Comscore: E-commerce 2024 Report

According to Comscore's "E-Commerce 2024 Report," U.S. online retail spending will grow strongly again in 2023, with spending increasing 18.8% year-over-year to $1.29 trillion.

The Grocery/Baby/Pet category easily led e-commerce spending with $266 billion, surpassing the second-largest category by revenue, Apparel & Accessories ($204 billion). These were the only two categories to exceed $200 billion in spending, and together they accounted for approximately 36% of total digital e-commerce spending (compared to approximately 20% and 16%, respectively).

Research shows that online shopping is particularly popular among millennials and adults with children at home.

The top five categories for digital e-commerce spending last year were computers and peripherals ($133 billion), consumer electronics ($99 billion), and furniture and appliances ($93 billion).

Two of the top five spending categories had the fastest growth: Furniture & Appliances (+22%); Grocery/Baby/Pets (+22%).

By far the category with the largest increase in spending last year was event tickets, which increased 55% year-over-year.

This category is also largely driven by mobile. In Q4 2023, 89% of event ticket spending will occur on mobile devices, nearly double the 45% in Q4 2019. In contrast, 36% of e-commerce spending will occur on mobile devices in Q4 2023.

While the Grocery/Baby/Pets category isn’t the most mobile-dependent, it is the most profitable category on mobile due to its sheer volume of total spend. The online grocery category tops the list for overall mobile e-commerce spend with $28.6 billion in mobile e-commerce spend in Q4 2023, followed by apparel and accessories ($24.2 billion). Meanwhile, event tickets rank third in mobile e-commerce spend in Q4 2023, up from 17th in Q1 2021, due to a surge in spending and reliance on mobile.

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