E-commerce spending in the United States reached $1.3 trillion in 2023, setting an annual record up from $1.09 trillion in the year before, according to the annual Comscore State of Digital Commerce report, even as fourth-quarter spending of $389.2 billion surpassed previous totals for the final frame, up from $332.2 billion in 2022.
In the 2023 fourth quarter, consumers conducted spent more via desktop computers as mobile’s share of spending fell to 36.3% of sales from $38.4% in 2022. Year over year, desktop spending growth increased by 21.1% as mobile grew by 10.9%. Total online spending gained 17.2% versus 18.1% in the year earlier.
Although retailers ran early holiday promotions in an attempt to spread out sales and encourage consumers to continually revisit their friends, family and self-gifting, spending remained highest in December at 34% of holiday period outlay, a figure as high as it has been at any time over the past six years. October spending was solid, at 29% of holiday outlay, again as high as it has been in the six-year period. However, in 2023, November’s spending online, at 37%, tied lowest score in the past six years, falling from 40% in the 2022 month.
Top growing online spending by category had Event Tickets coming in first, up 55% year over year, followed by four categories, Flowers/Greetings/Gifts, General Services, Furniture and Appliances, and Grocery/Baby/Pet, each up 22%
Comscore pointed out that digital and social have become critical elements to post-pandemic stores as a kind of online end-cap display. More consumers are discovering products online, which could be a threat to legacy brands and an opportunity for new brands in an always-on, ever-changing consumer world, the company indicated.
