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eMarketer: E-commerce to account for 9% of all retail sales in 2017, led by a surging Amazon

When it comes to online market share, Amazon is in a class by itself. But Walmart is coming on strong.

E-commerce sales this year will grow 15.8% to $452.76 billion this year, representing 9% of total retail sales, according to eMarketer.

The undisputed ecommerce leader is Amazon, with the largest share (43.5%) of U.S. retail online sales, equating to $196.75 billion this year. The online retailer now represents 3.9% of all retail sales in the U.S.

In second place is eBay, which has stagnant growth and is losing share. Its e-commerce sales will grow to $30.66 billion by the end of this year, eMarketer estimates, but its share of total ecommerce sales will drop to 6.8%.

Walmart, in third place, accounts for 3.6% of U.S. e-commerce sales, but its sales are growing rapidly. Walmart's online sales in 2017 will jump 46.8% to reach $16.21 billion.

Emarketer forecasts that total holiday retail sales will increase 3.1% over the same period last year to $929.15 billion. Online holiday sales will jump 11.5% this holiday season to $106.97 billion, representing 11.5% of total holiday retail sales — the largest portion ever.

The report also noted that mobile commerce will grow 38.0% this year to reach $156.28 billion. It will represent 34.5% of all e-commerce and 3.1% of total retail sales.

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