Ecommerce Sales by Category and Merchant Size (2)

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Ecommerce Sales by Category and Merchant Size (2)

ECommerce in the U.S. continues to experience significant growth. The revised data is provided in the requested spreadsheet. Below you can find some additional information regarding the overall eCommerce market in the U.S. and its product categories.

Additional Information On The Breakdown Of ECommerce Sales In the U.S.

  • Consumers in the U.S. spent $602 billion online in 2019, an increase of 15% from $524 billion in 2018, according to the U.S. Department of Commerce. Consumers are currently switching to eCommerce during the COVID-19 outbreak due to the fact that social distancing measures have made online shopping more convenient and safer and in some cases, the only way to get the goods needed.
  • In 2020, eCommerce sales are forecast to climb by 18% to reach $709.78 billion, representing 14.5% of total U.S. retail sales.
  • According to eMarketer, U.S. grocery eCommerce grew 18.2% in 2019 and was the fastest-growing product category online.
  • In the U.S., Electronics and Media (Consumer Electronics and Books, Movies, Music & Games) generated a revenue of $95 billion in 2019, which amounts to a 26% share of the entire U.S. eCommerce market. Only Consumer Electronics amount to a 16% share.
  • Apparel amounts to a 23% share of the total eCommerce sales in the U.S. in 2019. Moreover, online apparel sales accounted for 38.6% of the total U.S. apparel sales in 2019. According to a study by the Statista Global Consumer Survey which was conducted in the United States in 2020, 59% of U.S. shoppers purchased clothing online between Q2 2018 and Q2 2019.


ECommerce Players Market Shares

  • According to an Emarketer’s report, Amazon dominates online sales in the U.S. market with a 38% market share. According to the findings of the same study, Walmart surpassed eBay as the second biggest eCommerce retailer in the U.S. behind Amazon. Emarketer expects to see its online revenue increase by at least 35% in 2020, to claim a 5.8% market share of the U.S. e-commerce market.


Research Strategy

To identify the revised data, we focused primarily on the findings from the Adobe Digital Economy Index. On top of that information, we were able to confirm most of the actual sizes and the percentages from various other sources, such as eMarketer, ecommerceDB, Statista, and the Digital Commerce 360.
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Quotes
  • "According to Adobe’s Digital Economy Index, the digital purchasing power of consumers is up 3% from 2019, and up 20% since 2014, with $1 being the equivalent of $1.20 to buy in 2014. Over that period, $1 spent buying a similar set of goods offline lost value, with $1 in 2020 buying what would have cost 88 cents in 2014. “However, the expectation is that as more of people’s lives move online, the offline and online economies will continue to converge and so will their prices,” Adobe said. Apparel led all categories in share of U.S. online sales, Adobe said, at 23% share, followed by electronics (16%), home and garden (12%), computers (8%), groceries (8%), home improvement tools (5%), home appliances (4%), personal care products (4%), flowers and related gifts (3%) and office supplies (3%). Sporting goods, books, jewelry, furniture and bedding, pet supplies, toys and games were all at 2%."
Quotes
  • "According to our estimates, US grocery ecommerce—specifically online food and beverage sales—will grow 18.2% to $19.89 billion in 2019 and will rank as the fastest-growing product category online. We expect the category to grow at above-average rates for the next few years, but it will remain one of the least-penetrated ecommerce categories for the foreseeable future."
Quotes
  • "The category Electronics & Media consists of two subcategories: Consumer Electronics and Books, Movies, Music & Games. Consumer Electronics includes all electronics for private use, such as televisions and DVD players, as well as communications devices, such as laptops and smartphones. Books, Movies, Music & Games are part of this category if they are sold as physical goods. When sold as non-physical goods, they are considered digital media and therefore not within the product range of eCommerceDB. While games for teenagers and adults count among this category, toys and games for toddlers belong to another category (see: Toys, Hobby & DIY). In the U.S., this segment generates a revenue of US$95 billion in 2019, which amounts to a 26% share of the entire U.S. eCommerce market."
Quotes
  • "Online apparel sales accounted for 38.6% of total U.S. apparel sales in 2019 and 100% of the growth in retail clothing sales."
Quotes
  • "In 2020, e-commerce sales will climb by 18% to reach $709.78 billion, representing 14.5% of total U.S. retail sales."
Quotes
  • "The shift to online grocery has been particularly beneficial to Walmart, which typically cites online grocery as a contributing factor to its overall e-commerce sales growth. Emarketer’s new report also noted that Walmart will, for the first time, surpass eBay as the No. 2 e-commerce retailer in the U.S, behind Amazon. It expects Walmart will see its e-commerce sales jump by more than 35% in 2020, growing to claim a 5.8% share of the U.S. e-commerce market."
Quotes
  • "59% of U.S. shoppers purchased clothing online between Q2 2018 and Q2 2019. With books, movies, music & games, shoes, and consumer electronics falling close behind."