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SUMMARY
eMarketer estimates that US retail e-commerce sales (excluding travel) will
reach $131 billion this year. As the online channel matures, from now to 2011,
the annual average growth rate will slow to 17.5%, and increased spending by
existing online buyers- rather than new buyers coming online- will be the
driving factor.
The US Retail E-Commerce report analyzes the factors that are blurring the
distinctions between online and offline consumers.
Retail e-commerce reached an important inflection point in 2003 when increased
spending by existing online buyers replaced new buyers coming onboard as the
engine fueling e-commerce sales.
The competitive bar was raised. No longer would rising e-commerce numbers
float all online retailer boats.
For online retailers to grow today, they must take customers away from
competitors, motivate them to spend more and retain their loyalty.
Key questions the "US Retail E-Commerce" report answers:
- What is the forecast for US retail e-commerce growth as the economy slows
down?
- What product categories are most likely to drive online retail growth?
- Which online and offline sources have the greatest influence on the
consumer decision-making process?
- How are consumers shopping across channels and what are the biggest
challenges facing multi-channel retailers?
- And many others...
eMarketer Reports- On-Target and Up-to-Date
The US Retail E-Commerce report aggregates the latest data from marketing and
communications researchers with eMarketer numbers, projections and analysis to
provide the information you need to make the right business decisions- today.
TABLE OF CONTENTS
Executive Summary
- Key US Retail E-Commerce Metrics, 2003-2005 & 2006-2011 (CAGR*)
Issues & Questions
The eMarketer View
- Key eMarketer Numbers-US Retail E-Commerce
US Retail Outlook
- Real Growth in US Private Consumption, 2003-2011 (% increase vs. prior
year)
- Annual Growth Rate of US Retail Sales*, 2002-2007
Retail E-Commerce: Market Size and Outlook
- US Retail E-Commerce Consumer Demand Model, 2006-2011
- Consumer 'Online Buying' Definitions, 2006
Internet Users
- US Internet Users, 2006-2011 (millions, penetration and % change)
Online Shoppers and Buyers
- US Online Shoppers, 2006-2011 (millions and % of Internet users)
- Comparative Estimates: US Online Shoppers, 2004-2006 (% of Internet users)
- Demographic Profile of US Visitors to Shopping and Classifieds Web Sites,
January 2007 (% of total)
- US Online Buyers, 2006-2011 (millions and % of Internet users)
- Comparative Estimates: US Online Buyers, 2004-2006 & 2010 (% of Internet
users)
- Payment Methods Used for Online Purchases by Internet Users in North
America, by Age, Q1 2005 & Q1 2006*
- Leading Barriers to Online Shopping according to Offline Buyers in the US,
April 2006 (% of respondents)
- US Online Buyers As a Percent of Online Shoppers, 2006-2011
Online Sales
- US Retail E-Commerce Sales, 2006-2011 (billions and % increase vs. prior
year)
- Comparative Estimates: US Retail E-Commerce Sales, 2006-2011 (billions)
- Comparative Estimates: US Retail E-Commerce Sales, 2006-2011 (CAGR)
- US Retail E-Commerce Sales, 2007, 2010 & 2011 (% increase vs. prior year)
- Average Annual Amount US Online Buyers Spend Online, 2006-2011 (% increase
vs. prior year)
What Is Bought Online
- Breakdown of Sales at the Top 500 US Retail Web Sites, by Category, 2005
- Retail E-Commerce Sales in the US, by Select Categories, 2006 (% increase
vs. prior year)
- Preferred Channel* for Select Purchases according to US Consumers, by
Category, January 2007 (% of respondents)
How Consumers Shop Online
The Influence of Traditional Media
- Best Media for Reaching and Engaging US Adult Internet Users with
Information about New Products and Services, November 2006 (% of respondents)
- Primary Outlet for Learning about New Products according to US Consumers,
