Changes in the behavior of online retailers and consumers will spur an up-tick in e-commerce spending, says Forrester Research. The firm expects online retail sales in the U.S. to more than double over the next six years, reaching $316 billion by 2010.
IT investments in Web sites, combined with greater acceptance of online shopping on the part of consumers, will drive the growth, Forrester says.
Tools, hardware, and garden supplies--products that historically have seen slow growth online--will experience above-average online growth, according to Forrester.
Another hot e-commerce category will be flowers, as more consumers start to use the Internet to place an order instead of the telephone.
Making Changes
"Significant behavioral changes by consumers and retailers will fuel online retail growth over the next six years," Forrester Senior Analyst Carrie Johnson says in a statement.
"While consumers continue to become more comfortable buying a variety of items online, retailers will apply what they have learned in the early days of online retailing to implement site enhancements that provide a greater return on investment and a better experience for customers."
Today, online spending accounts for about 7 percent of total retail sales. Forrester expects that figure to rise to 12 percent in 2010.
