What: E-commerce sales in the United States are projected to surpass $1.1 trillion in 2023, displaying substantial growth compared to the $1 trillion recorded in 2022, as per the Department of Commerce

Why it is important: Despite a 7% growth rate in 2023, it represents the slowest expansion since the 2009 recession. The current e-commerce landscape is 14% above the theoretical trendline based on pre-pandemic forecasts, according to Marketplace Pulse's analysis.

The pandemic-induced surge in e-commerce is gradually declining, suggesting a potential alignment with the trendline in the coming years. While industry giants like Amazon, Walmart, Shein, and Temu have outperformed the 7% growth rate, smaller players may have experienced negative growth.

E-commerce has remained relatively stagnant as a percentage of total retail in recent years but continues to grow in absolute terms. In the past, the growth rate of e-commerce averaged around 14-15%, with acceleration and subsequent deceleration during the pandemic. The observed 7% growth rate in 2023 is seen as a possible bottom, with expectations of future acceleration to 9-10% in the coming years, highlighting the ongoing upward trajectory of e-commerce.

U.S. online sales to exceed 1.1 trillion dollars in 2023