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Retail E-Commerce Sales Strong in Q2
Marketing for online retailers is having positive effects, judging by e-commerce sales.
Estimated US retail e-commerce sales for the second quarter of
2007 totaled $31.8 billion on a not-adjusted basis, according to the Census Bureau of the Department of Commerce.
That is up 20.7% from the second quarter of 2006. E-commerce sales in
the second quarter of 2007 accounted for 3.1% of all retail sales.
The Department of Commerce data defy the expectations of a number
of e-commerce analysts who believed the market would slow down
considerably this year.
1E-commerce sales are sales of goods and services where an
order is placed by the buyer or price and terms of sale are negotiated over
an Internet, extranet, Electronic Data Interchange (EDI) network, electronic
mail, or other online system. Payment may or may not be made online.
Survey Description
Retail e-commerce
sales are estimated from the same sample used for the Monthly Retail Trade Survey
(MRTS) to estimate preliminary and final U.S. retail sales. Advance U.S. retail
sales are estimated from a subsample of the MRTS sample that is not of adequate
size to measure changes in retail e-commerce sales.
The American Marketing Association's
"Mplanet" survey, conducted before last year's holiday season, found
that TV ads (37%) remained, by far, the best source for reaching and
engaging online consumers with information about new products. However,
the Internet (15%) and e-mail and online newsletters (14%) ranked
higher than other traditional media, such as newspapers, magazine and
radio ads.
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