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U.S. 3Q online retail spending dips 2 percent

November 06, 2009

Reston, Va.--U.S. online retail spending dropped 2 percent in the third quarter to $29.6 billion, representing the first time on record that consecutive quarters have seen negative e-commerce-spending growth compared with the same quarter the year prior, according to the latest report from ComScore.

"The third quarter showed negative marginal growth for the second consecutive quarter--the first time on record we've witnessed sustained dips in U.S. e-commerce spending, small though the declines may be," ComScore Chairman Gian Fulgoni said in a media release. "The good news is that these declines may finally be in our rear view mirror, as we anticipate marginally positive growth for the fourth quarter."

Free shipping a must for 2009 holiday season

Over the past few years, free shipping has become a critical incentive for stimulating online purchase behavior, and its importance has increased considerably during the recent economic downturn.

According to ComScore, the past several quarters have seen the percentage of e-commerce sales transactions including free shipping increase from 31 percent in the first quarter of 2008 to 42 percent in the third quarter of 2009.

"With more than 40 percent of all e-commerce transactions now including free shipping, it's clear that consumers respond favorably to this incentive and in many cases have come to expect it from retailers," Fulgoni said. "The retailers who do not offer free shipping deals this holiday season may find themselves at a significant disadvantage versus those who do."

ComScore is a global leader in measuring the digital world and a preferred source of digital marketing intelligence. For more information, visit ComScore's Web site, Comscore.com.
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