Online sales grew 15.1% in Q1 and accounted for 11.1% of retail sales when factoring out items not normally bought online. That’s the highest e-commerce penetration in history, as web sales totaled $86.3 billion for the period ended March 31, according to non-adjusted estimates released by the U.S. Department of Commerce.
Quite impressive but not entirely accurate when you consider:
Omnichannel efforts like endless aisle, ship-from-store, and in-store pickup programs have supported eCommerce by enabling merchants to transform slow-turning or “trapped” inventory into incremental sales. Merchants report that these services improve customer satisfaction and directly facilitate faster delivery of products to shoppers. Already, more than $1.5 trillion of total US retail sales are web-impacted
Bingo. To state that online accounted for 11.1% is truly a misrepresentation. If buy online, pick-up in-store/curbside fell into the online sales bucket, we would see a number several percentage points higher.