You know, for all the hype about online sales and how important it is, this number really reminded me that it's easy to live in a reality distortion field. Almost everyone I know shops online but apparently this activity is not universal. Just over 3% of total retail sales in the US are made online.
It does make sense to me though. When I talk to consumers, I'm still surprised by how many people refuse to shop online, usually because of security fears.
Of course this data is in aggregate and is skewed by categories like white goods and automotive. And some categories are far more ecommerce focused than others. It's still a humbling number, though.
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