Greg Sterling says, “The $354 billion in 2016 e-commerce sales is small potatoes compared with offline retail spending: over $4.5 trillion according to US government figures. But what’s also larger than e-commerce is offline spending influenced by the internet — between $1 and $2+ trillion, depending on the estimate.

According to a new Forrester research report, $1.26 trillion of local retail sales were affected in some way by digital media in 2016. The firm also projects that by 2021 mobile devices alone will influence $1.4 trillion in local sales.

Forrester’s total retail figure is lower than the US government figures. The firm also probably under-counts the influence of digital on in-store sales today”.

Reports: digital, especially mobile, driving trillions in offline retail spending

Marketing Land

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