[eMarketer] Target US ecommerce sales to hit $18 billion this year
American retail corporation Target has defied odds to post phenomenal ecommerce growth. This year, its US ecommerce sales will hit $18.64 billion, almost as much as all its US ecommerce sales from 2016 to 2019 combined according to eMarketer.
The company’s omnichannel services are a driving force behind this acceleration, and its same-day services, in particular, have played an integral role. During Target’s Q1 2021 earnings call, CEO Brian Cornell said more than 95% of the quarter’s sales—both online and offline—were driven by the brick-and-mortar stores.
Curbside pickup is another service that’s been a major driver of growth. As a share of digital sales, curbside pickup sales increased by more than 600% in Q1 compared with the same quarter in 2019, according to the earnings call. The company said it would continue to invest and expand on this service.
Overall, the retailer is constantly looking for ways to not only bolster sales, but also make the shopping experience more convenient for its customers. Recently, Target announced plans to make adult beverages available through its pickup options at more than 1,200 of its stores by the end of Q2. Adult beverages will also be available for same-day delivery in over 600 stores across the country where local laws allow.