Market research firm Forrester Research released a report estimating that US online shopping will reach $327 billion in 2016, up 45 percent from $226 billion this year and 62 percent from $202 billion in 2011. By 2016, online retaill will account for 9 percent of total retail sales according to Forrestor.
Much of the ecommerce sales will come as a result of the steady growth of online shoppers. The number of consumers who will shop online will reach 192 million by 2016; that's up 15 percent from the expected 167 million in 2012. Perhaps more interesting however is that the average spend per shopper will also increase, The Forrester report indicates that U.S. consumers will spend spend an average of $1,738 online in 2016, up 44 percent from $1,207 in 2012.
Forrester analyst Sucharita Mulpuru suggests that the growth in US ecommerce sales will comes from online retailers improving their websites and services, suggesting, “This is particularly true of categories such as apparel and jewelry, which have integrated rich selling tools such as zoom, color swatching, and configurators, as well as office supply stores, which have broader payment options (e.g., small business purchase orders online) and subscription plans for their buyers.”