Ecommerce continues to increase its share of retail sales in the U.S., according to a new report from digital marketing analyst eMarketer. Total retail sales are projected to approach the $5 trillion mark, with more than $300 billion of that generated through ecommerce. Growth in the emarket percentage of overall retail sales shows steady gains and is projected to rise from the 2013 mark of 5.8 percent to almost 9 percent over the next four years, with computers and other consumer electronics holding onto their top spot and rising steadily from a 2014 projection share of 21.8 percent to 22.1 by 2018. However, books, music, and video spending will see the greatest rate of increase.

The eMarketer report also points out that, while other categories such as apparel, auto parts, and books and video continued to rise, holding onto their respective shares, no single category deviated more than two points above or below the almost 17 percent increase in total ecommerce retails sales. That trend is expected to continue.


eMarketer. “US Retail Ecommerce Sales Highest for Computers, Consumer Electronics;”  April 11, 2014.