More consumers are shopping online for household essentials, including food and beverages and health, personal care, and beauty products. The two categories are expected to see the most growth in their share of ecommerce sales from now until the end of our forecast period in 2028. Here’s a closer look at the state of US ecommerce, why household goods are fueling the market, and the consumer behavior steering it all.

Growth has slowed, but bright spots remain in key categories.

Our latest forecast and exclusive consumer surveys highlight the most compelling omnichannel opportunities for fashion brands, retailers, and marketers.

The “The Sopranos” turns 25 this year, and the “mob wife” look—big hair, fur coats, animal prints, and lots of gold jewelry—is back and trending on TikTok.

How do consumers discover, evaluate, and purchase new brands and products?

Macy’s looks to private labels to boost its bottom line: As consumers pull back on discretionary spending, retailers are turning to private labels to differentiate their merchandise and improve margins.

Leverage your own data to guide decisions, meet consumers where they are, and find some partnerships outside of your comfort zone—but never forget your brand identity or what made consumers love it in the first place.

Amazon is the top dog of US retail, accounting for 37.6% of all US ecommerce sales this year for a total of $431.11 billion dollars, according to our forecast. While the giant has a successful stronghold in many US industries, Amazon isn’t dominant everywhere, especially as it pertains to a physical footprint and getting consumers comfortable with its elite tech. Here are a few areas Amazon hasn’t overtaken—yet.

Health and personal care will drive growth but won’t be enough to improve Amazon’s share of the overall US ecommerce market.

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.

In a year of shrinking margins and pulled-back consumer spending, luxury sales have remained relatively immune to the headwinds plaguing other retailers. Here are five charts that break down why the bubble hasn’t burst yet.

On this episode of Brand Anatomy, where we get exclusive looks inside leading brands, Briefing director Jeremy Goldman sits down with Mike Janover, vice president of global digital and direct marketing at Gap Inc., to discuss how the clothing and accessories retailer is tackling personalization at scale, the nuances between the brand's marketing channels, and the top technologies it's implementing.

The retail ecommerce ecosystem in China is extremely diverse. While Alibaba and JD.com are the clear sales leaders, a handful of other players are holding their own, sometimes by carving out a niche market, be it Suning in consumer electronics or Mogujie in women’s apparel.

This year, we expect China’s total retail ecommerce sales will grow more than 30%, reaching nearly $2 trillion—the highest-grossing retail ecommerce market worldwide, according to our latest forecast. Behind China, the US retail ecommerce market will reach $600.63 billion in sales, growing nearly 15% year over year.