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As analysts expect e-commerce sales in the U.S. to continue growing by 10 to 12 percent a year, total e-commerce sales are already at substantial levels as traditional brick-and-mortar retailers have expanded their online efforts.

As a result, total annual retail e-commerce sales are $201 billion, according to the 180 companies tracked by eMarketer. For the top 25 retailers, total annual e-commerce sales come in at $159 billion, with Amazon Inc., Wal-Mart Stores Inc. and Apple Inc. taking the top three spots. According to eMarketer, Amazon’s e-commerce sales are $79.3 billion while Wal-Mart has $13.5 billion and Apple totals $12 billion.

Of the top 25 companies on the list, 18 are more traditional brick-and-mortar retailers that have pushed their online efforts over the past five years. These include companies such as Macy’s Inc., Nordstrom Inc., Target Corp., Gap Inc. and Neiman Marcus.

Included in the top 25 list is the share of e-commerce sales to total sales. Amazon’s pure e-commerce revenue represents 74.1 percent of total sales while number-two Wal-Mart has e-commerce revenue of just 2.8 percent of its total sales — which indicates that the world’s largest retailer has plenty of room to grow online. Indeed, analysts and industry consultants have been urging retailers to better leverage their physical stores by also seeing them as warehouses from which goods can be shipped.

In a recent Think Tank column in WWD, Jordy Leiser, cofounder and chief executive officer of StellaService, said omnichannel investments are worthwhile “since brick-and-mortar retailers are taking the idea of convenience to a new level. In fact, the key to the survival of traditional retail is using the one weapon that online-only models don’t have: a network of existing stores.”

Other retailers with low e-commerce-to-sales percentages — and potential to grow online sales further — include Target with 3.4 percent, Walgreen’s with 1.7 percent and Sears Holdings Corp. with 7.9 percent.

Top 25 U.S. E-commerce Retailers

(ranked by annual sales)

 Company: E-commerce Sales

(in U.S. millions):

E-commerce Share of Total Sales:
1. Amazon.com $79,268 74.1%
2. Wal-Mart Stores Inc. $13,484 2.8%
3. Apple $12,000 5.1%
4. Staples $10,700 55.5%
5. Macy’s $4,829 17.5%
6. The Home Depot $4,267 5.0%
7. Best Buy $3,780 9.4%
8. QVC $3,722 42.7%
9. Costco Wholesale $3,618 3.1%
10. Nordstrom $2,699 18.9%
11. Target $2,524 3.4%
12. Gap Inc. $2,519 15.6%
13. Williams-Sonoma $2,501 50.7%
14. Kohl’s $2,367 12.4%
15. Sears Holdings $2,057 7.9%
16. Wayfair $1,919 100.0%
17. Walgreens $1,883 1.7%
18. L Brands $1,816 15.4%
19. HSN $1,810 49.2%
20. Groupon $1,747 56.0%
21. Overstock.com $1,648 100.0%
22. Lowe’s $1,636 2.8%
23. Victoria’s Secret (L Brands) $1,485 19.9%
24. Nike $1,410 4.5%
25. Neiman Marcus $1,389 27.4%
Source: eMarketer

 

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