 The eMarketer study also noted that online shoppers in 2012 increased by 2.9 percent to total 189.6 million consumers.More online buyers, people who actually converted, also increased, but by 4.2 percent, reaching 156.1 million.Americans feel more confident in online shopping, and with Facebook becoming an increasingly trusted resource for news, entertainment and product discovery, Facebook commerce may be the big trend in 2013.