January 2007 (% of respondents)
- Media that Influence US Consumers to Start a Search for Merchandise
Online, by Gender, November-December 2006 (% of respondents)
The Internet as a Consumer Research Tool
- Average Number of Web Sites Visited by US Adult Internet Users While Doing
Product Research, by Gender, 2006
- Top 10 Upstream Industries Visited by US Internet Users before Visiting
Shopping and Classifieds Web Sites, January 2007 (% of total visits)
- Select Shopping and Classifieds Web Site Categories, Ranked by Percent of
US Visitors that Arrive at Site via Search Engine, February 2007
- Sources Used to Decide Where to Make Last Online Purchase according to US
Online Buyers, 2006 (% of respondents)
- Online Sources that US Online Holiday Shoppers Turn to First for Product
Information, November 2006 (% of respondents)
- Preferred Method of Researching a Product or Service Online prior to
Making an Online Purchase according to US Adult Internet Users, 2005 & 2006 (%
of respondents)
- Preferred Method of Finding the Lowest Price for Goods and Services Online
according to US Adult Internet Users, 2005 & 2006 (% of respondents)
- Interest in Online Shopping Activities among US Internet Users Who Are
Also Interested in Social Networking Sites, November 2006 (% of respondents)
Cross-Channel Shopping Behavior
- Cross-Channel Shopping Behavior of US Online Shoppers, 2006 (% of
respondents)
- Reasons that US Consumers Prefer to Shop Online, in Stores and/or via
Catalogs, 2006
- Select Ways the Internet Has Improved the In-Store Shopping Experience
according to US Consumers, January 2007 (% of respondents)
- Demographic Profile of US Consumers Who Research Products Online before
Purchasing Them in a Store, by Frequency, November-December 2006 (% of
respondents in each group)
- US Consumers Who Research Select Products/Services Online before
Purchasing in a Store, by Gender, November-December 2006 (% of respondents in
each group)
- Select Products for the Home that US Online Shoppers Will Research Online
and Purchase Online vs. Offline, June 2006 (% of respondents)
Online Retailers
The Largest Online Retailers
- Online Sales Revenues among the Top 500 US Retail Web Sites, by Type of
Company, 2005 (billions)
- Top 30 Retail E-Commerce Sites in the US, Ranked by Market Share of
Visits*, February 2007
- Satisfaction with Retail E-Commerce Web Sites among US Consumers, 2005 &
2006 (based on a 100-point scale* and % change vs. prior year)
- Retailers that Provide the Best Online Shopping Experience in the Consumer
Electronics Category according to US Adult Internet Users, November 2006 (on a
scale of 1-5)
- Retailers that Offer the Lowest Online Prices in the Consumer Electronics
Category according to US Adult Internet Users, November 2006 (on a scale of
1-5*)
Challenges Facing Multi-Channel Retailers
- Multi-Channel Services Offered by US Retailers, April 2006 (% of
respondents)
- Select Methods Used by US Multi-Channel Retailers to Integrate Stores and
Web Sites, 2006 (% of respondents)
- US Retailers' Multi-Channel Capabilities, April 2006 (% of respondents)
- US Retailers with Profitable Web Operations, by Business Model, May 2006
(% of respondents)
- Relative Profitability of Multi-Channel Customers according to US
Multi-Channel Retailers, 2005 & 2006 (% of respondents)
- Business Initiatives that Matter to US Multi-Channel Retailers, December
2006 (% of respondents)
- Leading Organizational Barriers Keeping US Multi-Channel Retailers from
Achieving Multi-Channel Excellence, October & December 2006 (% of respondents)
- Retail E-Commerce Web Site Conversion Rates according to US Online
Retailers, 2005-2007 (% of respondents)
- Rich Media Features Offered by US Online Retailers, Q4 2005 & Q4 2006 (%
of sites surveyed)
- Custom Content and Tools Offered by US Online Retailers, Q4 2006 (% of
sites surveyed)
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