This State Spends Over $24,000 Per Person Online Each Year—And It’s Not California or New York
Americans are shopping online more than ever, and these 10 states are spending the most.
With Prime Day deals flooding your feed and the Nordstrom Anniversary Sale tempting your cart, it’s officially open season for online shopping. But while many of us are hunting for lightning deals this week, some states treat online shopping as more of a lifestyle than a seasonal event.
A new study by Capital One Shopping ranked all 50 U.S. states by their online shopping habits, and some of the numbers are wild! While the national average sits around $3,639 per person annually, one state is blowing the rest of the country out of the water with over $24K in online purchases per capita.
Let’s count down the 10 biggest online shopping states in the U.S., starting with #10 and working our way to the most click-happy state of all.
10. Montana – $3,518 per capita
Big skies, wide-open spaces, and big online shopping totals. Montana clocks in just above the national average with $3,518 in e-commerce revenue per adult, showing that rural living often means turning to the internet for everyday needs. The state doesn’t charge a retail sales tax, which helps make online shopping even more appealing.
9. Missouri – $3,516 per capita
Missouri shoppers may be 16% less likely to shop online versus in-store, but the numbers tell a different story when it comes to spending. The state brings in $17.1 billion in online retail revenue annually, with nearly $149 per person in e-commerce taxes, slightly below average, but with strong per capita output.
8. Nevada – $3,510 per capita
Nevada isn’t just about casinos and conventions. With $3,510 in online revenue per adult, the state leans into digital retail. Shoppers are a bit less likely to make weekly purchases compared to the national average, but online sales tax revenue here sits well above average at $240.47 per capita.
7. Nebraska – $3,558 per capita
With fewer big-box stores in some areas, Nebraskans are keeping the delivery trucks busy. The state sees $5.41 billion in total online sales, with a healthy $195.70 in e-commerce taxes per adult, nearly 11% above the national average.
6. Mississippi – $3,652 per capita
Mississippi might rank lower in online shopping frequency, but its $3,652 in per capita revenue proves that when residents shop, they spend. Online retailers in the state generate nearly $579.9 million in taxes annually, equating to $255.64 per adult, one of the highest rates in the country.
5. Alaska – $3,829 per capita
With long winters and limited retail access, Alaska residents rely heavily on e-commerce. The state has no sales tax, but still brings in $2.16 billion in total online revenue—$3,829 per adult, putting it solidly in the top five.
4. North Dakota – $3,847 per capita
Despite being 7.7% less likely than the average American to make weekly online purchases, North Dakota sees $3,847 per capita in online retail revenue. The state collects $192.35 in sales tax per adult, slightly above average.
3. South Dakota – $3,997 per capita
South Dakota shoppers don’t mess around. At nearly $4,000 per adult, their e-commerce revenue is well above the national average. Though consumers here are less likely to shop online weekly, the state still pulls in $179.87 per capita in e-commerce tax revenue.
2. Wyoming – $4,238 per capita
Wyoming has fewer local retailers, and it shows. Residents generate $4,238 in online revenue per adult, even though they’re 19% less likely than average to shop online weekly. Online retailers collect nearly $77.9 million annually in this sparsely populated state.
1. Hawaii – $24,425 per capita
Topping the list by a massive margin, Hawaii clocks in at $24,425 in e-commerce revenue per adult, over 570% above the national average. While the figure is partially skewed by high levels of tourism (many online sales are attributed to visitors), it still highlights how heavily the state leans on e-commerce. Hawaii also leads in online sales tax collected per capita, at a staggering $976.98 per adult.
Final Thoughts
It’s no surprise that the top spenders are largely made up of states with rural populations, limited retail access, or unique geographical challenges. (I live in a small town in Wisconsin and do almost all of my shopping online for this reason.) But even if your state didn’t make the list, chances are your cart is still full right now.
Looking to upgrade your online shopping game? Check out my guide to the best online shopping sites for women—from hidden gems to wardrobe staples. And if you’re in the mood to splurge, here are my picks for the best luxury shopping sites that are actually worth bookmarking.
Curious where people are really spending—and whether it’s worth it? I put one of the most viral online retailers to the test in this video:
