The pie charts compare the types of goods that consumers in one country bought online in 2010 and 2022.
Overall, electronics were the most popular online purchase in 2010, while clothing led in 2022. The most dramatic changes were the rapid growth in food and the sharp decline in books.
In 2010 electronics accounted for 30% of online purchases, followed by clothing at 22%, then books and travel, each at 20%. Food and other goods were minor categories, at 3% and 5%. By 2022 the pattern had altered considerably. Clothing had risen to 26%, becoming the largest category, while electronics had fallen to 22%.
Food showed the most striking increase, rising from just 3% to 24%, which was eight times its earlier share. It moved from the smallest category to the second largest in the later year. Books, in contrast, collapsed from 20% to only 5%, a quarter of the 2010 level.
Travel also lost ground, falling from 20% to 15%, while the other category grew slightly, from 5% to 8%.