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U.S online sales including travel purchases are expected to hit US$259 billion this year, according to the 10th annual Shop.org study from Forrester Research. This represents an 18 percent increase from last year's total online sales, the U.S.-based consultancy says. However, it is no longer computers but clothing that is at the top of the online sales list, Forrester says.
Total online sales rose 25 percent last year to $219.9 billion, according to Forrester. Excluding travel, online sales were up 29 percent to US$146.5 billion, representing six percent of total retail sales in 2006.
Forrester’s survey of 170 retailers on behalf of Shop.org, a U.S. e-commerce trade association, found that in 2006 Americans spent more online on clothing than they did on computers for the first time ever.
Last year, the online apparel, accessories and footwear category reached US$18.3 billion and is expected to reach US$22.1 billion in 2007. This year, 10 percent of all clothing sales will occur online, Forrester says.
Computer hardware and software moved into second place in 2006 at US$17.2 billion, followed by online sales of autos and auto parts (US$16.7 billion) and home furnishings (US$10 billion).
“Apparel retailers have overcome a number of hurdles to encourage shoppers to buy clothing and accessories online,” Scott Silverman , executive director of Shop.org, says in a statement. “In some cases, it’s easier to find and buy clothing on the Web than it is in a store.”
Forrester says the online apparel and accessories category has experienced strong sales because of an influx of new companies and liberal shipping policies, such as free shipping on returns and exchanges. Also, apparel and accessories retailers are adding new technologies to their Websites including rich imaging, where customers can zoom and rotate merchandise or see the item in different colors before buying, it says.
Related links
www.forrester.comwww.shop.orgUS online sales rise 29% to $146.5bn
