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Source & Notes
Data Table
Source: EMARKETER ForecastMay 2026 
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)
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.
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