Overall e-commerce — covering both retail and travel websites – took a recessionary hit in 2009 when online sales registered a first-ever year without growth, according to a report released today by comScore, a provider of digital marketing data.
Total online spending reached $209.6 billion in 2009, down 2 percent from the previous year, the first dip on record, according to comScore’s 2009 “U.S. Digital Year in Review.”
Travel spending dropped 5 percent to $79.8 billion, while non-travel retail e-commerce remained virtually flat at $129.8 billion, the report said.
Online sales managed a 6 percent gain in 2008, compared to the previous year, as the financial crisis peaked with the Wall Street markets tumbling and the launch of government bailout programs.
By factoring out travel-related online sales, the numbers turn somewhat more positive, especially in fourth quarter 2009 — with online retail sales registering $39 billion, up 3 percent versus a year ago, comScore said.
“Throughout most of the decade, retail e-commerce spending saw growth rates in excess of 20 percent annually, but 2008 showed signs of softness as the economy first began to weaken,” comScore said.
The 2009 holiday season was a “bright spot” for the year because it marked a return to growth with November and December showing gains of a few percentage points.
“While some of this growth is attributable to more favorable year-over-year comparisons versus the disastrous 2008 holiday season, it does suggest that the tides of consumer sentiment are beginning to turn and that 2010 may be a healthier year for retail e-commerce,” comScore said.
The biggest online spending day of the year was Tuesday, December 15 with $913 million in sales, the first day on record to eclipse $900 million, according to comSore. Cyber Monday – Nov. 30, 2009 – was the second busiest day with $887 million, followed by December 1 with $886 million and December 16 with $874 million.
comScore said a few retail categories managed growth last year. The top category was “books and magazine” with a 12 percent jump, followed by “computer software” (7 percent); “sport and fitness” (6 percent); and “jewelry and watches” (4 percent).
