We all know that ecommerce penetration has been growing fast. This first chart shows how fast – US penetration was up 54% to 6.0% from 2007-12. Put another way that’s a CAGR in online sales of around 15%. That level of growth is projected to continue going forward.
The growth won’t come evenly though. Under-penetrated sectors will grow fastest and they are where the biggest opportunity for startups lie. Companies that are able to build trust and emotional resonance with consumers and/or find clever ways to help them navigate through the ever increasing volume of online inventory stand a good chance of being amongst the next generation of winners.