US Ecommerce 2019

Mobile and Social Commerce Fuel Ongoing Ecommerce Channel Shift

Global Ecommerce 2019

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Forecasts for seven markets: US, Canada, China, France, Germany, Latin America, UK

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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

Here’s what’s in the full report


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Table of Contents

  1. Executive Summary
  2. US Retail and Ecommerce Spending
  3. eMarketer US Retail Ecommerce Forecast
  4. US Digital Buyers
  1. What’s Shaping US Ecommerce in 2019?
  2. Key Takeaways
  3. eMarketer Interviews
  4. Read Next
  1. Sources
  2. Media Gallery

Interviewed for This Report

Jeff Cohen
Seller Labs
Chief Relationship Officer
Interviewed April 3, 2019
Steve Dennis
SageBerry Consulting
President and Founder
Interviewed April 26, 2019
Mike Hann
President and Co-Founder
Interviewed May 10, 2019
Darrell Jursa
Omnicom Retail Group
Managing Director
Interviewed April 8, 2019
Geoffroy Martin
General Manager and Executive Vice President, Retail Media
Interviewed May 14, 2019


Andrew Lipsman


Paul Briggs
Senior Analyst
Blake Droesch
Junior Analyst
Cindy Liu
Senior Forecasting Analyst
Amy Rotondo
Research Manager, US
Peter Vahle
Forecasting Analyst
Karin von Abrams
Principal Analyst
Yoram Wurmser
Principal Analyst

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