US retail sales will grow at a modest and stable pace through 2028, with ecommerce progressing more than four times faster than in-store sales. Major retailers are returning to online sales growth after a tumultuous period of post-pandemic adjustment. Gen Z consumers and product category trends present key opportunities for growth in digital commerce.

Key Question: What’s the outlook for US retail and ecommerce sales over the next five years?

Key Stat: US ecommerce sales will grow by 8.7% in 2024 to nearly $1.2 trillion, comprising 16.2% of total retail sales.