E-commerce in the U.S. grew 30% in 2020, its fastest growth rate since 2002, according to an emailed report from Forrester. Yet, the research firm projects that 72% of retail will still take place offline in 2024.
The fastest-growing e-commerce category in 2020 was food and drink, with combined online sales at Walmart, Target and Kroger nearly doubling. Forrester projects that 10% of all food and drink sales will be online by 2024.
Clothing, accessories and footwear together captured 19% of all U.S. e-commerce sales growth even as overall apparel and footwear spending declined during 2020. Forrester projects that digital sales in the clothing category will reach 47.5% by 2024.