E-commerce is big business and getting bigger every day. Growth estimates from eMarketer report that business-to-consumer (B2C)
e-commerce sales worldwide will reach $1.5 trillion in 2014, increasing nearly 20% over 2013. But not all e-commerce categories are created equal.
The most popular e-commerce categories, not surprisingly, are nonconsumable—durables and entertainment-related products. Nielsen reports that almost half of global respondents in an online survey intend to purchase clothing or make airline or hotel reservations using an online device in the next six months. Other categories growing in prominence for online shopping include e-books, event tickets, sporting goods and toys (to name a few). Spending intentions for each have risen at a double-digit or near double-digit percentage-point rates since 2011
The online market for buying groceries and other consumable products is comparatively smaller—but is starting to show promise. While durables are the starting point of adoption, consumables are attractive due to the frequency of purchase. Aside from online purchasing, digital is an increasingly important research and engagement platform