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Digital Commerce Winning Its War Against In-Store Sales

Phillip Reinhardt

Digital Sales

When’s the last time you ordered something online? Probably pretty recently. Well, you’re not alone, as a recent study conducted by Salesforce Commerce Cloud highlights the various ways in which digital commerce continues to eclipse in-store purchases.

The study indicates that digital commerce increased 23% on a year-over-year basis, and now accounts for 57% of all purchases. The verticals that experienced the greatest activity include active apparel, general apparel, health and beauty, as well as home goods. The only vertical to see a slight decline was luxury apparel (-4%).

Meanwhile, mobile devices continued to solidify their status as the gold standard for online commerce. During the second quarter of 2017, shopping on mobile devices increased to 34%. Although more overall purchases took places on desktop computers (55%), the share has plummeted in recent years and shows no signs of slowing down.

“The digital heavyweights — Amazon and Google — are conditioning consumers to search,” says Rick Kenney, the head of consumer insights for Salesforce Commerce Cloud. “Site search is an absolutely crucial utility for your shoppers.”

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