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4.3.2011 US ecommerce sales to surge

Online retail sales will continue to rise in the US and Europe over the period to 2015, driven by new technology and evolving consumer habits. Research firm Forrester has published a studyestimating that American revenues should climb by 10% annually in the next five years. The organisation reported this channel expanded by 12.6% in 2010, reaching $176bn  in all. Such an improvement built on the 11% acceleration recorded in 2009, as ecommerce maintained a healthy performance in spite of the adverse financial climate. Looking ahead, Forrester argued the internet would yield sales of $279bn by 2015, boosted, in the first instance, by a greater uptake of various digital activities among shoppers.

Elsewhere, the enhanced role of smartphones and tablets, alongside the heightened status of innovative platforms like Groupon, is set to exert a similarly positive influence. Overall, Forrester projected the web's share of revenues should increase from 8% in 2010 to 11% by the mid-point of the decade. Separately, Forrester released analysiscovering the online retail category in 17 European Union member states, and forecast returns would enjoy a double-digit lift in each of the coming five years.

B.L. 4.3.2011