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Walmart Inc.鈥檚 retail holiday ecommerce sales will hit $20.37 billion this year, accounting for 8.0% of total US retail holiday ecommerce sales, per our June forecast. Walmart holds the No. 2 spot in US retail ecommerce sales, and it鈥檚 expected to steal share from Amazon this holiday season. 4. Chinese ecommerce disruptors will claim big sales.

We expect Amazon to account for more than 40% of total US ecommerce sales for the first time. Perhaps even more remarkably, its ecommerce sales are growing faster than those of most major retailers. It has plenty of opportunities to bolster its advertising and AWS businesses ahead. Go further: Read our US Amazon Ecommerce Forecast 2024 report for a deeper look at its retail business.

While retail sales growth is expected to slow this year, ecommerce sales will grow by double digits to reach $1.148 trillion, buoyed by online grocery, health and personal care, and online resale. Here are five charts on the categories, retailers, and channels driving ecommerce growth

The retailer鈥檚 ability to get shoppers what they need鈥攁nd fast鈥攚ill give it a 42.1% share of US holiday retail ecommerce sales this year, per our forecast鈥攎ore than its full-year share of US online sales. Go further: Read our reports on The Ecommerce Delivery Opportunity, US Ecommerce Forecast 2024, US Holiday Shopping 2024, and US Amazon vs. Other Retailers Benchmarks: Q4 2024.

Also with us is Rachel Wolff. Hi, Rachel. Rachel Wolff (01:00):. Hey, thanks for having me. Sara Lebow (01:01):. Okay, let's jump in to Nike. Based on how many ads I see for Nike all the time, it feels like Nike is still ubiquitous, still healthy, but they're not doing that well. Most recently, they reported some not-too-great earnings.

The future of ecommerce is grocery. Historically, three categories led the US ecommerce market: apparel and accessories, computer and consumer electronics, and furniture and home furnishings. But in recent years, growth has been fueled by essential goods, including food and beverage items, personal care products, and household supplies. This shift will take grocery to the top of the four major ecommerce categories by 2026.

The ecommerce giant will rake in $106.18 billion in US ecommerce sales this season, representing 41.9% of total holiday ecommerce sales, per our forecast. One of Amazon鈥檚 biggest advantages over other retailers is its delivery speed. Amazon鈥檚 click-to-door speed improved to 1.5 days in June 2023, down from 4.6 days during the early days of the pandemic, according to NielsenIQ.

This year, mobile commerce has not only broken records, but also continued to solidify itself as a driving force behind ecommerce growth. More than two-thirds (67.4%) of the US population will be mcommerce buyers this year, spending $534.8 billion on their mobile devices, per our July 2024 forecast. Here are five key stats that underscore the expanding mcommerce opportunity, plus ways for brands and retailers to capitalize.

US adults are fairly evenly split on using mobile payment apps online versus in-store鈥攅xcept with PayPal, where 36% of users use the platform online most often, compared with 29% of users who use the app in-store, according to CivicScience.

Ecommerce: Amazon is the clear winner, accounting for 37.6% of total US retail ecommerce sales this year, according to our forecast. Its biggest competitor, Walmart, makes up just 6.4% of US ecommerce sales. Amazon鈥檚 play: Amazon isn鈥檛 satisfied with owning only ecommerce. 鈥淭hey鈥檙e moving into physical retail, which is still 85% of retail [sales] today.

Nearly a third (32%) of US consumers decreased online spending in Q1 2024, according to Jungle Scout鈥檚 latest Consumer Trends Report. Here are five insights into how and where consumers shopped over the first quarter of 2024.

On Holdings鈥檚 sales jumped 34% in Q3: The upstart鈥檚 efforts to boost brand awareness gave lucrative direct-to-consumer sales a lift.

As US mcommerce sales approach nearly half of total US online sales, marketers need to adopt mobile-first strategies that improve both the shopping and checkout experience. For those looking to boost adoption for their mobile shopping apps, banner ads are the best deal, though more interactive ad formats could become popular as retailers gamify their apps.

TikTok is rolling out its Shop feature to all 100 million US users (per our May forecast), using a tab on the home screen to drive users to the marketplace and allowing videos directly containing purchase links, in order to drive in-app ecommerce traffic.

US mcommerce sales will reach $558.29 billion in 2024, representing 44.6% of total US ecommerce sales, per our November 2023 forecast. Shopping via CTV is still relatively new to consumers, so it may take a while for it to become as widely adopted as mobile shopping. This was originally featured in the eMarketer Daily newsletter. For more marketing insights, statistics, and trends, subscribe here.

Notably, while the majority of its sales still come from the US, Revolve reported robust Q3 international sales growth of 20% YoY, even in China鈥攁 region that dragged down many luxury players this year.

TikTok Shop became available across the US last week. The social video platform has a lot to gain in retail and ad revenues, but it risks facing the same challenges Meta has had with social commerce on Instagram鈥攗sers' reluctance to actually complete purchases in app. But with sister app Douyin setting the blueprint for TikTok鈥檚 social commerce endeavors, the platform isn鈥檛 starting from scratch. Here鈥檚 a look at TikTok鈥檚 social commerce strategy and potential in five charts.

We forecast US ecommerce sales will reach $1.217 trillion this year, an 8.2% increase from 2023. By 2028, ecommerce sales will represent just over a fifth (20.4%) of total retail sales in the US. US adults will spend an average of 50 minutes a day with social video, over half (58.4%) of total time spent with social networks, per our forecast.

Key Question: What is shoppable media, and which formats are most likely to drive ecommerce sales? Key Stat: More than half (57%) of ad agency professionals believe shoppable video content will be the next frontier for retail media. Executive Summary. Shoppable media is any form of digital media that includes a 鈥渟hoppable鈥� call to action.

Go further: Check out our US Holiday Shopping 2024 report and 5 Charts on US Retail Marketplaces and Temu鈥檚 Impact.

The number of US homes changing hands is incredibly low: That poses a challenge to housing-related retailers like Wayfair.

Retailers turn to returnless refunds to cut costs and boost loyalty: Amazon, Walmart, and Chewy are among the companies that rely on flexible returns policies to keep shoppers in the fold.