U.S. online retail sales will reach $334 billion this year and Online Retail Sales To Top $480 Billion By 2019, according to Forrester‰Ûªs latest five-year eCommerce forecast. Already, 69% of the U.S. online population regularly buys products online, with clothing, consumer electronics, and computers generating approximately a third of all online shopping dollars in the U.S.

Categories that were once trailing behind in online sales, like furniture and auto parts, will have compound annual growth rates of 15% and 11%, respectively, during the next 5 years as shoppers become more comfortable researching and buying these products online. By 2019, Forrester projectsåÊthatåÊthe music category, which drove eCommerce growth more than 15 years ago, will be nearly all digital.

“Transactions on mobile devices account for 10% of the e-commerce total, and the two largest categories ‰ÛÓ apparel and accessories at $48 billion, and consumer electronics at $30 billion ‰ÛÓ now account for more than one-quarter of online sales. The forecast puts e-commerce on track to increase by some 10% per year for the next five years.”

“Grocery and home improvement purchases remain stubbornly resistant, and are the least penetrated of the 30 categories that Forrester tracks,” Sarah Mahoney wrote in Marketing Daily’s article, “Report Says Ecommerce To Reach $334 Billion.”

“Those that are optimizing their mobile presence, matching aggressive shipping offers, making sure they are protected from data breaches, and improving their omni-channel capabilities are most likely to come out ahead.”

According to AudienceSCAN, e-commerce shoppers enjoy reading fiction, traveling across the states and home decorating. You can bet that products from these categories are what they’re putting in their online shopping carts. With 25% of them hiking/camping and 25% doing Aerobics/Pilates/Yoga for exercise, these shoppers also need workout clothing and gear. They respond to Internet advertising, blogs and daily deals when searching on the web.

AudienceSCAN data is available as part of a subscription to AdMall for Agencies. Media companies can access AudienceSCAN data through the Audience Intelligence Reports inåÊAdMall.