Over the past 20 years, e-commerce has grown steadily in size and reach. According to Statista's Digital Market Outlook, around 270 million Americans will make an online purchase this year, spending a total of $548 billion. But how big is e-commerce really, on a grand scale?
As the following chart, based on data from the US Census Bureau, shows, the impact of online shopping on total retail sales in the United States is even smaller than many people might think. In the fourth quarter of 2018, e-commerce accounted for 11.2 percent of total retail sales, the highest share ever and only the second time it has reached double digits.
While this may not seem like much considering the perceived importance of e-commerce, it's important to remember that total retail sales include categories such as car dealerships and parts retailers, gas stations, and of course grocery stores, where e-commerce plays a very minor role. Excluding these categories, the market research company comScore estimates e-commerce's share of total consumption at nearly 20 percent.
Over the past 20 years, e-commerce has steadily risen in size and reach. According to Statista's Digital Market Outlook, roughly 270 million Americans will make an online purchase this year, spending a total of $548 billion. But how big is e-commerce really in the grand scheme of things?
As the following chart, based on data from the US Census Bureau, shows, the impact of online shopping on total retail sales in the United States is still smaller than many people might think. In the fourth quarter of 2018, e-commerce accounted for 11.2 percent of total retail sales, the highest share ever and just the second time it reached double digits.
While that doesn't seem like a lot considering the perceived importance of e-commerce, it needs to be noted that total retail sales include categories such as motor vehicle and parts dealers, gas stations and of course grocery stores where e-commerce plays a very minor role. Excluding such categories, the market research firm comScore puts the share of e-commerce in consumer spending at almost 20 percent.
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