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Explore our Research →The big answers: EMARKETER Daily quiz
Article |
Aug 20, 2025
Marketers use genAI to customize video ads
Article |
Aug 20, 2025
EHR giant Epic introduces new AI scribe capabilities for doctors
Article |
Aug 20, 2025
Usage-based deals could reshape AI content monetization models
Article |
Aug 20, 2025
Google bets Pixel’s future on AI with Gemini and Magic Cue
Article |
Aug 20, 2025
Estée Lauder slumps in latest quarter, warns of $100 million tariff hit
Article |
Aug 20, 2025
OOH spurs hike in awareness
Article |
Aug 19, 2025
From hidden costs to full control: Georgia-Pacific’s programmatic pivot
Article |
Aug 19, 2025
Google’s language targeting changes could reshape bilingual strategies, reduce advertiser control
Article |
Aug 19, 2025
Prominent pediatrician association provides COVID-19 vaccine recommendations that contradict HHS
Article |
Aug 19, 2025
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Our Methodology
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Learn More →Multibrand Ecommerce Sales
per Person
Physical Retail
Ecommerce
by Product Category
Core Retail Sales
by Device
by Distribution Strategy
Source: EMARKETER Forecast, May 2025 - February 2025
Note: includes products sold online by consumer brand manufacturers via standard distribution methods through a retailer or wholesaler (aka first-party sales), or third-party platform such as a marketplace (aka third-party sales); excludes products sold directly to consumers by consumer brand manufacturers via their owned and operated sites or apps (aka D2C sales)
Additional Note: Retailer ecommerce sales are product sales where a retailer is the direct seller and the merchant of record that assumes legal ownership of the inventory prior to changing hands with the consumer. Retail marketplace ecommerce sales are product sales where a third-party seller is the merchant of record that assumes legal ownership of the inventory prior to changing hands with the consumer, and exclude first-party sales on these platforms. D2C ecommerce sales are products sold online by consumer brand manufacturers that sell directly to consumers via their owned and operated sites or apps, bypassing standard distribution methods through a retailer, wholesaler, or third-party platform such as a marketplace, and include digitally native brands and established brands; traditional retailers’ private label brands are excluded. Retail excludes travel and event tickets, payments such as bill pay, taxes, or money transfers, food services and drinking place sales, and gambling and other vice goods sales. EMARKETER benchmarks its US total retail sales figures against US Department of Commerce data from 2018 onward. The last full year measured was 2024.
Methodology: Estimates are based on the analysis of data from other research firms and government agencies, historical trends, reported and estimated revenues of major online retailers, consumer online buying trends, and macro-level economic conditions.