Over the past 20 years, the e-commerce has steadily grown in size and reach. According to Statistas Digital Market Outlook some 230 million Americans will make an online purchase this year, spending a total of 474 billion dollars. But how big is e-commerce really in the grand scheme of things? As the chart below, based on data from the U.S. Census Bureau, shows, the impact of online shopping on overall retail sales in the United States is still smaller than many people think.
In the fourth quarter of 2017, e-commerce accounted for more than 10 percent of total retail sales for the first time, and for all of 2017, online retail accounted for about $9 for every $100 in sales. While that 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 motor vehicle and parts dealers, gas stations and, of course, grocery shops, where e-commerce plays a very small role. Excluding these categories, market research firm comScore estimates that e-commerce accounts for almost 20 per cent of consumer spending.
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