users who have browsed, researched, or compared products digitally via any device during the calendar year but have not necessarily bought digitally

Methodology: Estimates are based on the analysis of data from other research firms and government agencies, historical trends, reported and estimated revenues of major online retailers, consumer online buying trends, and macro-level economic conditions.

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