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Online Shopping - US - June 2017

"Online sales are growing, with positive sales expected through 2021. Nearly all consumers have some form of internet access in their household, so new users will likely come from convincing shoppers to do more of their shopping online. Many consumers are already doing some online shopping, but five specific channels are the most preferred for online shopping, with many other retailers shopped on a less-frequent basis."
- Alexis DeSalva, Retail & Apparel Analyst

This Report discusses the following key topics:

  • Many retailers were not shopped by more than half of online shoppers
  • Most consumers aren’t making purchases on smartphones and tablets

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Many retailers were not shopped by more than half of online shoppers
            • Figure 1: Select retailers shopped, March 2017
          • Most consumers aren’t making purchases on smartphones and tablets
            • Figure 2: Frequency and method of online shopping, March 2017
          • The opportunities
            • Grocery has potential to drive frequent online trips
              • Figure 3: Online grocery shopping and items purchased, by parental status, March 2017
            • Men are valuable online shoppers
              • Figure 4: Retailers shopped, by gender, March 2017
            • Opportunities to engage hesitant shoppers
              • What it means
              • The Market – What You Need to Know

                • Positive growth expected to continue
                  • All devices expected to drive sales
                    • Most Americans have internet access
                    • Market Size and Forecast

                      • Positive growth will continue, driven by current users doing more shopping online
                        • Figure 5: Total US online retail sales and fan chart forecast of market, at current prices, 2012-22
                        • Figure 6: Total US online retail sales and forecast, 2012-22
                    • Market Breakdown

                      • Mobile capturing more sales than tablets, but both expected to grow
                        • Figure 7: US retail mobile shopping sales and forecast, at current prices, 2014-21
                        • Figure 8: US retail mobile shopping sales and forecast, by device, at current prices, 2014-21
                        • Figure 9: US retail online shopping sales, by platform, at current prices, 2015 and 2017
                    • Market Factors

                      • A changing population is shopping differently
                        • Figure 10: Population by age, 2012-22
                      • Increases in household income can lead to increased internet access
                        • Figure 11: Personal and household device ownership, January 2017
                        • Figure 12: Median household income, by race/Hispanic origin of householder, in inflation-adjusted dollars, 2005-15
                      • A growing Hispanic population could have positive impact on online shopping
                        • Figure 13: Population by race and Hispanic origin, 2012-22
                    • Key Players – What You Need to Know

                      • Amazon dominates online
                        • Mass merchandisers are growing
                          • Many other retailers are underperforming
                          • What’s Working?

                            • Amazon and mass merchandisers are most-shopped retailers online
                              • Figure 14: Retailers shopped and frequency – Amazon and mass merchandisers, March 2017
                          • What’s Struggling?

                            • Many consumers are limiting where they shop online
                              • Figure 15: Retailers shopped and frequency – Beauty and toy stores, March 2017
                            • Smart phones and tablets mainly used for single purchases
                              • Figure 16: Frequency and method of online shopping, March 2017
                            • Subscription services remain unpopular with majority of consumers
                            • What’s Next?

                              • Online grocery retailing presents an opportunity
                                • Figure 17: Retailers shopped and frequency – Grocery, March 2017
                              • The growing role of social media
                                • Figure 18: Prepurchase process – Social media, March 2017
                              • Leverage tools to better engage hesitant shoppers
                                • Amazon continues to expand
                                • The Consumer – What You Need to Know

                                  • Consumers are doing their research
                                    • Computers most used for online purchases
                                      • Amazon and mass merchandisers lead in retailers shopped
                                        • Clothes, beauty, and electronics are top purchases and influence consumer spending
                                          • Shoppers are most concerned with prices, returns, and seamless services
                                          • Prepurchase Process

                                            • Searches, price comparisons, and reviews are key parts of the online shopping process
                                              • Figure 19: Prepurchase process – Ever do, march 2017
                                              • Figure 20: Prepurchase process, select factors by generation, March 2017
                                            • Social media use
                                                • Figure 21: Prepurchase process, any social media use – By age, March 2017
                                              • Hispanic consumers’ prepurchase process
                                                • Figure 22: Prepurchase process, by Hispanic origin, March 2017
                                            • Frequency and Method of Online Shopping

