E-Commerce Growth

Today, many consumers start and finish their shopping experience online.

In 2024, it was estimated that global E-Commerce sales would soon surpass $6 trillion¹, growing at more than twice the pace of in-person point-of-sale transactions. And momentum isn’t expected to slow down. Forecasts project E-commerce to hit $8.9 trillion by 2028, with growth accelerating across North America and emerging markets in Asia-Pacific and Latin America.

Consumers now expect seamless digital experiences, from fast checkout to mobile-friendly design. At the same time, marketplaces, social media and integrated payment tools have made selling online more accessible than ever.

For businesses, e-commerce presents a strategic lever for expansion. Those that adapt can grow revenue, reach new customers and build resilience in a shifting economy.

In this article, we’ll break down the latest e-commerce trends, outline practical steps to get started or grow your presence and share real-world examples of how businesses are using digital channels to drive results.

Why businesses should consider investing in E-Commerce
Growth is harder to come by in today’s market. Foot traffic is unpredictable. Margins are tight. And customers expect more flexibility than ever. That’s why many businesses are turning to E-Commerce as a growth lever.

With a strong E-Commerce presence, businesses can:

• Reach more customers faster: Selling online removes the limits of geography. You can expand regionally, nationally or even globally without opening a new storefront.
• Sell around the clock: E-commerce gives your customers the freedom to browse and buy anytime — even outside traditional business hours.
• Streamline costs: Compared to physical expansion, running an online store usually requires less overhead and fewer fixed expenses.
• Learn from buyers: Every transaction provides insight. Use data to understand buying behavior, personalize offers and improve your marketing strategy.
• Offer flexible payment options: From digital wallets to subscription billing, e-commerce platforms make it easy to offer the convenience today’s buyers expect.

For businesses looking for sustainable, scalable growth, E-Commerce is worth a serious look. Let’s consider some examples of how businesses are leveraging E-Commerce tools today.

Real-world E-Commerce opportunities
You don’t need to be a tech company to benefit from selling online.

Every day, businesses are finding smart, simple ways to include E-Commerce into their model — and grow because of it. Here are some practical examples:

Start selling online
For many businesses, launching an online presence can be as simple as opening a basic storefront or listing on a marketplace platform. Whether you’re selling physical products, services or gift cards, an online option helps customers find you faster and buy on their terms.

• A local boutique builds an e-commerce site to sell curated items across the country — and adds gift cards for seasonal shoppers.
• A personal trainer offers virtual classes and digital gift cards through their website, making it easier for clients to book on their own time.
• A bakery launches online ordering with pickup and delivery, streamlining operations and attracting new customers.

Expand to social commerce
Social media platforms now let you sell directly through posts, reels and ads. If you already have an audience, this is one of the fastest ways to turn followers into customers.

• An independent jewelry maker uses Instagram’s shoppable posts to showcase new designs. Customers can click on the posts to purchase directly, streamlining the buying process.
• A pet grooming service posts before-and-after pictures of their furry clients on Facebook, including links for booking appointments and purchasing pet care products directly through the platform.
• A small-batch soap maker uses social media to demonstrate the production process, pairing the video with links to shop featured products, boosting sales through engaging content.

Reach global markets
E-Commerce opens the door to customers far beyond your local zip code. With tools that handle currency conversion, international shipping and logistics, it’s easier than ever to test demand in new markets and grow globally without opening a new location.

• A craft brewery in the U.S. partners with an e-commerce platform that specializes in cross-border shipping, allowing them to sell their beer to customers in Canada and Europe.
• A natural skincare business uses a global marketplace like Etsy to reach environmentally conscious customers in Europe and Australia, leveraging Etsy’s currency conversion and international shipping options.
• A U.S.-based spice blend company uses an online marketplace to tap into demand from home cooks in Europe and Asia, promoting regional flavors and recipes.

How to launch or expand your E-Commerce presence
When it comes to e-commerce, the hardest part is often knowing where to start. With so many platforms, tools, and tactics available, it’s easy to feel overwhelmed — or to delay getting started altogether.

But you don’t need a perfect plan to move forward. Here are simple, high-impact steps you can take to build or expand your online presence with confidence:

• Start small: Create a basic online storefront with clear navigation, product descriptions and a streamlined checkout. Offer click-and-collect or local delivery to blend online convenience with in-person service.
• Focus on security: Use secure payment gateways and display trust signals like SSL certificates. These small details go a long way in earning buyer trust.
• Promote your channels: Announce your e-commerce options via email, social media and signage in your physical space. Make it easy for loyal customers to follow you online.
• Engage your online customers: Use loyalty programs, email offers or social media exclusives to drive repeat purchases and grow lifetime value.
• Plan for growth: As demand increases, automate where possible — including order processing, inventory updates and shipping — so your systems can scale with your sales.
• Consider an online payments platform. As your business grows, platforms like Comerica Easy Pay™ make it simple to add payment channels without major infrastructure investments.

Ready for digital growth?
Comerica can help you plan with confidence. Our advisors understand the tools, platforms and strategies that power modern e-commerce. Whether you’re just getting started or scaling up, we’ll help you build a plan tailored to your goals.

Speak with your Treasury Management Officer today about how to set up an E-Commerce presence.