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EMARKETER

US Ecommerce Forecast 2023

Retail and Ecommerce Trends Finally Normalize, but Consumer Resilience Will Be Tested

Report by Sky Canaves  |  Jul 28, 2023

Ecommerce Forecasts 2023

Our data and analyses of ecommerce across 8 markets: US, Canada, China, Latin America, India, Southeast Asia, Western Europe, and UK

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Executive Summary
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Table of Contents
Executive Summary
The dust finally settles on US retail.
The ecommerce trend line will stabilize.
Gen Z will push mcommerce toward the tipping point for online sales.
Challenges and challengers aside, Amazon will hold its commanding ecommerce share.
Category growth trends offer a mixed picture of consumer spending priorities.
Key takeaways for retailers and brands:
Sources
Media Gallery
About This Report
US retail and ecommerce sales are getting back to their pre-pandemic growth trajectories, but consumer spending may be stunted amid ongoing economic uncertainty.
Topics
Retail Ecommerce Sales
US
Table of Contents
Executive Summary
The dust finally settles on US retail.
The ecommerce trend line will stabilize.
Gen Z will push mcommerce toward the tipping point for online sales.
Challenges and challengers aside, Amazon will hold its commanding ecommerce share.
Category growth trends offer a mixed picture of consumer spending priorities.
Key takeaways for retailers and brands:
Sources
Media Gallery

Our latest forecast for retail and ecommerce sales in the US shows growth trends normalizing after three tumultuous years. But most top online retailers will struggle to grow over the short term as economic uncertainty takes a toll on consumers. Product category and digital buyer trends highlight opportunities for growth in digital commerce.

Key Question: What’s the outlook for US retail and ecommerce sales over the next five years?

KEY STAT: US retail and ecommerce sales trends will settle back into their pre-pandemic trajectories, with online sales growing by 9.3% in 2023 to reach $1.137 trillion.

Here’s what’s in the full report

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Table of Contents

  1. Executive Summary
  2. The dust finally settles on US retail.
  3. The ecommerce trend line will stabilize.
  1. Gen Z will push mcommerce toward the tipping point for online sales.
  2. Challenges and challengers aside, Amazon will hold its commanding ecommerce share.
  3. Category growth trends offer a mixed picture of consumer spending priorities.
  1. Key takeaways for retailers and brands:
  2. Sources
  3. Media Gallery

Charts in This Report

US Retail Ecommerce Metrics, 2021-2027US Digital Buyers, by Generation, 2023 & 2027 (millions)
US Retail Marketplace Ecommerce Sales, 2023-2027 (billions, % change, and % total retail ecommerce sales)US Retail Ecommerce Sales Share, by Product Category, 2023 & 2027 (% of total retail ecommerce sales)

authors

Sky Canaves

Contributors

Whitney Birdsall
Senior Forecasting Analyst
Ethan Cramer-Flood
Senior Forecasting Writer
Vladimir Hanzlik
Executive Editor
Brian Lau
Forecasting Analyst
Wendy Louie-Lam
Senior Forecasting Analyst
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