E-commerce sales rose 15% during 2012 as more consumers and retailers met online in lieu of brick and mortar deals.
Online sales posted their strongest annual growth rate since before the recession, according to Gian Fulgoni, chairman at comScore.
He said, “2012 was a year in which – for the most part – e-commerce continued to grow strongly, despite an uneven macroeconomic environment showing signs of recovery but also cause for continued concern.”
Throughout the entire year e-commerce growth rates were consistently in the mid-teens, he noted.
“It is clear that the online channel has won over the American consumer and will increasingly be relied upon to deliver on the dimensions of lower price, convenience and selection. The only real blemish on an otherwise outstanding year for e-commerce was a holiday season that fell shy of initial expectations,” Fulgoni said.
During the fourth quarter, e-commerce sales totaled $56.8 billion, marking a 14% year-over-year growth rate. Analysts expected e-commerce sales to jump 18% during the final quarter of 2012.
“To the extent that this pullback was just a temporary shock and not a sign of underlying economic weakness.We are optimistic that 2013 will build on the momentum of the past year,” he said.