Flowers/gifts and office supplies retailers lead in ecommerce penetration

Ecommerce penetration is the share of total sales that is derived from a retailer’s website and through other online channels such as Inc.’s marketplace. Ecommerce represented a growing share of the retail market in 2018, taking a 14.2% share of total retail sales last year, up from 12.9% in 2017 and 11.6% in 2016, according to Internet Retailer’s analysis. When looking specifically at the retailers ranked in the 2019 Internet Retailer Top 1000, the largest online retailers in North America ranked by 2018 ecommerce sales, penetration is lower than the overall market at 8.0%.Internet Retailer’s Top 1000 companies have consistently posted growth in ecommerce penetration for the past several years. This data shows how much the web accounts for total sales in each of Internet Retailer’s 14 categories. The data also breaks down ecommerce penetration by category for retail chains.

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