US Ecommerce by Category 2024

A Slowdown in Growth Reshapes the Landscape

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About This Report
Growth has slowed, but bright spots remain in key categories.

Last year, US ecommerce sales grew at the slowest pace since 2009. In 2024, we expect a tepid boost in growth, fueled by sales of household goods in two key categories: health, personal care, and beauty and food and beverage. This deck will:

  • Share our forecast for US retail ecommerce sales.
  • Reveal a shift in the ecommerce landscape, as household essentials outpace growth of the categories that have historically dominated ecommerce.
  • Help brands and retailers capitalize on opportunities for growth.

Here’s what’s in the full report

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authors

Blake Droesch

Contributors

Cosima Balletti-Thomas
Associate Forecasting Analyst
Sky Canaves
Senior Analyst, Retail & Ecommerce
Suzy Davidkhanian
Principal Analyst, Retail & Ecommerce
Donte Gibson
Senior Chart Editor
Kyndall Krist
Senior Copy Editor
Brian Lau
Forecasting Analyst
Wendy Louie-Lam
Senior Forecasting Analyst
Wendy Malloy
Director, Report Editing
Emma Noyes
Graphic Designer, Data Visualization
Amy Rotondo
Director, US Research