The state most obsessed with online shopping is…
One U.S. state stands alone in how enthusiastically its residents embrace e-commerce.
New Hampshire is the number one state nationwide when it comes to online shopping habits of its residents. Analysis from mobile app developer MobiLoud evaluating the share of a state’s residents who shop online, the likelihood of people making weekly online purchases, and search intensity for online shopping terms gives New Hampshire a near-perfect online shopping obsession score of 99.68.
The Granite State achieved this top rating due to having the highest online shopping adoption (86.33%), as well as strong likelihood of making weekly online purchases (+10.9%) and solid search activity (12,880 searches per 100,000 residents).
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New Hampshire’s high engagement with online shopping is part of a larger regional trend. The four states with the highest overall online shopping obsession scores are all smaller states located in the Northeast. Following New Hampshire, the next three highest-ranked states are:
- Vermont (92.91)
- Delaware (91.39)
- Connecticut (88.36)
Other findings
- The large Pacific Northwest state of Washington (which has frequent rainy weather) ranks number five with an overall online obsession score of 83.44.
- California sits in the 20th spot with an overall online obsession score of 75.03, despite the state having the highest weekly-purchase likelihood in the entire dataset (+20.1%).
- Vermont, Delaware, Rhode Island, and Wyoming all have online search totals that significantly outperform their weekly purchase likelihood scores.
"State-by-state trends reveal how online shopping has become part of everyday life in ways that go far beyond convenience," said Pietro Saccomani, founder and CEO of MobiLoud. "Smaller Northeastern states are showing some of the strongest digital habits in the country, from frequent weekly purchases to consistently high online search activity."
Top 20 online shopping-obsessed U.S. states
Rank | State | % of People Who Online Shop | Likelihood of Making Weekly Online Purchase (%) | Online Shopping Searches Per 100k Internet User | Online Shopping Obsession Score |
1 | New Hampshire | 86.33 | 10.9 | 12,880 | 99.68 |
2 | Vermont | 82.92 | 2.21 | 20,248 | 92.91 |
3 | Delaware | 79.97 | 10.7 | 15,613 | 91.39 |
4 | Connecticut | 82.47 | 10.7 | 11,346 | 88.36 |
5 | Washington | 82.55 | 17.5 | 8,942 | 83.84 |
6 | Rhode Island | 75.76 | 11.6 | 14,747 | 82.29 |
7 | Utah | 82.66 | 1.79 | 11,670 | 81.51 |
7 | Minnesota | 80.99 | 5.19 | 10,608 | 81.51 |
9 | Maryland | 82.57 | 9.65 | 9,203 | 80.03 |
10 | Massachusetts | 81.93 | 16.24 | 8,586 | 78.55 |
11 | Virginia | 76.62 | 12.6 | 9,522 | 75.52 |
11 | Oregon | 79.93 | 4.76 | 9,699 | 75.52 |
11 | Montana | 84.78 | -12.5 | 15,971 | 75.52 |
14 | Wisconsin | 79.75 | 3.91 | 9,422 | 70.97 |
15 | Colorado | 84.71 | 6.89 | 8,280 | 70.97 |
16 | North Dakota | 79.82 | -7.77 | 17,613 | 69.45 |
17 | Hawaii | 76.41 | 1.15 | 12,168 | 67.19 |
18 | Maine | 74.15 | 3.7 | 12,437 | 64.94 |
19 | Alaska | 77.98 | -9.69 | 18,432 | 64.20 |
20 | Nebraska | 76.96 | -2.89 | 11,785 | 61.16 |
20 | California | 75.03 | 20.1 | 8,381 | 61.16 |
"This reflects a broader shift: people are relying on online shopping as a predictable, regular part of how they manage their households, not just for once-in-a-while buys," said Saccomani. "That’s a major cultural change, and we’re seeing it spread across the country."
Omnisend: Oregon, Connecticut residents like e-commerce
A recent survey from Omnisend indicates that three-quarters (74%) of Oregon residents place an online order at least once a week, narrowly ahead of Utah (73%) and Nevada (72%). Connecticut leads in online spending, with 14% of residents spending $500–$1,000 a month online, followed by Kentucky (12.1%) and Washington (10.5%).
When it comes to daily online buying, 16% of Louisiana residents make an online purchase every day, more than double the U.S. average. Overall, the survey showed that Minnesota residents reported the lowest frequency of shopping online, with 24% saying they engage in e-commerce only a few times a year.
