TECHNOLOGY

eMarketer: E-commerce to grab 10% of U.S. retail sales in 2018

BY Marianne Wilson

E-commerce will reach a milestone this year.

U.S. e-commerce sales will increase nearly 16% in 2018, to reach $526.09 billion, representing 10% of total retail sales, according to a report by eMarketer. Total U.S. retail sales will grow 3.7% to reach nearly $5.3 trillion.

Mobile commerce will continue to surge, reaching $208.29 billion in 2018, up more than 32% over last year. M-commerce will make up 39.6% of e-commerce sales — and 4.0% of total retail sales — this year. It will represent nearly half (49.2%) of total e-commerce sales by 2020.

The bulk (71.5%) of m-commerce this year will come from smartphones, which will continue to capture a growing share in the U.S, while tablets’ portion will continue to decline, according to the report.

In other findings from eMarketer:

• E-commerce will grow to represent 12.4% of U.S. retail sales in 2020.

• This year, there will be 190.3 million digital buyers in the U.S. (69.9% of the population), up 3.2% over last year.

• The largest share of digital buyers (20.5%) are between 25 and 34, followed by 35-44 year olds and 45-54 year olds.

• In 2018 there will be 155.5 million mobile buyers, up 5.6% over last year. And 64.7% of those mobile buyers will use a smartphone to make the purchase.

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