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Americans’ Online Shopping Leveling off, Finds Boston Consulting Group Survey


June 14, 2016

According to new consumer research by the Boston Consulting Group (BCG), the move to online shopping is expected to slow over the next three years.

The survey of more than 3,300 Americans revealed that in 41 categories, including pet supplies, the vast majority of participants don’t plan to increase their online spending over the next three years. In many categories, more than a quarter of those already shopping online said they will spend less online in the future.

The intention to keep online shopping at current levels and slow down in many categories was also shown to be virtually identical among Millennials, Gen-Xers and Baby Boomers.

“Consumers are notoriously unable to predict their spending patterns,” said BCG senior partner Michael J. Silverstein. “However, the findings from this research certainly pour cold water on everyone’s expectations for a continuously rising e-commerce world. E-commerce winners will have to earn new dollars and new spending by providing new value.”

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