A higher percentage of Americans will do their Christmas shopping online compared to in stores than ever before. U.S. B2C e-commerce sales will increase more than 17 percent compared to last year, according to a new report from eMarketer. After experiencing decelerating growth from 2010 to 2013, holiday e-commerce growth rates have experienced a healthy bump each year since. This year, eMarketer expects retail e-commerce sales to account for nearly 11 percent of total retail sales in November and December—the highest share ever. And, Amazon will again be a juggernaut.
“Amazon continues to be powerful driver of e-commerce,” said eMarketer retail analyst Yory Wurmser. “Last year, it accounted for over a quarter of online holiday sales, according to NetElixir. It should be even higher this year, as Amazon’s revenue growth continues to outpace e-commerce growth as a whole.”
The New York-based research firm said this week that total retail sales during the holiday season will grow 3.3 percent to $885 billion while retail e-commerce will account for nearly $95 billion of that total. And mobile devices will continue to gain ground as a preferred way to shop. For all of 2016, eMarketer expects U.S. m-commerce sales to increase more than 43 percent to $116 billion, accounting for more than 29 percent of total e-commerce.