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Despite recent economic woes, Forrester Research reports online retail sales are projected to grow 17 per cent in 2008 and surpass the $200 billion mark.
What is more, reports Principal Analyst Sucharita Mulpuru, the bulk of online retail sales are driven by tenured Gen Xers and Boomers, a cross-section of the web buyer population that values the convenience of the online channel and is actively spending more on the Web.
She noted: “These folks are less price-sensitive, disproving the theory that online shopping inevitably leads to brand-disloyal shoppers.”
Gen Xers account for 34 per cent of all online shoppers, while Boomers represent 38 per cent.