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Two Mega-Categories Are Keeping US Ecommerce Penetration Low

Article by Eleni Digalaki, Vladimir Hanzlik, Emma Noyes  |  Jul 16, 2025
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Two Mega-Categories Are Keeping US Ecommerce Penetration Low
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Topics
Retail Ecommerce Sales
Retail Sales
Retail Categories
United States

Ecommerce share varies greatly across categories. The average ecommerce penetration across US retail sales of 16.7% masks wide disparities: Rates range from as high as 70.1% for books, music, & video to just 5.9% for auto & parts.

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