$340.2B
in seasonally adjusted U.S. retail e-commerce sales occurred in the second quarter of 2026.
The estimate excludes changes for prices.
U.S. Census Bureau, Quarterly Retail E-Commerce Sales ReportSecond quarter 2026
Reference page
U.S. E-Commerce Statistics for Consumer Brands
A current collection of practical retail e-commerce numbers for founders, writers, and people building consumer-facing brands. Every figure below links to its original public source.
Last updated September 21, 2026
The landscape
Digital retail is a meaningful part of the way Americans buy.
Good brand decisions begin with a clear view of the environment around them. These figures put recent digital retail activity into one place without losing the original context behind the numbers.
Key figures
Numbers worth keeping close.
17.1%
of total U.S. retail sales came from e-commerce in the second quarter of 2026.
That share uses the Census Bureau's seasonally adjusted estimate.
U.S. Census Bureau, Quarterly Retail E-Commerce Sales ReportSecond quarter 2026
12.2%
was the year-over-year increase in U.S. retail e-commerce sales in the second quarter of 2026.
Total retail sales rose 6.7% over the same period.
U.S. Census Bureau, Quarterly Retail E-Commerce Sales ReportSecond quarter 2026
$1.986T
in seasonally adjusted total U.S. retail sales occurred in the second quarter of 2026.
The Census estimate was up 2.9% from the first quarter.
U.S. Census Bureau, Quarterly Retail E-Commerce Sales ReportSecond quarter 2026
3.8%
was the quarter-over-quarter increase in seasonally adjusted e-commerce sales.
The increase compares the second quarter of 2026 with the first quarter.
U.S. Census Bureau, Quarterly Retail E-Commerce Sales ReportSecond quarter 2026
$329.5B
in unadjusted U.S. retail e-commerce sales occurred in the second quarter of 2026.
This view is not adjusted for seasonal variation.
U.S. Census Bureau, Quarterly Retail E-Commerce Sales ReportSecond quarter 2026
16.4%
of unadjusted U.S. retail sales came from e-commerce in the second quarter of 2026.
The seasonally adjusted share was 17.1%.
U.S. Census Bureau, Quarterly Retail E-Commerce Sales ReportSecond quarter 2026
12.4%
was the year-over-year increase in unadjusted retail e-commerce sales.
Total unadjusted retail sales rose 6.6% over the same period.
U.S. Census Bureau, Quarterly Retail E-Commerce Sales ReportSecond quarter 2026
A useful read on the numbers
A consumer brand has to earn its place in both a crowded market and a changing buying habit.
Retail has many places to compete for attention, and online spending represents a meaningful share of the whole. That makes clarity more valuable. The brands that hold attention tend to make it easier for people to understand what they offer, why it matters, and where to return.
Explore brand development at ISPARQMethodology & sources
How this page is kept useful.
This page draws from the latest applicable U.S. Census Bureau retail e-commerce release available as of September 21, 2026. Figures retain the definitions, periods, and seasonal adjustments used by the original source.
U.S. Census Bureau, Quarterly Retail E-Commerce Sales ReportSecond quarter 2026
Cite this page
Innovative Sparq Enterprises, “U.S. E-Commerce Statistics for Consumer Brands,” updated September 21, 2026, https://isparq.com/ecommerce-statistics.