Forecast Report

US Online Retail Forecast, 2011 To 2016

eCommerce Tops $200 Billion In 2011

February 27th, 2012
With contributors:
Vikram Sehgal , Patti Freeman Evans , Andy Hoar , Douglas Roberge

Summary

eCommerce sales continue to grow rapidly, having topped $200 billion in 2011. Forrester expects that online sales will grow from 7% of overall retail sales to close to 9% by 2016. Key drivers of this growth include consumers' greater comfort level with purchasing various categories online, broader web shopping capabilities with mobile and tablet devices, innovative new shopping models that divert spend away from physical stores (e.g., flash sales, subscription models), online loyalty programs, and aggressive promotional offers from web retailers.

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