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EMARKETER

US Ecommerce by Category Forecast 2023

A New Frontier of Growth for Retail’s Largest Product Categories

Report by Blake Droesch  |  Mar 15, 2023
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Table of Contents
Executive Summary
Ecommerce growth will stabilize in 2023.
The largest ecommerce categories will lose share of sales as emerging categories grow.
An eclectic mix of categories will drive the next phase of ecommerce growth.
The largest retail categories have big potential for ecommerce growth.
Most retail categories will shift significantly toward ecommerce in the next five years.
How should retailers prepare for the next wave of ecommerce?
Media Gallery
About This Report
US ecommerce growth will come from large retail categories with historically low online sales share. And growth will stay healthy even as traditional drivers of online sales take a backseat to emerging categories.
Topics
Ecommerce Sales
Retail Ecommerce Sales
United States
Table of Contents
Executive Summary
Ecommerce growth will stabilize in 2023.
The largest ecommerce categories will lose share of sales as emerging categories grow.
An eclectic mix of categories will drive the next phase of ecommerce growth.
The largest retail categories have big potential for ecommerce growth.
Most retail categories will shift significantly toward ecommerce in the next five years.
How should retailers prepare for the next wave of ecommerce?
Media Gallery

Executive Summary

US ecommerce growth will come from large retail categories with historically low online sales share. And growth will stay healthy even as traditional drivers of online sales—like computer and consumer electronics—take a back seat to emerging categories.

Key Question: Which product categories will see the most growth over the next five years?

US Retail Ecommerce Sales Share, by Product Category, 2023 & 2027 (% of total retail ecommerce sales)
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KEY STAT: The largest product categories in retail—auto and parts, food and beverage, and health and personal care—will see the most growth and gain share of the overall ecommerce pie.

Here’s what’s in the full report

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Table of Contents

  1. Executive Summary
  2. Ecommerce growth will stabilize in 2023.
  3. The largest ecommerce categories will lose share of sales as emerging categories grow.
  1. An eclectic mix of categories will drive the next phase of ecommerce growth.
  2. The largest retail categories have big potential for ecommerce growth.
  3. Most retail categories will shift significantly toward ecommerce in the next five years.
  1. How should retailers prepare for the next wave of ecommerce?
  2. Media Gallery

Charts in This Report

US Retail Ecommerce Sales Share, by Product Category, 2023 & 2027 (% of total retail ecommerce sales)US Retail Ecommerce Sales, 2022-2027 (trillions, % change, and % of total retail sales)
US Retail Sales, 2023 (billions and % of sales from ecommerce )

authors

Blake Droesch

Contributors

Whitney Birdsall
Senior Forecasting Analyst
Suzy Davidkhanian
Principal Analyst, Retail & Ecommerce
Andrew Lipsman
Principal Analyst, Retail & Ecommerce
Wendy Louie-Lam
Senior Forecasting Analyst
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