In an analysis of 125 leading online retailers, just under half of e-commerce sites studied showed some awareness of where a shopper was geographically located. Only about one in five made specific predictions with an auto-populated city or zip code.
The online hardware and home improvement industry grew 23.3% to $40.26 billion in 2017. Total retail sales in the category, which include sales online, in stores and via catalogs, grew 7.1% to $435.41 billion in 2017. E-commerce represented 9.2% of total hardware and home improvement retail sales in 2017, up from 8.0% last year.