Report: 20.1% of retail purchases are expected to take place online in 2024

While certain segments like consumer electronics and apparel still make up a significant portion of ecommerce, even historically brick-and-mortar categories like groceries, home improvement, and health/personal care are seeing more digital adoption.

At the same time, older generations are getting increasingly comfortable with buying online in addition to their younger, digital-native counterparts. The COVID-19 pandemic was an accelerant to ecommerce growth, rapidly changing consumer behaviors and forcing retailers to focus on developing robust omnichannel capabilities.

But the seeds were planted even before 2020 – improvements in fulfillment/delivery, security, website/app UX, and smartphone penetration have been gradually reducing friction in online shopping over the past decade.

For retailers, capturing this growing online opportunity remains imperative for staying competitive and driving growth. Pure play ecommerce retailers will continue taking share in most categories, forcing traditional brick-and-mortar players to enhance their digital presence…