Online Shopping Isn’t as Profitable as You Think
Harvard Business Review
AUGUST 21, 2014
Census Bureau, ComScore, eMarketer, and Forrester. All show similar trends. If historical trends continue, e-commerce’s share of retail will rise from 11% today to about 18% in 2030, albeit with big variations by category. Of course, that pesky “if historical trends continue” phrase generates ferocious debates.
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