Data Points: Spending It

People are getting more comfortable shopping online, but they're also demanding more of retailers

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Online shopping has become a mainstream activity—fully 70 percent of all Internet users ages 14 and up bought something online last year, according to eMarketer. E-commerce accounted for 6.6 percent of all retail sales, but the researcher believes that figure could become as much as 20 percent in the next 10 years.

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