US Ecommerce 2019

Executive Summary

The US ecommerce market will continue its winning streak in 2019, growing by double-digit rates for the 10th consecutive year. It will surpass 10% of total US retail sales for the first time in history.

How much will US consumers spend on ecommerce in 2019?

US consumers will spend $586.92 billion on ecommerce in 2019, representing an increase of 14.0% vs. 2018 and 10.7% of total US retail spending.

Which channels are driving US retail and ecommerce growth?

Brick-and-mortar retail will account for 89.3% of total US retail spending in 2019, while driving 55% of retail growth. Despite representing a modest slice of total retail, ecommerce will drive a disproportionately high percentage of growth at 45%, with most of that contribution coming from mobile (mcommerce).

Which product categories are seeing the fastest ecommerce growth?

The fastest-growing ecommerce categories are traditionally strong brick-and-mortar sectors that are finally beginning to move online. Food and beverage ecommerce sales will grow 23.1%, while its consumer goods counterpart, health, personal care and beauty, will grow 18.6%.

Will Amazon continue to grow its US ecommerce market share or face increased competition?

Amazon continues to grow its US ecommerce sales at above-average rates and will increase its market share from 36.5% in 2018 to 37.7% in 2019. At the same time, Amazon is facing stiffer competition from multichannel retail giant Walmart—which will increase its share from 4.0% to 4.7% year over year—in addition to hundreds of insurgent digitally native direct-to-consumer (D2C) brands.

WHAT’S IN THIS REPORT? This report explores US ecommerce spending, highlighting our recent forecasts and key trends that are driving continued growth in the market.

KEY STAT: In 2019, US consumers will spend $586.92 billion online, representing more than one in every 10 dollars of total retail spending. By 2023, spending will reach $969.70 billion.

What’s Inside:

Estimates are included for the following areas:

• Total retail and ecommerce spending
• Ecommerce by channel
• Ecommerce by product category
• Ecommerce by retailer
• Digital buyer penetration and demographics