E-commerce is flat as a percentage of total retail sales

Share this content:

E-commerce sales grew by 13% in 2008 for a total of $141.3 billion, according to a new report from Forrester Research Inc. However, as a percentage of total US retail sales, e-commerce volume in 2008 was flat compared to 2007 at 5%.

E-commerce growth for many companies in 2008 was slowest it has ever been and that momentum will carry over into 2009, during which Forrester predicts e-commerce sales will gain 11%.

This is in contrast to growth rates that hovered in the upper teens and low twenties not too long ago.  

While 47% of consumers recently surveyed by Forrester said they plan to shop less overall, 33% said they will do more research online and 17% said they will do more of their shopping online rather than offline.

In addition, 23% of Web buyers said they are planning to spend more online, 40% said they are planning to spend more in discount stores, 27% said they are planning to spend more in membership clubs and 10% said they are planning to spend more in general department stores.

Forrester projects that Web revenues will accelerate by 2010, with sales increasing 13%. Sales growth is expected to slow again starting in 2011, when the increase will be 10%. In 2012, Forrester predicts a 9% gain and, in 2013, an 8% gain.

Online sales will start to pick up after 2008 when measured as a percentage of total US retail sales. Forrester predicts online sales will account 6% of total US retail sales in 2009 and 2010, 7% in 2011 and 8% in 2012 and 2013.

Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above