The e-commerce revolution is just beginning

E-commerce is big, but it can get much, much bigger

The US e-commerce penetration rate is about 14% right now. E-commerce penetration is just a disgusting way of saying the percentage of total retail sales that happen online. The business world loves using the word penetration. It’s weird. Most of the corporate lexicon is sexual in nature. A company gets seeded, makes a hard launch, rides, peaks, then eventually gets licked by a well-positioned peer.  Gross nomenclature aside, e-commerce penetration was just 10% in 2019. Are we approaching a digital climax (whoops)? Or is this only the start? And why does it matter?

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