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BizReport : Ecommerce archives : February 11, 2010

comScore: Q4 ecommerce spend up 3%

The final Q4 online spending numbers for 2009 aren't as sexy as in years past, but an increase is an increase. Especially in this economy. For 2009, the final tally shows a 3% increase in spending for the quarter, after overall decreases in both Q2 and Q3 2009 and a flat Q1.

by Kristina Knight

The total spend for the quarter reached just over $39 billion. For the holiday shopping season alone, ecommerce spending increased by 4% to reach just over $29 billion. Three record breaking individual sales days, one while topped the $900 million mark, certainly helped push online shopping head.

Compared to year's past, the numbers aren't great. Q4 2007 showed a 19% increase in online shopping, but in 2008 the decline began. Q3 2008 showed only a 6% spending increase while Q4 2008 showed a 3% decline.

The small uptick in online spending is a sign that the economy is improving but more than that it is a sign that consumers are changing how they shop. Many shoppers are now turning to online stores first to avoid busy malls and over-crowded big-box stores during peak shopping times.

comScore chairman Gian Fulgoni said, "As we head into 2010, there is reason for guarded optimism for online retail spending to continue to gain share of consumers' wallets. At the same time, I expect absolute growth to be stymied by continued high unemployment and the deleveraging that is occurring in the economy as consumers exercise their new-found propensity to save."

According to the Q4 report:

• The number of online shoppers increased
• Nearly half of consumers logged on to shop because of free shipping deals
• The average spend per consumer decreased slightly

Tags: comScore, ecommerce, ecommerce spend, online shopping, online spending

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