Americans are increasingly turning to digital channels for their grocery and retail needs, with recent studies spotlighting regional trends that reveal a nuanced landscape of consumer behaviour across the United States.
Shoppers in Oregon are now the most frequent online buyers in the US, with 74% placing at least one order a week — but it’s Connecticut households that spend the most, according to a new nationwide study by e-commerce firm Omnisend, conducted by Cint and reported in Chain Store Age.
The survey of 2,000 US consumers revealed that while western states like Oregon, Utah (73%), and Nevada (72%) top the charts for order frequency, this doesn’t always mean big-ticket purchases. Only 1.8% of respondents spend more than $1,000 online monthly.
Connecticut stood out for overall e-commerce spending, with 14% of respondents spending between $500 and $1,000 a month. Kentucky (12.1%) and Washington (10.5%) followed close behind.
In a further twist, daily online shopping is still rare — but most common in Louisiana, where 16% of residents reported making a purchase every day, double the national average.
Minnesota had the least frequent shoppers, with nearly a quarter buying online only a few times per year.
Amazon remains dominant, used by 83% of Americans in the last six months. Colorado topped that loyalty metric at 91%, followed closely by Washington and Maryland at 89%.
Walmart was the go-to for Utah and North Carolina, while Target performed strongly in its home state of Minnesota, where 67% shopped on its platform.
Interest in social commerce is rising, too, with Iowa (43%) and Idaho (36%) leading in purchases made via social media platforms. Marty Bauer, an e-commerce expert at Omnisend, noted that shopping frequency isn’t always tied to spending power: “Shoppers in states like Utah may be driven more by convenience and deals than by high-ticket items.”
Meanwhile, a complementary January study from The Good Men Project identified Colorado as the state most “obsessed” with online shopping based on search volumes per capita. Michelle Moses, director at Loqate, said this reflects the growing centrality of digital storefronts, even beyond transactions.
“Digital engagement is redefining the retail landscape,” she said. “It’s not just about buying — it’s about how customers explore, research and engage with brands.”
While cities like New York, Los Angeles and San Francisco remain economic powerhouses, regional data shows that America’s top online spenders and most loyal digital consumers aren’t always where the highest incomes are found.
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