eMarketer: Target’s recent online growth ‘nothing short of extraordinary’

Marianne Wilson
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Target Corp.’s e-commerce sales have increased nearly 175% since 2019.

That’s according to a report by eMarketer, which forecast that Target’s U.S. online sales will reach $18.64 billion this year — nearly as much as all its U.S. e-commerce sales from 2016 to 2019 combined.  The report described Target’s recent online growth is “nothing short of extraordinary.”

Target’s omnichannel services have been a key driver behind the chain’s online acceleration, with its same-day services playing an especially integral role, according to eMarketer. Curbside pickup sales increased by more than 600% in the quarter compared with the same quarter in 2019. More than 95% of Target’s first quarter’s sales —both online and offline— were driven by the brick-and-mortar stores.

Target has been expanding its pickup services.  In May, the retailer said it would make adult beverages available via order pickup and/or drive up at more than 1,200 Target across the country and via same-day delivery with Shipt at more than 600 locations.

“Adult beverages are one of the fastest-growing online categories for the company,” said Cindy Liu, eMarketer director of forecasting at eMarkter’s Insider Intelligence. “Offering alcohol through these services is a natural next step for Target, since it’s clear that its customers love the convenience of curbside pickup and same-day delivery. This also brings Target’s services up to par with those of Walmart, which has offered curbside alcohol pickup since 2019.”