June 2008: US Retail E-Commerce

Industry Stats & Data by eMarketer

eMarketer is "The First Place to Look" for research and analysis on digital marketing and media. eMarketer aggregates and analyzes research from over 2,800 sources, and brings it together in analyst reports, daily articles and the "eStat Database" the most comprehensive database of online marketing statistics in the world.

US retail e-commerce sales (excluding travel) will reach $146 billion in 2008, up 14.3% over 2007. However, over the next few years sales growth rates will steadily decline. According to the Department of Commerce (DOC), which eMarketer benchmarks against, retail e-commerce sales totaled $127.7 billion in 2007. This year, eMarketer forecasts, sales will grow by 14.3% to reach $146 billion. From 2007 to 2012, sales will increase at an 11.3% average annual growth rate.

Last year, 133.1 million individuals, nearly four-fifths of US Internet users, shopped online. By 2012, an additional 25 million people will join them, bringing the total to 158.2 million, or 82.5% of Internet users. From 2007 to 2012, the number of new online shoppers in the US will grow at a 3.5% average annual rate.

Last year 110.7 million individuals, nearly two-thirds of US Internet users, made at least one online purchase. By 2012 the number of online buyers will increase by 30.3 million, bringing the total to 141 million, or 73.5% of Internet users. From 2007 to 2012, the number of new online buyers in the US will grow at a 5% average annual rate.

eMarketer defines an online buyer as any individual age 14 or older,, who has purchased within the past year. Most individuals who shop online eventually take the leap to become online buyers. Last year, 83% of online shoppers made a purchase on the Internet. By 2012, 89% of online shoppers are expected to convert into online buyers. On average, US online buyers are expected to spend $1,243 in 2008, growing to $1,549 in 2012.

Although consumers are reacting to the economic downturn by spending less, this will create more hardship for retail stores than for e-tailers, because online buying attracts more affluent shoppers. Fewer new online buyers, an inevitable sign of the maturation of the online retail channel, is a major reason for the decline in e-commerce sales growth.

Retail e-commerce could get a boost from underserved consumer segments such as seniors and Hispanics. To unlock their untapped spending power, Web retailers must better accommodate their needs and aspirations and remove obstacles that discourage them from becoming online buyers.

Find out more about eMarketer’s Retail E-Commerce: Slower But Still Steady Growth Report

For more information, visit eMarketer