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EMARKETER

Digital Leaders Will Stretch Their Lead in Online Penetration

Article by Eleni Digalaki, Vladimir Hanzlik, Emma Noyes  |  Aug 4, 2025
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Digital Leaders Will Stretch Their Lead in Online Penetration
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Retail Categories
Retail Ecommerce Sales
United States

The gap between retail’s most and least digitized categories will grow even wider. For example, by 2029, the most mature online category—books, music, & video—will add 5.6 percentage points in ecommerce penetration, while the bottom category of auto & parts will add just 0.8.

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