The eCommerce pie

摘要

WHEN ECOMMERCE FIRST EMERGED IN THE LATE 20TH century, many of its early innovators likely were the choice few who expected it would shake up the retail landscape. As the market evolved, eCommerce has moved beyond digital only providers. Instead, the channel has seen traditional retailers find a way for them to compete in further driving the market. According to Information Resources Inc. (IRI), total eCommerce sales for the 52 weeks ending Dec. 30,2018, were $58.9 billion, which marks a 35.6 percent increase from the previous year. In fact, the channel accounted for 64 percent of total omnichannel growth. Despite these strong growth numbers, eCommerce still makes up just 11 percent of total consumer packaged goods (CPG) sales, IRI reports. Despite its smaller share, indications point to eCommerce's growing reach, particularly with retail chains. "Pure-play retailers garner more than half of all online CPG purchases, but traditional brick-and-mortar retailers continue to invest and win share of the eCommerce pie," said Sam Gagliardi, head of eCommerce for IRI, in a statement. "It is incumbent upon the future success of these traditional retailers to invest in the shopper experience both in-store and online."