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For eBusiness & Channel Strategy Professionals

How Shoppers Evolve Online

Examining eCommerce Tenure By Product Category

October 24, 2008

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Authors

  • By Sucharita Mulpuru
  • with Carrie Johnson,
  • Peter Hult,
  • Brendan McGowan

Why Read This Report

As Web sales lose steam — online sales in the US are projected to grow 17% in 2008 over 2007 compared with a year-over-year sales increase of 66% in 2000 over 1999 — eCommerce executives struggle to understand the current drivers of sales growth in the channel. A significant source of increased revenue for many retailers is the growth in online spend by the most tenured Web shoppers. These consumers are technology-savvy and generally more affluent than the general population. Additionally, this population grows into making riskier, high-consideration purchases — such as large home appliances and automobiles — over time.

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