Based on current data, it is projected that e-commerce analytics will experience the growth phase of its S-Curve over the next decade. I expect the rapid growth to result in the maturation (roughly 90% penetration of the potential market) of online shopping by 2020. Despite the current economic downturn, e-commerce analytics continues to grow while other industries move backward (“E-Commerce analytics ”). Since online shopping is based on saving time and money for the consumer, as well as the business owner, hard economic times will only deepen the e-commerce analytics trend. While sales may not increase as rapidly as in strong financial conditions, individuals will look to spend their limited finances in as efficient a fashion as possible. The internet, coupled with the ability to do comparison shopping, research, analyze customer reviews, and order from a single location, provides the demanded shopping efficiency.
S-Curve economics presents a case for the rapid growth of online shopping. Due to the nature of market development, exponential growth occurs once a new technology reaches roughly 10% market penetration and continues until it reaches roughly 90% market penetration. Data compiled by Forrester Research shows that e-commerce analytics has entered its growth phase in the United States.