E-commerce spending in the U.S. hit $195 billion in 2010, accounting for more than 6% of total retail sales, and it is still growing across the board. But not all spending is alike: The ways that consumers research and buy online vary by category.
McKinsey has identified three distinct clusters: “Gone to digital,” “Still in store,” and the “Digital battleground.”
This consumer behavior creates significant challenges and opportunities for multi-channel commerce. The stakes are high and rising for retailers and marketers. The trend toward online research and purchase continues, with many categories moving more clearly into the digital battleground.