Comscore released its Q3 US e-commerce sales estimates this morning. The firm said that e-commerce revenues in the third quarter were $47.4 billion. That means US e-commerce is on track to reach about $210 billion for the full year 2013 (assuming that Q4 e-commerce comes in at around $63 billion).
Once again, as people are getting very excited about these numbers, I feel compelled to point out that this remains a fraction of local sales and internet influenced offline buying.
The overwhelming use of smartphones in stores (60% to 80%) and multscreen shopping means that the consumer path to purchase this holiday season will be more “considered” and convoluted than ever. However it doesn’t change the fact that most buying will still take place locally, in stores.