                                              • Computers most-used method for online shopping
                                                • Figure 23: Frequency and method of online shopping, March 2017
                                              • Smartphones and tablets are used more for single purchases
                                                • Figure 24: Frequency of online purchases, by device, March 2017
                                              • Frequency is split between single purchases and stock-up trips
                                                  • Figure 25: Frequency of online shopping, by household size, March 2017
                                                • Hispanics are comfortable shopping on multiple devices
                                                  • Figure 26: Repertoire – Frequency and method of online shopping, by Hispanic origin, March 2017
                                                  • Figure 27: Frequency and method of online shopping, by Hispanic origin and Hispanic Millennials, March 2017
                                              • Retailers Shopped

                                                • Consumers shopping many retailers, most monthly
                                                  • Figure 28: Retailers shopped, March 2017
                                                • Parents are a key target for online grocery shopping
                                                  • Figure 29: Retailers shopped, by parental status, March 2017
                                                • Hispanic consumers shop more retailers, more often
                                                  • Figure 30: Retailers shopped part 1, by Hispanic origin, March 2017
                                                  • Figure 31: Retailers shopped part 2, by Hispanic origin, March 2017
                                              • Items Purchased

                                                • Clothing and accessories, beauty, and electronics win online
                                                  • Figure 32: Items purchased, by online shopping frequency, March 2017
                                                • Other categories purchased less often
                                                  • Figure 33: Items purchased – Least purchased items, March 2017
                                                • Subscription services of interest to certain consumers
                                                  • Figure 34: Items purchased – Subscription services use, by select demographics, March 2017
                                                • Hispanic consumers shopping more categories
                                                  • Figure 35: Select items purchased, by Hispanic origin and Hispanic Millennials, March 2017
                                              • Average Cart Spend

                                                • Cart spend mirrors frequency of purchases
                                                    • Figure 36: Average cart spend, March 2017
                                                  • Who’s spending what online
                                                    • Figure 37: Average cart spend, by parental status, March 2017
                                                    • Figure 38: Average cart spend, by Hispanic origin and Hispanic Millennials, March 2017
                                                  • Items purchased can influence the cart spend
                                                    • Figure 39: Items purchased, by average cart spend, March 2017
                                                • Attitudes towards Online Shopping

                                                  • Better prices are an expectation
                                                    • Figure 40: Attitudes toward online shopping, by online shopping frequency, March 2017
                                                  • Free returns and seamless services are important to many
                                                    • Figure 41: Attitudes toward shopping – Services, by gender and age, March 2017
                                                  • Preferences related to product information
                                                    • Figure 42: Attitudes toward online shopping – Product information, by gender and age, March 2017
                                                  • Security concerns may deter online shopping
                                                    • Hispanic consumers more likely to shop online for various reasons
                                                      • Figure 43: Attitudes toward online shopping, by Hispanic origin and Hispanic Millennials, March 2017
                                                  • Appendix – Data Sources and Abbreviations

                                                    • Data sources
                                                      • Sales data
                                                        • Fan chart forecast
                                                          • Consumer survey data
                                                            • Abbreviations
                                                            • Appendix – The Market

                                                                • Figure 44: Total US online retail sales and forecast, at inflation-adjusted prices, 2012-22
                                                                • Figure 45: US retail mobile shopping sales and forecast, at inflation-adjusted prices, 2014-21
                                                            • Appendix – The Consumer

                                                                • Figure 46: Prepurchase process, social media use, by age – March 2017
                                                                • Figure 47: Prepurchase process, social media use, by parental status – March 2017
                                                                • Figure 48: Repertoire – Frequency and method of online shopping, by demographics, March 2017
                                                                • Figure 49: Average cart spend, by Repertoire – Frequency and method of online shopping, March 2017

                                                            Companies Covered

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                                                            Online Shopping - US - June 2017

                                                            US $3,995.00 (Excl.Tax)