E-commerce sales are expected to rise 10% this holiday shopping season, down a bit from 11% in 2016. Amazon will see the largest share of that bump, about one-third of the sales.
NetElixir has released its annual Holiday Forecasts report and attributes the slight drop in digital shopping to the three factors: First, Amazon’s growing user base and inclusion of a Prime Day in July have consumers shopping throughout the year for gifts. Second, lower prices on marketplaces means that overall retailers lose a bit. And third, looking at the macroeconomics of this year, sales have slowed down and the first half of the year witnessed a considerable amount of store closings.
