Source: Statista

Over the past 20 years, e-commerce has steadily risen in size and reach. According to Statista’s Digital Market Outlook, more than 250 million Americans will make an online purchase this year, but how big is e-commerce really in the grand scheme of things?

As the following chart, based on data from the U.S. Census Bureau, shows, the impact of online shopping on total retail sales in the United States is still smaller than many people might think. In the first quarter of 2020, e-commerce accounted for 11.5 percent of total retail sales (excl. food services sales), the second highest share ever and the highest for a non-holiday quarter.

While 11.5 percent doesn’t seem like a lot considering the perceived importance of online retail, it’s still a huge increase compared to where e-commerce was 20 years ago. It also needs to be noted that total retail sales include categories such as motor vehicle and parts dealers, gas stations and of course grocery stores, where e-commerce still plays a very minor role.