Retailers and Digital Commerce 2017: Trends and Benchmarks for Five Sectors - eMarketer
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Retailers and Digital Commerce 2017: Trends and Benchmarks for Five Sectors

eMarketer Report

By: eMarketer

Published: November 17, 2017

Jump to: Executive Summary | Table of Contents | List of Charts

Executive Summary

Ecommerce’s share of US retail sales will reach 9.0% in 2017, eMarketer estimates. But not all sectors are equal when it comes to digital contributions. For example, dollar and discount stores have low ecommerce penetration, while many home goods and apparel retailers do well digitally.

  • In the apparel sector, specialty retailers can have very high ecommerce penetration, though this is a crowded playing field, with a wide spread between the successful and the average.
  • There are very few true consumer electronics retailers remaining. Best Buy, the leader, is in competition with Newegg.com and companies selling a broader selection of items, including Amazon.
  • Department stores are struggling across the board, though higher-end brands tend to see higher ecommerce sales penetration due to larger investments in digital and the customer experience.
  • The discount and variety sector spans from dollar stores to Costco to Target, each with unique models and levels of online sales. With its many online acquisitions, Walmart is coming on strong digitally.
  • In the furniture and home goods category, there are also a few standouts. They tend to be the retailers with a strong cataloging tradition and carefully curated showrooms.

"US retail ecommerce sales will hit $452.76 billion in 2017, accounting for 9.0% of total retail sales. Double-digit growth is expected through the remainder of the forecast period. By 2021, ecommerce’s share of overall retail sales will increase to 13.7%."

Table of Contents

Apparel Stores

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Consumer Electronics Stores

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Department Stores

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Discount Stores

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Home Furnishing Stores

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1 charts are included in the full report:

Retailers and Digital Commerce 2017: Trends and Benchmarks for Five Sectors

US Retail Ecommerce Sales, 2016-2021 (billions, % change and % of total retail sales)