U.S. e-commerce growth slows, but in-store sales pick up

E-commerce took off during the pandemic, with consumers spending almost as much online as they did in physical stores . Now , as physical stores reopen in the U.S. , e-commerce growth is slowing while in-store sales are picking up .

Recently , the NPD Group released a report stating that sales in offline physical stores in the United States have increased. As of September 2021 , the proportion of retail sales in physical stores has risen to 64% of all retail sales .

“Consumers are no longer buying primarily out of necessity, but because the pandemic has limited their ability to shop in physical stores, they are now craving the in-person shopping experience more than ever,” said Marshall Cohen , NPD ’s chief retail industry advisor .

Between April 2020 and March 2021, U.S. e-commerce sales grew by more than 40% year-on-year every month . Since March, the growth rate has remained at around 10% , while offline store sales have also slowly begun to recover at a double-digit growth rate.

However, sales in offline physical stores in the United States have not yet fully recovered to pre -epidemic levels. Recent data from retail shopping tracking company Sensormatic Solutions shows that foot traffic to U.S. stores during this year's Black Friday sales event fell 28% from 2019. However, when comparing this data with 2020, it can be found that more Americans did return to offline shopping malls during Black Friday , and this year's Black Friday foot traffic increased by 47.5% compared to 2020 .

Brian Field , senior director of global retail consulting at Sensormatic, said: "Although in-store shopping has not yet returned to pre-pandemic levels in 2019 , offline physical store sales are indeed gradually recovering compared to 2020. "

Global supply chain shortages and shipping crises are a major reason for the recovery of offline store sales. Supply chain and transportation issues have prevented many consumers from receiving their ordered goods on time this holiday, which has led consumers to shop in advance or in offline stores to ensure that their gifts arrive on time.

US Market

E-commerce

Retail