Online sales doubled from 2011-16, with steady growth of 14-16% annually. Enabling this growth through 2015 were rising numbers of households with access to broadband, as well as rapidly rising ownership of smartphones and tablets. Since the gains from these key drivers has already occurred and may have reached a limit, future growth will primarily occur on the basis of existing online shoppers making more of their purchases online. This avenue to growth appears to already be in effect, with categories previously purchased only in-store beginning to take hold online, including furniture, clothing, and groceries.

This Report reviews these transitions in the online and mobile marketplace via quantitative and qualitative work on the frequency of online and mobile shopping, cart size, categories purchased, the pre-purchase process, as well as attitudes toward shipping and retailer selection.

The Report covers online-only retailers and the online operations of brick-and-mortar retailers and is inclusive of all online purchasing, whether made via a computer, tablet, smartphone, or other device. The focus of this Report is on tangible objects that need to be picked up or delivered; digital media, travel, entertainment tickets, insurance policies, and other intangible products are not the main subject of this Report. Prescription drug sales are included in Market Size Figures but are otherwise excluded. This Report builds on the analysis presented in Mintel’s Online Shopping – US, June 2015.

Note: There is a slight variance in the Report definition and what is covered in the Market Size. Please see the Appendix for more details.