US eCommerce Forecast: 2013 To 2018

May 12th, 2014

With contributors:

Carrie Johnson , Vikram Sehgal , Douglas Roberge , Laura Naparstek

Summary

Forrester expects online retail sales in the US to reach $294 billion in 2014, or approximately 9% of all sales in the US. We're forecasting a strong compound annual growth rate (CAGR) of 9.5% between 2013 and 2018 for US eCommerce, yielding approximately $414 billion in online sales by 2018. By 2018, Forrester expects that online sales will account for 11% of total US retail sales. The key drivers of growth in the online channel? The increased penetration of mobile devices, including tablets, and greater wallet share shift to the web channel from online buyers, all driven by rich web offers from online merchants.

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