E-commerce sales at nonstore retailers rose 12.4% year over year, faster than the online sales sector as a whole.Īmong retailers that do have physical stores, online sales rose 8.7% at general merchandise stores, 5.1% at food and beverage stores, and 4.7% at health and personal care stores. Nonstore retailers, as the Census Bureau calls them, took nearly 62% of all retail e-commerce sales in the third quarter of 2023, versus just over 59% a year earlier. The retailers that are getting the highest share of online sales tend to be those without physical stores. Which retailers benefit most from online sales? In the fourth quarter of 2022, 16.3% of retail sales were online, compared with 16.1% in 2021. But the e-commerce share of all retail sales has remained well above pre-pandemic levels, suggesting that the COVID-19 outbreak gave online shopping a lasting boost. That share fell back as stores reopened and consumers gradually resumed their old shopping habits. In the fourth quarter of 2020, e-commerce accounted for 16.7% of all retail sales, still the record-high share. In the second quarter of 2020, for instance, e-commerce sales totaled $205.3 billion, up 55% from the $132.3 billion recorded a year earlier. With many physical stores shuttered and millions of Americans sheltering in their homes, online sales soared. The COVID-19 pandemic that swept the globe disrupted that pattern, at least temporarily, beginning in early 2020. Census Bureau began tracking online sales, to 12.4% in the fourth quarter of 2019. Then it jumped again, to an even higher level, in the fourth quarter of the following year.īy such stepwise moves, the online share of total retail sales grew from 0.7% in the fourth quarter of 1999, when the U.S. The online share of retail sales jumped in the fourth quarter and then fell back, but not all the way to where it had been. Online sales have grown over timeīetween 20, growth in online sales followed a predictable pattern. Figures for the third quarter of 2023 are preliminary, based on data released Nov. This analysis uses data that has not been adjusted to account for seasonal variations. Online travel services, ticket sellers and financial-services brokers and dealers likewise are excluded from coverage. It’s important to note that bars and restaurants are not considered retailers for the purposes of the bureau’s surveys. The MRTS sample is weighted and benchmarked to represent the full universe of more than 2 million retail firms. Census Bureau, which, since 2000, has produced a quarterly report on “retail e-commerce sales.” The estimates in that report are based on the same sample of 10,800 retail firms the Census Bureau uses for its Monthly Retail Trade Survey (MRTS). The primary keeper of such data is the U.S. Related: For shopping, phones are common and influencers have become a factor – especially for young adultsĪs the 2023 holiday shopping season begins, Pew Research Center wanted to find out just how significant online sales are as a share of total retail sales in the United States. Through the first three quarters of the year, retail e-commerce totaled $793.7 billion, or 14.9% of all retail sales. The fourth quarter of 2023 could be another big one for online shopping. In the fourth quarter of 2022, for instance, online sales accounted for 16.3% of all retail sales, compared with an average of 14.1% in the first three quarters. (Figures in this analysis are not adjusted to account for seasonal variations.)īut it’s not just the dollar volume of sales that peaks in the fourth quarter – the online share of all retail sales ticks higher at year’s end, too. That was 23.4% higher than the quarterly average for the first nine months of the year, which was $245.6 billion. Census Bureau calls them, “retail e-commerce sales” – totaled $303.1 billion in the October-December period. In 2022, for example, online sales – or, as the U.S. Like retail sales generally, online shopping reliably surges in the fourth quarter of every year. And if history is any guide, a lot of this year’s holiday shopping will be done online, and not just on Cyber Monday. Thanksgiving – and, more specifically, Black Friday – is the semiofficial start of the holiday shopping season in the United States.
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