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An Overview of E-commerce Trends in the United States

August 2017

An Overview of E-commerce Trends in the United States (PDF Version, 300KB) | Help with downloadable formats

Basic elements to consider for small and medium-sized enterprises (SMEs) doing business in the United States via e-commerce channels

Quick facts

Source: Planet Retail, 2016.

Top methods of accessing the Internet for shopping

M-commerce is forecast to account for 30% of all Internet retail sales, with a growth rate of 24.4% (2015 to 2020). 75% of United States population uses a smartphone. Retailers are leveraging shoppers' smartphones to deliver personalised content, offer real-time deals and capture data.

Source: Euromonitor, 2016

Characteristics of online grocery shopper

Source: Excerpted from “Retail 4.0: The Future of Retail Grocery in a Digital World”, McKinsey's Asia Consumer and Retail Practice, www.mckinsey.com. Copyright © 2017 McKinsey & Company. All rights reserved. Reprinted by permission.

Top Internet e-grocers

Amazon attracts 48% of all online grocery trips.

Internet e-grocers (in grocery sales - US$ millions)
Company Sales
Source: Supermarket News. Online Shopping Leaders, 2016.
Amazon 2,100
Kroger Co. 650
Peapod 650
FreshDirect 555
Wakefern 385
Walmart 350
Albertsons 250
Costco 170

American customer behaviour and trends

American consumers are shopping more online for edible goods due to the convenience and growing preference for premium and private label products. This trend is beneficial to Canadian Small and Medium-sized Enterprises (SME's) as there is greater opportunity to differentiate and provide personalized and compelling services that increase sales and earn greater consumer loyalty.

American shoppers want:

Source: Euromonitor, 2016.

Understanding the United States' online marketplace

Sources:
Planet Retail, 2016.
Excerpted from “Retail 4.0: The Future of Retail Grocery in a Digital World”, McKinsey's Asia Consumer and Retail Practice, www.mckinsey.com. Copyright (c) 2017 McKinsey & Company. All rights reserved. Reprinted by permission.

Company spotlight

Amazon

Sources: Planet Retail, 2016.
Euromonitor, 2016.
Supermarket News. Online Shopping Leaders, 2016.

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